Tag Archives: seo

Internet Marketing Channels – Which Is Right For You?

internet_advertising_250x251Of course, there is no right or wrong answer to that question. It all depends on who your market is, how they prefer to be reached and at what cost. Internet marketing channels provide different results at different costs – display advertising, affiliate marketing, email marketing, pay-per click advertising (PPC), search engine optimization (SEO), social media marketing (SMM), viral content campaigns, and conversion rate optimization (CRO). Ask yourself some basic questions before choosing one of these channels – What are your company goals? How much are you willing to spend on your marketing efforts? Who are your available resources – in-house or outsourced? Understanding your customer or prospect is essential. Spending a large portion of your budget on SEO, for instance, may not be appropriate if much of your business comes from word of mouth.

Rand Fishkin of SEOmoz came up with a formula for choosing the right marketing channel – compare your budget with your company goals and see what marketing channel will meet each goal – be it driving web traffic, building brand awareness or educating your market.

goals-budget-priorities

There is no one-size-fits-all strategy when determining what internet marketing channel(s) to use. Each business is different and should optimize its strengths to their advantage when initiating marketing efforts. Talking to a strategic marketing expert may help you craft a targeted plan based on market knowledge. Give us a call to talk more.

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Maximize Your SEO Efforts With Key Tactics

SEO

Facing the urgency of a struggling economy, every marketing expenditure is under greater scrutiny.  Search Engine Optimization (SEO) is a marketing tactic that can be clearly measured and carefully implemented.  Each search matters, and a few simple tasks can help drive prospects to your website via search.

Here are several tactics your company can use to maximize the time and energy spent on SEO:

Error-Check Your Code. Search engine spiders may be missing entire pages of your site because of a few simple errors.  Code validating services are offered by providers such as the World Wide Web Consortium (http;//www. w3.org).

Help Viewers Navigate With Ease. Easy-to-navigate sites are preferred by Yahoo! and Google just as much as they are preferred by your users.  Search engine spiders and your users will have an easier time finding information on your website with your help.

Create A Sitemap. An XML sitemap will show spiders the pages on your site and how often they are updated.  User-friendly sitemaps provide additional navigation for users and are becoming the standard for crawl submissions.

Describe Yourself. Each page within your website should have a unique title and description based on the pages’s content.  “Home” is not an acceptable description for your business unless you are a realtor or construction company – and even then it’s weak!

Optimize Keywords. Isolate the terms that are leading your site towards success and test them in a pay-per-click (PPC) environment.  Take the most successful PPC terms and place emphasis on them for future SEO efforts.

The world of SEO is ever-changing as Google, Yahoo, and other search engines continuously update their website submission algorithms.  How can we help you better reach your target audience?

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Filed under marketing basics, Web Marketing

Amp up Your Web Presence with Press Releases

The press release is dead.

Well, that’s what some people think. And although press releases are changing as the shape of media changes, they are still an important tool in strategic marketing planning for most companies. Besides serving the basic function of getting company news out to the media, they also can help increase your SEO or search engine optimization. What’s SEO? Wikipedia defines it as the process of improving the volume and quality of traffic to a web site from search engines via natural (or organic) search results.

  • Be sure your press releases are embedded with links to your site, your services, and your blog. This drives traffic your site. Hint: include the http:// portion of the URLs in your release or the link will not be clickable when published.
  • Place your links in the first two paragraphs of the release, or “above the fold” of the screen.
  • Be sure your press releases are focused on your keywords. As you use keywords as part of your website SEO brand strategy, think about that same process for your press releases. Have a set of keywords in mind before you sit down to write your release.
  • Repeat keywords at least three times throughout the release.
  • Include anchor text hyperlinks in the press release that are your keywords or similar to them and make sure these words are linked back to the appropriate page on your website.
  • When your press releases are posted online, they will often show in Google search, increasing your online “real estate”.

Be sure you are incorporating press releases into your marketing and brand strategy – optimized for search they can increase traffic to websites, build inbound links to your site and improve search-engine rankings.

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Filed under marketing basics, press releases, social media, Web Marketing

A Few Reminders on How to Improve Your Website

I was reading this post over on Marketing Pilgrim and I thought it was worth sharing.

From a talk given at SMX West (Search Marketing Expo 2009) ’15 Stupid Things You Can do to Your Website’ is a quick sketch of some key things to keep in mind when launching a new website or revamping an existing one.

Here are a couple of points I liked:

2. Using bad keywords—ones that are too competitive or no one is searching for. Michael suggested picking mid-range keywords and work your way up.

13. Mass email using BCC and not using email services. Using an email service provider is highly recommended for sending to large lists of recipients.

14. Below the fold calls to action. Ensure calls to action are above the fold and in order to check how the page appears on different screen sizes undertake browser testing.

The point on keywords is well-taken.  It’s important to review your keywords frequently and track their results with an analytics program such as Google Analytics.   What words emerge from your initial research as achieveable may not drive traffic to your site through organic search.

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Filed under Calls to Action, marketing basics, Web Marketing