Holistic Technology Enabled Internet Marketing Solutions

This is an entry in our daily Internet Marketing Advent Calendar series. Each day your favorite marketing elves will focus on a new topic to get your internet marketing in order before the start of the new year.

The day after Thanksgiving I woke up to a winter wonderland outside – what nice way to kick off the holiday season! I was thinking about the snowflakes that were falling and how amazing it is that each snowflake is unique.

I got to thinking about web content as snowflakes. Here at Hall, we talk a lot about how creating new and unique content helps bring traffic to your site, aids in converting visitors, supports Search Engine Marketing (SEM), as well as a slew of other great perks. We also understand the challenges that come with creating new content, because we face them as well. Content creation takes time and energy, as well as that good ole “creative juice” that some of us aren’t naturally born with.

While we’re distributing content about social media, SEO, internet marketing, and Content Management Systems (CMSs) so are our competitors.

What makes our content different?

We work with different partners all belonging to the same channel and although they are distributing similar content it’s important that they somehow distinguish themselves from the others.

What sets them apart from each other?

photo credit: CaptPiper

As I was reflecting on this and thinking about the snowflakes, I realized that what makes the content unique and different is the people behind the content – it’s the fact that the businesses are unique. People are what makes content unique, fun, informative, and interesting. Whether it’s your background, prior experience, your personality, writing style, or even the examples  used to bring your content to life; you  are able to offer something that no one else can – because it’s your own.

Creating new content doesn’t have to be as intimidating as it seems. Even though you may be developing similar content as other businesses, when you use your own experience and bring personality to your content, you’re setting yourself apart from others. Whether you’re responding to industry news or creating your FAQ page, as long as you know what makes your business special and can relay that to your readers, your content will be as unique as the snowflakes.

Since this is the first of our holiday blog posts and one of my favorite things to do around the holidays is give gifts; my gift for you is to take a five minute break and make your own UNIQUE snowflake – Happy Holidays!

This is an entry in our HALLoween Blog series. Each week leading up to Halloween 2010 we will treat you with internet marketing topics that have a fun and spooky flare.

Photo credit: therapycatguardian

We’ve all seen them.  Those pesky emails that pop into our Inbox and read something like this:

“99% of our clients’ websites are ranked #1 on Google and we can do the same for you.”

OR

“We would like to get your website on first page of Google. All of our processes use the most ethical ‘white hat’ Search Engine Optimization techniques that will not get your website banned or penalized. Please reply and I would be happy to send you a proposal.”

I know that all of you are pretty spam-savvy and understand that these unsolicited emails are just that: SPAM.  Still, I thought it would be important to break down exactly why these emails are inaccurate and misleading.

The Red Flags

• No one can guarantee a #1 ranking on Google, or even guarantee a rank on the first page of Google.  Google changed its algorithm at least once per day in 2009; even the best SEOs in the industry can’t predict what Google will change next and how it will impact rankings.  Rankings fluctuate constantly, especially on very competitive terms.  Google’s only promise is to deliver searchers with the most relevant results possible and there are no other guarantees.  A #1 ranking today could be a #46 ranking tomorrow.
• Many of these companies that are promising top spots on Google are doing just that – but they are doing it with Google AdWords.  Sneaky, huh?  Anyone can be the #1 sponsored listing on Google if they have the cash to spend on desired keywords.  PPC results are not the same as organic (natural) results that are based on Google’s algorithm.  PPC is strictly pay-to-play and you have to keep paying to keep playing.  Once the well is dry, you disappear from those sponsored listings forever.
• Does anyone else find it spooky that they don’t advertise which keywords they can get you on the 1st page of Google for?  It’s likely that the companies will find some very obscure, non-competitive keywords that will take little effort to rank at the top.  Unfortunately, it’s of little use to rank #1 for something that no one is really searching for.

Since it’s almost Halloween and I always like to give a little bit of extra candy to all my trick-or-treaters, I’m handing out the following no-nonsense tips treats about how to approach SEO:

Find the Best Keywords for Your Site

The right keywords for your website are those that are shown to be searched for and are relevant to your business, products, and services.  These are not necessarily going to be words that you want to be found for or think you should be found for, or even words that you think are “cool”.  These words are validated by doing research, checking the competitiveness, and narrowing your scope when applicable.  As complicated as it can be, it’s also quite simple.

Give Site Visitors Something Worthwhile

It’s great that a search engine optimization strategy made you visible in Google and people are clicking on your site in search results, but is your site worthy of visitors?  Does it have good content and information?  Are you keeping your blog up-to-date?  Are you giving something away as a “thanks” for visiting your website, such as a whitepaper or eBook?  SEO is worthless if people don’t find your site valuable and leave it abruptly as if they saw a ghost.

Don’t Focus Only on Rankings

I know I’ve said this before, but it’s definitely worth saying again.  Keyword rankings are not the sole indicator of a successful internet marketing campaign.  If no one is engaging with you on your website, there is no one to start a business relationship with online.  You have no chance of helping someone and converting them into a client.  End of story.  When people are coming to your website because of your solid SEO strategy, you need to have them do something like purchase a product, sign up for a webinar, download an eBook, contact you, etc.  These are called goals.  Without clearly defined goals for your website, you’re losing an opportunity to convert qualified visitors into leads.

Have you received one of these frightening emails filled with vague, false promises?  Share your SEO horror story with me!

Read the rest of the HALLoween blog series

• Treat #1 – 3 Ways to Prepare Your Website for Trick-or-Treaters
• Treat #2 – Don’t Let Your Site Navigation Be a Nightmare

More and more businesses are realizing the importance of having a strong internet presence. We have been fielding an increasing number of questions in the field of Paid Search Marketing. Until recently, many companies thought just having a website and hoping for the best was enough when it came to internet marketing. As time went on, companies began to see the value of SEO, or Search Engine Optimization, to help get their website found (also known as ‘Organic Marketing‘).

Sponsored Search Example

Paid Search Marketing is commonly referred to the acronym “PPC”, or Pay per Click. It is a paid method of being found in Search Engines (usually in a sponsored search section). The smaller the audience you are trying to appeal to, the more important this becomes, especially for Business to Business (B2B) Marketing.

Recent changes in Google (see our post on this What’s New With Search? Much Ado About Google Instant!) have actually decreased the number of terms being used to find websites. This means each individual search term or ‘keyword’ is more important than ever for your business. This is where Paid Search Marketing comes in.

Check back with us over the next few months as we cover a range of Paid Search Marketing topics including Campaign Setup and Tracking, Campaign Analysis, Determining Return on Investment (ROI), and more. In our next bi-weekly post we will be discussing the fundamentals of PPC and the “Anatomy of a PPC Campaign.”

Last week I started to explore the idea of focusing not only your website, but your whole web presence, check it out if you missed it.

Where do I start?
You should start by evaluating your web presence and then work to grow and strengthen what you have. Can people searching for your products or services using search engines find your web site? Your website must, must, must be optimized for search. What’s the point of having a website if people searching for its content can’t somehow find it?
Here are some things to question regarding search engine optimization:

• Are you using the right keywords? Are they widely searched? Are your keywords geo-targeted?
• How does your website rank for its keywords? Could they improve?
• Are you consistently creating new content on your website that includes those keywords?

Next, assess the content that is related to your website that can be distributed and shared by the people that want it. This includes things like your blog and your email newsletter; you probably have subscribers to both. Blogs, newsletters, and business news can be distributed on your website and and then linked to other websites and social communities. Additionally, blogs are super search engine friendly and great for reinforcing keywords. This means that even someone on another website, a social network, or using a search engine has the opportunity of finding your content.
Here are some content tips to grow your list of subscribers:

• Easily distribute your content for those seeking your information by using an RSS feed for your blog.
• Blog and send your newsletter on a consistent basis.
• Promote your blog and your newsletter online.

Continue expanding your web presence.
Your web presence is never a finished product. What I mean by this is continue doing what’s working and find new spaces online where your target audience may be. You can use resources you already have, like videos, demos, PowerPoints, etc. and re-purpose them on networks like YouTube and Slideshare where people can share with others as well as link to your content. Keep in mind, if you aren’t spreading your content out across the web, other people may be.

Consistent branding across the web.
Lastly, I must mention how important it is to keep your brand consistent on all platforms that exist within your web presence. This includes your company logo, the language, and the tone (tone may alter somewhat depending on the network your content is on). Ensuring your branding is consistent, builds trust and affects your online reputation.