“Facebook, Twitter, blogs….my company has no business in social media,” declared one client whose business is a b-to-b involved equipment sales. “None of my customers will follow my Facebook status or what I might tweet.”
This isn’t the first time we’ve encountered “anti”-social media objections. But the truth is, social media doesn’t live in a vacuum; its roots extend through the web and are a key strategy in enhancing search engine optimization (SEO) – how well a site ranks in search engine results. For many businesses, social media isn’t about “keeping in touch” – social media adds to Internet chatter, increases inbound links, and in general, improves the likelihood that websites will achieve more favorable search engine results.
The Basics of “Socializing”
Think of social media links as Internet currency: more of it is better, and the more authority it has, the higher the value (think Facebook, Twitter, YouTube and more….).
However, it’s wise to consider that embarking on a social media campaign without optimizing one’s website content is like filling a water jug that you know leaks. So, shore up the “leaks” on your website by optimizing keywords and adding tags where possible.
First, make sure you have an understanding of the best keywords to use on your site – the ones your customers or prospects will use to find your services or products, not the ones you use to refer to your product or service. Add the keywords into your content as appropriate – especially on your home page. (If you’re not sure about which keywords are best for your industry, input a few keywords into the Google Adwords Keyword Tool and see how your selections fare.)
Next, make sure your keywords on your pages coordinate well with your source code tags (title, meta and alt).
Lastly, use those keywords in your social media posts, and include links back to your site on the pages where those terms are used.
Say Something
Even for businesses that have limited current news, there’s always something to say. Comment on industry trends, discuss allied industries, mention company events, share recent client stories – the list goes on.
If your content is shared from somewhere else, you can make a comment on your Facebook page and add it there; or even interview your in-house “experts” and give the story your own spin so it can be added to your website. Tweet a comment or two just so that it gets out there.
Linked In is another social networking site that can yield ample contacts and content for a website. The site allows participants to “meet” one another through “connections” - people with whom they may share a direct or indirect relationship. Although Linked In is often a conduit for employment opportunities, it also functions as a member news site, offering updates as details are posted.
If you have videos to share - "how-to" style, seminar clips, commercials, and the like - establish your own channel and add them to a You Tube account that ties back to your company name and website.
Blog All About It
Don't forget about the value of a web log – or a “blog”, for short. A blog may function as an online diary or commentary about news, events, or other topics. (Such as the Visionary blog you're reading at this moment.)
Blogs help increase relevance for websites, and also can be a good source of information, depending upon the content.
Social Awareness
In short, social networking is often not just about adding compelling content. Social networking is another opportunity to list your company, promote your website, and prove the relevance of your business to the Internet Gods, the search engines.
Don't wait for your company's “big news” to get social – create a news story and join the social revolution.
Monday, September 19, 2011
Tuesday, March 22, 2011
Google Analytics - What It's All About
Congratulations, you’ve launched your website!
Now that all the legwork is done and the website is functioning, you can sit back and assume the site is working for you, right?
Well, not exactly. You’re halfway there.
At this stage, the intuitive client will look to adjust website content – and perhaps even product offering – based on the evaluation of website metrics. Website metrics is the measurement of traffic patterns within a specific site.
One of the most comprehensive ways to measure website metrics is to install an easy-to-use program called Google Analytics (GA). This is a task we routinely perform for our clients.
Google Analytics is a tool that enables website administrators to track traffic as visitors enter, view, and exit a specific site. This tool allows site owners to assess the best referral sources (search engines, display advertising, referring URLS, e-mail marketing, even links within PDFs). In addition, GA tracks keywords used, page visitation (number of pages per visit, most popular page, pages most often visited, duration on each page), geolocations of visitors (by countries), browser used, connection speed and more.
Once these reports are distilled and traffic patterns are evaluated, site owners can see what improvements may be made to enhance visitor retention.
If this seems like a lot of information, it is; but not all of the data will have relevance to your marketing. One of our clients had no interest in learning that several visitors were based in Canada and Sweden. The clients were, however, intrigued by the keywords that visitors had used to find specific details on the products. That tidbit helped them adjust their online product mix to address a new market.
There’s a great deal of information that can be gleaned from website analytics. The examination of website traffic patterns help marketers determine what visitors find most important, and adjustments in products and services can be made based on that data.
In everyday life, marketers don’t have the unique opportunity to peak over the shoulder of web-browsing customers. But using Google Analytics, they do.
Now that all the legwork is done and the website is functioning, you can sit back and assume the site is working for you, right?
Well, not exactly. You’re halfway there.
At this stage, the intuitive client will look to adjust website content – and perhaps even product offering – based on the evaluation of website metrics. Website metrics is the measurement of traffic patterns within a specific site.
One of the most comprehensive ways to measure website metrics is to install an easy-to-use program called Google Analytics (GA). This is a task we routinely perform for our clients.
Google Analytics is a tool that enables website administrators to track traffic as visitors enter, view, and exit a specific site. This tool allows site owners to assess the best referral sources (search engines, display advertising, referring URLS, e-mail marketing, even links within PDFs). In addition, GA tracks keywords used, page visitation (number of pages per visit, most popular page, pages most often visited, duration on each page), geolocations of visitors (by countries), browser used, connection speed and more.
Once these reports are distilled and traffic patterns are evaluated, site owners can see what improvements may be made to enhance visitor retention.
If this seems like a lot of information, it is; but not all of the data will have relevance to your marketing. One of our clients had no interest in learning that several visitors were based in Canada and Sweden. The clients were, however, intrigued by the keywords that visitors had used to find specific details on the products. That tidbit helped them adjust their online product mix to address a new market.
There’s a great deal of information that can be gleaned from website analytics. The examination of website traffic patterns help marketers determine what visitors find most important, and adjustments in products and services can be made based on that data.
In everyday life, marketers don’t have the unique opportunity to peak over the shoulder of web-browsing customers. But using Google Analytics, they do.
Thursday, November 18, 2010
Tuesday, November 9, 2010
QR Codes: Not Your Parents' Barcodes
Picture this: you’re driving by a home for sale that catches your eye. You stop and instead of a real estate sell sheet, the “for sale” sign features a prominently placed 2-D barcode to access information. You take a picture of the icon using your smart phone camera and almost instantly, your phone launches a website offering details like the home’s sale price, amenities, interior photos and more.
Welcome to The Present.
2-D barcodes are in use in ads and marketing vehicles all over metropolitan markets. Called “QR” (for “quick response”) codes, the icons allow users of smart phones to access special offers, more information about a selected product or service, or view an interactive map or video.
And while they’re fairly new to consumer markets, the technology has been in use since the 1990s when freight companies, airlines, government agencies, and other industries originally embraced the compact technology.
The barcodes carry a plethora of possibilities, and the only limitation appears to be the fact that the QR scanning ability is exclusive to smart phones. But even that objection appears to be waning, since Nielsen forecasts that by Christmas of 2011, smart phone ownership will overtake feature cell phone ownership. The firm predicts that one in two Americans will own a smart phone by that time.
One of the leading companies involved in QR barcode development and management is Scanbuy, a firm based in New York City. The company’s president, Mike Wehrs, estimates that QR code generation and usage has grown by about 700 percent since January 2010.
Visionary adds QR barcodes to ads, coupons, graphics, posters, billboards, and so on. Visionary has begun to apply the codes in ads and poster for clients testing the technology and customer response to its use.
“For tech-savvy clients and their customers, QR codes demonstrate technological competence and immediate access to data,” observes Visionary’s president, Henry Bramwell. “Not every product requires a QR code today, but it was only a little over a decade ago when we were skeptical about cell phones. Once we start to investigate the multiple applications of QR codes, the potential is enormous.”
Welcome to The Present.
2-D barcodes are in use in ads and marketing vehicles all over metropolitan markets. Called “QR” (for “quick response”) codes, the icons allow users of smart phones to access special offers, more information about a selected product or service, or view an interactive map or video.
And while they’re fairly new to consumer markets, the technology has been in use since the 1990s when freight companies, airlines, government agencies, and other industries originally embraced the compact technology.
The barcodes carry a plethora of possibilities, and the only limitation appears to be the fact that the QR scanning ability is exclusive to smart phones. But even that objection appears to be waning, since Nielsen forecasts that by Christmas of 2011, smart phone ownership will overtake feature cell phone ownership. The firm predicts that one in two Americans will own a smart phone by that time.
One of the leading companies involved in QR barcode development and management is Scanbuy, a firm based in New York City. The company’s president, Mike Wehrs, estimates that QR code generation and usage has grown by about 700 percent since January 2010.
Visionary adds QR barcodes to ads, coupons, graphics, posters, billboards, and so on. Visionary has begun to apply the codes in ads and poster for clients testing the technology and customer response to its use.
“For tech-savvy clients and their customers, QR codes demonstrate technological competence and immediate access to data,” observes Visionary’s president, Henry Bramwell. “Not every product requires a QR code today, but it was only a little over a decade ago when we were skeptical about cell phones. Once we start to investigate the multiple applications of QR codes, the potential is enormous.”
Monday, November 1, 2010
Website Success
How would you judge the success of your website?
Is it by the number of visitors?
The search engine ranking?
The accurate depiction of your product or services?
Most web users recently surveyed indicated that a website was considered successful if it efficiently provided the information that was sought.
Here are a few suggestions for ways to make a website more successful and useful for any target audience.
Don’t Sell Your Product – Offer A Resource
Your product will sell itself if you offer visitors the information they crave.
1. Skip your pitch and build a website that serves as a true information source.
2. Write and post articles that relate to your product or service.
3. Provide a forum where you can answer questions from visitors.
4. Keep content rich and timely.
Write Short and Lean
For web visitors, less is often more.
1. Visitors want facts and don’t want to waste time looking for them.
2. Get to the point and deliver the goods.
Think Navigation
Offer simple, logical navigation so that visitors can easily locate what they need.
1. Organize the site in a hierarchical format.
2. Ensure that important pages are only one mouse click away.
Build Community
Encourage visitors to utilize your site as a resource; offer relevant content and features that support the common interests of your audience.
1. Foster community among visitors.
2. Provide forums and newsletters.
Is it by the number of visitors?
The search engine ranking?
The accurate depiction of your product or services?
Most web users recently surveyed indicated that a website was considered successful if it efficiently provided the information that was sought.
Here are a few suggestions for ways to make a website more successful and useful for any target audience.
Don’t Sell Your Product – Offer A Resource
Your product will sell itself if you offer visitors the information they crave.
1. Skip your pitch and build a website that serves as a true information source.
2. Write and post articles that relate to your product or service.
3. Provide a forum where you can answer questions from visitors.
4. Keep content rich and timely.
Write Short and Lean
For web visitors, less is often more.
1. Visitors want facts and don’t want to waste time looking for them.
2. Get to the point and deliver the goods.
Think Navigation
Offer simple, logical navigation so that visitors can easily locate what they need.
1. Organize the site in a hierarchical format.
2. Ensure that important pages are only one mouse click away.
Build Community
Encourage visitors to utilize your site as a resource; offer relevant content and features that support the common interests of your audience.
1. Foster community among visitors.
2. Provide forums and newsletters.
Friday, September 17, 2010
SEO: A primer
“My website doesn’t have to be number one, but we’d like to be on the first page.”
This is one of the most common requests we receive from clients. And it’s completely understandable. After all, web users are notoriously short-spanned when it comes to attention, and may not be interested in search engine results on page 5 or 6.
As a company that offers website design and marketing services, we find that it’s helpful for clients to understand how search engines work and how strategies like search engine optimization (or “SEO”) help to achieve a favorably-ranked website.
To Pay Or Not To Pay
One of the first decisions a website owner makes is this: should we employ paid or unpaid search efforts, or possibly, both? The answer always is….it depends.
Before we develop a website strategy, we first help clients determine their objectives, the web product/service positioning, web competition, and their allocated web budget.
These criteria help drive the website marketing strategy, and in turn, the assignments for paid versus unpaid search engine optimization.
Here is a primer to explain both paid and unpaid search engine optimization techniques:
I. Paid Listings/Inorganic Search Engine Optimization
PROS: Complete control over placement ad ranking of a specific key term
CONS: Expensive; limited to search engine(s) selected; listing may be fleeting if pay-per-click budget is attained easily; users may disregard paid listings.
A paid listing (“sponsored listing”) is considered “inorganic SEO” because it is not a “natural” search engine process. Instead, it is a service offered by search engines enabling advertisers to purchase specific terms and appear on search engine result pages based on relevancy. A sponsored listing typically appears at the top of a search engine results page.
The cost of a sponsored listing depends on: 1) what key terms are chosen by the advertiser (more commonly searched terms fetch a higher fee) and 2) if premium placement is selected in the listing rotation. Generally, advertisers are charged a given rate every time a web user clicks on the advertisers’ sponsored listing (a service called “pay-per-click”) unless there is a pre-determined “not to exceed” figure. Then the sponsored listing will disappear after the budget threshold is attained.
For example, if I determine “laptops” is my website’s chosen keyword, and I opt to retain the second position on a Google sponsored listing, I’ll pay a premium for that term and position. Every time a user clicks on my listing, I’ll pay that rate until my listing reaches the budget threshold (if indeed, there is one).
II. Unpaid Search/Organic Search Engine Optimization
PROS: Cost-effective; results achieved across all search engines; organic proven to be accessed and trusted more by users.
CONS: Not formula; requires frequent updating; ranking dependent on competition’s updates; search engines vary in regard to site ranking.
Spider-driven search engines such as Google, Yahoo! and Bing use "robots" or "crawlers" to rank websites across the Internet. Robots "spider/crawl" each site and "score" pages based on how relevant they are. A website's score or placement within a spider driven search engine is derived from hundreds of variables such as link popularity, density and frequency of keywords in page content, HTML code, site themes and more.
Unpaid search or organic SEO is a strategy that utilizes keywords, tags, terms, URLs, links and coding to optimize a site’s “score” throughout search engines. As the name implies, this strategy is unpaid and requires vigilance on the part of the site administrator or developer so that the site ranks well in its selected keyword categories.
There are a number of ways to capitalize on organic SEO. Following are some suggestions:
1. Headings: Heading are like the yellow lines in the Internet superhighway. They are easy on the eye, provide content separation, and help search engine spiders to lock onto a site and commit to reading its content. The key to search-engine friendly headings is specificity. Say what you mean (“Early Writings From Shakespeare” is much more specific than “Introduction”, for instance) and the search engines will know exactly what is contained within the content.
2. Content, content, content: Spiders crawl through the text on pages (but not the images), and use the content on pages to determine what a site is about and how to best rank it in terms of keywords. Thus, it’s absolutely essential that content depicts the site keywords in a meaningful way (constant repetition of keywords, for instance, will result in a site restriction from search engines – most notably, Google). In addition, content updating is vital because some search engines consider frequently updated sites to be more relevant to users. Thus, a more favorable ranking is awarded to frequently updated sites.
3. Variations: This is an often-overlooked tool, but when you think of it, this is a sensible approach. If your keywords or tags are too broad, use a variation. Consider adding other terms that may be searched (like “Chevy”, “Chevrolet Dealer”, or “Chevy Impala” instead of “car dealerships”). Also, add a geographic parameter if your target audience is likely to do so: instead of the broad term “car dealers”, try “car dealers, Des Moines”. If you can offer variations, you increase the chances that users will access your site.
4. Think Like Your Customer: Don’t use the terms your industry uses unless your customers also use them. For instance, if your business provides audiology services, your customers will most likely search for your services using terms like “hearing aids”. Using common, customer-centric keywords in your site’s content, headings and tags will create many more hits and greatly increase traffic.
5. Tags: Opportunities to tag pages and images exist within the “source code” of a site. Typically, a site developer applies tags so that spiders can accurately catalog pages and images. Tags reinforce the expression of content and keywords.
6. Use Links: When Google spiders the Web, it finds sites by traveling through links. The more sites that link to a particular site, the more important it is considered, and the higher it is ranked. Site administrators should focus on in-bound links from allied parties, affiliates, associations and so on. This may be accomplished in a number of ways: submission to online directories, the exchange of links with business partners and industry-related sites, or participation in Link Building.
Also, it’s valuable to consider the use of intra-site hyperlinks that employ keywords directing site visitors (and search engine spiders) to specific pages within the site.
6. Be Natural: If you are able to follow all of the rules above, congratulations! There’s a good chance that you’ll be rewarded with a suitable ranking.
Following the above rules is important, but remember to keep the content natural and flowing. Even if the search engines rank a site favorably, the content still needs to read well to retain the interest of your audience. After all, if a visitor can’t make sense of your site, they won’t come back. Incorporate the above in a natural manner and you’ll be well on your way to creating a site that is as easy to find as it is enjoyable to read.
This is one of the most common requests we receive from clients. And it’s completely understandable. After all, web users are notoriously short-spanned when it comes to attention, and may not be interested in search engine results on page 5 or 6.
As a company that offers website design and marketing services, we find that it’s helpful for clients to understand how search engines work and how strategies like search engine optimization (or “SEO”) help to achieve a favorably-ranked website.
To Pay Or Not To Pay
One of the first decisions a website owner makes is this: should we employ paid or unpaid search efforts, or possibly, both? The answer always is….it depends.
Before we develop a website strategy, we first help clients determine their objectives, the web product/service positioning, web competition, and their allocated web budget.
These criteria help drive the website marketing strategy, and in turn, the assignments for paid versus unpaid search engine optimization.
Here is a primer to explain both paid and unpaid search engine optimization techniques:
I. Paid Listings/Inorganic Search Engine Optimization
PROS: Complete control over placement ad ranking of a specific key term
CONS: Expensive; limited to search engine(s) selected; listing may be fleeting if pay-per-click budget is attained easily; users may disregard paid listings.
A paid listing (“sponsored listing”) is considered “inorganic SEO” because it is not a “natural” search engine process. Instead, it is a service offered by search engines enabling advertisers to purchase specific terms and appear on search engine result pages based on relevancy. A sponsored listing typically appears at the top of a search engine results page.
The cost of a sponsored listing depends on: 1) what key terms are chosen by the advertiser (more commonly searched terms fetch a higher fee) and 2) if premium placement is selected in the listing rotation. Generally, advertisers are charged a given rate every time a web user clicks on the advertisers’ sponsored listing (a service called “pay-per-click”) unless there is a pre-determined “not to exceed” figure. Then the sponsored listing will disappear after the budget threshold is attained.
For example, if I determine “laptops” is my website’s chosen keyword, and I opt to retain the second position on a Google sponsored listing, I’ll pay a premium for that term and position. Every time a user clicks on my listing, I’ll pay that rate until my listing reaches the budget threshold (if indeed, there is one).
II. Unpaid Search/Organic Search Engine Optimization
PROS: Cost-effective; results achieved across all search engines; organic proven to be accessed and trusted more by users.
CONS: Not formula; requires frequent updating; ranking dependent on competition’s updates; search engines vary in regard to site ranking.
Spider-driven search engines such as Google, Yahoo! and Bing use "robots" or "crawlers" to rank websites across the Internet. Robots "spider/crawl" each site and "score" pages based on how relevant they are. A website's score or placement within a spider driven search engine is derived from hundreds of variables such as link popularity, density and frequency of keywords in page content, HTML code, site themes and more.
Unpaid search or organic SEO is a strategy that utilizes keywords, tags, terms, URLs, links and coding to optimize a site’s “score” throughout search engines. As the name implies, this strategy is unpaid and requires vigilance on the part of the site administrator or developer so that the site ranks well in its selected keyword categories.
There are a number of ways to capitalize on organic SEO. Following are some suggestions:
1. Headings: Heading are like the yellow lines in the Internet superhighway. They are easy on the eye, provide content separation, and help search engine spiders to lock onto a site and commit to reading its content. The key to search-engine friendly headings is specificity. Say what you mean (“Early Writings From Shakespeare” is much more specific than “Introduction”, for instance) and the search engines will know exactly what is contained within the content.
2. Content, content, content: Spiders crawl through the text on pages (but not the images), and use the content on pages to determine what a site is about and how to best rank it in terms of keywords. Thus, it’s absolutely essential that content depicts the site keywords in a meaningful way (constant repetition of keywords, for instance, will result in a site restriction from search engines – most notably, Google). In addition, content updating is vital because some search engines consider frequently updated sites to be more relevant to users. Thus, a more favorable ranking is awarded to frequently updated sites.
3. Variations: This is an often-overlooked tool, but when you think of it, this is a sensible approach. If your keywords or tags are too broad, use a variation. Consider adding other terms that may be searched (like “Chevy”, “Chevrolet Dealer”, or “Chevy Impala” instead of “car dealerships”). Also, add a geographic parameter if your target audience is likely to do so: instead of the broad term “car dealers”, try “car dealers, Des Moines”. If you can offer variations, you increase the chances that users will access your site.
4. Think Like Your Customer: Don’t use the terms your industry uses unless your customers also use them. For instance, if your business provides audiology services, your customers will most likely search for your services using terms like “hearing aids”. Using common, customer-centric keywords in your site’s content, headings and tags will create many more hits and greatly increase traffic.
5. Tags: Opportunities to tag pages and images exist within the “source code” of a site. Typically, a site developer applies tags so that spiders can accurately catalog pages and images. Tags reinforce the expression of content and keywords.
6. Use Links: When Google spiders the Web, it finds sites by traveling through links. The more sites that link to a particular site, the more important it is considered, and the higher it is ranked. Site administrators should focus on in-bound links from allied parties, affiliates, associations and so on. This may be accomplished in a number of ways: submission to online directories, the exchange of links with business partners and industry-related sites, or participation in Link Building.
Also, it’s valuable to consider the use of intra-site hyperlinks that employ keywords directing site visitors (and search engine spiders) to specific pages within the site.
6. Be Natural: If you are able to follow all of the rules above, congratulations! There’s a good chance that you’ll be rewarded with a suitable ranking.
Following the above rules is important, but remember to keep the content natural and flowing. Even if the search engines rank a site favorably, the content still needs to read well to retain the interest of your audience. After all, if a visitor can’t make sense of your site, they won’t come back. Incorporate the above in a natural manner and you’ll be well on your way to creating a site that is as easy to find as it is enjoyable to read.
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