News and Commentary from Real Optimizers and Marketers http://www.seo-e.com/ Mon, 12 May 2008 00:05:54 -0400 bBlog .7.4 All Rights Reserved http://www.seo-e.com/item-170.htm http://www.seo-e.com/item-170.htm lisa@seoadvantage.com (Lisa Banks, Editor) online-marketing seo-tips Mon, 21 Apr 2008 15:49:32 -0400 Several reports I've come across lately have reinforced what today's online marketers already felt to be true: when the economy slows down, look for those marketing activities that will bring in a higher return with less cash outlay.<br /> <br /> Enter search engine optimization. If you're not already optimizing your site and every page on it, there's no better time to start.<br /> <br /> Why is SEO a good choice in a recession?<br /> <br /> 1. SEO costs less per qualified visitor than pay-per-click ads and it adds long-term value to your site.<br /> <br /> 2. Professional optimization can start showing the effects of traffic within a few months.<br /> <br /> 3. Optimization for the search engines can benefit desired on-site actions by your site visitors. Research shows that when consumers encounter the search terms they used to find your site actually used in the copy on your site, it helps them to feel more at ease about remaining on your site and can even increase conversion rates.<br /> <br /> 4. SEO is the most cost-effective way of establishing your company as an authority (or maintaining that status). It has been documented that people automatically attribute more trust and authoritative status to those with web sites that display high in the search results. Organic search results are perceived by users to be better indicators than the paid or sponsored ads which may also appear on the page.<br /> <br /> 5. SEO lets you focus on helping people find you when you they want your products/services, rather than force feeding it to them through advertising. In today's online environment, it pays more to be "findable" naturally than to plaster your ads everywhere, which is also more expensive.<br /> <br /> I'm sure there are more reasons, but that's the gist of why SEO becomes a priority during an economic downturn or recession.<br /> <br /> See how <a href="http://www.seo-advantage.com/">SEO Advantage</url> is helping companies market strong even when the economy isn't at its best with graphic design, copywriting, and specialized SEO services.<br /> <br /> <br /> <br /> <br /> <br /> http://www.seo-e.com/item-169.htm http://www.seo-e.com/item-169.htm lisa@seoadvantage.com (Lisa Banks, Editor) online-marketing Tue, 04 Mar 2008 15:08:17 -0500 As consumers check out their options on Google, the position of your listing can influence how they perceive your brand. <a href="http://www.enquiroresearch.com/">Enquiro</a> recently conducted a study with Google to test brand perceptions of Honda according to where it fell within the first search engine results page. <br /> <br /> A few key points were discovered when Honda appeared in the top organic spot and top sponsored ad simultaneously.<br /> <br /> a) Brand recall more than doubled versus appearing in top sponsored spot only. <br /> <br /> b) This also resulted in a 16% greater brand association for Honda when participants were asked what brands came to mind when they thought of fuel-efficient cars.<br /> <br /> c) Brands that did not appear in the results experienced a 42% lower brand association than Honda.<br /> <br /> Key takeaway: By appearing in both top spots on Google's results pages, a company not only gains points but also edges out competitors in the consumer's mind.<br /> <br /> Similar studies have long been conducted to test the effects of print advertising on brand recall and association, demonstrating that companies both advertising in a magazine and also enjoying a mention in an article in the same issue enjoyed magnified recall and favorable impressions among readers. It only make sense to see the same happen online, as humans often seek the fastest way to evaluate their choices and create that "shortlist" of options.<br /> <br /> <a href="http://www.enquiroresearch.com/brand-lift-of-search.aspx">Get the white paper here</a><br /> http://www.seo-e.com/item-168.htm http://www.seo-e.com/item-168.htm lisa@seoadvantage.com (Lisa Banks, Editor) seo-tips Wed, 27 Feb 2008 10:03:20 -0500 I ended up on a local personal trainer's web site last night. She had a great story and I was intrigued by what she offered, even though I hadn't started out searching for a personal trainer. (Doesn't that happen all the time - you start out researching something and end up reading about completely unrelated topics as you go where the Web takes you!)<br /> <br /> Well, I didn't take the step to "find out more" even though I'm probably at a stage in my life where I could use some help with setting up an exercise routine. Do you know why? Because she didn't ask me to.<br /> <br /> Her site was nicely written with no typos or grammatical mistakes. But it was evident it was not prepared by someone who understood copywriting best practices, and therefore didn't understand how to guide her online readers to take action.<br /> <br /> Incorporating some guidance for your readers can be as simple as interlinking site pages from your copy. When you mention a service area in your copy, for example, link to the page with details on that service so someone can click through to learn more at that exact point if they want. After all, who remembers at the bottom of a page what it was they wanted to know more about? You're putting the burden on your reader if you're expecting them to figure it out from your navigation menu only. <br /> <br /> This also brings up another point - what options are you giving your readers at the bottom of your pages? This is a prime opportunity to point them towards taking the next step and contacting you or digging deeper to find out more about certain topics. Don't leave them hanging, guide them toward taking action!<br /> <br /> <br /> http://www.seo-e.com/item-167.htm http://www.seo-e.com/item-167.htm lisa@seoadvantage.com (Lisa Banks, Editor) seo-technology Wed, 20 Feb 2008 15:32:49 -0500 University of Florida advertising/journalism student Maria Rubio contacted me recently to interview me about copywriting for a class assignment. She also needed to interview two others, so I referred her to speak with our <a href="http://www.seo-advantage.com/design.htm">web design team</a> leader, Gaby Zapien, since copywriters often work very closely with graphic designers.<br /> <br /> Here are Gaby's answers, revealing some great professional insights. Enjoy!<br /> <br /> Maria: What does your job entail?<br /> <br /> Gaby: Keeping all our sites and clients' websites up to date and working properly.<br /> Posting any necessary edits, making sure the code is up to the current standards, and also that the visuals are appropriate and eye-catching.<br /> <br /> For new projects, I research competitors and the requirements for the site, then build and test, starting with a creative concept that I work on usually with a copywriter at SEO Advantage.<br /> <br /> Maria: Walk me through your day.<br /> <br /> I start checking emails, because this is the way I receive all the tasks.<br /> Then I prioritize and start tackling one at a time!<br /> <br /> Maria: How do you feel your role as a graphic designer enhances SEO Advantage's or any other company's website?<br /> <br /> Gaby: SEO is mostly based on content and the architecture of the site. But let's face it, no one likes an "ugly" site. I feel that if the content is presented in the best possible way, the user is more likely to spend more time browsing on the site. Graphics and photographs make content more memorable and help prospects better understand the content. In this way, graphic design supports the goals of the web site by engaging the prospect once the SEO brings the traffic to the site.<br /> <br /> Plus, nowadays, designers should also be responsible for site usability and standards compliance. This means I have to make sure that the design and functionality works across browsers and that navigation through the site is clear and the actions we want a site visitor to take are supported by the design and layout elements.<br /> <br /> [Ed. note: I love this about Gaby! Many designers I've worked with in the past are focused on making your site "pretty" but give no thought to usability. Gaby has a very good sense of how to direct traffic through "paths" on the site and where emphasis needs to be to achieve the business goals of the site.]<br /> <br /> Maria: What is your favorite book? Song?<br /> <br /> Gaby: There are too many books I like. Fortunately, some of the tasks I perform allow me to listen to audiobboks!<br /> <br /> Maria: Do you work from home? If so, do you find it difficult?<br /> <br /> Gaby: I do work from home in a sort of "virtual workplace". Our teams use online tools to communicate and coordinate. I really like it, but it requires a lot of discipline. And sometimes it gets lonely. It does have a lot of advantages, but I think it's not for everyone.<br /> <br /> Maria: What computer software do you swear by to help create your best work?<br /> <br /> Gaby: Adobe Photoshop, Dreamweaver.<br /> <br /> Maria: Where do you get your inspiration for creative content? If not creative, then where do you get your inspiration to create designs that produce traffic to the site being created?<br /> <br /> Gaby: I find inspiration online just browsing other sites. I also notice things in magazines that can give me ideas, but really, inspiration is everywhere. As a graphic designer, I naturally notice how shapes and colors are used no matter what I'm looking at.<br /> <br /> Maria: Where do you see yourself in 10 years?<br /> <br /> Gaby: Still in this field. This is something I love. I would definitely be designing, but you may see me building a bigger design group for SEO Advantage employing other designers who can help with production, while I focus more on the creative aspect.<br /> <br /> Maria: What is your personal motto, referring to your work style?<br /> <br /> Gaby: "Everything can be done. Some things just take a bit more time."<br /> <br /> Maria: If you have one word to describe your personality and work style, what would it be?<br /> <br /> Gaby: It would be hard in one word...<br /> <br /> I think whoever likes graphic design is really lucky - it's the kind of job that doesn't feel like a job, and most times gives you the flexibility to work from home or any place you like!<br /> http://www.seo-e.com/item-165.htm http://www.seo-e.com/item-165.htm lisa@seoadvantage.com (Lisa Banks, Editor) writing-for-search-engines Tue, 12 Feb 2008 16:11:33 -0500 With technology like eyetracking heatmaps that can help us test, measure, and refine our writing, there are "truths" that copywriters can now depend on to help them write more effectively.<br /> <br /> Anne Holland of MarketingSherpa recently wrote about two things you need to keep in mind when you're <a href="http://www.marketingsherpa.com/article.html?ident=30311">writing bullets for your online copy</a> (and this probably applies offline, too). <br /> <br /> She points out that the reader's eye usually only pays attention to the first, second, and last bullet points, in that order. So your least important bullets should appear in the middle. <br /> <br /> Additionally, not all the words of those 3 bullets are read fully. The reader will read nearly the whole line in your first bullet, a few words of the second, and maybe 2 words in the last bullet - so make sure you have impactful words in those spots!<br /> <br /> Visit Anne's blog post <a href="http://www.marketingsherpa.com/article.html?ident=30311">here</a>. <br /> <br /> I have another couple techniques I've used to help organize longer points for maximum impact that I'll share with you.<br /> <br /> The type of bullets Anne talks about are often used when listing product features. Sometimes that list can become huge! To avoid your reader glossing over all the items listed in the middle, break out the long list into smaller sections each with its own subheading that helps the reader classify the bullets below. Then each may contain 3-5 bullets can apply the logic above.<br /> <br /> For example, take this list arranged alphabetically:<br /> <b>Experience Writing Copy for Over 10 Industries</b><br /> <br /> advertising agencies <br /> agricultural structure construction<br /> alpaca farms <br /> design boutiques<br /> equine embryo services<br /> health drinks<br /> men's hair regrowth products<br /> performance supplements<br /> SEO firms<br /> vitamins<br /> <br /> Now try categorizing your bullets like this:<br /> <br /> <b>Experience Writing Copy for Over 10 Industries</b><br /> <br /> <b>Marketing</b><br /> advertising agencies <br /> SEO firms<br /> design boutiques<br /> <br /> <b>Agriculture</b><br /> alpaca farms <br /> equine embryo services<br /> agricultural structure construction<br /> <br /> <b>Alternative health</b><br /> men's hair regrowth products<br /> vitamins<br /> performance supplements<br /> health drinks<br /> <br /> Sometimes you may want to use longer statements in bullet-form. In this case, to avoid a paragraph-like appearance, ensure a line space is left between each. Take this common structure:<br /> <br /> <b>Optimizing your press releases adds value to this marketing staple:</b><br /> <br /> - Journalists turn to the Internet to find breaking news and research stories, then following up on the news announcements and releases and communications that display in top results. <br /> - Optimized press releases can show up high in search engines when ANYONE (not just media) searches on Google, Yahoo! etc. <br /> - You can generate mentions and links from others in the industry - bloggers, editors, and authorities who will naturally present you as an emerging active industry force.<br /> <br /> ...and make it more readable by inserting line spaces...<br /> <br /> <b>Optimizing your press release adds value to this marketing staple:</b><br /> <br /> - Journalists turn to the Internet to find breaking news and research stories, then following up on the news announcements and releases and communications that display in top results. <br /> <br /> - Optimized press releases can show up high in search engines when ANYONE (not just media) searches on Google, Yahoo! etc. <br /> <br /> - You can generate mentions and links from others in the industry - bloggers, editors, and authorities who will naturally present you as an emerging active industry force. <br /> http://www.seo-e.com/item-164.htm http://www.seo-e.com/item-164.htm lisa@seoadvantage.com (Lisa Banks, Editor) seo-tips Wed, 16 Jan 2008 12:17:30 -0500 A job in search engine marketing gives you flexibility and options that few other jobs can match. The latest issue of "Visibility" lists 11 reasons why you should consider a job in search engine marketing, and I can vouch for most of these myself.<br /> <br /> 1. The search industry is hot - Businesses have caught on that SEO and SEM are required marketing channels now. <br /> <br /> 2. One of only 4 jobs considered cutting edge - MSN Careers reports that search engine optimizer is ranked as one of only four jobs considered cutting edge by the world's largest specialized recruitment firm Robert Half International.<br /> <br /> 3. Pay is great - SEO and SEM consultants can expect salaries along these lines, depending on experience and the firm:<br /> <br /> $30-45k - entry level SEO/SEM position<br /> $50-75k - online account managers or SEO/SEM with 3-5 years experience<br /> $70-120k - senior management level<br /> $95-150k - SEM director<br /> $100-315k - VP level<br /> <br /> 4. Degree not required - Most learn by doing and their results act as a means of proof of ability.<br /> <br /> 5. Learn all you need to know online - do your own research or get certified online<br /> <br /> 6. Run your own business easily - start with one person and very little overhead<br /> <br /> 7. The WOW factor - seeing those results after your hard work is very rewarding and impressive to others <br /> <br /> 8. Demand is growing - rarely a need for firms to advertise and little competition, as the industry has such high demand for skilled people.<br /> <br /> 9. Very cool industry - It's not geeky, in fact SEO/SEM is trendy.<br /> <br /> 10. Work from anywhere - communicate with clients and conduct your work via anywhere you can access the Internet.<br /> <br /> 11. High job satisfaction - You can choose how you prefer to work. In a company in a local office? Your own home-based business? The pay is good and you control your destiny...<br /> <br /> What more could you want? <br /> <br /> SEO Advantage is <a href="http://www.seo-advantage.com/join-SEOAdvantage-team.htm" target="_blank">accepting applications for SEO/SEM positions</a>. Apply now if you're looking to advance your career with an SEO/SEM job.<br /> <br /> <a href="http://del.icio.us/post?url=<?php the_permalink() ?>&title=<?php the_title(); ?>">Del.icio.us</a><br /> <a href="http://digg.com/submit?phase=2&url=<?php the_permalink() ?>">Digg</a><br /> <a href="http://blinklist.com/index.php?Action=Blink/addblink.php&url=<?php the_permalink() ?>&Title=<?php the_title(); ?>" >Blinklist</a><br /> http://www.seo-e.com/item-163.htm http://www.seo-e.com/item-163.htm lisa@seoadvantage.com (Lisa Banks, Editor) online-marketing Mon, 07 Jan 2008 11:13:22 -0500 Internet Retailer reports on what the top 500 retailers online are doing, in order of greatest number of sites deploying the feature. Which of these will you be looking to add in 2008? <br /> <br /> On-site keyword search<br /> Daily or seasonal specials<br /> Enlarge product view (zoom)<br /> What's new section<br /> Affiliate program<br /> <br /> Advanced search on site<br /> Online gift certificates<br /> Rich media (Flash product demos, etc.)<br /> Outlet center (sales and clearance products)<br /> Email a friend function<br /> <br /> Coupons/rebates<br /> Top sellers<br /> Site personalization (shows content relevant to user)<br /> Alternative payments (Bill Me Later, PayPal, etc.)<br /> Store locator<br /> <br /> Wish list<br /> Customer reviews<br /> Catalog quick order<br /> Mapping (would someone at IR like to clarify - is this displaying maps to locations or is it referring to product categorization?)<br /> Product customization<br /> <br /> Live chat<br /> Online circular<br /> Product comparisons<br /> Syndicated content<br /> RSS/podcasts/social networking<br /> <br /> Video<br /> Registry<br /> Buy online/pick up in store<br /> Auction http://www.seo-e.com/item-162.htm http://www.seo-e.com/item-162.htm lisa@seoadvantage.com (Lisa Banks, Editor) seo-technology Thu, 06 Dec 2007 10:21:14 -0500 Press release optimization can be used effectively to aid in extending exposure of your company's press releases, if approached correctly. I've compiled an overview here to give you an idea of the benefits and limitations and how to find free press release distribution sites that suit your needs. Keep in mind that free press release distribution is meant to supplement your press initiatives, which should also include efforts to target your audience directly.<br /> <br /> <b>Online Press Release Distribution Overview</b><br /> <br /> Online press release services generally function by allowing you to post your release on a page on their site. The pages of these sites are optimized structurally to rank high in search engines, so your release can show up for keywords it is targeting in the copy. Rankings may show quickly and last for 30 days or so. Sometimes, other news sites may syndicate your release posted on the service, resulting in your release showing up in other places, too. However, this is rare with unpaid services. Wire services are much better for this, as many industry news services draw all their feeds from wires (Businesswire, PR Newswire, MarketWire), so your release can end up everywhere and rank for much longer. However, the free distribution sites will allow you to gain a few spots in top rankings without the $200+ fee of wires. These sites usually offer optional increased exposure for paid posting, but I have yet to find one that is as effective as a wire service or PRWeb (which is now $80+). <br /> <br /> <b>Evaluating Free Press Release Distribution Services</b><br /> <br /> Free press release distribution sites can play an important role in your press release optimization strategy, especially as a supplement to other ongoing efforts. Look for press release outlets that offer the following benefits, and keep in mind that you'll need to constantly evaluate their offerings.<br /> <br /> <b>Are links supported?</b><br /> Some services will activate http-format links included, others will support text links (even better). It's a great value to have the backlinks, as it not only lets people follow them to your site, but it helps with overall search engine rankings for your site. Sites that allow you to post html are best for this, as all of your links will be activated automatically.<br /> <br /> <b>Presentation</b><br /> How does your release look on the site? Are there any damaging factors like ads within the text? Some allow you to upload a logo image, but many charge for this. Some services may allow you to log in and edit releases even after submitted - great if you spot an error at the last minute or see that something is displaying funny.<br /> <br /> <b>Exposure</b><br /> Does the service usually rank high in search results? Does it support standards that increase likelihood of inclusion in news engines like Google News? Are there options for targeting industries/geographic areas? Are stats available? Does it support social bookmarking/tagging? With many free services, these may be available as optional add-ons for a fee. However, with fees like $30/link to activate text links and $30 to select a geographical target on PR.com, the benefits of using a "free" service soon disappear. You're better off using a wire service when you start paying for these add-ons.<br /> <br /> <b>Lead time</b><br /> Many require a 2-day lead time, others publish immediately. Some may not even publish your release if the operator abandons the service - and you won't receive notice.<br /> <br /> <b>Effort required</b><br /> Posting can be very time consuming, as extensive web forms are required for each service. I usually prepare a file containing all the required information beforehand (headline, summary, body, contact information, keywords, links, html version), but each service may have different requirements, such as maximum headline length, that require modification of the release. Targeting 3 services should give a good balance of time cost versus benefit.<br /> <br /> <b>Ongoing evaluation</b><br /> The services may change what they offer for free as they attempt to move toward a paid model or their operators abandon them. Each has its pros and cons, and sometimes new services are discovered that offer good value. Some of the press release distribution sites I had preferred until just recently have introduced new constraints, such as limiting number of words allowed for free. So this means that the 3 services you used for your last release will need to be evaluated the next time you go to use them for press release optimization, as well.<br /> <br /> The Winter print copy of <a href="http://www.searchmarketingstandard.com" target="_blank">Search Marketing Standard</a> magazine contained an article on press release optimization that provided some great tips for using your keywords, even showing a sample release. I couldn't find the article on their site, but you may find it useful to subscribe to their publication to get their print issues in addition to reading posts on the site.<br /> <br /> <a href="http://www.digg.com"><br /> <img src="http://digg.com/img/badges/91x17-digg-button.gif" width="91" height="17" alt="Digg!" /><br /> </a><br /> </script><script language="javascript" src="http://reddit.com/button.js?t=1"></script><br /> <br /> <a href="javascript:void(0)" onclick="window.open('http://www.newsvine.com/_wine/save?popoff=1&u=http://www.seo-e.com/seo-technology/press-release-optimization-choosing-online-distribution-services-162.htm','newsvine','toolbar=no,width=590,height=600,resizable=yes,scrollbars=yes')"><img src="http://www.newsvine.com/_vine/images/identity/button_seednewsvine.gif" alt="" border="0" width="16" height="16" />Seed Newsvine</a><br /> <br /> <a href="http://del.icio.us/post" onclick="window.open('http://del.icio.us/post?v=4&noui&jump=close&url='+encodeURIComponent(location.href)+'&title='+encodeURIComponent(document.title), 'delicious','toolbar=no,width=700,height=400'); return false;">Save This Page</a> http://www.seo-e.com/item-161.htm http://www.seo-e.com/item-161.htm lisa@seoadvantage.com (Lisa Banks, Editor) seo-articles Tue, 30 Oct 2007 15:54:39 -0400 The online retail landscape is fast-moving and intense as ecommerce marketers explore every avenue to gain a competitive edge.<br /> <br /> While shoppers will often visit a retailer they like when researching a purchase, they've been known to shop around, too. Where better to do that than the comparison shopping engines? <br /> <br /> As the holiday shopping season looms closer, retailers take a harder look at how to tighten up their performance on comparison shopping engines and earn the sale over competitors. <br /> <br /> Channel Intelligence, a provider that works with retailers to optimize data feeds to these shopping destinations, offers some advice on doing it right. If you work in online retail marketing, you will want to read this article, titled <a href="http://www.channelintelligence.com/SellCast_Articles_October25.htm" target="_blank">How Retailers Can Improve Performance on Comparison Shopping Engines with Product-Level Mapping to Categories</a> <br /> http://www.seo-e.com/item-160.htm http://www.seo-e.com/item-160.htm lisa@seoadvantage.com (Lisa Banks, Editor) Thu, 13 Sep 2007 15:52:13 -0400 Every organization has its challenges when it comes to its web site. Maybe you have different product departments in charge of different sections, or just a shortage of resources that means new content just gets put wherever it happens to land... if you can even get new content produced, that is.<br /> <br /> Too many companies end up with a web site that is out of control. Some items posted here, others posted there, even though they are for the same audience. Eventually only those working on the site can find everything! Pity that your site visitors don't have the patience to crawl your entire site looking for your relevant content.<br /> <br /> So, how do you make sure your site focuses on its intended goals? (Or, maybe you're not even sure what your goals should be...)<br /> <br /> Web Site Planning<br /> <br /> Of course everyone believes that planning is important - in theory. And it's true you need to balance time spent planning and actually getting things done. <br /> <br /> While you can never pinpoint every single detail - that simply wouldn't be realistic - you can create a web site plan that will guide all your web site development activities, whether you're redesigning your site, creating a new site, or just want to get your current site under better control.<br /> <br /> One element of planning for your web site includes creating what we like to call a "Sytem Plan". <br /> <br /> Our System Plans are based on the goals of a site. For example, you may want your site to generate leads and recruit new channel partners. The System Plan reveals opportunities for content and structures that help you achieve those goals, whether by reorganizing your site for optimal appeal to those audiences or adding and growing new sections.<br /> <br /> Your System Plan outlines your web site plan for navigation, sections of content, and pathways through your web site for your target audiences.<br /> <br /> While a System Plan is different for every web site, it provides a major benefit that all can appreciate. Your System Plan gives you a roadmap that can be shared among different departments and teams (think Marketing and IT) to ensure that all new content, promotions, web forms, and user paths are following a master plan - to help you unify your web site and prevent it from morphing out of control.