SEO Code: Fat and Bloated
Are you feeling fat and over weight? Do you say I am a 24 and want to be a number 1? Do you feel bloated and out dated? Then simply slim down and have the search results you want! That’s right! reduce your code bloat and get better search engine rankings.
You can help your search engine ranking by reducing code bloat. Code Bloat is excess programming code in your website. Search engines filter through your website content including programming code to find relevant content. By reducing code your website content becomes more relevant and easier to index. To find out how fat your website is just look at the programming. Go to your website and right click View Page Source. You don’t have to be a programmer to find out how fat your site is. Look for content that is on your site and if you have a hard time finding it or it takes to long then you are probably bloated. Although this is a smaller (SEO) issue, reducing code bloat will help with your page rank and load time.
What to do about Code Bloat
- Use Global Stylesheets
- Code in HTML
- Less Flash and Java Script
Social media gives businesses a great opportunity to engage personally with their customers. It is similar to the local grocer who knew customers by name. Listening requires a company to plan and be prepared to respond. When listening and engagement isn’t part of marketing mix then it creates missed opportunities to engage customers. Here is a short list on social media listening tools.
Here are few Social Media Listening Tools
1) Twitter Search. Twitter is a great tool to find out in real time what people are saying. You can simply do a search at any time and get real mentions of your company.
2) Facbook Search. You can find comments that people are making about your brand.
3) Google Alerts. You can search for keywords that relate to your brand, products, or service. You can get monthly, daily, or hourly updates.
4) Yahoo Pipes. Yahoo Pipes also aggregates information with websites and with keywords you specify. You can also make your searches viewable by others and have them indexed by search engines.
5) Youtube. You can do a search for your brand, product, or services. Just know that it may not be what you are expecting.
6) Search Forums. Industry related forums is great place to get involved and find out what people are saying.
Interested in learn more about listening in social? Read Jeremiah Owyang’s Evolution: The Eight Stages of Listening.
Have tool you use or recommend? Have any comments on companies you find do this well? Share your thoughts.
I remember the days in school when reading, writing, and arithmetic were the main course of student fare. Much of the reading was learning words and then using them in sentences. Math was learning formulas and applying it through tests and homework. There were times that I questioned the usefulness especially as got to trigonometry. Now I can see that reading, writing, and arithmetic all apply in the world including search engine marketing.
Keywords: The Reading in Search Marketing
Keyword research is like the reading in search marketing. This begins by visiting the search engines to find what my competitors rank for. For instance, when I am looking at a term that I want to rank for I look to see the top ranked site. There are three things that I look at when assessing my position. The first is the title, what is it that they are targeting for keywords. The second is in the meta description which is often the call to action based off of the title tags. Third is the meta keywords and are often placed in the code though they don’t need to be there. These three areas help me get an idea of what I could be using or differentiating myself.
In gathering my keywords I also use Google keyword Research Tool. Google’s free keyword tool allows you to find words and the estimated volume of searches. Just know that you shouldn’t make keyword decisions based off of the volume because it isn’t very accurate. Next filter this down to exact match and then export it to an excel file. Remove, categorize, and match content that fits together which can also be done for PPC or CPC advertising. Now that you have keywords the next step is utilizing it in your website. This is done by optimizing your website.
Optimizaton: The Writing of Search Marketing
Search Engine Optimization could also be related to the discipline of writing content for search friendly results. To do this you must write compelling content targeted at your customers. The danger resides in focusing too heavily on keywords you end up with something no one wants to read. It makes sense because you are trying to convince your customer to write quality content. If you can, measure your keyword ratio of about 5% depending on the length of the article. You can get away with a higher ratio with more in a shorter article. Although this number is not statistically accurate or have a lot of proof behind it does make sense from a perspective that Google does look to see if you are keyword stuffing your content.
Adding keywords to your title, anchor text, header, meta description, and alt tags will give you an additional advantage in optimizing your site for search rankings. These tags help announce what the page is about, gives a compelling reason to read, and additional information that Google might need in order to better index your site. I leave out the meta keywords because it really isn’t used in search engines.
Analytics: The Mathematics in Search Engine Marketing
Finally, analytics would be the mathematics in search engine marketing. Any marketing functions ought to have metrics to maximize business efforts. The use of analytic tools such as Google makes this easier than ever. Rather than just seeing who is visiting you can look at things like what are your top exit page, unique visitors, and your visitor trending. Mastering this can give you insight to what your customers are looking at to better refine your content.
A few equations to consider
Close Rate: ___ Customers/Leads= ____ x 100 = ____ % Close rate
Cost-Per Action:____ CLV x RR= $ ____ Cost-Per-Action
Cost-Per-Lead: $ _____ CPA x ____% Close Rate =$_____ CPL
Search Engine Marketing uses the old school adage of reading, writing, and arithmetic. Focusing on keyword research and then applying it to your content will help with site optimization. Your tags and information will further your results in search marketing. Measuring your work can be done through tools like Google analytics which is like arithmetic for SEO. A firm grasp and application of these ideas will help in gaining better search results.
What do you have to say about optimizing content?
The mantra for many businesses in deciding where to open a store front was location, location, location. It often made or broke a business if the store depended on visitors. Now the busy road has turned to search engines that decide who has the best location. These search engines are the digital highway that customers find and experience a company. Getting this good location takes work and effort in optimizing a website for search engines and for customer usability. Some pay to get listed like billboards alerting you to upcoming exits. Then there are those blue informational signs on the road that mention gas stations, food, and hotels. Local search, in my mind, is similar to these blue signs by informing you to businesses with a map, locations, phone numbers, and websites which is commonly known as the ten pack. You can easily claim your local listing and optimize it to rank high in local search.
How Do I Claim my Business Listing in Google
Start by claiming your local business listing. Every search engine has a local business listing including Google, Yahoo, and Bing. We will focus on Google because Google is the market leader for search queries. Claiming your listing can be done through the Local Business Listing on the bottom of Google. Once you have created an account you will be asked for your information. At the end you will be asked to either receive a phone call or a post card for verification. Whatever you choose, be sure to receive the call or return the post card.
Optimizing You Listing for Better Results
In claiming your business listing you should make sure you fill out as much information as possible. The more content you have about your business the more ways your customers can find you on local search. This includes hours of operation, payment methods, photos, coupons, and website URL. These of course make sense however, there are many people who over look the categories section. Instead of listing your company for one particular service or category, be sure to include as many categories as possible. For example, if you are listing a restaurant another possible category is for catering. Also, try not to keyword stuff your listings which may amount to no visibility.
Making Use of Your Website Footer for Local Search
Once you have claimed your listings make use of microformmating. Microformat is HTML programming that helps computers read information while preserving human readability. Hcard microformat allows a device to recognize the information and allows the user to add it to an addressbook or a phone. This Hcard should be placed in your global footer with your address. Google has guidelines on what do to insert a hcard in your footer. If you consider the adoption of mobile devices and smartphones then you can appreciate the usability of this. People on the go are more easily able to download information, share, and contact your business because of this formatting.
Third Party Businesses Listings
Make use of other business listings to help increase your likelihood of ranking well. Google uses third party business listings as a way to verify your business. Sites such as Localeze, Axciom, and InfoUSA are used by Google to help verify and identify your company. The more business listings you appear in, such as Business.com and Yelp, help increase the veracity of your listing. Google also searches business listings for reviews. If you have ever clicked on a listing you will see other business listing reviews along with the ad. Asking your customers to write a review will help with converting customers and securing that coveted spot on the ten pack. It is these comments that give Google the confirmation that come from your customers.
Local Search and Advertising
Local search will soon advertise. The local business ads are currently under a testing phase in California. Businesses can advertise for a small fee to have the listing appear in targeted searches. The adoption of mobile devices and Google’s free Map Navigation will make your listings viewable in more places. The questions do you want to pay only monthly or appear for both listings?
Conclusion to Claiming and Optimizing You Business Listing
Google Ten Pack is a coveted spot to be in. If you think about the number of times you show up in the search results through organic, pay-per-click, and local business listing, the more times you have a chance for a business to choose your company. So claim your listing and optimize it by including all categories, hcard formatting in your website footer, and third party listings. Reviews also help authenticate your listing so get your customers to say something about you and watch your listing rise.
If you are looking to learn more about local search you can also read David Mihm’s blog Mihmorandom. His insights into local search are excellent and worth reading.
More phone users than ever are adopting mobile to talk, share, and search while on the move. Networks are offering mobile devices with data plans (internet access) at a cost effective price. It only is a matter of time that rates will be affordable for the whole family. With access to the web on mobile devices, it becomes more important for companies to compete in mobile.
Using Mobile to Connect on Facebook
Facebook’s mobile applications make it easier to socialize and connect for business. Recently, 65 million users update their status through a mobile device. This also allows for users to share pictures, videos, and even chat. They even have a place where friends can find out where each other are and connect while on the move. With a user base of over 400 million users world wide it only makes sense to compete here. Fan pages have been a great way to connect with customers. 10 million people become a fan of a page every day. It allows you as a company to offer something special to those who love your brand allowing them to become and advocate very easily. You can find out their needs and concerns and communicate with them on a daily basis.
Twitter on the Go
Twitter Logo
Twitter Logo
Twitter also launched a mobile site at the request of users and can be lucrative to business. Although the limited 140 characters may seem restrictive there has been a fairly large adoption of the platform. According to an article published by Tech Crunch, there were over 20 million U.S. Twitter Users in June 2009.
Twitters simplicity also makes it easy update your status and engage customer. Facebook, your website, and your blog can all have the feed appearing in each venue. Many companies are using this to update their customers about new product lines, events, discounts, sales, contests, and giveaways. It also gives companies the chance to connect with their followers (advocates) and listen to their interests and needs. You also can follow what is being talked about in Twitter’s live feed. You search based on location and keywords and then send a tweet engaging that person with discounts to entice them to buy from you. Google also is searching Twitter constantly allowing more ways for you to appear in search results.
Google Maps, Mobile. and Your Local Listing
Google Mobile Navigation Picutre
Google Locals Listing
Google’s Map Navigation for Mobile makes it more important to have your business listing verified. Yesterday, Google launched Map Navigation which allows mobile device users to receive turn by turn instructions while on the go for free. This also equips the user to search for products and services that may be along the route such as attractions, hotels, restaurants, and movies. How this effects your company is that visibility becomes more important. If you don’t appear in search results and especially in local search thenyou will likely missed opportunities. Especially if Google begins offeringadvertising to those who are using the turn by turn directions. If you could imagine offering an ad at around lunch time and an easy go here now button that will redirect you to that location. So get your company listed and get in the Local Search ten pack and watch Google to offer advertising in the near future.
Mobile Sites and Accessibility
Mobile sites will have become a necessity with the advent and adoption of smart phones. With data plans dropping and mobile devices become easier to use it won’t be long before everyone is using them. Have you ever searched or browsed a website on a mobile without a mobile site? It is both cumbersome and difficult to navigate. It won’t take long for a user to move on to the next website that does use it. What a better way to get visibility to your potential customers when they look for you. It is like having great location and an inviting atmosphere on the digital highway. It is true that it may be expensive but it will become more important as mobile become common place.
Mobile Conclusions
Mobile is impacting our culture and the world. Its ease of access to the internet demands that companies and advertisers make use of it. Social platform such as Twitter and Facebook allow for companies to connect with customers while on the go. Even Google’s local search will make companies consider how they are appearing in local search results. While customers are visiting their favorite social sites to find friends and using Google to get there, it demands that business consider how they connect with their target audiences.
Chances are you have heard of Search Engine Optimization (SEO). If you haven’t, it is optimizing your website content so that you appear in search engines for keywords that relate to your website. There are many aspects in making your website more visible and search friendly. We will look at a five things that will help your website rankings.
Narrow Keywords Will Win Website Rankings
Targeting keywords is a difficult task and takes time and effort to choose quality words for your website. Don’t simply assume you know your keywords. People use words differently so doing quality research will help your rankings out. Focus on long tail keywords for your product or service will more like get you great results. If you target bicycles, you are more like to lose on that term than narrow keyword terms like types of bicycles, models, colors, and brands. Think about the niches and brands of your products and locations.
Everyone Loves Fresh Content
Second, write fresh content for your keywords. Search engines love fresh content that is consistent to your products or services. The reason is that Google and the other search engines are always looking to find the best results. The better the content you have the more like they will index your site. Likewise, people like good fresh content that is relevant. If I were reporting the news you wouldn’t want something that was over a year old. You would want the most current and accurate information. That is why fresh content is like the best thing you can use to optimize a site. Great content also allows people to link to you. Their reputation is on the line and so they want to know that your content is good.
Good Writing Principles Lead to Better Optimization
Third, write like you are writing a paper. Search engines index content in the fashion of academic writing. In academic writing you have titles, headers, sub headers, and references. Citing plays a large part in academic writing. If I am writing what kind of evidence do I have? If I quote Einstein to support my theory then the more respected my position will be. Citing (linking) to related topics and subjects within your site, to your site, and out of your site will create credibility not only to your readers but to search engines. Now you don’t have to be an academic but thinking in this framework will help provide you with a foundation to optimize your content.
Link Optimization That Search Engines Can Use
Fourth, Now that you have cited your sources create and optimize your links (anchor text). When you create a link how does it look? Do you put [click here] when linking to another place? Think again about writing a paper. Would you say click here or mention the author or the subject or the book? Clearly you would mention the specifics so that people could find what you were talking about. Optimizing your links is easy because you are attempting to give search engines your resources. For instance, if I want to link to my portfolio I should put something like Derek Hanson, Digital Strategist. This link is optimized for search engines and the blind who may not know what click here is linking to.
Reader Centric Optimization
Fifth, optimizing for readability. This aspect is important because you may be tempted to fill your website with keywords in order to optimize your website. Have you ever read content that is repitious? It is boring and irritating. That is why you should create your website with the reader in mind. Sometimes the reader is blind which is both search engines and the visually impaired. If you write ADA optimized content, search engines will reward you as a quality publisher.
Conclusion to Optimizing Your Content
There are five things to keep in mind when optimizing your website. Make sure you know what keywords you are aiming at. Sometimes generic keywords are so broad that you may never be able to win those keywords for search rankings. Once you know your keywords, write content that is fresh and relevant. People like fresh content and so do search engines. Write like an academic might write. Using good linking with anchor text will not only help in optimizing for search results but also help with those who are visually impaired. Finally, write with your audience in mind.
Online Reputation Management is exactly as it sound- managing your reputation online. This is done by influencing your name in the search results. This isn’t done with ease but it can be done. Taking the time and effort is worth the work and can aid in finding a job you want. This especially important since human resource companies are now searching to see if they can find information about you. If you are consciously managing your reputation then whether you have a business or are looking to be employed it will be easier to know who you are and what you are about.
Blogging to Establish a Reputation
The clearest and best way to start creating your reputation is through a blog. Begin by simply writing about your expertise. Defining who you are what you are about will help people know your expertise. The best place to start is buy a domain name with your name in it (www.yourname.com). For instance, a simple modification in my name, Derek Hanson, to Derek Live has allowed me to gain a results in my field. Now it may seem difficult but you can buy domain hosting where they have a simple installation done by your hosting company for a blog even if you don’t have the technical skills to do it. This is a quick way to get your reputation online quickly.
Networking to Manage Your Reputation
Another way to manage your reputation is through interacting in the field that you are in. Joining groups, associations, and online forums will allow you to be visible to those in your industry. It is said that most jobs people land because of the people they know. So networking in forums, Linked In, and industry sites will allow visibility. Even networking with people in your industry through LinkedIn may help you get a job.
Managing Your Expertise Through Consistency
Now that you are visible online stay consistent. Blog and participate on a regular basis will help your reputation. Follow through is essential. Continual updates, comments, and participation will allow your website to appear higher in search results. It will also establish you r expertise and offer your employer the chance to view your profile online (i.e. Derek Hanson , Portland, Oregon). If you want cut through the clutter of a job interview then start managing who you are today.
Conclusion to Your Online Reputation
Managing your online reputation is a great way to get noticed for a job. You can do this by purchasing your name online and managing a blog about your particular industry. Joining industry related organizations and groups will help establish your reputation as knowledgeable in the least and at best an expert. Finally, be consistent and vigilant. If not someone else may cut through the clutter and land that dream job or worse manage your name for you.
Starting a Digital Strategy
Digital strategy is another way of saying internet marketing. In fact, digital is now the term used to describe the internet or web. It has become the new means of marketing where traditional venues are to0 expensive to compete in. With a good strategy a company with little resources can begin to make an impact on their visibility and their bottom line.
Begin your strategy with finding out what you really want to represent. This isn’t just what category of products or services but in branding. What keyword do you want to be remembered for? When I discovered this it was nearly terrifying. I sat in my seat in shock because I wanted people to think of me for all kinds of services; a jack of all trades who could do anything. This isn’t very successful on a personal level nor is it successful on a business level. Companies that have had a focused strategy are the ones that often cut through the clutter. We can easily think of a few like Gieco’s affordable, Dell’s direct, Nordstrom’s service, Starbucks 3rd place, and Google’s relevance. If anything, learn from those who have done it best and create your unique niché.
Once you have a focus then it allows for you to begin defining what your strategy is online. If you are not defining what your position is then someone else will (competitor and stakeholders). Wouldn’t you rather define what you are about then someone else. For instance, when I orginally purchased my domain name, Derek Live, I wasn’t sure what the purpose was. Thought that I could just put up content and soon I would have followers. The result, no one follows me and maybe a few visit occassionally when they meet me. This goes for any digital strategy. Joining the internet is a start but if you do not have a clear strategy then you may never rank for those keywords you want. Unless you have that great domain name, it becomes the strategy of long tails. So ask yourself, what is going to make me unique to others who may do it better and work harder at it then us. Once you have this down it becomes easier to defend when your arch nemesis begins to challenge that position.
Digital marketing is the new platform for marketing and it demands that we think about it on a regular basis. Let your brand and what it represents inform your strategy. Great companies are there because they have thought, planned, and experimented. So learn from those who have done it best. Once you figure your brand it becomes easier to define your strategy and defend it.
Social Networking Party at Hotel Deluxe
Last night was the Social Networking Event Old School Party hosted by SEM Portland. I had a great time meeting marketing professionals from the Portland metro area. Met some fantastic people including a former classmate from my marketing classes I took at Portland State. I also met several industry leaders in search marketing from Anvil Media, Engine Works, and Amplify Interactive. I love meeting new people and getting to know those that are related to my industry. Networking is a great way to connect with people in your field. Having these connections may pay off in the future.