Showing posts with label SEO. Show all posts
Showing posts with label SEO. Show all posts

27 August 2010

1 How Google's Page Rank is like High School

High School. No matter how far we go in life the lessons we learned there seem destined to stick with us. It didn't matter if you attended a private school on the east side of Manhattan, a rural school in Montana or a public high school in the heart of Houston they all had their jocks, their slackers/stoners, the band, the click, and tons of other niches. This classification system was universal, so what better way to explain Google's Page Rank then to take us back to high school? That's exactly what Zippycart did. So put on your letterman jacket, grab the pom-poms or tuba case, a settle in for a little lesson high school style.

 Click image to view full size.

(image courtesy of State of Search)

16 August 2010

2 5 Things Press Release Can Do For You - My Take

Recently there was an article on the 5 Things Press Releases Are Still Good For on Business Insider. I’m such a staunch supporter of public relations. It’s where I began my career and I still believe that it should be a crucial element to any marketing plan. Here is my take (and elaboration) on their list of how a press release is still serviceable today.

Grow incoming links
"A press release can be a great way to seed the web with your company's name. 'It's a quick way to get a lot of links from good quality sites--much more effective than the old link exchange route.'"
This is very true and very important for SEO. On the internet content is king and inbound links are definitively the queen. To effectively use this strategy, the press release should be submitted to a distribution service, such as PR Web. Using a distribution service increases the likelihood of the article being picked up by various online sources. One thing to be aware of is that the majority of these links will be fairly short lived and will drop off in the subsequent months.

Target the right resources
"Sending a press release to a journalist that doesn't fit their work is the fastest way to piss them off."
Thank you! Nothing is more annoying to a journalist then receiving a pitch or press release from a PR person who is obviously using the spray-and-pray method. Take the time to build targeted lists. Notice the plural. Not every journalist you communicate with is the best recipient for your release. Consider having different lists that you work from initially. For example, you can easily begin by focusing on regional, local, and industry. However, don’t forget to continue weeding them down from there. Targeting the right journalists and outlets for your pitch will not only help you to build brand credibility, it will also help you to form valuable relationships making it easier to pitch to that outlet in the future.

Raise your profile
"If you are a major consumer brand or person of interest, social media may be enough to get the message out. But if you run a typical business, as unpopular as it may sound, you probably need a press release even more than a social media strategy."
Build reputation
"Social media is a great way to reach a broad audience, but it doesn't necessarily enhance the reputation of your brand. The traditional press release is a good way to build your company's credibility online."
Interesting points. I’ve lumped these two together, because I feel they are best addressed that way.

I’m a firm believer in the power of social media, however I think this statement has a very valid point. First off, not all businesses are right for social media. Honestly if you’re a local exterminating business, Facebook is likely a huge waste of time for you. However, a press release is not. It’s an excellent way to establish yourself as an authority not only online, but also with your local media and their local audience – your potential customers. Using a new, eco-friendly technique? Is there likely to be a particularly high insect population because of recent flood and you have tips for how to reduce the issue? These are valid reasons for writing a press release, demonstrating your expertise and raising awareness for your business.

Improve SEO
"A well written press release is key for search engine optimization. The audience isn't just a few media outlets, either, but exponentially larger - including countless bloggers and other outlets. That makes it more imperative than ever that the press release is well-written, scannable, easily understood, free of jargon or Franken-speak, and search-engine friendly, so it'll be indexed and easily found by those who.. well, search for it!"
To add to this I would emphasize Google’s adoption of universal search. With this change, search results now show not only website listings, but also images, videos, tweets and news articles. If you’re utilizing a press release distribution service, your release is likely to be picked up in the news search and may be funneled into the universal search results.

In conclusion, I think it is also extremely important to point out the importance of making your press release newsworthy. Having a newsworthy release will substantially increase the possibility of it being picked up by not online traditional news outlets, but also bloggers, search engines and other outlets in turn lending to the 5 above mentioned benefits.

26 July 2010

1 Case Study: Effectiveness of Regular Blogging

As an Account Manager I spend a lot of time talk to client about investing in their marketing plans and efforts. It’s a well known Catch 22 that to make money, you have to spend some money. But what do you do when your budgets are a little strained?

Recently an SEO client that I’ve been working with was having this same problem. Their Page 1 listings were slowly decreasing as other plastic surgeons in the area began to increase their online marketing efforts. Unfortunately, the client didn’t have the financial resources at the time to invest in their own online marketing efforts. I had to come up with a very low cost option for helping boost their website’s positioning.

The Blogging Strategy
After several discussions with the client, a Pittsburgh breast surgery office, I came up with a plan that would allow the client to generate significant content by answering typical questions about the procedures and services the practice offered. The blog was also removed from the website and housed on a different URL to enhance the inbound link building efforts. I generated a list of over 80 common questions for the client to work from. The client and his patient coordinator submitted 1 paragraph answers to the questions, the blog text was linked back to the website and the blog posts were scheduled out for posting at the rate of one per day.

The Results
We began the new strategy in May and by July we have seen a significant increase not only in the website’s search positioning, but also the conversions and unique visitors!

This strategy isn't limited to blogging questions. It can be applied to blogging in general. The key is to provide consistent quality blogging with targeted link building tactic. If your looking for a way to boast SEO results consider giving it a try. It doesn't matter if you are a plastic surgeon, a non-profit, a B2B, a marketing agency or any other type of business. Blog about what you know on a regular basis and take advantage of scheduling tools to keep your posting consistent.

10 February 2010

0 Google's Juicing Up

Recently I've had a few clients asking me about Google Caffeine. They've heard it mentioned or seen it referenced somewhere but aren't sure how to interpret what it means for them. In the world of online marketing, when a search engine rolls out a new system that may effect SEO or your Web site's place listing your first instinct is often panic. Here is some basic points of Google's new tool, Google Caffeine.

What it is
Google Caffeine is the new search algorithm that is coming online in early 2010. Google has yet to confirm if it has been fully implemented at this point. SEO experts are in agreement that once Caffeine is in place, user aren't likely to notice a difference in their search result experience.

How it effects website rankings
While search engine users may not notice a difference, Web master's may see either a positive or negative impact to their placement. Some factors that may cause a change include:

  • Frequency of updates to the Web site - more is better
  • Load time for the site
  • Better understanding of synonyms
  • Links out to relevant Web sites
  • Broken links within the site
  • Social media placement becoming higher on listings
Google Caffeine wasn't a system setup to send SEO people and Web masters into a panic. It is established to increase the effectiveness of the search engine and better guide users to the results they are looking for and to provide them with quality results. So shake off the jitters, look at the above factors and determine where your Web site can improve.