Lately, I’ve been trying to be less of a reactionary and say something different for a change, but right now I can’t help myself. I’ve an hour to kill and this beats hoovering or washing up! Bryan Appleyard wrote an interesting piece today in the Sunday Times, one of those provocative, thought provoking pieces that speaks volumes. Continue reading
Make your site sticky, not bouncy…
I read an interesting document the other night – “Sticky SEO” by David Leonhardt.
The essence of what David is saying is that in order to do well on the web in 2008 and beyond, you have to make your site sticky.
Nothing new there I hear some of you saying, and yes absolutely, site stickiness is something that any good web dev / site owner should strive towards. Complete reliance on search engines that can take away their traffic in a blink is never a good idea. Far better to build something that fits the queries and gives users what they need, after all you do want them to come back at some point! The added bonus to this is that as a result search engines will probably like your content too and your site will rank well as a result. People will cite it, you’ll see your sites popularity rise and well…all good really.
It’s a good e-book and it’s free too, whilst I wouldn’t agree with every single little thing he said, it was nonetheless thought provoking and has fired my cannister to come up with a post that draws upon a lot of what he says and ties it in with where we are today in late 2008 Interwebs.
I was going to write something this evening, but have had a sudden attack of the I can’t be arsed, but will at some point, so…watch this space, and don’t forget to check out Davids’s Sticky SEO book!
I’m kinda wondering what Bebo stands for. Bonk early Bonk Often perhaps?
But hey, at least it’s natural and organic! 😀
It’s good to rant
I’ve probably written other stuff like this in the past, but hey, I might say it a little differently this time, so i’ll say it again and see how it comes out this time. You can’t beat a good rant! 😀
We all know already, I don’t need to preach to the converted, that amongst the inhabitants of this planet of ours that there are these people called the spam police who just so happen to have a lot of Internet user market share and naturally enough want to hold on to as much of the monetary pie that comes from this for themselves. In terms of the whole search economy they’ve been very clever indeed. What they’ve done is this. They’ve demonised the whole concept of buying links. They’ve made it seem like this hugely unfair unethical thing that gives people an unfair bump in what is supposedly an otherwise fair algorithmic system.
*non seo bod note:links drive the search economy, they push sites up the search engine rankings. Without them sites would not rank for jack
Here is the news – It isn’t a fair algorithmic system! Seriously, I shit you not! It’s based on a string of metrics that give those at the head of the race a distinct advantage. If you want to catch up then you’ve got to do things to compete. Acquiring links is one such way. However, by buying such links you are seen as manipulating the index and risk some form of penalty especially if ratted out or investigated for not spending enough on some PPC program.
See the thing here is that competitors, or those wanting to be on the 1st page of a SERP just don’t have the time to wait around for years of brand and so called ‘natural’ link building to take effect. They need to compete today, not tomorrow. They want the same competitive advantage afforded to their competitors in positions 1 – 10 of a SERP and provided no one dies and no laws are broken they’ll pretty much pay what it takes to get there. PPC won’t do it. PPC is dead, spend once money, whereas SEO is a real investment in actions and factors that will make a tangible benefit to their positions in some algorithmic link dependent system. Yet to say all that it needs to be said that it isn’t you or I that decides what is spam. The search engines decide on what is and what isn’t spam, it is as they like to say, ‘their index’. Link buying is spam, because they say so. Yet the irony is that link buying actually improves their indices! Funny.
The search engines will often say that it’s all about safeguarding the integrity of their index or stopping those pesky evil spammers but the reality is that those arguments don’t really hold water as at the end of it all, it’s all about money and advertising and where those advertising budgets are spent. Most search engines with PPC programs believe that such money is better spent with them on their PPC programs, contributing to their bottom line. I can’t blame them for this, they are after all a business with a profit mission, just like you and I. Yet as SEO’s with clients to rank and bottom lines to maintain and an Internet to play with we SEO’s still have to get our links from somewhere. We can buy them sure, do secret deals, set up little networks that no mofo knows nothing about. We can duck and dive and bob and weave and …yeah, we can get very tired playing a cat and mouse game of hide the link source. The more competitive the niche, the more we will see others either rat us out or tittle tattle at a search forum or some moody blog somewhere. You know the drill, those link bertie small characters giving it “ooh how did these guys get to be 1, so quick so fast…” tittle tattle tittle. Shame on the lot of them really, but hey you can’t stop people saying what they want to say, especially if they are desparate for a link or two or are being pushed to do so, selling their negative SEO services to some party with a vested interest.
Anyways I digress, yet again. What I wanted to say is that it isn’t so hard to get links, and lots of them too. You just got to be more imaginative and creative than the next guy. You can linkbait your way into a link or two. Controversialise yourself (check my link bertie smalls reference earlier) and get all the jealous naysayers cooing and oohing, you can spam peoples blogs with your crappy comments and make out that you give a stuff about what they wrote on their dofollow blog or you can use your brain instead and do something productive with your life.
Don’t get me wrong; buying links is productive, there’s nothing criminal about it except in the eyes of the search engine. No one looks at what they get up to, no one is allowed to look into their activities or question their profit motives, they have carte blanche to do what they like with the online activities of the planet, yet in fairness no one is forcing people to use their platforms either, so I suppose that at some point be it through law or natural boredom with it all, it’ll balance itself out.
Damn I did it again (digressed) getting back on topic.
Writing and stimulating buzz and getting links. Shit, for some verticals it must appear to be damn damn hard.
How can anyone really get excited about some of the commercial crap out there, but there’s the rub. Speaking with a colleague the other day about some project or other I remarked something along the lines of ‘yeah right, well I find it hard to get excited about that sort of stuff (finance)’ and why? Well, because in most cases nearly everything you read about it is piss poor or boring, to me at least. If you want me to get excited about it, then you’ve gotta hit my buttons and speak to me.
You’ve only got to look at TV and see how they approach it to see it for what it is. Humour is a good approach (Nationwides Mortgage TV ads -Brand new customers only) as are cheeky chirpy youngsters singing and dancing (Halifax Building Society) , yet the serious message is that they recognise that money and saving and banking IS boring shit (for most) yet they’ve got to turn people on somehow, so what do they do? They appeal to our emotions and build associations and feel good factors designed to make us look at them in different ways. We’ve all got to bank after all, and if we are young and looking for somewhere to bank then we might just be more inclined to bank with an organisation that resonates than with one that does not. Guess what? It’d the very same with links too! If we can get people to invest in us and in what we write then we get those links.
I’m sure you get it by now, I won’t ramp on anymore about it, other than to say that really, whoever you are, whatever you are doing, with a little creativity and some traditional marketing approaches you’ll most certainly be able to fire those synapses, get people talking about your customers and their brands. By doingit right in the online world, you’ll get a bucket load of links back in return. You won’t escape the effects of negative SEO, but it might make your job easier in the longer term.
Writing paid posts
Do you blog? Do you sell paid posts or sponsored reviews? If the answer is yes and you want to get top line dollars for your blog posts then here is a little message for you.
STOP WRITING ABOUT EVERYTHING AND ANYTHING AND FOR THE LOVE OF GOD. PLEASE LINK OUT TO OTHER STUFF WHEN YOU WRITE!
I looked at a few blogs last week that offered paid reviews. There was a disturbingly typical pattern that occured over and over and over.
If you look at a typical blog post (by that I mean a blog that doesn’t do the paid post thing) you’ll often find that a person might link out to a variety of sources. They’ll point to this domain or that domain to add weight to a point. Sometimes they might not even link out at all, sometimes they’ll write the piece as if they actually cared, they’ll inject a little passion, a little enthusiasm for their muse, they’ll write with a little panache a little style and verve, they’ll add something different to the mix, at least the good ones will.
What am I saying here? I’m saying that on the whole, a lot of the blogs out there writing for profit simply aren’t making a big enough effort! Ok, so yes, a lot of the people purchasing such posts are doing so because of the value they get for the keywords they target. It’s a big reason behind why some search engines come out so publicly against the things. They like us to believe that paid posts harm relevancy. They formulate arguments and show examples of poor quality posts that purport to review important topics and say that they harm the user experience. The odd thing about such a claim is of course that the opposite is true. People using these services do so because they have a real world product that is spot on and laser targetted to the market that they serve, the bloggers who write about their products don’t end up ranking for them in the SERPs either, the products that they write about do. I’ve written about such things in the past already but never really expounded on the topic itself but as its Sunday and Ive got an hour or so before I pick my son up, then heck, why not.
Good blogs versus bad blogs
There are good blogs and bad blogs – I’ll focus on the bad type and tell it like it is. If you have a blog and you are looking to monetise it via some kind of paid post or review route then you really have to start looking at it from the angle of a potential advertiser. You have to convince the prospective customer that what you are going to write is going to stand the tests of time.
Off putting flags from a buyer perspective
- If your blog is plastered with badges and words that say “I SELL LINKS” in twenty five foot neon lettering then that really is not good – Do not stand on street corners shouting, hey officer of the law, I have a Bren gun under my coat and I’m going to shoot yo ass with it! Cos, you’ll just get busted.
- If you have a blog in a particular niche, say Computing or Floristry and your home page is littered with posts about phentermine, cialis, online gambling, hotels in timbukfarkintu, then it’s going to look a little crappy, it’s going to shout out “LOW QUALITY” – By selling out to the highest bidder you’ll ultimately lower your value to advertisers. When a search engine cop stops by, they’ll instantly see your blog for what it is and kick you up the hiney. If you really must chase every vertical, then go and set up a few other blogs instead. Don’t ruin what you’ve built up over the years for that quick fast buck.
- Do not have a one or two post blog home page where your posts stay on the home page for one or two days only – Keep your home page long, output 10 or 15 blog posts on your homepage, snippetise them and ensure that a link to your advertiser appears amongst them. Advertisers want to get maximum exposure for their money. By maximising the time that your review stays on the front page, you are increasing the attractiveness of your offering.
- Crap crap posts. The anti paid post camp like to point to instances of low quality stuff. They love to point out how awful some of the stuff that’s out there is. It makes their whole PR job that much easier. Do yourself and the advertiser a favour. Write the post like you would any other. Say it like it means something to you, if it doesn’t then maybe you ought to consider why the hell it is you are writing about it. If you simply say ooh company x is really cool and they do this wonderful keyword product, then people are going to see through it. Be inventive, be imaginative, make an effort.
- Don’t be an idiot. If you use a brokerage service to advertise your blog, then please please please, don’t say high quality pagerank n blog in your blog title or description. It really doesn’t help and sticks out like a plasma tv in ancient Rome. Don’t make the job of those looking to hurt you any easier that it already may be.
- Terrible terrible english – Some people write the most awful blithering nonsense full of typographical and the most basic of grammatical errors. I appreciate that for some people, especially those in emergent economies that $10 for 20 or 30 minutes work can seem very appealing, but do know this, to some, it’s a reason not to purchase. If english isn’t your mother tongue and you know it’s a little rusty then take a little time to ask a native english speaker to run your work over once finished, it’ll pay dividends long term.
- Nofollow – I don’t need to say much on this. If you blog and your post links are nofollow, then the level of interest in your offering will speak for itself. Nuff said.
It’s not only the bloggers of course, they need help from the advertisers and the brokerage services too. Whilst it’s not for me to teach snakes how to suck eggs and all that, I do nonetheless have an opinion or two on the topic built up on the back of having to work with and sift through a platform or two.
- Write good adverts – Inspire your bloggers with your creatives. Think about the type of blog posts you want to see for your products or clients. Help your bloggers by giving them ideas or examples.
- Be flexible – Give your bloggers options. Let them link out liberally, instruct them too even. Tell them to cite other sources than your own. Get them to link to wiki’s or Y! answers other companies even. You want your post to look as natural as you can get it. Get away from that bog standard approach. Be creative for your brand and your products. Deep link and vary your requirements, chase that long tail , take a long view.
- Create more opportunities – Don’t just write one advert and be done with it. Write lots of different ones and vary your requirements. Mix it all up . By doing so you will get a whole lot more diversity. You might have to spend a little more to get what you need, but in the long term, it’ll pay.
- Innovate -use your noodles, lower your costs and deliver more effective solutions. Consider combining your efforts with other themed advertisers. Build relationships with advertisers and quality bloggers, employ them directly, use them to help build new content and projects. Break out.
- Educate – Your bloggers are the lifeblood of your service. Some of you just don’t do enough to educate those who are contributing to your bottom line. If they aren’t kept abreast of changes and policies and shifts in the market place, then it’s going to affect the perception of your product. If you want the continued patronage of agencies and big spend clients then you really must step up to the plate and deliver more on this.
- Incentivise – Reward quality posts, quietly behind the scenes. If blogger x writes above and beyond the call of duty then reward them. Just because Johnny bloggo writes 10 posts per day and earns you x profit doesn’t necessarily mean he is doing a good job. Encourage quality, weaken the arguments of those who would see you destroyed.
- Innovate – Keep on innovating, don’t stay still. One brokerage service I know of offers a fantastic sub product that is very popular and very powerful, products like this are an immense asset in competitive webmastering, please deliver more of these.
- Build trust in your products. Give us the option to trust in what you say, evaluate your bloggers and what they write, tell us who they are, what they do, yet controversially perhaps, do so in a way that masks their identities. Too many bloggers are getting caught up in unfriendly fire. It needn’t be so, be inventive with your platforms and deliver.
I’m sure there are more, but you get the general gist. If you want to make paid blogging attractive and want to build a quality resource then be smart about it, it’s a big cake we can all have our equal share. The internet doesn’t exist to benefit those who just happen to have found a way to make good money from it. It’s there for the little guy too. Let’s not forget that fact.
Have a great day!
No, not *this* website silly, the websites of people who land on this page, you know, those people who sit on Google or !Y looking for ways of promoting their sites confused by the overwhelming amount of stuff out there all shouting, Read me! Read Me! Like some Alice in Wonderland Bottle of Drink Me.
my your website online
Regular readers aside, there is a chance that you may have come from a search engine for a query related to promote my website online, or get on the first page of Google or SEO for small businesses or Improve my sites position in the search engines or … I’ll stop there, point made.
Potentially the list is endless. All manner of people search for things in all manner of ways. There is no set in stone route. There are indicators and tools that people and companies working in fields like me, use daily to get a feel for a niche or domain. We look at search data provided to us by the search engines based on the competitiveness of an a PPC keyword or phrase, some of us have access to stat counter data that allows us to use data collected real time from websites that have the code installed, allowing us to see things like referral strings, user activities and clickthroughs. In other words we use information indicators from real people in real life scenarios. There is little if any guess work involved, it’s asbout real data crunching and using that knowledge to inform your strategies.
Promoting a small business online
Big businesses with big budgets have it easy. They already have the content, already have the budget that enables them to invest in people who can help them get to, and understand what it is they need to do and how it is they do it. Small businesses do not usually have access to similar resources.
Search marketing for SME’s
So how do you get started? Lets just assume you already have a website that’s been built, you might have already paid an SEO or an SEO Company to optimise your website or you might not have, whatever the case, lets just look at what might be a typical scenario.
A typical brochure type website
Your site is some old type standard 4 page website with a Flash animated intro perhaps a Home, About, Services and Contact page with a bit of static text that says not very much at all. What people don’t know is that, despite you being small, you have a massive catalog of products and stock, you have a small sales team, a customer support team, a marketing dept that deals with newspaper ads and off line directories, you have a distribution network, a product development team with an inhouse design dept too. You are small on the grand scale but in your niche you like to think you are getting to where you need to be. Your company in the area you operate is well known and respected, and your suppliers and customers all value what you do tremendously. Yet outside your little bubble nobody knows that. A little glance at your website reveals none of any of that, in the online world nobody knows because nobody told them.
Invest in your online presence and get that ROI
I hear some of you saying but hang on, I just paid $5000-00 for that website You mean Ive got to rip it all up and redo it? The answer to that is in some cases YES in some cases NO. Some websites are so awful that they are just beyond redemption. The attention they need is so drastic that they might as well start again from scratch, they need a root and branch deconstruction that addresses absolutely everything, their only redeeming feature is the email addresses that came with the domain. For others it’s not so drastic, it’s a fairly straightforward case of assessing the resources at hand and deciding what to do with them. This single blog post isn’t really the place to do justice to what is often a complex individual thing in that no two businesses are exactly the same. All have their own strengths and weaknesses that need to be assessed in the light of the company at hands aims and objectives, that said there are a few things I’d like to leave you with to consider.
7 8 general SEM tips that will help your website succeed online
- Employ a professional SEM/SEO firm or SEO ConsultantThe best way would be to employ one of the above to deliver an improvement. Forget the outlay, it really shouldn’t be a concern. A well constructed, SEO/SEM campaign can deliver a massive ROI, massive. They should be able to help you look at your business and help you with a strategy that will propel you through the roof.Don’t want to do that? Scared off by the fees? Don’t have the initial investment capital required?
Not to worry, you can have a go at doing it yourself, at least aspects of it, but prepare to make a few mistakes and lose a $ or 2 in the process…
- Invest in a PPC program.You wouldn’t think twice about paying £500 for a onetime half page local newspaper advert, yet the same money could deliver up to 5000 laser targeted geographically related enquiries directly to your site from people in buy mode. Try this link (free £50 at the time of publication). A good PPC program will enable you to identify related keywords and phrases relative to your product or service and deliver visitors who have entered these into search engines.
- If you have a product database, put it online! If you sell things then people online will not know unless you tell them. Getting your inventory into a web based system is an absolutely crucial part of any online marketing and promotion strategy. Do it now, send me a message from here and I’ll tell you where to go, heck I might even do it for you.
- Use your staff to build you content Identify your company strengths and use the people you employ. Install software that will enable you to use your team to big up your products online, allocate company time to key individuals with something to say, get them all singing from the same hymn sheet, get their enthusiasm for your company, their jobs, your customers, your products out there.
- Interact with your customers and suppliers Install software that gives your customers genuine opportunities to feedback and interact. Show the world that your company is alive and reacting to customer issues or concerns. Allow the people who have used your products or services to talk about their experiences, if your products and services are good then with the right approach you’ll be surprised at how you can pull people in and share their views. This well help solidify relationships and improve repeat sales and increase user confidence in your company its products and services.
- Use social media to reach out to your niche The online world has an array of fora with dedicated categories and communities for all manner of interests. If a category or community doesn’t exist then consider creating one. Interact with bloggers and stumblers generate interest and get your stuff dugg build networks and friends with similar interests. Use sites like Myspace and Facebook to generate interest and Buzz, get your company or you out there in your space.
- Get relevant links to your site for the keywords you seek to attain There is no real substitute for using a bonafide link building service, a good link building service will know where to acquire the right kinds of links. They will often as part of their service, offer a content writing service too which will help your domain get the necessary links required to assist in your overall website promotion strategy. It should be said too that by following the proposals above you will naturally attract links to your site which will over time, improve your websites performance in the Search engine results pages (SERPS) ultimately lowering your PPC adspend into the bargain.
- Read blogs and content from people and companies who have a passion for this stuff Not vital, but you’d do a lot worse that to read articles and content from people who live and breath this stuff, me aside of course you might also do well to read blogs related to Online marketing ideas, Niche marketing ,Social Media , Search marketing and online sales to mention a few. Why? Simple really, doing business online is the future for many businesses today. By increasing your knowledge base you increase your ability to make informed choices that will enable you to make the best possible purchasing decisions. If you ever bought a ‘pay £10 per month for submission to a zillion search engine package’ then you’ll know exactly what I mean.
Getting back to where I started initially, if you found this article online then it might have been because you were looking for ways to promote your site. Perhaps you’d been burned in the past by some company that didn’t deliver or for reasons related to a limited budget. Heck you might even be a company just starting out looking for ideas and information. Whatever the case, I hope you found it all useful and wish you every success for 2008.
I’m taking a note out of David Aireys book and have decided to take a break from this stuff.
Lately I find myself either rehashing what others have done, or getting all hatey with a company who couldn’t really care less about what I think anyways, and that’s just all a little crap and life’s too short for all that nonsense. I’m going to concentrate on some of the more positive things out there on the Internet and try and have a little fun with it all instead.
To my American friends, I’d like to wish you all a Happy Thanksgiving. I hope it’s spent with those you care for and who care for you too. For everyone else, stay safe , see you when I feel a little less gloomy about this particular niche!
Meantime, I thought it would be nice to leave you all with some of the things you’ve said here these past 11 months, and give you a little link love too. To the guys a big firm pat on the back, to the girls a warm friendly hug. BFN