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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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SEM Strategy: Addressing negative feedback (Part 1)

Tuesday, March 8th, 2011

If you are a small-to-mid-size online business owner, you might go check for your Internet rankings one day only to find you’ve been listed in RipOffReport, or criticized on Yelp, Scam.com, Pissed Consumer or Complaints Board. While these opinion/reporting tools were meant to be used as a way for people to anonymously report real issues with a company, they can be used by irate customers who wanted to vent their frustration; making your website the SEO and SEM victim. The damage to your web marketing lasts much longer than the poster’s wrath, and you need to address the issue before your organic search and SEM results are affected.

Unfortunately for your website business, the organic ranking of these types of websites is extraordinarily high, and if you have been dedicated to keeping your customers satisfied and your search engine marketing strategy ethical, then these kinds of reports can be rather crushing, not just to your morale, but to your brand reputation.

Instead of letting those negative comments sit there like a festering wound, you, or your search engine marketing specialist, should take the steps to fix or address negative feedback that could harm your online business’ reputation. In order to take the steps to fix the problem, you need to be able to identify it in the first place. Our first recommendation is to look for groups where you can create and manage your own pages (like Yelp and Google, where you can claim the business page). Then, identify the other pages where your company could be listed and discussed, so you can monitor them. Stay tuned for part 2, where we’ll discuss what to do when you find a negative report.

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SEM Strategy: Are your employees happy? (Part 1.)

Friday, March 4th, 2011

On frequent occasions we fall back on our earlier training in retail customer service to explain the world of search engine marketing and how it relates to online business marketing strategy. One of the cardinal rules of customer service is the customer is always right. Right? Wrong. While customers are very important, the people who work for you and interact with the customers should be your first concern.

The big red flag your Internet business should look for is whether the people behind the scenes are happily doing it. They are the “face” of your company, working to make your search engine marketing, content optimizing and product/service promoting flawless. If your employees aren’t happy, then you’re in a heap of trouble, and so is your online marketing.

Generally speaking, a happy employee is more productive at work and more willing to take on the tasks necessary to push your business from good to great. A “9 to 5″ employee will be there long enough to get the hours, but a dedicated employee will stay long enough to get the job done. While your search engine marketing or online business team might not be perfect, it has to work, so you need to make sure to provide a good work environment.

So, your first order of business as an Internet marketing strategist is to take a look at your people and ask these questions:

  • Are they overworked?
  • Are they under-worked?
  • Do your employees know they can count on you to back them up in any (non-illegal) situation?
  • Do your employees keep things about business processes from you?
  • Are they qualified for the task they are performing?

    • If you can answer these with a simple “yes” or “no,” you can figure out the general atmosphere of your Internat marketing work environment. Next, you can assess and address the issues!

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    SEM Strategy: What’s your backup plan?

    Monday, February 28th, 2011

    As you build a successful online business website following proper search engine marketing strategy, it’s easy to overlook some details. One of these terribly important details for your Internet business website is how your information is backed up.

    Regardless of whether you have a 100% online business website or if you have a website to supplement your physical business, what is your game plan if your network of computers crashes? Will you be able to access the information you need to keep your business running? Although this topic isn’t directly related to search engine optimization or websites, it is vital to search engine marketing because if you cannot access the information on your website business because a virus hit your website, or your computer then you’re pretty much toast.

    With websites, it’s easy enough to use a program like Dreamweaver and save old copies of your homepage, but if the computer you have Dreamweaver on is fried, then your website is vulnerable to attack and basically being left unattended. To make sure a nightmare scenario like this never happens, find an online backup company that does daily, hourly (whatever your level of paranoia decides is appropriate) backing up of your system. The beauty of having an external backup is the files are easily accessible and restorable because they’re online somewhere else that isn’t your website company’s hard drive.

    Just make sure you use a company or strategy that protects your business’ information through encryption or some other type of security measure that ensures THEY won’t lose or compromise your vital business information.

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