Tag Archives: search engine optimization

What is Internet Marketing?

Internet Marketing

Internet Marketing is generally assumed (by you, me and the watchful advertising industry at large) to refer to the process of marketing your goods / services via the Internet. This could include:

  • SEO (Search Engine Optimisation) for your website. Using SEO correctly allows search engines to easily find, index and refer traffic to your site.
  • Pay-per-Click advertising. Based on the budget you have at your disposal you acquire advertising space on the web. (Think of Sponsored Links in a Search Engine window)
Pay-Per-Click Advertising Results

Pay-Per-Click Advertising Results

  • Social Media. Now this becomes more interesting because you can
  1. Use your Social Media strategy (in essence your posts) to create a following and drive traffic to your website. Hubspot indicated to us last year that a Facebook FAN is more likely to do business with a brand that they follow on Social Media than internet users who don’t engage with your brand socially.
  2. Use Pay-per-Click advertising on Social Media sites. Same principle as explained above.
  • Business directory listings. Despite having a website for you business, you can list your business on other business directory sites. One of my favorites is www.jozikids.co.za – an excellent example of what directory listings should look like. Directory listings offer an introduction to your product / service; pictures if relevant and of course contact details. Despite added brand exposure, this is a vital part of your link-building strategy (or should be at least!). For more on link-building, read this post.
  • e-Mail marketing. I always include this in my online marketing toolbox. Use e-mailers / newsletters to engage with your customers. Remember that you can drive traffic directly to your site via cleverly placed links.
  • Content Marketing:(think blogging /  video blogging / webinars) involves creating and freely sharing informative content as a means of converting prospects into customers and customers into repeat buyers.
  • Affiliate Marketing: a product / service of one entity is sold via multiple representatives (affiliates) for a share of the profits.

What type of Internet Marketing should you use?

My top three include

  1. Social Media – more specifically, using content to create rich user experiences that build brand confidence.
  2. SEO – as explained above. This normally leads to Pay-per-Click advertising to boost ROI.
  3. Content Marketing  – I am assuming that this blog, gave that away :)

These might seem like “fluffy” marketing, but the crux of the matter remains – drive traffic to your site, make sure your content speaks to your visitors and focus on converting your new leads to sales.

Analytics / Tracking

Remember to add tracking to your web-activity wherever possible. The ability to track most user interactions on the web outclasses all other marketing activities. Knowing exactly how visitors / readers / users interact with your brand is invaluable IP – USE IT.

Done and dusted.

The Diva :)

If you want to know more about how to get your website or online marketing initiatives setup correctly, speak to one of the Adrinalin Junkies (junkies@adrinalinconcept.co.za) today.
www.adrinalinconcept.co.za
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Sitemaps

What are Sitemaps?

GPS for Google :)

Sitemaps are files added to / linked to / attached to your website that tells Google all it needs to know about the website. More specifically it lists all the pages that form part of the site. Why would / should one waste time and effort on this? A Sitemap can “explain” your site to Google (and other Search Engines) when the ‘crawlers’ won’t necessarily find all the information for themselves. This can easily be the case when you use dynamic content, AJAX files, pages that are not clearly linked to each other, complex page hierarchy and back-link system.

Sitemaps can also be used to share metadata about specific types of files. “For example, a video Sitemap entry can specify the running time, category, and family-friendly status of a video; an image Sitemap entry can provide information about an image’s subject matter, type, and license.” (About Sitemaps – Google Webmaster Tools)

How do I create my Sitemap?

Google uses the Sitemap 0.9 protocol and the same file can easily be submitted to Bing and Yahoo. When you create your Sitemap:

  1. Make sure your website has an active, updated Sitemap that lists all the pages on your website.
  2. Don’t list more than 50 000 URL’s (seriously) in one document. If your site has more links / pages to list, you will have to consider submitting multiple Sitemaps.
  3. Check how to specify your URL’s and use the same (approved / prefered) format consistently through-out the site.
  4. Specify how often your page is likely to be updated as well as when it was last updated.

So what should you do now?

When your Sitemap is ready and up-to-date, you can submit to Google, Yahoo, Bing etc etc. None of the Search Engines guarantee placement based on the fact that your site has a Sitemap but it definitely helps their crawlers to wrap themselves around your website and get to grips with the full extent of it.

The way I see it, the more the Search Engine can find about you, the better for your overall Search Engine results.

If all of this still appears to be an alien dialect to you and you desperately want to wrap your head around SEO, Online Marketing, Search Engines and Sitemaps, feel free to speak to me (junkies@adrinalinconcept.co.za) today!

Ciao for now.

Diva, out.


Content

Question:

“What should I write about on my website?”

“How do I know whether I am covering the right topics on my site / Facebook page etc?”

Same questions over and over again – so let’s make your life just a little easier.

Keywords:

Deciding on what to write about becomes super easy once you have pegged down the top keywords for your industry / business. If you know what people are searching for on the internet, you can respond appropriately.

So how do you decide on the relevant keywords? A good place to start is the Google Keyword Tool. Type in the search terms / words and phrases you think people use when looking for your product or service. Make sure you set the location correctly. Now you can compare the number of local searches (per month) per word, phrase or search term you specified. Are the searches significant enough for you to take note of? Obviously thousands of searches per month is much better than single digit ones.

Writing website content:

Once you have your list of keywords, narrow down to the top ten (maximum twelve!) and use these keywords to structure your site content.

Some basic tips:

  1. Use the keywords to map your navigation
  2. Use the keywords as often as possible in headings (H1 Tags) in your site. Your webmaster can help you with this if you are unsure.
  3. Use the keywords (sensibly) but often through out the site. Let’s look at an example. Our keywords: business plan, business plans, sample business plans or business plan templates. (Obviously this is just an extract but you get the idea).

” Whether you are new to the business of business or have been running your own business for years – business plans are essential documents for any entrepreneur or business owner. But what is a business plan and why is  it so important? If you have ever looked at a sample business plan or a business plan template – you will know that a business plan is designed to collate all the essential business information (current facts, business climate, projected growth and business vision) into one sensible document that clearly, simply and effectively communicates the who, what, where and why of your business. “

Writing is easy – just work with a plan.

If you want / need help with your content – call one of the Adrinalin Junkies today!

Diva over and out :P

 


Custom pages on Facebook

Despite the imminent arrival of Facebook’s Timeline, there has been no clear communicate to indicate how Facebook Business Pages will be influenced by the changes. In the meantime, let’s ignore Timeline and work with what we’ve got.

Facebook business pages give businesses (individuals, SMME’s and even multi-faceted corporates) a platform from where they communicate directly with a captive, active audience. These platforms are typically not positioned as selling tools, but rather as brand-voice tools. Think of it as an opportunity for you business / brand to have an energetic conversation with an individual that actually wants to hear more about you, interesting tales that create a picture of the who, what, where and why & let’s not forget – they want competitions, polls and current, reliable information. So let’s give it to them!

But how should we package this? You basically have 2 options.

Option 1:

Creating a Business Page and populate the page with all your information.

Local business page.

No funny business. There is no custom development and nothing out of the ordinary. In terms of functionality, it is similar to many other pages on Facebook. But it could offer so much more!

Option 2:

Use custom development AND unique creative concepts that portray your brand favourably.

International example

Skittles business page with custom developmentLocal Business page with custom development, content and interactivity.


Creating a business page that is infused with your business personality and ethos means that your captive audience will have a better sense of who you are and what you stand for.

Facebook users are looking for fun and interactivity. They don’t want to be “sold to” directly but they don’t mind engaging with their brands of choice.

Custom development combined with targeted, creative campaigns create:

  • more “likes”
  • more page interactions
  • better search engine indexing
  • a more definitive & visually appealing social brand presence

Creating your custom landing page

Some points to consider when creating your custom landing page:

  • Avoid unprofessional imagery and visuals. There is a reason why the good designers are qualified designers
  • Keywords / copy that form part of your overall online strategy. Consistency consistency consistency
  • One concept at a time
  • Text that is readable rather than flat images
  • Buttons / links (use this functionality to introduce external information from your website for instance)
  • Media combinations (photos, video)

And of course a clear call to action!

Conclusion:

There is no logical reason for your brand to be stagnate, stale or mediocre. By combining clever design, great copy and focussed campaigning you can make your effort spent on social media lucrative and worthwhile.

If you have suggestions for great or not-so-great pages, feel free to share.


How webby is your website?

When last have you REALLY looked at your website? Have you recently tried to navigate the menu, find information or send a ‘contact us’ e-mail? Having a website with inappropriate content, outdated information, broken links /menu options or stale humour just does not cut it anymore.

Maintaining your website must be a crucial part of your online strategy. Here’s a suggested to-d0 list to update and zhoosh-up your site and make it all the more alluring for your visitors:

  • Make a list of your top keywords.

Top words or phrases that describe what you do. Specifically if possible. If you understand how to categorize your business, it will be much easier to group and explain it to others. Here’s some help if you’re interested (post is a somewhat older but offers good content).

  • Read through all the pages.

Does the content still make sense? Is it relevant (i.e. has it been updated recently to reflect current industry news, your own product and service improvements etc.)?

Do you use your keywords to describe your business and your service  / product? Try to steer clear of flowery descriptions that never use your keywords. How on earth will Google now to look for you if you don’t at least give it a hint?

Are the pages interesting, engaging and appealing? Will readers enjoy the time they spend on your site? It is always a good idea to spend time planning the content of your site. Repeating the same stale information over-and-over again from page-to-page and year-to-year will encourage your would-be visitors to look for other websites!

  • Look at the pictures.

Do they make sense? Do you use pictures of your products or your staff members? Will people now more about your business, your values or your brand personality by looking at the pictures on your site? If you answered Yes – good for you! If No – it’s probably time to dig through the photo libraries and pictures folder!

It is also a good idea to rename the pictures on your site to reflect it’s content. Numbers (from a SEO and content perspective) aren’t great. Use descriptive titles AND make sure that you add descriptions (image ALT Tags) to all the images on the site. Good for search engines. Good for you.

  • Links to other sites

I have written an entire post on back links before if you want to know more. Suffice to say that you should probably think of:

  1. Adding your social media feeds or icons to your site
  2. Linking your blog to your business site
  3. Linking your website to your social media profiles
  4. Mention your website whenever (appropriately!) possible

It is also an excellent idea to get other people to review your site. Ask them to comment specifically on user-friendliness, enjoyment, appeal and of course value-of-content. Now, it’s time for you to start making some changes to your website.

Diva, over and out.


Building your links

Search Engine Optmization or SEO, is the practice of increasing the visibility of a website without paying for the results. This is also called organic results. This is an increasingly popular activity for online content as more and more businesses are represented online and each of those need to create an online visibility for their brand. SEO use a variety of activities to influence search engine rankings. These could include:

  • Understanding search engines (you’ve probably heard your SEO partner mention something like the ‘Google Algorithm’)
  • Considering what the original search term was
  • Typical search terms used on search engines
  • Rewriting online content to include specific keywords
  • Creating a variety of back links (also called link building) 

Link building creates a strategic referring network of links that refer to your website. Simplistically stated, creating a strong network creates strong result.

Nick Stamoulis of Brick Marketing‘s blog (Search Engine Optimization Journal) posted the following article. According to the article, you should remember not to put all your SEO links in one basket. In other words, don’t concentrate all your efforts in one area. He uses the example of Facebook – although this one site allows you multiple opportunities to redirect virtual feet to your site, this is not the wisest practice. Use multiple departure points (online sites OR offline marketing material) to lead to one destination (i.e. your company website).

SEO is an exciting practice that is multifaceted and constantly evolving – it challenges our content and our strategies. Remember though to build honest link-networks and avoid the frowned-upon activities of deception. Happy linking!

Diva, out.