Aligned Marketing Blog

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

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

1. Project centric: The change that is required to make tomorrow better than today is often measured by the number of projects completed. Outsourcing is project-centric and delivers results with minimal impact on day-to-day operations or personnel.
2. Size doesn’t matter: Small projects such as web design, training and video production are ideal for outsourcing for all but the largest corporations, those with virtually unlimited internal capabilities. Large projects that require an outside perspective, such as institutionalizing Six Sigma or Strategic Pricing, are excellent projects to outsource since true change rarely happens from the inside out.
   
3. Skills: Outsourcing lets you acquire specialized skills to accomplish goals, complete projects and augment your existing resources. Projects that are popular to outsource are social media tasks, such as blogging, search engine optimization, and specialized training or coaching like improving presentation skills.
4. Cost effective: Outsourcing is a variable cost option and preferred by many over adding full-time employees, which is a fixed cost solution. In this economy variable cost projects are approved easier than new headcount. Since outsourcing is a global industry adding world-class talent to your team is not as expensive as hiring talent.
5. Velocity: Speed can make the difference between good and excellent. Outside providers can deliver resources, even in large quantities, quickly while hiring fill-time expertise can take weeks or even months.
6. Technology: Few companies can afford the money to purchase or the time it takes to learn the latest technologies available in every function – sales, marketing, IT, logistics, etc. Outsourcing allows you to rent the best technology available from the best providers.
7. Accountability: Outsourced resources do not suffer from goal diffusion or the day-to-day fire-drills that impact full-time staff and extend project deadlines. An outside provider of resources has one responsibility and one priority, which is to complete the project. Their focus delivers better results and greater accountability.

Can you think of more reasons?

Steve

I should have seen that one coming James. Here’s my recommendation: Ask them.

I’d start by finding sites you are willing to link to and then create a link on your site. Then add sites that you think your site compliments, adds value to. In total you’ll probably want 50-100 targets. Finally, send emails requesting a link. It's best to send the emails to an individual and not to a “Contact Us” email address.

That’s a lot of emailing so I recommend that you create a template and avoid all that unnecessary re-writing and typing. Writing your link requests in a friendly and personalized style will increase your chances of success.

Here is an example of a link request for a fictitious company:

Subject: Social media resources on your website

Good morning, [insert name],

I found the resources on your site helpful and well organized, especially the articles and whitepapers on social media. My company, Get2NoMeZ.com is dedicated to helping others master social media. As far as I can tell we do not compete with one another.

Since November 2007 we’ve posted a new blog three times a week. It’s a big commitment on our part but, like you, we’re serious about helping others and understand that being found on the web takes hard work and constant effort, which is why I’m emailing you.

The purpose of this email is to ask you if would post a link to our site on your site’s Resource Section - www.socialmediamatters/resources.htm?

You can link to us by downloading our logo and code from www. Get2NoMeZ.com/linktous.htm or just create your own link.

We have already added a link to your site (www. Get2NoMeZ.com/resources.htm) on our website and trust you are already getting additional traffic.

I can check your site in a couple weeks to see if you’ve granted my request but an email response would really be appreciated.

Keep up the good work and thanks in advance for your time and consideration.

Regards,

Steve Hartkopf

800-659-3638 (Linda or Ben)

 

Feel free to borrow this template. Obviously it will have to be modified if you’re writing to a site you don’t want to link to from your site.

If you decide to write your own email request template you’ll want to remember to include the following:

It’s a good idea to write a few variations of your request template to (1) see what works best and (2) speak in the style and tone of your target audience. Requests to large corporations, for example, need to be formal while requests to small companies can be less formal.

Finally, remember to keep a record of all the link requests you send out, track your results and don’t be a spammer.

Steve