We live in a result-driven world!  Achieving sales, margin goals and cash flow results are common and constant discussions at most companies. However, when it comes to website performance, unless you’re selling products online, most people avoid conversations about results. Why is that?

Without sales, margins, and cash flow, a lot of organizations simply don’t know what to measure. If you’re talking about the web, search engine results are a great place to start.

Let’s say you own a pizza parlor and you want people to find your location online. 

How can you possibly get on the first page of Google search results, maybe even become number one, for pizza knowing that there are millions of pizza places in the United States?

 

 

The answer lies in selecting keywords that are specific to your business, such as “Pizza Parlor in Wheaton, Illinois,” for example.  Selecting the right keywords, as you might have guessed, is not easy, but it’s critical to quality search results. That’s why you have so many search engine optimization (SEO) specialists advertising on the web. Search engine traffic, it has been proven, can bring you more sales and new customers if done correctly. (Did you know that your website can get penalized for taking certain actions and actually drop in ranking? http://www.webconfs.com/15-minute-seo.php)

But with so many promising that they can make you number one in the rankings, on Google, how do you know who or what to believe?

When you search the internet for “search engine optimization” companies, you are bombarded with choices.  Many promise you immediate results in getting your rankings up, and they even promise you that they can guarantee you’ll be number one in the rankings.  Is that true? Can they really do that?

The answer is no. We have several clients that we’ve taken their keywords and over several weeks and months gotten many, sometimes most, of their keywords ranked #1 on Google. Does that mean we can do that every single time?  I would never make that claim. None of us know Google’s formula for ranking sites so making such a bold claim is, in our view, irresponsible marketing. There are many ways to accomplish high ranking results for your website.  The work that goes on behind the scene of your website is only the starting point.  There are online and offline optimization techniques, which we’ll leave for another blog.

Search engines have adapted to this new web-world of blogs, social media, videos, etc., and are constantly changing how they rank websites.  In previous years, your keywords and links was all that really mattered but times have changed!  Search engines take many more factors into account these days, such as your content, download speed, keyword relevancy and competition, the importance of inbound and outbound links, and of course your connections. 

It is not always about quantity, you also have to factor in quality.  As search engines are getting smarter, so should you.  A reputable marketing company can not only improve your website ranking but do it in a way that preserves your reputation. If someone is guaranteeing you #1 ranking on Google you need to ask yourself, “Does this sound too good to be true?” If it does, well, it may be time to consider another SEO firm.

There’s a lot of debate about setting SEO goals. Some good work has been done on SEO goals linked (no pun intended) to building traffic, selling more goods, branding/image marketing, lead generation and conversions, and influence through thought leadership.

 

Those are all good goals but we think a better goal exists. While most of our clients want to rank #1 for all of their keywords, few understand that may not be possible. Especially if they share keywords with Global 100 multi-national corporations, ranking #1 across the board isn’t always possible. And, at least initially, even if it’s doable it may be too far off, too ambitious as a starting point. So we highly recommend a simpler approach.

 

Pick one of your competitors and beat them into dust.

We have one client who requires that we measure them against their largest competitor every month. After about a year, when it was clear that we were performing better for selected keywords than their larger, global competitor, I recommended we stop measuring ourselves against that competitor and select someone else to “beat.”

 

The client, having competed against the other firm - their mortal enemy - for decades, rejected our recommendation. We understood but that hasn’t affected our recommended strategy.

Pick one competitor to measure yourself against and once you’ve beaten them in the search engine ranking game, select another target.
 

 

If you’re the New England Patriots setting a target of winning the Super Bowl every year may make sense but most of us aren’t the Patriots. We need to walk before we run.

1. Every page needs a focal point

 

Every page on your website should have a focal point, a place where the visitor’s eyes are naturally drawn. It can be an image, a special offer, or a headline. In addition, that focal point should direct your visitors to act, a call-to-action.

 

Click here for free sample, for example.

 

Think of your pages as Billboards. Billboards are big, bright, and clearly direct you to take a specific action. You site pages should do the same.

 

Your focal points should include images and copy that is keyword rich and help the search engines find your site.

 

2. Headline can be very effective

 

Headlines organize your content by making a promise to the reader. It follows then, that your content must then deliver on that promise.

 

Using the “who-what-why” formula isn’t the only way to format your headlines, but it works. Think of your headlines as a promise, a commitment you make between you and your visitor.

 

There are many effective headline formulas out there, so you need never worry about repeating yourself.

 

Whether it’s on the page or in your meta data, headlines are an important SEO tactic.

 

3. Get 50% through the use of numbers

 

People are more apt to believe something when a number accompanies it. 51% of those surveyed believed something is more powerful than a majority of those surveyed believe…

 

Numbers grab our attention and are more credible than general terms. It seems people like specifics.

 

4. Use power words

 

Words like fast, easy, guaranteed and free are powerful copy.

 

    “Free is the most powerful word in the copywriter’s vocabulary. Everybody wants to get something for free.”

    -Robert W. Bly

 

In our email marketing we typically use headlines such as, “Free PDF…” or some other power word to increase click-throughs and, eventually, sales opportunities.

 

5. Think about your images

 

The cliché is “a picture is worth a thousand words” and it’s true. And if a picture is worth a thousand words then a video is worth ten thousand. Think long and hard about the visuals you use. Pictures and videos can supercharge story and include:

 

    * Photographs

    * Artwork

    * Charts and Graphs

    * Slidedecks

    * Video

    * Infographics

 

Make sure your images have an ALT description so the search engines know what it is you’re trying to communicate through your images.

 

6. Use Sub-Headlines

 

Would you read a newspaper if it had just one headline? Of course not!

 

We want information that is categorized and well organized.

 

If your text is longer than 250-400 words, you must use sub-headlines. No exceptions.

 

While the search engines give sub-headings slightly less impact than Headings, sub-headings remain an important SEO tactic.

 

7. Lists work

 

This entire post is a list.

 

Why do lists work so well? Lists are the building blocks of the thinking process, of ideas. To communicate your thoughts quickly and effectively, nothing structures the information like a well-thought out and logically organized list.

 

8. People love quotes

 

In my book Communication Wins, I opened every chapter with a quotation. Selecting the right quote for each chapter took up a significant part of my editing time.

 

Use quotes to organize your ideas and demonstrate that our major points are significant enough to have earned a historical quotation. If Abraham Lincoln commented on your major point, then it’s probably important enough for people to want to learn more about it.

 

9. Fun with font

 

Some people change fonts within their copy for emphasis. We think that’s a bad idea. To attract attention to a particular point or section of your copy, try using bold and/or italics.

 

The search engine can detect bold and/or italicized font in your copy and assume these are the important terms (keywords).

 

10. Your voice sells

 

There are dozens of good SEO copywriting techniques. We encourage you to learn and use them.

 

However, at the end of the day, you need to find your own voice. Your particular point of view, style, and tone, form the foundation for your audience appeal.

 

I love the way Peggy Noonan writes. She was President Reagan’s speech writer and has a lyrical style and velvet touch while, at the same time, the ability to cut like a knife, without sounding angry, through the foolishness that is served up to us on a daily basis as serious political discourse. Would I like to write like Peggy, you bet!

 

But I can’t. There’s only one Peggy and I’m not her. So I have to do my best to write like me. I’ve learned that my best writing is typically short declarative sentences that are easy to read and understand.

 

Do you agree?

Someone once said (may have been Guy Kawasaki), “Building a website and then not spending the time and money to do SEO is like creating a commercial and then not buying any television or radio airtime.”

I agree. A build it and they will come website strategy is, honestly, folly. Yet, time and again, I see companies build nice websites and then believe they’ve completed their work. Nothing could be further from the truth.

So, if you want to get some mileage out of your website, here are my Top 7 SEO recommendations:

1. Register your website with DMOZ, also known as the Open Directory Project, at www.dmoz.org. The Open Listing Mission is the most important and most complete directory on the Web. It is also the only one Google uses. Since Google tends to have between 60% and 70 of the search engine market share, it’s important that you make sure you’re your website is easily found by Google. DMOZ is also used to feed many of the other web directories as well. Note, DMOZ is an all volunteer organization so it can take months to get your site listed. So register your site today!
2. Manually submit your web site url address to Google at http://www.google.com/addurl. Once accepted, like DMOZ, it can take months, Google’s software will crawl (scan) your site (see bullets 4-6 below), determine what your site is all about, and, in most instances, begin including it in their search results. 
3. Yahoo is a little different. Yahoo asks you to pay $299.00 to be included in their official directory listing ($600.00 if your site includes “adult content).” But Yahoo can still find your site and include without your paying any fee. Yahoo also has a free submission page - http://siteexplorer.search.yahoo.com/submit - you can use to improve your Yahoo search engine rankings. I’ve read that Yahoo’s Directory also drives results on Bing and AltaVista. But I wouldn’t count on that, so I’d also recommend submitting your website to Bing at http://www.bing.com/webmaster/SubmitSitePage.aspx. 
4. Make sure you are using the best keywords and keyword phrases in your Metadata and in your website copy. This is a biggee! Having the right keywords is critical in getting your site ranked high in the search engine results. There’s actually a metric, KEI, which stands for Keyword Effectiveness Indicator, you can track. Since almost every site has unique high KEI keywords, we won’t go into how to develop your high KEI terms here but we will encourage you to either take the time to learn how to develop high KEI keywords or outsource the work to a professional.
5. The more links you have to your website, especially if the linking sites have a high Google Page Rank, the more likely it is Google and the other search engines will rank your website high in their search results. Some effective ways to build links to your site are article submission, affiliate programs, sending emails to webmasters at sites you think your target audience visit, or hire someone to build links for you. We do not recommend hiring one of those firms that say they’ll get you 1,000 links in one week for $500.00+/-. The search engines may view that type of instant growth in links as “gaming the system, which it is, and punish you. Links need to be built over time.
6. Install Google’s free Sitemap code in your website. A sitemap is XML code that lists all the URLs (pages) in your site and makes them easy to read and understand for the search engines. Sitemaps enable the search engines to quickly crawl and index your site in an organized manner. They also allow your webmaster to include additional information to help the search engines find your site and keywords, when it was last updated, and other important information. Sitemaps complement the software, or crawl-based tools such as a robot.txt file, they do not replace those tools. Using Sitemap code does not guarantee your site’s search engine rankings will improve.
7. The last tactic is perhaps the most difficult; be patient. SEO is like farming. You plant seeds, nurture them along so they can grow, and then, one day, relax and enjoy the fruits of your labor. Note, conversely, Pay-per-Click, or PPC, is like hunting. Bang! Lunch. In other words, you shoot something (buy ads) and you get leads. Some good; some bad. Here’s another difference between SEO and PPC, once your SEO tactics have you at the top of page one on Google, it’s highly likely you will stay there for some time. With PPC, once the ads (expense) stops, the leads stop.

SEO is the best insurance available to earn a return on your website investment. It is what helps your website be found by existing and new customers and, even if you outsource the work, it’s simply not that expensive. Without SEO you are simply hoping your website is found and that’s not good business practice.

It is also an ongoing effort because the search engines continue to tweak their algorithms. In 2009 it was reported that Google made almost 300 changes. By implementing the tactics outlined in this post your website can become an amazing source of new business. Perhaps the best part about SEO, and digital marketing in general, if done right, is you can measure the return on every tactic.

This blog has always been about helping others. We report, offer free marketing tips and share best practices. Of course, it's indirect marketing done to promote goodwill. It's also good citizenship, done to improve the community.

I'm going to be selfish today. There's a lot happening at Aligned Marketing. Here's a partial update:

• We continue to sign up clients for search engine optimization (SEO) and pay-per-click (PPC) projects. We recommend both because SEO is like farming, it produces results (food) in weeks or months, and PPC is like hunting, Bang!, dinner. A friend of mine used SEO & PPC to grow a distributor’s online sales from $72K/month to an impressive $1.0M+ per month and counting. What recession? Smart companies are getting off the sidelines. There are still markets out there with unmet needs. Someone is going to serve them, why not you?
• We team up with other companies to enhance our capabilities without adding fixed cost. One of those companies just completed a landmark four year study in collaboration with the University of Michigan. Over 200 companies participated in interviews and surveys that included manufacturer and distributor sales reps as well as industrial buyers. They observed over 1,000 live sales calls. From that research they developed a new approach to selling, an actual best practice process. The field test data is compelling and, I believe, can be a game-changer with the right commitment from senior management.
• We launched a 10-day social media campaign for Aligned Marketing and increased visits to our website by 343% in the first week. Because of the way we structured the program visits will continue at the new higher level for several weeks and should remain well above our prior level into the future, assuming we don’t do anything stupid...stayed tuned.
• Gary Vaynerchuk is a top-5 Internet celebrity who has been on Fox News, The Today Show, CNN, Conan O’Brien and several other shows. He reads my blog…surprised me too. Anyway, on October 13 his new book, Crush It!, goes on sale and as part of his promotion tour I’ll be interviewing Gary using video over the Internet. I’m excited to finally communicate with Gary live, not through email, and the technology we’ll be using is very cool. More to come.
• My wife and I attended a convention for web-geeks in Orlando last week. There were over 400 people in attendance. While I didn’t get to speak one of the presenters put my picture up on a slide and recommended that everyone read my book. I didn’t know he was going to do that so it was a nice surprise, although seeing my face fill up two 20’ screens was weird…frightening, actually.
• As companies prepare for 2010, and what we all hope is a year of recovery, many are using outside resources to fill gaps created by the recession and gain specialized expertise without adding fixed cost. Our approach is, "Let us help you reach your business goals." It seems to have some appeal so go ahead and borrow it if you think it will help your business.
• This remains a very challenging time (obviously). The only way the economy is going to turn around is if we all pull together and work our collective butts off. That's what my friends are doing and that's what I'm doing. Sitting on the sidelines and waiting for things to improve will only get you left behind, it's a loser strategy. You get one shot at each day, so make the best of it!

All the best,
Steve

Search Engine Optimization (SEO) is a flagship product for my business. It’s great product that over 150M (the number of existing websites) potential customers need.

The challenges, however, are twofold:

1. Very few of those potential customers realize they need SEO. I heard a speaker claim that 85% of the websites in existence get fewer than 5 visits a month. I don’t know if that’s true but the point is there’s a lot of wasted investment in the online world. Why would anyone invest in a website and then not invest in driving traffic to that site? “Build it and they will come” is a horrible strategy.
2. The reason people are reluctant to invest in SEO is because it’s an inexact science. Google and the other search engine tell you a little about their search algorithms and we learn a lot through trial and error but, in the end, SEO is part guesswork and there is no perfectly optimized site. There’s always more than can be done and there’s nothing you can do that your competitor can’t do as well. In theory it’s a level playing field (see below). SEO is a necessary investment but not a sure investment; more stock than bond.

To overcome these difficulties I use blogs, emails and social media to educate my target audience on both the importance of SEO and the basic tactics they can employ to improve their search ranking. For example,

1. When you perform a Google search you get a page with 10 results. Those 10 results drive approximately 42% of the search traffic. If, however, you’re on page two, search results 11-20, you can be expected to get 21% of traffic. That’s a big difference! You could double your traffic by moving up to page one.
2. The difference between page one and page two on Google is often something very minor, perhaps something as small as a Header. The lesson is small differences can result in big results and, depending on your business, huge increases in visits or even revenue.
3. Since no site can be perfectly optimized the goal is make sure your site is more optimized than your competitor’s site. For my SEO clients we pick one competitor to benchmark against and then, once we’ve overtaken them, pick another site to benchmark against, and so on. Picking one competitor at a time allows us to define our own playing field and create a competitive advantage. A rifle approach produces more targeted results, is easier to measure and, often, less expensive than the shotgun approach where you try to do everything perfect.

Lately I’ve tried a new marketing tactic and it seems to be working. I find a website that I know needs work and provide a free evaluation along with 3-5 specific recommendations for improving the site. Call me if you'd like to evaluate your site for free.

Done with tact, most people seem to appreciate the comments and, as a result, some new work is coming my way.

Steve

800-707-9150

Does your company have specific business goals for your social media activities? If not, you should.

In a November 2009 survey MarketingSherpa discovered that approximately ninety-four percent (see chart below) of those surveyed use social media to increase their website traffic, which is not surprising.

What might surprise you is twenty-one percent don’t actually measure their results and five percent have no specific objectives for their social media activities. So I can only assume that they’re on LinkedIn and Tweeting, for example, because they think it’s the right thing to do.

Doing something for the sake of doing it doesn’t sound like real business to me, does it to you?

 

The other thing that surprised me was the relatively low number of respondents who use social media to reduce their customer acquisition and customer support costs. I mean, the tools are free!

The bottom line is social media is a free and easy to use platform for promoting your business and communicating directly with your customers and prospect, so use it.

If you’re not sure how, give us a call.

Steve Hartkopf

800-707-9150

In 2004, the term "Long Tail" was used by Wired.com writer Chris Anderson to describe the advantage various business models, like bookselling at Amazon.com, music from iTunes, etc., have over traditional brick and mortar competitors. Their success is driven by deep catalogs that include both popular items and niche items.

For brick and mortar retailers there is a cost associated with local inventory. That cost prohibits them from carrying anything except the most popular items. Online retailers like iTunes can make more money than a traditional music store (are there any left?) because (1) the cost of carrying an item in electronic form is near zero and (2) they can sell and make money on 100’s of unknown (less popular) artists as well. As a business model, this is called The Long Tail Approach.

The Long Tail approach is also used in Pay Per Click (PPC) marketing and search engine optimization (SEO). In this instance, it means using keywords and terms that are less competitive than others to aggregate an equal, or almost equal, number of visitors and customers. The less competitive phrases have lower appeal to the more casual searcher, produce lower click-through rates and, as such, cost less to purchase for a PPC campaign. Lower competition and lower cost is the trade-off for slightly fewer visitors and clicks.

For example, the word “puppies” may have a higher click-through rate and cost than “beagle puppies,” which in turn may have a higher click-through rate and cost than “beagle puppies for sale Charlotte.” All three will be listed and ranked by the search engines for the word “puppies” but the competition will be reduced if someone also uses the additional search terms “beagle, for sale” and “Charlotte.” If you are in the business of selling beagle puppies in the Charlotte area, the benefits of using the less popular term are (1) it will cost you less money, (2) it will provide higher quality leads and (3) it better describes your business.

Adding additional keywords is a great way to lower the competition, improve search engine results and reduce PPC costs. The long tail is a great way to explain the trade offs you’ll need to make in your search engine optimization campaign unless you have an unlimited budget. 

 

Steve

A few months ago I decided to run my five-year old business as a full time endeavor. Prior to that I only did work through Aligned Marketing for previous employers or close friends. Since my field is marketing and the web is the new promised-land for marketers, I knew I had to do something about my website (www.aligned-marketing.com). The first step, as always, is to define my current situation.

At the time my site was ranked 4,120,000+/- on Alexa (www.alexa.com). That's not very good but in a world with over 100M websites, it's not  bad. As I thought and planned I was fortunate to sign a major client. I'll leave the name out but describe the company. They are an industrial company with about $50M in sales that has been in existence for almost 40 years. They have one of the better websites in the industrial space. The industrial space, by the way, includes companies such as Snap-on, Stanley Tools, 3M, and others that are familiar names to most people but are not known for cutting-edge marketing or websites.

While conducting research I learned that my new client's site was ranked 1.42M by Alexa. Obviously that's a much higher ranking than mine but I was encouraged by the fact that such a well regarded company, with a long history of success, and my piss-ant company's site were in the same ballpark, the millions in site rankings. Also, I knew I could improve my ranking by doing some Average Joe SEO, which I did.

Fast forward to now. My site is ranked 502K now. No, I'm not threatening Google for #1, but to rank in the top 500K of the world with just some home-grown tactics, in less than six months, is an accomplishment. It was done with virtually none of the advanced tactics used by SEO experts. I just wanted to see what I could do without spending money. My little experiment seemed to work. I blogged and was active on social sites such as LinkedIn and Twitter. Probably 70%-80% of my actions can be done by anyone. Ok, so now what?

I think I'll kick it up a notch. I'm going to hire myself for SEO. I'm going to do the full treatment on my keywords, tagging, directory submissions for both my site and blogs, some PR, attach ALT descriptions to my images, conduct my social media activities in a more formal manner and several other tricks of the trade. I want to get my site ranked n the top 250,000 of the world. I'll let you know how it works out.

Steve

When we conduct website evaluations for clients we usually have to spend time explaining what certain terms mean. That's too bad because these are terms, in my view, that every business person should know.

Just as someone had to explain to you what a website was in the 90's, you now need to know some of the other key terms surrounding websites and, specifically, terms associated with search engines.

Search engines are, after all, what drives traffic to your site. They are the first step in converting someone with an interest in your products and services into a paying customer.

Here are some of the more common terms and definitions.

Search engine: Search engines are programs that attempt to emulate human behavior as it relates to finding information online. There are 100's of search engines but Google, with 65%+/- market share is the proverbial 800 pound gorilla, followed by Yahoo with 19% share and Bing with 9%. Google users are more often male, older and wealthier. Yahoo searches tend to be younger and less affluent. Bing users tend to be female, older, and are most likely to convert from searcher to buyer.

Spiders, crawlers, or robots (bots): These are automated programs used by search engines to visit your website, analyze, and then index its content. You need to create and insert "Metadata" (see next bullet) and a "sitemap" to help these programs analyze your site and its content correctly. If the search engines are able to analyze your site accurately then they are more likely to deliver high-quality visitors.

Metadata & meta tags: Metadata and meta tags give the search engines a structured description of your website. They are invisible to the average visitor and appear at the beginning of the code on each webpage. Metadata must be keyword (next bullet) rich to help drive traffic to your site.

Keywords: Finding the best keywords for your site is part science and part art.The best keywords are the ones people actually type into the search engines when looking for your products and services. If those words have limited competition, so much the better. Generic terms such as "marketing," for example, are too broad and have tons of competition.

Search engine optimization (SEO): SEO is the process of editing metadata and website content to rank higher on the search engine result pages (SERPs). It has been reported that ranking at the top position (#1) on page one of Google, for example, will drive significantly more traffic (254%!) to your site than the next highest (#2) ranking position.

Natural or organic search: These terms refer to search results produced by a search engine's algorithm when indexing unpaid submissions.

Paid search or Pay-Per-Click (PPC): Paid search results are purchased (fixed fee or bid) by someone, usually the website owner or their marketing agency. They can appear in sponsor banners at the top of the search engine page or in ads that appear in the right margin of the page. They are typically highlighted with a slightly darker background so you can distinguish between paid and natural (or organic) search results.

Search engine marketing (SEM): SEM combines both natural and paid search activities. So if you are conducting both SEO and PPC activities, or campaigns, then you are actively conducting search engine marketing. In my view doing either qualifies as SEM.

Steve
800-707-9150