BlogKing April 19th, 2007
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Amy Chow live blogging experiment from Web 2.0 Expo was a success. She captured some great concepts from the presentation by David Berkowitz of 360i .
Highlights: Business Week survey says executives believe investments in search marketing has the best ROI of all marketing activities.
Blogs are the “human voice of marketers”.
Long tail optimization. David shows us HitTail. I’ve come across this too, and want to implement it as soon as I can. It monitors your search terms, and mines the fragments…the search phrases with one or two hits…and identifies the trends in these aggregated, unique phrases. Looks very useful, and last time I looked it had a free basic version. I expect it is much easier to use and more effective than the Excel app I built last semester to aggregate and categorize keyphrases from my AWStats.
Search is more than having good keywords and site structure. The “inter” in internet is becoming a powerful force, and behaving in ways that we didn’t see just a few years ago. It’s an evolving, rich area of challenge and opportunity that warrants a little extra homework creative experimentation on the part of marketers and business owners.
Social media integration. Possible linkups could be search, to the official site, to the blogs, which goes back to the site. The site may lnk out to social networks, which link back; likewise with the video sites…and they ALL go back to the search engine. Did you get that? The point–there is no single path to you, and no single source for your information. Tie it all together and increase the chances that people will find the things you want them to see.
Think outside the search box!
Good food for thought. That reminds me. Have you set up your LinkedIn profile yet?
Read this tip sheet from Guy Kawasaki on how to maximize the traffic to your site with a properly set up LinkedIn profile. Hint: it’s all about the anchor text.
If you want some link love let me know. I have 1.3 million in my network. I’d love to hear your experience with LinkedIn so please comment away.
BlogKing March 21st, 2007
Connie Connors of Connors Communications (firm that helped launched Amazon.com) had this to say about the current state of marketing.
The days of passive Internet use for basic information and day-to-day research have been eclipsed by an active Web that can be used to drive traffic, build awareness and establish credibility.
Mastering the intricacies of this new generation of the Web, and the even more detailed intricacies of search engines, are critical elements for creating, maintaining and growing your presence online.
The key to overcoming this terribly difficult process is effective search engine optimization (SEO).
Having your company or service atop the search engine rankings of Google or Yahoo! is akin to being the first plumber listed in the phonebook—your site will be visited most often, when users are in greatest need of information and their interest is highest.
There currently exists a unique confluence of PR, advertising and marketing efforts all seeking to reach an already-engaged audience via organic (i.e. natural) search.
With the wider-than-ever reach of the Internet growing broader by the second, the Web is the undisputed future of these industries.
Because of this, no amount of coverage garnered through traditional PR, or attention generated by marketing and advertising, can compensate for a company lacking visibility on-line.
This visibility is determined by how well a site is ranked when consumers turn to a search engine and begin a search with the intent of finding products, services or information provided by your organization.
The good news is small business now have the means to compete effectively against the mega corporations by selecting their niche and using blogs and HitTail to gather those page 1 organic search engine results (SERP).
BlogKing March 18th, 2007
HitTail is a next generation keyword analysis tool that gives real time filtered readout of keywords used to find your site AND determines which are the best ones to include in new content to attract more of the same traffic. This post expains how it works.
BlogKing February 27th, 2007
Today I want to talk about getting organic search results.
You are using a blog? Yes.
If not, why put yourself at a disadvantage when most small business sites can easily be accommodated by a blog-centric web site. Not only can the static pages be easily updated or expanded but the Google stickiness of a blog is right there.
I recommend WordPress for many reasons (especially the abundance of plug-ins) but today’s topic will apply to any toolset you use.
What is the secret weapon? Let me point you to HitTail. This is a free service that applies the Long Tail concepts developed by Cris Anderson, the editor of Wired Magazine. His revelation is absolutely brilliant and seems to apply to more industries all the time. Basically, Internet niche markets are now profitable to reach and thousands of niches total a bigger market than the market previously only met by hits (products with huge volume sales). Companies finding success with this model are Amazon with millions of titles versus 300,000 for Barnes & Nobles storefronts. Shelf space is no longer the constraint. Netflix is another vs Blockbuster. This is a very disruptive strategy.
Well Mike Levin at Conners Communication, being the technical whiz he is, ran with that concept and came up with the Holy Grail of organic search.
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