Search Engine Optimisation – Page 5

How To Create Ideas That Spread

How to create ideas that spread. How do you do this yourself or do you try some SEO outsourcing? We know, here at SEO Liverpool, the big challenge is coming up with the ideas.

We can look at what’s worked, but many successes don’t tie back to your business. As with all Search Engine Marketing, there are different ways to approach this. The Coke and Mentos case (one of the largest scaling virals) doesn’t get you to consume more of those products.

3 Rules:

1) Thou shall know thy customer – find out what customers are looking for.

2) Thou shall be remarkable – about doing something different from what you’ve done before.

3) Thou shall try, try, again – most efforts don’t take off. Every try improves your chances.

Brainstorming the ideas:

Need to ask – what do customers love about you? In our case, small businesses like us because we have a small business. What do customers not like about you? Whats your biggest challenge? Address a problem like customer service.

What sparks online conversation? You must always be part of the conversation – important to be in the forums and social networks.

Can you do something outrageous like the Coke and Mentos and Will It Blend? Gets the marketing message across. Can you do something funny? Funny sells. Scary also tends to go viral.

Tie into holidays or events like the Olympics. You can find cool charts that show Twitter activity, with spikes. Great, see whats getting people to talk about online.

Can you get the most of something? Biggest this, etc.

What do you want people to say about your company? Can you get people to address this?

Create or embrace controversy? Can be dangerous.

Underdog stories.

Look at your analytics. See what sends people to your site. Not just traffic but engagement. How long are they spending on the site (Anyone involved in web SEO should be doing this!)

What motivates customers? Price? Service?

Look at your capabilities. Look at your budgets and limitations. Can you create and edit videos? Can you create and edit Flash games? Can you create and edit widgets? Do you have a skilled writer? Do you have a skilled researcher? Humorist? Do you have an email list or can you buy one? Can you partner with a non-profit?

Understanding campaign costs. If something is free, you must know if the ROI is sustainable. Starbucks got in trouble by canceling a free offer that went out of control. A competitor took advantage of that. Know your break even points.

Can you do this in house, or do you need to outsource this? Bring all this together to know your starting point.

Make it easy for people to spread content. Establish relationships. You need to be involved in the community. That’s the key. You lose that credibility of the pitch if you’ve never been heard of before.

Before pitching – aim for at least half of these:

1) Read at least 3 posts on their site.

2) Comment on one or two existing posts.

3) Write at least two sentences that are unique to the person pitching. Needs to be personal.

4) Have at least one other person read the email before you sending it.

5) Contact the blogger to share feedback before the pitch.

6) Keep track of which sites you pitch. Can get tough to manage a big campaign.

Must do’s before pitching:

1) Make sure your pitch addresses the person by NAME. Simple but few do it.

2) Make sure you have the right email address. Don’t send to webmaster@domain.com unless you are looking for the right email.

3) No mass emails! People will know.

4) Be transparent. Let them know who you work for.

5) Spell check your message.

6) Familiarise yourself with their readers. Read the comments.

7) Ask yourself in all honesty if the pitch is really relevant to readers.

8) Check to see if they have a policy about accepting pitches.

9) If you pitch multiple writers at the site, let them know in the text of the email.

More Viral Marketing Tips

At Summit Online Marketing we want to give our readers tips, we know that some business don’t need to pay for SEO Packages, they just need a little helping hand. On that basis some information in a recent survey from Nielson shows that recommendations from consumers are most powerful. On the web, this translates into thousands of people.

As a Google SEO have a look at this frankly salient advice

Case Study – Starbucks announced closure of stores. Stock price dipped. At the same time there was a huge spike in the blogosphere regarding Starbucks.

More Stats. 7/10 Brits use the net for news. If your in that space, you have a huge opportunity. 97% of journalists go online to find stories on the web. 79% find stories on the news wires.

Budget – How many people have a viral marketing budget? Not too many. This is a definite issue.

Myth – Web and viral marketing costs a fortune. If you’re writing a white paper get an interview in the Times and other industry related magazines. This approach can take time, but their isn’t much cost involved.

Basic Elements – Free is really good, like a white paper, if you give away your expertise you will reap the rewards.

Make it easy for your content to spread and share

Make sure it scales easily from small to large. Don’t crash your server! Use Youtube to host your content if need be.
Social media takes advantage of common motivations and behaviours. People are generally social.
Utilise existing communication networks like the news wires such as PR Web. Can you put news or podcast or video on there. Take advantage of these resources.
The key is great quality content! There many different strategies. Great tip is adding an RSS feed.
To blog or not to blog? Need a strategy. Who is going to say it? How often? You really need a plan. Don’t start a “me too” blog.
Basic techniques: Forward to friend, bookmark features, etc. “Addthis.com” is a great tool to enable sharing.
Youtube – Setup your own branded channel – create simple videos that are fun and quirky. Tell your clients and friends. Optimise your channel. Link from your website. Get a Flip Video Camera!
Tubemogul is a free service that distributes your videos across the major channels. Can check the stats and pull reports.

Measuring success – Links – We know that links are gold for organic rankings. In our early days, we had a page on our website with lots of new free emoticons. From this we generated over 2,000 links within a couple of weeks

The best SEO advice is to make sure you have a plan to create the right connections.

Viral Marketing with People of Influence

Today’s topic will be igniting viral marketing with people of influence. You know, the PR dudes and the customers, etc. Working in the seo sem industry, these points are vital.

With online marketing consulting It’s very important to define objectives. Most viral campaigns aren’t massive, just like real viruses. They can be small but have a massive impact! The goal might be as simple as to brand or promote a product launch.

People of influence are experts, journalists, or top bloggers – These people have the power to promote, and people tend to support things from people they trust. Most news organisations recycle news and it’s your job to take advantage of this.

The approach– You can launch and then contact these people of influence. Develop relationships ahead of time, this way they’re more likely to help you. Lets say you want to target a specific blogger. Why don’t you send them leads, tips, content – then down the road, bring them on board for consulting. They will be more likely to respond vs. a random email.

Cartoonists – You can hire a university student, don’t be afraid to outsource.

Bloggers – Have your blogger come up with something creative or hire a guest blogger with a following and give a financial incentive. It will cost you but may be well worth it. If you have a start-up it may put you on the map. Think… can get their followers to follow you?. Don’t look at just A list bloggers, every industry has their own.

Contests – You can have them regularly, and promote them internally. Or can recruit judges of influence (think free ipod touch).

Interviews – Make it easy as possible on the interviewer. Get a list of contacts to spread it. Really you want to find out who they know to promote them.

Research – If you are small on a tight budget – chambers of commerce, local business leaders and influential social groups.

Find brand advocates – Forums, blogs, social media, your own customer list, sales newsletters, blogs – create relationships. Get them behind your brand, give them an incentive. Discounts, upgrades, etc.

Recruiting influencers can be difficult – Approach this from a sales point of view. You must get past the gate keeper so attending a conference is a great way to establish face to face. Better than cold calling.

Want to target a blogger? – Buy advertising space, it’s much easier to get them on the phone.

Hire consultants! – Experts, bloggers, journalists, forum owners. This is the easiest way to use their names and gain media publicity.

Utilise customers to spread campaign. Look at emails, invoices, press releases. Talk to sales reps.

Brick and mortar – Do cross promotions, explain the benefits and find points of contact.

Many other ways to spread the buzz – Individualise, sponsorships, PPC, PR agencies, press releases, newspaper ads and even local fliers in the city centre!

Igniting your Viral Campaigns

Online marketing strategy will usually involve Viral marketing.

What is viral marketing and social media? Which methods work, and what typically goes viral?

Viral marketing: A top SEO will tell you it’s to spread information quickly. At it’s essence, word of mouth marketing online. Supercharged. The web allows things to move quickly.

What is social media? In short – a giant conversation online. So many different avenues, networks – places for people to talk online.

Who has a company blog, who has a personal blog?

Blogs and microblogs: Check out Technorati directory. Blogs are highly consumable. Easy for people to read and they get it. People are used to it. Good place to put message. Allows comments, discussion, linking. On the other side, you want bloggers to link to you and talk about your stuff. You have to look at it from both ways.

Social networking: Ask most people – they will say Facebook and Twitter, once upon a time it was Myspace. Just one component. These are the big ones. There are more niche ones – like myartspace.com which is for artists that share a common interests. Look and see beyond the big ones – look at the ones in your niche – the ones you should build a presence on.

Online video: More than uploading and telling friends. A place where people can comment and respond. A quick way to spread message. A good video like ‘will it blend’ spreads easily. Youtube makes it easy for people to link directly.

Forums and groups: Often most overlooked. Forums are most powerful for expert advice and groups. Strong and passionate communities. One key take away regarding forums is a site called Bigboards.com which ranks forum sizes. The biggest ones are niche – Paintball, Volkswagens, Bodybuilding. Look at the forums in your niche and build a presence. Get involved. Talk to people. Look at logs of a viral campaign to see the forum activity.

Social news and bookmarking: The big guys are Digg, StumbleUpon, and Delicious (although some on this list may close soon). They’re more than just bookmarking. It’s about allowing people to see what your interested in. With Digg there is a large barrier to entry because its competitive. In any niche, there’s a social news site for you.

Our SEO training If your content gets to the top of Mount Digg, it will result in millions of viewers. The traffic is good. But most important is how it influences other sites. Bloggers need Digg and social network to find content and information. Gets popular and people bookmark it, IM, email it. Reporters also use these sites to find content. It’s a way to get people who know nothing about you to find out about your company. Lots of eyeballs and info spread.

What is good content that goes viral?

* Lists – Lists work. Shows 10 commandments which started the trend.
* How To’s – People love how to’s. “how to tip like a gentlemen”, etc.
* Surveys – “top 25 best nights out “. Don’t have to interview thousands of people to get this content.
* Comprehensive – Something that’s comprehensive, that will be a strong resource – that a .gov will want to link to.
* Strong opinions – It can backfire – if it’s controversial it can go viral bot not in the best way.
* Best of lists – People love best ofs. Best of the Beatles. They love it.
* Calculators, tools, anything that helps people do something better. Great ways to get people excited about your stuff.
* Video: Must be interesting and makes people go “wow”. Will it blend is the classic example of a boring product made interesting in a video.
* Widgets – great for people to put things on their site and builds links.
* Quizzes, badges – makes people put them on their site or pages, and spreads.

Ending tips:

Have clear goals and objectives. Lots of people come to Summit Online Marketing asking to do something on Facebook – but why? What’s the goal? Promote great content. Don’t do something half-baked. Do something great – take extra time. Contribute to communities. Find the right communities that make sense to you. Build relationships on these sites. Give back. Make the sites work better.

Let’s get your website ranking quickly

At Summit, our online marketing company we’re always asked to speed up the process.

If your site is brand new and you want to compete against established sites directly on their most important keywords then you need to be good at public relations, have a better brand strategy, or have some remarkable feature that makes people want to talk about you. Without conversation and links it is hard to pass up sites that have been accumulating links for years.

But what if you could roll back the clock, and quickly grab those top search engine placements. You can.

The easiest way is to buy an old site that is not well maintained, and then build it up. But if that is outside the scope of your budget or marketing strategy and you are trying to rank a new site the key is not to attack directly, but to attack indirectly.

Of course many of your product pages will contain keywords that are the same or similar to that which the competition is targeting, but the more obscure long tail words are going to be easier to rank for. Here are 6 strategies to help you get lucky with your ranking quickly:

Tip 1

Use the less popular version of a keyword. If most your competitors are targeting Knowledge Management but nobody is targeting Knowledgemanagement then it is going to be easier to rank for that alternative version. And even if the alternate version only gets 5% or 10% the search volume of the related keyword, you are still going to pull in more traffic by ranking #1 for it than you would ranking #30 for the more popular version of the keyword.

Tip 2

Use many keyword modifiers. If you can’t rank for the core keywords then try to add some related keyword modifiers to the page title. Is credit cards too hard of a keyword? Then consider targeting a phrase like best credit cards. Cheap search engine optimization contracts will usually concentrate on this particular tactic.

Tip3

Mix up your on page optimisation. Rather than placing your keyword phrase all over the page consider mixing up how you use it. If the page title contains best credit cards consider using something like compare top credit card offers in the on page H1 header. Notice the change between plural and singular versions of the keywords. Popular CMS programs like WordPress have plug ins like the SEO Title tag plug in that make it quite easy to vary your page title and on page heading.

Tip4

Go deeper than the competition is going. In some fields I have been lucky enough to find niche low volume keyword topics that bring in a couple searchers each day. The ongoing maintenance cost of this content has been negligible, but as an added bonus for ranking for these long long tail keywords is that some of the people who search for them are people who really care about those topics, and many of them link to our websites. And so my new sites start benefiting from the self reinforcing effects that older sites benefit from, even though it is still new.

Tip5

Move away from the commercial keywords. If you stay within a small basket of well known commercial keywords it is hard to compete with strong competitors that have been targeting them for years. Niche how to content that solves a searcher’s problems is likely to build inbound links. These inbound links boost your domain authority and pass PageRank internally to other pages on your site, which is much of the general goal of many SEO linkbait projects…some pages are good at building inbound citations while other pages leverage that link authority and generate revenue.

Tip6

Buy traffic. If you build high quality niche content and it does not rank as well as you would like it to then you need to actively market it. Mention it to a couple popular bloggers in your space and ask them what they think of it. Another option for instantly getting relevant traffic to featured content is to buy targeted ads. StumbleUpon (you’ll end up paying for SEO services in dollars) sells category based traffic for 5 cents a visitor, but this traffic is nowhere near as potent as search traffic – many of these visitors come and go quickly. You can also buy pay per click traffic for your quality content. If you are buying it for commercial keywords the cost per click can be significant, but if you are trying to promote a quality non-commercial topic that is linkworthy you can often get visitors from search and AdSense ads for less than 10 pence each. With the buying traffic to build links strategy, it can take hundreds of clicks to generate an inbound link, but when you consider how time consuming and expensive link building is, then $50 or $100 for a good link can be an outright bargain.

How Do You Tell Your Client about the SEO Work You’re Doing?

A common question from a small business SEO

How does one who may sell SEO services for their SEO company in the future give away information without giving away too much information (and fearing that the client will run away with the proposed strategies and implement them himself/herself?)

That’s a difficult situation and one I think a lot of people find themselves in. They are compelled to sell themselves by proposing a strategy but are afraid it can backfire. However, many clients who solicit the advice of SEO services are doing it because they cannot execute that detailed plan.

A great analogy that should make you feel a little bit better about providing that information:

Here’s an example: We were recently at an arts festival watching an artist scultping a log with a chainsaw. Suppose that artist were to spend time with me explaining his technique and showing me how to do it – even what he was thinking when he applied his technique. Then suppose he handed me the chainsaw and told me to do it myself. I couldn’t do it. Because I would lack the basic understanding of the skills of using a chainsaw. And even though he explained the technique…I couldn’t do it. It’s a combination art, technical ability, and experience that I don’t have with a chainsaw.

That should alleviate those fears you have about giving away SEO ideas (unless the client is well versed in this area of marketing). Most people can hear your suggestions but have no idea about how to execute. In the end, giving out more information does seem to show that you have the expertise and indicates that you’re willing to help.

Can long URLs hurt you?

At SEO Liverpool we’ve been having a discussion about long URLs, in the past they have been spammy. I’m sure I’ve read a thread that actually commented on some URLs being a bit too long for comfort (SEO SEM agencies take note!)

Look at my example URL:

www.thisoldsite.co.uk/some-item-like-this-and-another-keyword-like-this-and-sometimes-even-more.42html

I’m all for having descriptive URLs, but …. but on occasion this seems to be taking it a bit too far and most of the time you’ll have trouble identifying anything that matches in the content of the page. Too far? Does that mean a search engine will penalise really long URLs? Or in this case, it does it just looks spammy to a manual review?

Sometimes if you dig deeper, you’ll noticed that you can find the same page as long as you include 42 at the end of the URL. Now, this is a common CMS issue with many sites. We’d deal with this with a 301 redirect from the broken URL to the true URL.

In this illustration, the CMS identifies the page by having the ID (i.e. 42) in the URL and then returns the dynamic content. The CMS should contain a real URL and then 301 redirect any other URLs that have id 42 in them to the real URL.

So, when building a CMS or SEO training staff, you might want to do a couple things in terms of URLs:

(1) Restrict the length of the URL to something normal

(2) 301 Redirect any duplicate URLs to the real URL

Adwords Quality Score Help Part 4

Cheap search engine optimization is as subjective as the best SEO.

SEO SEM and Web design companies have a habit of boldly claiming they offer both and are all things to all men.

This final part of our look at quality score takes search back to the basics, back to the fundamentals. Providing the user direct access to finding the content they want at the time they want it.

5 basic steps:

Keywords.
Organisation & Structure.
Match Type.
Creatives.
Landing Pages.

Keyword building: Most people bucket them and go off on the long tail. You should have several different groups and categories of brands. It will really improve your quality score. They are not necessarily tail terms, they are product specific. Don’t chase every keyword, chase the right keyword. If you can build out your campaign you can really lower your CPC – if your keyword is profitable, make it more profitable.

Structure: Don’t build thousands of useless keywords. Be organised when you put this together. Some limit you to 10,000 ad groups. If you have not reached that limit you are not working hard enough!

Match types: Every keyword you run should be on every single match type. Every keyword should be running on exact. When you break it out, you will start to see a decline in your phrase match spend. Put in your negatives.

Creatives: Go down to the specifics where you are not even using Dynamic Keyword Insertion any more. Be so specific. We use colour type, size, etc in every creative that we do. Let the user find the exact creative that they are looking for. It will increase your Quality Score and lower your CPC.

Landing pages: In some networks your ad could/will be disapproved if you do not have great landing pages. Everything in your landing pages should be in your ad copy and everything in your ad copy should be in your landing pages.

Simple

Adwords Quality Score Help Part 3

The progressive conversation on relevancy:

With the onset of Quality Score, relevancy is much more scientific than most SEO packageswill let you believe… if you want to approach it properly. The conversation has been going on for quite a while. I am going to focus specifically on the landing page and the collaboration that needs to occur to get this right.

Relevancy: what it used to mean, you had this bucket of keywords that you’d created during your search engine optimization training. You had the same titles and descriptions for everything on your list. Maybe you categorised them in Excel, started to map keywords, either way it used to be extremely manual. Then, the tools started to get better, standards started to raise, and relevancy became increasingly part of the conversation when it came to do quality search marketing.

We got more aggressive on bidding strategy, handling text ad methods, titles and descriptions, keyword landing page, and getting more serious about what we wanted the consumer to do.

Landing page: we have always been delivering this to deliver on consumer demand. Where you land on the page is one thing but now there are many more things to look at. You want to look at the account history, content and layout, usability and navigation and load time.

If Quality Score is well handled, it will force the tightening of relevancy to occur earlier on. We want to deliver on relevancy.

Guidance: When it comes to content, content rich strategies in search have always been wise. Use tags when necessary and be descriptive.

Usability: It should be useful, relevant, and deliver.

Navigation: Direct connection to what is sought. Make it clear how to get there. Ease of passage.

Transparency: Make sure the nature of your business is crystal clear.

Load time: this can be smooth with the right kind of collaboration. Minimize the number of redirects and come up with creative workarounds of slow servers.

Conclusion: If you are serious about relevancy, you need to take Quality Score seriously. It does I believe represent an opportunity to hang your interests on. As you go about making site modifications and dealing with all the other factors, understand what the threshold is and what your efforts should be. Know that your efforts are going to be re-evaluated by the engines over time, and will get better and better.

Summit for all your online marketing consulting

Adwords Quality Score Help Part 2

The second part of our series on Adwords quality score. Here at Summit we’re not all about getting the best search engine placement possible for a budget. We’d also like to inform our clients about the why and How around online marketing strategy.

You will now get as close to Google SEO level knowledge as possible today!

Talking specifically about Google. Their Quality Score permeates everything in the account about what it affects. Your bids. Your position. Your placement targeting. Ad rank.

So we will walk through how the Quality Score factors affect everything;

* Why is Quality Score important? It affects your ad rank, where your ad appears.
* Ad rank = keyword Quality Score x maximum CPC.

So often you don’t want to change your bids, you want to see if you can raise your Quality Score rather than your bids.

First Google determines your minimum bid. The minimum you can pay to have your ad shown. And if your bid is higher than the minimum then you can show on search, but if its lower you can’t show up in search but you can show up in content network.

Minimum bid is determined by:

* Historical click through rate on Google.com – not on the content network.

* Relevance of keywords.

* Landing page (goes into the minimum bid calculation).

* Other factors.

What to do;

* Don’t get caught up in other factors.

* So viewing minimum bids: you can see them right away. Take your minimum bids and export them into Excel so you can see them more clearly.

* Quality Score factors chart: look at particular factors as a reference when you start diagnosing issues.

* The higher your minimum bid, maybe you have a landing page problem. Start playing with them and see what’s working. Go into your Adwords accounts to see more information. Load time of your landing page and other factors.

* Account organisation is the number 1 factor to get a good jump in quality score. The more granular the campaigns, the more relevant everything will be.