Category: Search

Twitter, Tweet, Twilight

Today, as the twilight settled round me on a cloudy and cool eve, I turned to my new favorite hobby, I tweeted my friends on twitter. When you connect with friends and send a message, you’ve just tweeted. Sure glad they didn’t call it tooting.

Twitter is fun. Take the ability to send text messages to your friends and colleagues and mix it together with newsletter blasts and you begin to grasp the thrill of Twitter. Add to it the skill of writing haiku and you get even closer. Twitter is a hybrid web appication texting application found at www.twitter.com.

I use it to connect with friends and colleagues in ministry. I also use it for business to stay on top of what gurus in the field are all about. For example, I can track Rev. Joe Burnham at www.twiter.com/joeburnham. I can follow Search Engine Optimization guru Aaron Wall at www.twitter.com/aaronwall. Follow all the tips for riding a wave of publicity at www.twitter.com/publicityhound.

Want to learn more? Sign up and follow me at www.twitter.com/edubrian.

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Google Continues to Dominate Search

According to Hitwise, last month Google accounted for nearly 68% of all search in the US. Wow. And if you compare the April numbers to March or to April of last year, you see that they are expanding their dominance.  That is the phenomenal part. Typically if a company creates a new niche and dominates it, other companies come in later to cash in on the good times and in the process they steal some of the market share. Google just keeps growing their share of the market.

Can you image what it would be like to “own” your industry or niche like that? Yahoo has less than 21% of the market (which is still pretty hefty) and MSN has fallen to less than 6.5% of the search market. Ask, while holding a smaller share, continues to grow their share. With Google and Ask expanding, MSN and the rest of the search engines are “taking it on the chin”.

Why do you think Google just keeps grabbing more of the market?

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7. Is my site currently ranked in the search engines?

In this seventh question in the 10 questions to take your web site to the next level, we look at how to determine whether your site is ranked or not.

A simple search can show you if your site is ranked in the top 10 or not. But you have to know what people are searching for. For example, we recently redesigned the smithlaws.com web site. A part of that redesign was preparing it for the search engines. Through one of our research tools (Nichebot), we discovered a combination of key words that people are searching for none of the competition is optimizing their sites for. We’ll just come right out and tell you. The law firm of Kevin C. Smith is a personal injury law practice. One of the terms we were researching was denver workers compensation lawyer. The research showed that adding Pinnacol (the state of Colorado’s largest worker’s comp insurance company) to the phrase could get some highly targeted traffic, we knew we were on to something.

So when you ask yourself “Is my site ranked?”, you need to think carefully, “ranked for what?”

Doing keyword research is very important but you can also get get ideas about how your site ranks for key phrases by examining your web statistics. Google analytics or awstats are two methods that we use to track what happens on sites. By looking at the stats, you can see what people are actually searching for in the search engines when they click through to your site. This information can be used to figure out if and how your site is ranked. This in turn can help you determine how and what search engine marketing strategies you need to implement in your site.

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6. What words do I expect people to have searched for when they click through to my site?

Now the conversation turns very clearly to Search Engine Marketing (SEM). There are many facets to SEM. Two of the biggest are Search Engine Optimization (SEO) and Pay Per Click (PPC).

So first you must determine what key words your customers search for. Notice how I worded that. Not what you think they search for but what they actually do search for. Many business owners are so focused on what they are selling that they don’t take time to realize what their customers are buying. For example, a hair stylist might think she is selling “professionally styled hair” while her ideal customer might be searching for “good haircut” at a “good price”.

There are several good free tools that will help you determine other related keywords. We really like and recommend the Google Adwords Keyword Tool. When I visit this site and type in “good haircut” and then add one more word so that I don’t get jobs in Australia or Alaska: “Denver”. The tool returns 34 possible other words I should look at. Some are obvious like “beauty salon haircut” and “best haircut Denver” but there are a few very nice surprises there as well, like “prom haircut” and “wedding haircut” that would probably be very customers.

The beauty of this tool is that you can also see what the competition is for a certain keyword. If you find some that have lots of searches but little competition, you have just found a niche that you can capitalize on.

Work with your website designer to optimize your site and then you are ready to with SEO and PPC. We’ll deal with both of these with the next question.

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Question 5: What will keep people coming back to my web site?

This question has a simple answer. In a word “Good content”. OK, that’s two words. Taking the time to write or get good content on your site is the single best way to keep people coming back. A larger site with lots of visitors can create a forum where people can come to create community. If your site is smaller, this can be counter-productive though.

Having a stale site, with out any fresh content, certainly isn’t going to help people come back although it might not hurt your search engine rankings. But having a fresh site with new or regularly changing content will provide a hook that keeps people coming back for more.

Here are 5 ways you can provide people a reason to keep coming back:

  1. Offer seasonal / monthly / weekly specials for your products or services.
  2. Become an expert in your field. Publish an e-newsletter demonstrating your expertise.
  3. Write your very own web blog – (blog). It isn’t nearly as difficult as it may sound and it is another way of becoming an expert in your field while also demonstrating your mastery of cyberspace.
  4. Write articles for other web sites. There are article directories that would be happy to help you share your expertise.
  5. If you’re not a writer, you can get good articles from a variety of sources and post them to your web site.
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Question 3: What do I want people to do when they get to my site?

OK, once you’ve got a plan (the goals for your web site) and you have a marketing plan (what will drive people to  your site?) its time to figure out what you want people to do when they get to your site. This is a pretty basic concept and yet one that is often overlooked.

There are various actions that you, as a web site owner, may want your visitors to do on any given page or process of pages. These actions will make the most sense if we start with: “I want the visitor to”

  • call for a quote or appointment
  • fill out a form requesting more information
  • join my newsletter
  • buy something from my online store
  • create a profile on my blog
  • contribute their expertise on my forum
  • tell three friends about my site

This is by no means a complete list but hopefully helps you think about what you want to accomplish with your site. Once you understand WHAT you want people to do, you can begin to figure out HOW they should do it.

Once I asked a client whose ad campaign we were managing what he wanted the visitor who clicked through to a particular page to do. He replied “I want to educate them.” I waited a few seconds and finally he came out with “Eventually I want them to call me.” That made my next question very easy – “Where is your phone number?” I asked. “Oh.”

The next day he had not only put his phone number very prominently on the page, he had also created a page that let visitors ask for more information online. The point of the story is that once you have determined what you want people to do on your page, make sure it is easy for them to do it.

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Question 2: How do I expect people to find my site?

As we continue to examine the top 10 questions each business owner needs to consider when taking their site to the next level, we look at question 2: How do I expect people to find my site?

The Kevin Costner approach in Field of Dreams does not work. I can’t tell you the number of times I’ve spoken with people who honestly believe “If I build it, they will come.” But it just isnt’ so. If you want to get people to come to visit your site, you have to have a plan to market that site.

Here’s a quick list of ways you can plan for traffic to your site:

  1. Make sure every piece of paper and email you generate lists your web address
  2. Run a Pay Per Click campaign in one or more of the search engines
  3. Provide an incentive for current or past clients to come and visit – include that in your newsletter
  4. Get others to link to your site (this can be as easy as picking up the phone and making a call or as easy as offering the right partner a small amount to link to you)
  5. Ensure that your site is optimized for search engines like Google, Yahoo and Live
  6. Get involved in social bookmarking and bookmark relevant pages in your site
  7. Highlight your site in any print advertising you do
  8. Create a blog on your site and post to it regularly so that people have a reason to come back

These ideas are just intended to help you get the creative juices flowing. The important thing is that you have a plan for your site and then you go about implementing that plan.

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Wiki What?

If you are on the web at all (and you wouldn't be reading this if you weren't), you've probably come across some kind of wiki. Know what a wiki is? Almost sounds like it has something to do with witchcraft but it doesn't.

A wiki is a web site that allows lots of different people to contribute to the content. Apparently the name comes from the Hawaiian "wiki wiki" which means quick. Probably the most well-known wiki can be found at www.wikipedia.org, the online "encyclopedia" of our times. You can learn quite a lot about the world at wikipedia because literally 1000s of folks have contributed articles and updates to articles on the site. They've got more than 2 million articles in English and a couple of million more in other languages.

Wikipedia, though, is not perfect. There are constant minor scandals about how bios of political candidates have been hacked and just today there was an article in the www.pennlive.com web site about how wikipedia falsely reported that the 2012 G8 summit would be held in Harrisburg, Pennsylvania. I would disagree however with the Harrisburg spokesman who said "You can't believe anything you see on Wikipedia".

There are some tremendous resources on history, geography, science, math and more to be found on Wikipedia. My recommendation is if you're quoting wikipedia on anything that could be remotely controversial, that you make sure you have other sources that also back up what you're saying.

Other wikis to check out include www.memoryarchive.org, en.wikibooks.org/wiki/Main_Page (open source books), www.wikia.com/wiki/Wikia (wikis on just about anything).

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The Three Requirements for a Great Site

There are three requirements for a web site to really shine:

  1. Usable. A good web site is usable. This means that a visitor to your site can easily and intuitively do what you want them to do. If they have to really think about what your intention is, you will lose them. Say, for example that you want someone to purchase your gizmo in the online store. If they don’t see gizmos on the front page, they likely get their gizmos elsewhere. If they see the gizmo they want right on the front page but can’t add it to their shopping cart from there, they’ll go looking for a site that makes it easy to buy gizmos. If they have to give up all kinds of personal information just to buy your gizmo, they’ll find a gizmo site that isn’t so invasive. So the key is to make the site usable, whether you’re selling something or whether your goal is to get them to call or email or whatever, it has to be easy for the visitor to do so.
  2. A great site is searchable. In this case it doesn’t mean that you have a search feature on your site. Instead it means that I can go to Google or Yahoo or Live and do a search for gizmos and end up at your site. You would be surprised at the number of web site owners who haven’t carefully thought this one through. If you want to be ranked for “funky gizmos” you need to use the phrase “funky gizmos” on your web site. Attaining and maintaining high ranking in the search engines is an art and science. If you’ve got the time or someone on staff has the time, great. If not, outsource it (yes, that’s a plug for EduCyber).
  3. Lookable. OK, that’s not really a word but it fits with the first and second requirements. What we mean is that your site ought to look nice. And yes, these requirements are listed in order of priority. Often a web site owner will spend the most time on number three and not much if any attention to one and two. Statistics show that if a site is usable and listed in the search engines, it can be very successful even if it doesn’t look pleasant. Myspace has some of the gaudiest looking pages possible but as it fills a need (for people to share and connect), it has been wildly successful. We believe that a good looking site is a requirement however. That’s because your site will be your marketing message. This is what your customers and prospects will see when they encounter your company. You need to present a good public face to them and that is why it is required.
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3 Technologies for Small Businesses

Technologies that every Small Business Should Know About:

1.       Blogs. Having a blog or using other blogs correctly can help you increase targeted traffic to your web site. Writing your own blog can help create the kind of community that every web site owner covets.

2.       Pay Per Click. Just about every business can benefit from a Pay Per Click campaign to get prospective buyers to your web site.  For some businesses this would be a year-round campaign and for others it might just be a seasonal campaign based on enhancing your boom season or mitigating slow times by offering special offers.

3.       XHTML. Most people that html is the language of the web. So is XHTML some racy version of HTML? Not hardly. It is actually a stricter web language that follows XML guidelines. OK, that probably didn’t clear up much so let me try again. HTML is a very forgiving language. You can screw it up pretty bad and a web browser will still show “what you intended”. XHTML is much stricter and requires the programmer to not leave out important pieces like something called closing tags. As all kinds of devices are now becoming web-enabled, having a stricter language like XHTML will ensure that all devices from handhelds to laptops to desktops (and even refrigerators) will be able to correctly read and display the web pages.

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