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Posts Tagged ‘internet marketing’

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SEO for Long-Term Success; Patience is THE Virtue

Thursday, April 28th, 2011

As you build and tend the search engine optimization campaign of your website, the keyword to keep in mind is PATIENCE. This, and steady work are what will gain your website a steady climb in PageRank.

Once your page has had excellent keyphase research, optimization, and content, and is ready to generate organic traffic on its own, you should start working on building those high-quality links. This process can be slow, but worth it, because an overly aggressive link-building web campaign could get you penalized by Google for link baiting.

While you work on link building project, another long-term goal for continued optimization maintenance on your page is to winnow down your keywords, key terms and key phrases from long-tail keywords to specific, targeted ones that will gain you a lot of juicy link juice (e.g. “red Nike running shoes” then “Nike running shoes” then “Nike shoes”).

Keep researching for a diverse range of keywords, links and ways to change your optimization and web marketing strategy to keep up with how Google changes its algorithms. It’s good to keep a few extra keywords and terms in a spreadsheet on the off chance you realize your original strategy is starting to devalue in SEO rankings.

You should also consider building landing pages for targeted keywords; even if it’s a matter of throwing in a couple of optimized internal links and then coming back to fill in the content and other SEO stuff later. It keeps you competitive, at the very least, and keeps your search engine optimizers and web solutions experts busy!

Don’t forget to continue tracking and tweaking your original keywords and phrases, because you will need to keep tuning your website to match Google’s algorithms and stay competitive.

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SEO Strategy: When to Get an In-House Search Engine Marketing Team

Wednesday, April 27th, 2011

If your company is small, you cannot, most likely, afford an in-house search engine optimization team, or a few search engine marketing experts hanging about making your website profitable. The fact is, most small business don’t place much of an importance on their website analytics or website performance simply because there’s not enough money for it, and nowhere near enough time.

For the small business, the best route is to use as many of the free optimization tools on the market, and as soon as it’s feasible, hire an agency to handle search engine issues, web marketing strategies and everything else that requires a web solutions expert. Marginalizing your website in the age of the Internet is just a waste of a valuable resource.

If your company is mid-sized to large, then you most likely have already hired SEM and SEO agencies to polish up your web marketing, and have a host of search engine optimization and web solutions experts to draw from. But is that enough? For you, the issue really isn’t the price, but the quality of service. So when do you hire an in-house search engine marketing person or team?

The answer: When the agency cannot provide you the immediate support you need. An in-house expert is not only available immediately, but is working 100% on your project, can train your entire team on best practices and push your ROIs to the next level of optimized results.

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SEO Strategy: Are your links rich with diversity?

Wednesday, April 13th, 2011

Like a healthy ecosystem needs many different habitats in order to thrive, your online business website needs a diverse array of links to maintain healthy organic search and Internet ranking results.

Although link building may seem like a vast and endless ocean of blogs, directories, social media, forums and more, there is no shortcut to finding the online platforms and places that will benefit your website business. In other words, your search engine marketing person’s online business strategy in this case is to sit down and do some actual research. Fortunately, instead of making a huge list of every website business or organization that pings on your SEO analytics, then working your way down that humongous list, the better search engine marketing strategy is to use a virtual watering hose approach, instead of a watering can.

What we mean is, when it comes to diverse link building, you don’t have to get every single person on your list, but, like Noah’s Ark, you should try to get at least one or two of every type of link relationship that would benefit your online business’ marketing strategy. This benefits your organic search results too, because search engines can find you in more places if you’ve stretched your social network out to them.

For best practice SEO results, try and accomplish 15 to 20 link building activities in a month. This can mean anything from picking a few relevant blogs and commenting on them, participating in a few forums, submitting articles to a few publications. The trick is to cultivate a few favorite of each type and take the time to participate in each of them. The diversity doesn’t just help your online business’ organic ranking, but it keeps you from getting incredibly bored while you increase your website’s good online reputation.

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SEM Strategy: 5-8 of 8 good reasons to audit your website

Friday, April 8th, 2011

Continuing from yesterday’s post are the next four reasons for a search engine marketer to do an SEO audit before building a new online business marketing website or redesigning an old one.

5) Are you Social?- These days, if it’s not on Facebook, Twitter, or other social media platforms, it’s not legit. While that might be a little exaggerating, social media is free, but it requires some serious thought before you post that first Tweet. Details like the tone of the posts, what your website business will post about, how you promote your web content through social media, and the policy for how to handle controversy, are all things you need to consider, along with which social media platforms would best represent your company.

6) Where will you build link relationships?- For an online business, making “friends” with similar businesses online, or figuring out how to attract solid, relevant link relationships is something extremely important to consider. From a discussion about which forums you want your online business represented in, to your policy on accepting link relationships, your link building strategy needs to be detailed before you have a link to your online business that anybody is interested in seeing.

7) Money, money, money- Do you have the financial capability to overhaul or create an online business website exactly how you want it? Before you go “all-in” on a website overhaul, you should have a concrete idea of how much this process will cost you. If you do the financial audit and find the answer is “no,” or “maybe we can do this much of our plan but we have to cut out this, or that,” then you might want to consider saving your pennies, and optimizing your website to the best of its capability, until you can afford the entire plan you’ve sketched out.

8) Are there barriers?- Our final point to consider, before making over an online business’ website, is to make sure the website is being built without any serious barriers to construction. If there’s an agreed-upon cost that the website owner is quibbling about, that is a barrier, for example. So is someone screaming impatiently for “more web traffic,” or website to be finished and ranking #1 immediately, or “just put up a website, it doesn’t matter.”

A SEO audit, itself, requires time, and a detached view of how a website business would be best served by a well-thought out design with good, optimized content. Once this process is finished, you have a map to building a successful website business.

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SEM Strategy: 1-4 of 8 good reasons to audit your website

Thursday, April 7th, 2011

If you are a search engine marketing person, you will eventually run up against either an overhaul of a current online business’ website design, or be a part of creating an entirely new website for an online business. Before either of these situations become a reality, or worse, you start a redesign without auditing, you should consider how these four points will affect the new incarnation of your website business.

1) What are the focused or targeted keywords of your online business? Did you ever have any? When your website business lacks focused keywords, there isn’t a universal message carried across the website, which could possibly make your content unclear and lower your organic search results. Figure out, and create a focused keyword bank for your new website business, and you’ll save yourself a ton of effort in meta descriptions, title tags, web content and everything else you need to optimize later.

2) Do your URLs make sense?- Instead of having an incredibly long and complex string of letters and characters, you have a chance to optimize your website’s URLs with thought out and descriptive keywords relevant to the web content. Before you build the URL, figure out the naming convention.

3) Where is your content going?- Whether you’re re-doing an old website or building a brand new Internet business marketing website, you should have a clear sitemap of your content drafted before you get anything up on the web. This naturally follows your URL structure, and should be organized topically. If you aren’t sure what belongs where in terms of page depth, you can’t create an organized website business.

4) How deep is your content?- Speaking of page depth, how do you know if something deserves to be a landing page item, or how much of your website this content deserves, unless you do an audit first? While something like an “About us” page only needs to be as deep as one page from your landing page, where would you organize your company’s news sections, and how?

An audit of your website can help clear confusion between the back end code developers and the front end web designers, along with helping you see how (and if) your website business is organized sensibly.

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