How much time do you invest trying to optimize for specific search terms? Is it over 5 hours per month?
Now what about managing your social reputation on websites like Yelp and Google Places? I'll be it's about half (or less) time that you spend on your total digital strategy. So here's the rub:Google doesn't care about inbound links alone thanks to the prominence of local search and the effect that positive reviews play in the 'new' world of rankings. In other words, what the hell does it matter if you shimmy up the search rope like you did in gym class all those years ago, without making sure you've got a damn good spotter in place? The spotter in this case is your 'sentiment score' across the social web. But like my Dad always says, "OK, enough preaching." Here's the 'Boots on the Ground' steps you better take now:Build An Early Warning SystemWhat's really got feathers ruffled though is the forthcoming advanced Twitter analytics -- a service that should help demystify trends and usage even further. If you can imagine a Facebook Connect for microblogging, the data stream could be amazing.
Looking back at the growth of this online distribution tool we can see some careers that were made sharing messages to entirely new audiences. Sarah Evans comes to mind. She pioneered the weekly 'Journchat' discussion and rallied thousands in the PR community, leading to the formation of Sevans Consulting. We don't even need to get into the success that guys like Chris Brogan have enjoyed by expanding their base of listeners.
So here's to Twitter. It won't make you rich overnight. Businesses that spam it with crappy ads will probably never 'get it'. But for millions of us it's an indispensable signal providing info on demand -- a free distribution tool that connects us to emerging communities everywhere.
Plus, we can check out Hollywood gossip even faster now...
You might be intrigued by QR codes and mobile search ads, but I've seen lots of business owners and bloggers ignore the following steps at their peril:
1. No Content Strategy -- If you run a travel business, wouldn't it make sense to create pages for each country you offer trips to? How about sub pages that focus on reviews, local hot spots and favorite cultural events?
If you need help researching trends and keywords by geographic location, just use Google Trends, Google Insights for Search and the Google AdWords Preview Tool. They're all free. But if you don't want to invest to much time, just start with the basics: Pages that describe your business/services in words that speak to a shoppers wants and needs (P.S. One topic per page).
2. Video (with Sitemaps and Blogs) is effective in turning visitors into buyers. The simple explanation is video is more interactive, sure, but it also holds our attention for a longer period of time than text does (TV is more popular than books, for example).
The example I like to use is shopping at your local grocery store. Grocers put milk in the back so you'll have to interact with more products in order to reach it. In other words, the more time on the store leads to more purchases.
Same with video -- the longer you interact with products and see them in motion the more likely visitors convert onto buyers.
But, you should invest in developing a video sitemap, otherwise Google -- the text matching engine -- will miss a lot of the rich information that holds SEO value for your website.
Yikes, 30 minutes to launch -- Gotta run!
How big of an online nerd are you? If building an online marketing bootcamp infographic on your day off sounds normal, welcome to my world!
Anyhow, while I wrote the infographic -- http://www.socialmediacommando.com/about/online-marketing-bootcamp-101 -- I wanted to address the common misunderstanding about organizing and writing valuable SEO content. First, do your research.
Check out free tools like Google Insights for Search to identify local search trends before creating tons of junk content. For example, if you're an Apple reseller it's pretty easy to see how the iPad is a breakthrough search (But what about apps? Which locations are spurring the most searches?).
Here's a simplified example of a 'Parent' page related to the iPad:
YourSite.com/iPad
This is the most basic overview/informational page that directs people to either make a purchase or learn more. Decide early on how you want to use this page (ie driving sales of the iPad vs. how to use one) and link to 'Child' pages accordingly.
If my iPad page focuses on a large umbrella of uses them I'll need lots of children. Some of them may include:
YourSite.com/iPad/Apps
YourSite.com/iPad/Games
YourSite.com/iPad/Tutorials
Next there's the option of adding even more children to your family, like adding individual apps pages under the /Apps child, and/or location based children to each initial child page:
YourSite.com/iPad/Apps/Boston
The bottom line is that your website needs a roadmap for important content, and the parent/child relationship is critical to guiding online shoppers - and Google - exactly where they want to go.
If you're a business trying to get your head around location, try using a spreadsheet to keep track of your progress. I recommend setting up listings with Google and Facebook Places first, followed by Foursquare and Gowalla. Once you've gotten this far, explore Google Tags and Facebook Deals -- just make sure you land people on relevant pages on your website.
If you have time, continue the exercise by signing up for CitySearch, Merchants Circle, and did I mention LinkedIn business pages? You can even explore listings sites and directories for your specific business niche.
Now get on out there and stake your claim...
Hoo-Ah!
Will definitely hit up my favorite gym - XSport - so I can wolf down a few Chicago dogs!
I feel like they're owed a few pointers, so here's a couple notes from Joe the Professor:
- Will It Blend? That is, does their on-site content match what they are trying to achieve using the social networks? Are they driving users from Facebook to their website or vice versa?
- Whose Got Their Back? Consider the weight of each inbound link the company has. Does a local consumer products firm have links from the town toy store, or a major online business blog, and how will that positively or negatively affect rankings?
- Man Bites Dog. What do title tags (the names you see in the top blue bar of your browser) and h1 tags read like on each page? How well do they describe the content being presented and what sort of research has been done to ensure relevant keywords for their target audience are present?
- Bonus Round. How innovative is your business? Do they own a social platform like BlendTec Blenders "Will It Blend" YouTube channel? Are their social media efforts goal-oriented or misdirected?
Good luck Champlain College SEO students, you've performed well so far and I am excited to read your final projects!
