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Search Engine Guide : Small Business Search Marketing
Search engine marketing news and information you can use to grow your business.

Search Engine Guide
  • How you can break into digital marketing

    by Mike Moran

    Sometimes they email me out of the blue. Other times they come up to me after a speaking engagement. They always seem so appreciative for my help, but to me it is just giving back a blessing that I has been bestowed on me by others. They are unemployed or "in transition," as many call it these days. They have a good idea--they want to break into digital marketing. And they want to know how to do it. Let me lay it out for you.

    When you are trying to break into any new field, you have the odds stacked against you--especially in a down economic environment. With so many people out of work, it's likely that some of them have exactly the background that an employer is looking for. So how do you stand out in that kind of crowded field?

    Start with what the employer is looking for. First, lay it out in your mind, and be honest with yourself about what you can point to in your resume that says you have each one. Because you are changing your career, it makes sense that you will not have them all. Nevertheless, if the employer wants five things and you have none, that's a problem. If you have one or two of them, that's better, but still tough--three would probably be enough to talk your way past the last two with the right employer.

    So just what is the right employer? Remember, many employers won't hire you unless they know you have done that job already, which is bad for those of you changing careers. Don't worry about them. You don't want to work for them anyway. What you want is to find the employer who will give you a chance when you have just three of five, but you need to really work your resume over and polish your answers. So you need to really think about what the five things are. Skills are always one of them, and might count for more than the others, but you need to emphasize your fit in other ways or people might be suspect of your skills. Here is a clue:

    Role. Have you had this role before? Because you are changing careers, you haven't, so 0-1.
    Company size. Have you worked in this kind of environment before? If you have experience with large, small, and in-between, then great, but if most of your experience lies in a certain size, focus on that size for your job prospects. No sense telling employers that you don't have the skills and you have no experience with their size company if you can look for positions in situations you already know.

    Industry. Have you worked in this industry before? If you are changing roles, it is easier to persuade employers that you can do it when you are in a familiar industry.
    People Skills. Does the job need them? You can make the argument that interacting with clients in social media is easy for you because of your sales experience, for example--you already know how to operate in public.

    Teamwork. Everyone wants this even if they didn't ask for it, but make sure your answers and your resume show this off. You are trying to let people know you won't turn out to be a jerk.

    Eagerness to learn and to face a new challenge. When you clearly don't have all of the skills, show them another situation where you succeeded when you didn't have all the skills. Show them that instead of sitting on your duff, you took a training class, for example. You get the idea.

    There are probably more, but what you are trying to do is to broaden their thinking from just skills to all the other things they are looking for that they might not have thought about. You want to show them that even though you haven't done the job before,you are a lower-risk candidate than they thought. They are afraid that they will hire someone who will bomb, so you need to take away that fear.

    For most people, all they need is a chance. If you can enlighten your prospective employer that you have most of what they want and are working on adding the latest skills, sometimes that will be enough, especially if you provide a discount off the typical salary for that role.

    Good luck!

    Originally posted on Biznology.


    Be sure and visit our small business news site.



  • Site search: Too many results and not enough

    by Mike Moran

    I often work with clients in an area that gets very little love, yet is critical for your website: Your own site's search function. We love to talk about Google and search engine optimization, but most of us spend almost no time optimizing our own site search. So few companies work on this capability that we are in danger of teaching visitors not to even bother using our site search. That's bad, because their alternative is to go back to Google and find someone else's site. One of the things that kills us over website search is that if we ask our customers what is wrong, they are likely to give us answers that don't help us. We must dig deeper than that, because if you really expect to optimize your marketing results, you can't ignore something this important.

    One of the things that searchers will tell you if you ask them about why they hate your website search is that there are "too many results." You probably can guess that this isn't the real problem, if for no other reason than Google provides millions of results for every search keyword and no one ever makes this complaint. I wrote a post a few years ago to explain what searchers mean when they say too many results.

    But a real problem that searchers never bring to your attention is not enough results. If you've spent no time optimizing your site search, try this little test. Go through your top one hundred searches and see what your search engine returns. You might be surprised at the results. In many cases, you won't see anything that seems like the right answer. That could mean that your search engine has a problem, but just as frequently, it is your content that is either missing from the site completely or so bollixed up that no search engine could ever find it for that keyword.

    I wish that fixing these problems were as easy as it is to find them, but it's unfortunately rather complex, especially for larger sites. (That's why these clients have hired me to help.) But in Chapter 17 of the second edition of Search Engine Marketing, Inc., Bill Hunt and I walk you through how to diagnose what is wrong and what you can do to correct it.

    There are three major steps in the process:

    Determine the value of correcting the problem. You first must assess your situation and convince yourself that there is something wrong, that it's important to fix it, and that you are willing to spend the time and money to fix it because of the return you'll get on that investment.

    Optimize your most popular search keywords. When I asked you to check the results of your most popular keywords above, admit it: you didn't even know how to find them. Don't be too upset with yourself--most people don't. So figure that out and then set out to create and optimize the right content for each keyword. Work your way as far down the list as you think makes sense, based on the level of effort and the return you expect. It might be the top 100 or the top 1000, but at some point you reach diminishing returns.

    Tweak your technology and process to improve the remaining keywords. When I managed site search at IBM, we found that the top 1,000 keywords accounted for only 27 percent of all search volume. Clearly we needed to do something less manual for the rest of the keywords. The approach for your "long tail" keywords has to be about technology and process. You must focus on tweaking your search engine, your content management system, your e-Commerce system and other technology so that it does a better job. And you must address your content creation and update processes so that the content is search optimized from day one.

    Again, this isn't simple, but it is critically important for most businesses. Some companies have increased their conversion rates by 25% just by addressing the simplest measures in website search optimization. Or you can keep doing what you are doing, which is subtly requesting that customers go away.

    Originally posted on Biznology

    Be sure and visit our small business news site.



  • The Top 7 SEO Web Design Methods to Increase Visibility

    by Jayson DeMers

    Anyone who has Googled him- or herself understands the power and mystique of search engine results. When you run an e-commerce business, where it lands in search rankings plays a critical role in how many people are exposed to your company and its services.

    When businesses land near the top of the search results page for keywords related to their industries, users are much more likely to click on their pages, view their content, and learn about their products or services. The more visitors to the site, the more opportunities the company has to make sales and achieve high marketing ROI. 

    To benefit from optimal search engine rankings (increased visibility, higher traffic, and improved sales), many effective tactics exist. If you incorporate these strategies into your websites as you build and maintain them, your business stands the best chance of SEO dominance over the competition.

    Read on to learn how businesses use SEO to maximize their impact in their industries and boost the bottom line.

    The best SEO optimization tactics for web design

    Although companies can retroactively optimize their websites, DigiTech Web Design states "the most effective way to achieve high ranking is to build a site from scratch with SEO in mind." This enables the designer to incorporate a variety of techniques that will maximize the site's impact." Some of these techniques include:

    1. URL structures. When creating URLs, make sure they adequately describe the subject matter of your content and contain keywords relevant to the topic. This gives search engines and visitors alike a clear idea of what the page will be about.

    Also, keep URLs short and simple, using hyphens (not underscores) between words and keeping out unrelated characters or terms.
     
    2. Responsive design. The most SEO-friendly sites are those that incorporate responsive design techniques to make them accessible for users of all types of devices. Building and maintaining separate mobile and desktop sites may present a complication with duplicate content, which e-commerce companies should avoid.

    3. Descriptive navigation. Visitors should be able to navigate sites quickly and easily to find the information they need. With that in mind, web designers should not get too creative with the navigation bar location; place it across the top or along the left margin of the page.

    Use flyout and dropdown menu bars with caution, because both robots and humans have more trouble navigating them. Text links are best, and sites should strive to use no more than 6 or 7 menu options on a page.

    4. Image optimization. To make images SEO-friendly, edit them to the minimum size (often 20-100 kb) necessary for user visibility. Avoid using source code to shrink them; this has a negative impact on the length of time the page will take to load. Organic search rankings and user experience will suffer as a result.

    When creating alt image text, make sure to use keywords in header images, logo images, graphics, and buttons on each page.

    5. Page load times. Mobile users wait an average of 5 seconds for websites to load; desktop users only three. To keep pace with busy consumers, websites must load efficiently or risk losing businesses. 

    To achieve faster page load times, companies can employ techniques such as enabling compression, browser caching, minimizing JavaScript and CSS, and sizing images correctly. Tools such as Google's PageSpeed Insights and WebPagetest can help you determine your website page load times.

    6. Keyword research. Which keywords, phrases, and topics have potential customers researched with relation to your industry, product, or service? Google Keyword Planner helps businesses learn how their target market locates competitors, as well as identifying sub-categories that may apply to them.

    Armed with valuable keyword data, companies can use this information to name and structure navigation bars - as well as product and category pages - for the most effective websites.

    7. Sitemaps. XML sitemaps (for search engines) and HTML sitemaps (for website visitors) allow these entities to locate exactly what they need. It also allows Google to index your site thoroughly and efficiently.

    How to use SEO techniques to maximize the impact of your content

    Once companies have created the framework of their website, establishing and maintaining search engine-optimized content becomes a crucial activity. Content marketing techniques for SEO include:

    1. Fixed content. Keyword-rich content, such as articles and blogs, should present high-quality writing and contain at least 400-500 words per article. The longer content remains on a site, the better ratings it receives from search engines.

    2. Encourage linking. When businesses write compelling, unique, and useful content, readers are more likely to link to their articles from social media or blogs. Addressing misunderstandings or myths, discussing newsworthy topics, or raising questions for the public encourages engagement and sharing, and that will make your page show up more in search engine results.

    3. Natural keyword use. When you use keywords in articles, blog posts, or page content, place them at the beginning of the content and not in nonsensical or repeating patterns throughout the page. Search engines will detect "keyword stuffing" that doesn't adhere to genuine language patterns.

    4. Use built-in marketing messages. To ensure your company's contact information shows up on search engine indexes, replace links that read "Contact us" with ones that read "Contact [your company name]." This maximizes the number of times individuals will come in contact with your brand.

    When it comes to search engine optimization, the companies that achieve the greatest success are those that combine technological know-how with content wordsmithing. If you pursue the above strategies, in a few steps your brand will be on its way to the top of the search engine rankings, not to mention the hearts and minds of your target audience!

    How have you successfully leveraged SEO to achieve higher visibility and web traffic? 

    Be sure and visit our small business news site.



  • Yeah, But... I Already Rank For My Company Name

    by Stoney deGeyter

    Every now and then we get a call from a prospect who seems to want to try to talk themselves out of buying SEO. We call them "Yeah, Butters." And if you've been following this series, you understand why.

    One of the common objections we hear is, "But we already rank for our company name, so why do I need SEO?"

    There are a couple dynamics at play here. One, you're probably seeing personalized results, not necessarily what the rest of the world sees. And two, because... and this is important here... UNLESS YOU'RE A WELL-KNOWN BRAND, NOBODY IS SEARCHING FOR YOUR COMPANY NAME!!! 

    Breathe...

    Breathe...

    Breathe...

    OK, I hope you've recovered from the shock. Now let's tackle each of these one at a time.

    Your Results Are Personalized Just for You

    Most people don't realize this, but the search results you see are not the same results someone else sees when performing the same search. This is because if you're logged into any of your Google accounts (Gmail, Google Docs, Google+, AdWords, Webmaster Tools, etc.), and if you don't deliberately turn personalization off, your results are being personalized.

    This personalization is based on a few things. Google looks at your search history and the type of sites you've clicked on, who's in your Google+ network and items you may have shared in the past. If you regularly search and read tech blogs, when you search for "apple," you're most likely to get results for the company. However, if you regularly search and read gardening and cooking sites, a search for "apple" might produce an entirely different set of results.

    Usually the contrast won't be that stark. In most cases you'll see just a few different results from the next person. But the more data Google has on your history, the more likely your results will differ.

    Another differentiation factor can be locality. Some searches automatically produce a local set of results. If your company is called "The Carpet Outlet" and a search for that puts you at number one, it's likely as a result of geo-targeting the search results. Perform the same search in another part of the country, and there's a strong chance you're not going to appear at the top. And maybe not even on the first page!

    The only way to get completely unbiased results is to log out of all Google profiles before performing your search. Even still, you're likely to have some personalization going on. You can also click the icon at the top of your Google search results page to "hide private results." However, it's possible you're still going to get geo-targeted results either way.

    People Search for Solutions, Not Brands

    customers-dont-search-company-name.jpg

    Most companies are not recognizable brand names such as Nissan, Pepsi, Nabisco or even Marathon Gas. But even if you are such a name, ranking for your brand name isn't enough. Each month there are approximately 300,000 searches for "pepsi" and 100,000 for "coke." However searches for "soda" and "pop" collectively reach 1.3 million monthly searches.

    Here's another example using a less well-known brand, School Outfitters. Monthly searches for "school outfitters" is 6,600. Monthly searches for "school furniture" is 8100. Not too great of a difference, but here's the kicker: School furniture is just one keyword that would drive business to School Outfitters.

    Let's look at just five relevant keywords, "school furniture" (8,100), "conference table" (5,400), "computer desk" (49,500), "fitness equipment" (27,100), and "office furniture" (135,000). Those five keywords alone are searched approximately 225,000 times each month. I'll take a top ranking for any of those over the brand name any day.

    My point here is that while brand searches can be valuable, they are just the tip of the iceberg. If you rank only for brand searches, you will get traffic that is already familiar with you. Your competitors are getting everyone else. However, when you choose to optimize for all the other relevant keywords for your industry, you begin to bring in new traffic that doesn't know who you are. You have a chance to convert a new customer and, hopefully, earn a customer for life. If you don't, they just might turn to your competitor instead.

    In all honesty, ranking for your brand name is pretty easy. It's ranking for other keywords--those that attract far more visitors--that starts taking time, effort and money. But if brand searches are enough for you, by all means, don't invest in SEO. However, if you want to grow your business and capture traffic that otherwise would go to someone else, you need to invest in quality SEO.

    Be sure and visit our small business news site.



  • Does the Internet allow more differentiation?

    by Mike Moran

    If you are a marketer, you can't ignore differentiation. Differentiation is not just about differences from the competition--it's differences that your customers care about. Without some kind of differentiation, marketers don't have much to talk about. And talk they do. Every kind of advertising is based on some kind of marketing message--most about differentiation. But how does the Internet change the way marketers discuss differentiation? Does the Internet allow more differentiation? Read on. 

    The biggest difference between digital marketing and other kinds of marketing is that with digital, you have unlimited space. You can always write one more paragraph on a page. You can add one more click to the story. You never run out of time or space, as long as you can hold someone's attention.

    The Internet gives you a way to tell your story in more depth.

    For many products, this is a gift from God. Complex products that could never be explained in marketing materials can now be fully described. That means that no matter what aspect of a product that a customer might be interested in, the story can be there. Just about any differentiator can be explained.

    And it's not just complex products. Even simple products might possess differentiators that only a few care about: Scotts Tissue disintegrates in septic tanks. It will never make the commercial, but it is an important feature to some people. Online, you have the room to tell them.

    And if this technique seems a bit lengthy and wordy to you, it doesn't have to be. Whether it is behavioral targeting, website personalization, or other methods, all that differentiator verbosity can be distilled into the one that matters. Technology doesn't quite fulfill that promise today, but wait. It will be here soon.

    So, don't be afraid to tell your story. To segment to the smallest segments that are profitable. Because each segment has a differentiator they are waiting to see. All you have to do is show it to them.Originally posted on Biznology Blog.

    Be sure and visit our small business news site.



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