Posts Tagged ‘search engine marketing’

The key components of an Internet marketing program include Search Engine Optimization (SEO), Search Engine Marketing (SEM), Paid Placement, Affiliate Marketing and Viral/Social Marketing. The goal of all of these is to increase a website’s traffic (number of people who visit) however each uses a different tactic to meet this goal. An effective Internet marketing program leverages a mix of these components to maximize their value at a particular point in the overall program.

Search Engine Optimization (SEO) is an attempt to increase your website’s ranking in ‘organic’ (non-paid) search results in Google™, Yahoo!™ and other search engines. Search engines use complex, proprietary algorithms to determine how a page ranks. In general higher ranking is achieved by optimizing the actual website content to increase its relevancy to certain search words (keywords). Additionally, SEO attempts to increase the website’s perceived ‘authority’ by acquiring quality links to your website from other complementary sites (back links). Finally higher ranking websites are highly visible to search engines meaning most or all of their web pages are indexed by the search engines.

Many aspects of a complete SEO effort can be outsourced, but some aspects are more effective when controlled by those most familiar with the product or service. SEO generally has a longer-term ROI than other Internet marketing methods because a website’s authority is generally built over time. It is important to know that SEO is never truly finished. Competition and buyer preferences change and evolve over time, therefore, the authority of a website changes and must be re-evaluated routinely.

Effectiveness of a SEO program is measured in terms of search result rank, search engine saturation and overall visibility. Result rank is determined by how high a website appears in organic results. Saturation is an indication of how much of a website is indexed by search engines and overall visibility shows how many references are found for a website.

Search Engine Marketing (SEM) essentially is a shortcut to increased search result rankings. By sponsoring links in search engine results, advertisers can ensure that relevant links are displayed along with search results whenever certain keywords are searched for. These are generally displayed above or in a separate column beside organic results. In these pay per click (PPC) programs advertisers bid to determine ranking and only pay when links are actually clicked by a visitor.

SEM can be, and probably is best, outsourced. Experienced SEM practitioners can maximize the results of a pay-per-click program by increasing the quality of website visitors. Additionally, knowledge of the bidding process and keyword selection can significantly reduce the amount paid per click-through over time.

SEM has the shortest term ROI as resulting traffic is immediate and measurable. The ability to tightly control expenses, all the way down to cost per click, makes the expense very predictable. Negatively, there is little if any residual value effect of SEM beyond potential relationships with new buyers. SEM is predominately a point in time exercise, although it can be very effective during a campaign.

Paid Placement is similar to traditional print or media advertising. Advertisers pay a fee to have their ‘ad’ displayed on a website or alongside search engine results. Ads are often ‘banners’ that include a marketing message that entices viewers to click the ad and be transferred to the advertiser’s website. Paid placement also includes sponsored links on content pages, paid reviews or ‘pop-up’ ads that appear before or on top of a content page.

Paid placement can include SEM tactics, but here the sponsored links appear on content websites rather than search engine results pages. Placement is based on relevancy of selected keywords and the displaying website’s content. The advertiser has limited control over where ads appear. Ads on content sites generally rank higher for lower bids than on search engine results.

Direct placement of ads on specific content sites is generally based on a set fee or per million impressions (displays). Direct placement allows an advertiser to specify specific website, durations and potentially exact placement on a page. This is most effective if a product or service would appeal to visitors of a specific website. For instance, Dell might place an ad on a computer buying guide website.

Purchase and management of direct placement ads can be outsourced, although it requires less expertise and oversight than SEM.

Affiliate Marketing allows website owners to resell products or services for a percentage or set fee commission. Commissions may be paid for sales, leads or even website visit referrals. Almost all major retail stores support affiliate marketing programs and generally use a third party service to manage the relationship with affiliates. While affiliate marketing allows a product or service provider to extend its marketing capability it is still responsible for all aspects of distribution.

Affiliate marketing can be outsourced in part or whole. Generally the affiliate marketer selects an affiliate management provider to handle acquiring and managing new affiliates.

Although not an absolute, Affiliate marketing tends to be most utilized by product or service providers who have a wide range of products to offer. This increases the likelihood that content site owners are going to assign valuable screen space to a product. Alternatively the provider may offer higher incentive commissions or target very specific content sites.

Viral/Social Marketing is similar to traditional ‘word of mouth’ advertising although done through websites. Marketers attempt create ‘buzz’ about their products by leveraging social networks, emails, blogs, videos or other venues that allow viewers to easily ‘spread the word.’ This form of Internet marketing is often associated with the term ‘Web 2.0′ because it tends to leverage more user driven venues and content rather than commercial content sites.

Viral/Social Internet marketing, much like SEO is an ongoing effort and similarly it is possible to outsource all or some efforts in this area. Development of complex marketing campaigns would likely be outsourced to a marketing firm specializing in leveraging the Internet, however, smaller campaigns and the tactical aspects could be handled internally or by your SEO/SEM partner.

In closing, an effective Internet marketing program will leverage some or all of these components in a complementary way. Each component brings visitors to a website through its own unique tactics, timeframe and cost. If planned and managed properly, each component can be utilized by the next one to create even greater value. A successful Internet marketing plan will consider the short-term, long-term and budgetary goals of the product or service provider, deploying the components that met those goals.

Although it is typically described as interacting with virtual community members, social networking takes on new meaning when it becomes an offline approach.

Social marketing is certainly one of the buzzwords of the year. MySpace, Facebook, and a plethora of blog networks and discussion forums all fall under the umbrella of social networking. Although it is typically described as interacting with virtual community members, social marketing takes on new meaning when it becomes an offline approach.

The convenience and comfort of the online world has added much to business networking. However, is it possible that this virtual connection has also taken away from the benefits real-life face to face interaction offers?

Perhaps a healthy balance of online and offline networking is what it needed to take a business-even an online business-to the next level.

An Internet marketer can find numerous effective and interesting ways to connect with people offline. Keeping a stash of business cards to hand out to people you meet while out and about is one simple way to create interest and discussion about your business.

Every Internet marketer knows to always include signatures and links in e-mails, forum and blog postings in order to bring in business. The same techniques can be applied in the outside world by utilizing business cards or just your voice to bring your business and interests into conversation.

Getting involved in local business networking events is another effective way to enter offline social marketing. Attend chamber of commerce events, lunch and learns, or happy hours for professionals to get plugged into circles of people with whom you can swap business advice and learn more about what is going on in your area.

Nervous about leaving the security of your office chair and computer screen? If you have been able to be successful at online social marketing, you can succeed offline as well. Simply use the same social skills that have worked for you on forums and blogs: show a genuine interest in people, be friendly and thoughtful, and use honesty and integrity as you meet with people.

Internet marketing seminars are a great way to connect with people who have similar interests and goals. By using your people-skills, you can develop rewarding professional relationships that will benefit your business and perhaps even your social calendar. Furthermore, such seminars will provide you with information to build your business. You are basically doubling your money with this offline social networking option.

It’s all about avoiding the “stuck in a box” scenario. A true Internet marketer is always seeking out opportunities to connect with others, and the offline world provides many avenues for connection.

True, it may not be as easy or comfortable as an online forum. After all, in the real world we don’t walk around with our profiles, including hobbies, goals, and favorite movies, listed on our shirts, nor do we have our favorite song playing in the background. But by being honest and real and displaying genuine interest in others, you will find yourself succeeding in the offline world of social networking-no screen name required.

Customer relationship marketing is powerful in theory, but troubled in practice. We need to take time to figure out how and why we are undermining our own best efforts.

Perhaps we’re overlooking the fundamental elements of a good customer relationship program. With the means to connect with customers easily, maybe we’re rushing to cash in on the potential rewards, while forgetting the essentials of all relationships: intimacy and trust.

Close examination reveals that relationships between companies and consumers are suffering. U.S. satisfaction rates are at an all-time low. Complaints, boycotts and growing unhappiness with big corporations are strong indicators that most CRM isn’t working.

Ironically, the very steps marketers are taking to build relationships with customers are often responsible for destroying these connections. Companies may delight in learning more about their customers and providing services to please them, but customers are fed up. They’re tired of irrelevant survey questions, overwhelming product choices, features they’ll never use in phone plans and cars, and rebate-driven buyer reward programs.

The New Frontier: Mining the Internet

With the proliferation of online stores that complement traditional outlets, companies now have a tremendous source of information about consumers’ preferences. Because a traditional store may not always have a product on its shelves, purchase results are not always a good measurement of desires. Online stores can track consumer demand patterns more precisely, as they offer extensive ranges of products to national and global customers.

The web is more than a sales channel; it is a powerful means of collecting data in real time. The Internet is truly the new frontier in connecting with the customer, offering a huge opportunity for companies to improve customer relationships.

The New Social Marketing: Buzz and Word of Mouth

Where does marketing enter the mix? Some experts claim the old days of “push” marketing are over, where a company shoved a one-way message to customers via print or TV. Corporations are asking themselves just how much return on investment there really is from a 30-second Super Bowl commercial.

Consumers are turning away from media and, instead, tuning into each other. Engagement and word of mouth marketing are the buzzwords of this new era. Customers are doing their market research online and listening to each other. Unfortunately, many marketers continue to look at engagement in a one-sided way.

Corporate blogs have become an excellent resource for CEOs and others to connect with customers in a personal manner. In spite of the possible pitfalls in opening two-way communication between the public and employees, there is much to be gained by being personable, accessible, authentic and transparent.

Customers are already communicating with each other online about products and experiences with your company. If you can join the conversation in a real way, in real time, you’ll have an advantage over those who remain silent and inaccessible behind corporate doors.

Now there is finally a way to discover what customers want, and a way to connect with them authentically. But there are risks involved in being honest and transparent. Will you and your company take the risk?

So you understand your user documentation project and you’ve specced it out. Now you’re ready to write. Here’s some tips to help you on your way. This article isn’t about the actual writing itself; it’s about the things which go along with the writing. (For information on writing online help, see www.divinewrite.com/helpfulhelp.htm.)

NOTE: This is the final article in a series of three outlining the key elements of a good user documentation process.

Indexing

Index keywords should be defined while the topic is being written. At this time, the subject matter is clear in the author’s mind, and they are very conversant with all of the intricate details. Indexing during the writing stage also means that your keywords are reviewed as part of the draft process.
Some authoring tools don’t really facilitate this kind of approach particularly well (e.g., some don’t allow multiple author access to the files needed for indexing), but at least the keywords should be listed at the end of each draft. (Depending on the authoring tool, this may actually be easier for the reviewers, anyway.) TIP: For further information on indexing, see The Art of Indexing (1994) by Bonura.

User documentation reviews

To ensure that your user documentation is technically correct and readable, you need to get it reviewed by an intelligent selection of people. For a software project, your review list should include a subject matter expert (generally the programmer), the software architect, perhaps the project manager, and another writer. The review requirements will vary with each draft, so your reviewers and review procedures should be documented in your work pracs.

Testing your user documentation

Testing can be performed at a number of levels:

• Each writer should test their own user documentation by following it to use the product. But remember, this kind of testing isn’t very powerful, because there’s a tendency for writers to follow instructions as they think they’ve written them, not as they’ve actually written them.
• The second level is for the testing to be performed by other writers… as part of the peer review.
• The third level is for the testing department to do formal testing on the user documentation. This type of testing doesn’t often happen, but it’s good to try to get it happening.
• The fourth level is/should be conducted as part of Beta testing (see Managing Your Documentation Projects by Hackos (1994), pp.452-453).

No matter what level of testing you use, it should be designed to ensure that the tasks documented are true to the product, and that any online help functions correctly. For the user documentation to pass testing, it needs to satisfy the goals you specified in the earlier stages of the project.

Localising your user documentation

Although localisation is often considered a post-writing activity, it’s best to do it as part of the writing stage. The exact timing may vary project to project, but a good rule of thumb is to get the translators working on the second drafts (but only if you’re not expecting many changes to the draft). TIP: Most translators will probably prefer to work on a sizable piece of user documentation, rather than individual topics sent to them piece-meal, so you should wait ’til you have something of a respectable size to send them – perhaps a whole subject area, as opposed to a single topic.

With localisation, you’re performing a balancing act. If you send the user documentation to the translators too soon, you’ll spend a lot of money on changes to the translations. If you send it too late, it won’t be ready in time for the release of the product.

Managing change

It’s important that you minimise the impact of changes to the product and/or development schedule. To do this, you need to develop a technique which:

1. Identifies the change
2. Estimates the impact in time and/or resources *
3. Informs the project manager

* You can use the same estimating techniques as you used earlier in the project.

Tracking writing progress

It is important to note that the writing stage is not simply about writing. If you track your progress at every step along the way, you’ll be able to see whether you will meet your milestones and deadlines, and you’ll also be able to use this project as a learning experience… to better plan the next one. (You should ensure that all project records are easily accessible for ongoing maintenance and future project reference.)

You should track the time taken to perform every step outlined in this procedure as well as each draft stage, review times, total turnaround times, etc.

Conducting regular team meetings

In order to keep all team members informed of writing progress, you should conduct regular team meetings. These meetings should be a forum for taking a look at your tracking metrics and discussing the estimated percentage complete for the various topics currently under way. If the estimated percentage complete is lower than it should be given the time already spent, then you can act on it. These meetings allow you to identify hitches in the writing progress.

Writing progress reports

Your management also need to be kept informed of the status of the project. You should write periodic progress reports outlining:

• Where the project is at
• What you’ve done over the last month
• What you plan to do over the next month
• Any issues you’ve encountered

Manage Production

The meaning of “production” varies depending on what kind of documentation you’re working on and who the audience is. It can encompass such things as:

• Printing
• Binding
• Product build (when the help is compiled into the product)

Although the production stage generally only requires management, you still need to spend a fair bit of time on proofing and liaising with production people.

Evaluate the Project

The purpose of the evaluation stage is to consider:

• Did the project go according to plan?
• Why? / Why not?
• How individual team members contributed to the overall project.
• How the project manager performed.
• Whether the documentation achieved its goals.

Your tracking metrics will come in handy during this stage; if there were any flaws in the project progress, they should go some way towards identifying them. You might also use the sample evaluation report provided by Hackos in Managing Your Documentation Projects by Hackos (1994), pp.514-518.

Is your documentation successful?

Now that you’ve written and released the documentation, you need to determine whether it has achieved your goals. The only way to accurately do this is to conduct further user research.

TIP: For details on research methods, take a look at Managing Your Documentation Projects by Hackos (1994), User and Task Analysis for Interface Design by Hackos & Redish (1998), Social Marketing: New Imperative for Public Health by Manoff (1985), Designing Qualitative Research 2nd Edition by Marshall & Rossman (1995), and “Conducting Focus Groups – A Guide for First-Time Users”, in Marketing Intelligence and Planning by Tynan & Drayton (1988).

And that’s it! Remember, this process is an ‘ideal’ process. Take the bits that suit you and your project, and leave the bits that don’t.

Good luck!

Tip 1: Search Engine Optimization

Search Engine Optimization or SEO is either taken very lightly or taken so consciously that the results are undesirable. Give around 30% of your time to understand what exactly is your business requirements or on what products/services would you get more business. What exactly are you planning to target and what is your Audience? Conduct a market analysis of it and filter our 10 key phrases that best suit your business. If your website is fresh and /or you have just started with your online business, target light-weight (less-researched) key phrases. Go for targeting more of long-tailed key-phrases rather than single key-words. Give proper Title and Meta, appropriate Alt tags. Check your content in relative to your Meta you have kept and see that your page gets easily downloaded.

Tip 2: Link Building

Once you are done with On-page optimization, put your best of efforts to gain as much inbound links you can. There are multiple ways that you can work on to achieve a golden value for your website. At the outset, submit your website URL to 100+ Search Engines and 500+ Quality online directories that give you quality link-backs. Write good relevant articles and submit them into quality Article sites. You may also submit your Press-notes into quality Press-release directories. Put your Ads into free classified directories. You may also go for link-exchange campaigns but Google has stopped giving much weightage to these links.

Tip 3: Social Media

Make a list of quality social networking sites where in you can go and bookmark your important web-pages into these social sites. You may also create your blogs (relevant to your services), post good content on these and make them more interactive for more visitors to visit them. One such good social marketing is posting comments into good blogs or forums and thereby creating a rich link-base. You are sure to get high traction through social media marketing. It may go as high as getting 2000 hits in just 5 days on one single comment posted with a link to our website. It really makes a lot of difference!

Buyers rely heavily upon search and social media for researching products and services.
It is therefore critical that you not only have relevant and detailed content on your website, but you must be showing up where they are searching for you. To do so you must undertake an integrated and comprehensive search and social media marketing effort.
For more information on these and how to rank your website on the top SERPs or if you want us to get your website rank on the top of SERPs, contact us on 201-777-2366 or email your details at kj@semaphore-software.com.

Forum marketing or Social Marketing can truly be another great hidden source to add to you’re over all Internet marketing. It is a place were people with similar interest gather to discuss all types of topics for that subject.

How affective is it for your Internet Marketing and generating website traffic?

Forum Marketing can help in many different ways when it comes to marketing your website, here is how:

First you want to find a discussion board or forum that is targeted to your website theme. Think of it like this would you market your website about jewelry to a forum about cooking? The answer is no.

Participating in forums can help you and your website build an expert status online by posting answers to questions others have in a specific topic.

Never posted in forums before?

First thing you should do before just jumping in and posting wildly, take a look around and see what other are posting about, view the set up and feel the mood of the forum.

Once you have a good understanding of the forum then you can start participating in this targeted marketing platform.

Note: There is a sign up process for most good forums. Process is simple and only takes a few minutes. Forums normally use sign in to help better monitor the forum and protect it from spamming.

Keep in mind that most forums do not allow advertising in their post and the regular participants of these forums can smell an ad from a mile away. This way of using the forums will not make you any friends so keep your content exactly that content. Add value to the forum by providing your own unique quality copy.

Forums allow a signature line were you can place a small description about your business along with a link to your website. Here is where your link popularity can climb and climb steadily as new post creates new fresh content that the search engines love.

Search engines pick up and index forum posts high so be sure to include important keyword rich topics and content in every forum posts so they will attract targeted traffic for your website through your popular keywords.

Consider Forum Marketing as part of you Internet marketing strategies, it can have many benefits for your website and business that you may not have thought about.