Archive for the ‘Business Strategies’ Category
SEO Takes Time
Here are some reasons why SEO takes time and requires an ongoing investment:
Many people think that ranking properly in the search engines involves some big secret that can be manipulated – if only we knew what it was. Unfortunately that is not the case and the secrets and tricks that we’ve used in the past are becoming rarer. To get started ranking in the search engines there are many, many things to do but they involve work, knowledge, experience, research and experimentation – not tricks. That work includes (but is not limited to) keyword research, setup of a sitemap, solving domain name and hosting concerns, website design and coding concerns, architectural/navigation concerns, content optimization and creation, analytics setup and integration, reporting, meetings, consultation, planning etc. (Just to name a few) Just the initial start of your SEO campaign can involve months of planning, research, setup, improvements and content creation just to get you ready to roll.
2. Search engine optimization must happen gradually and look natural
Google can be suspicious and easily spooked. For example, one of the most important parts of an effective SEO campaign is growing the number of high quality relevant links pointing to your site. Getting links to your site is important, but you can’t get them all at once. Manipulative link building is often temporary, while high quality links are hard to get and stand the test of time; Google knows this. If your site suddenly comes on the scene and immediately has hundreds or thousands of links, Google may sideline your site for an indefinite period of time. But, if your links grow organically and over time, your growth will look much more natural in the eyes of Google. Plus, to gain quality links it really does take time and a lot of effort. Link building is a very hard part of the SEO process to manipulate and Google likes it that way.
3. New sites don’t show up right away in the SERPs
Google and other alternative search engines can reward older websites with higher rankings in the SERPs. If you have a brand new site it’s rare that you will rank immediately. There may even be cases when your site will be placed in what has been called the “Google Sandbox“. This is a place in Googleland where sites go to await their birth on the scene. Google may do this to control the quality of their search results and to ensure that new sites are high quality before they show up in the results – although this is only a theory. Doing things that look unethical and unnatural can also get you banned to the Sandbox so there is no value in trying to do things that are not natural and organic to get a “jump” on the competition. The words “natural and organic” themselves describe a process that requires patience.
4. Older sites tend to rank higher in the search results
As mentioned previously, there might be times where – if all things are created equal – you simply can’t initially rank above the competition because their site was created in, say, 1998 and your site came on the scene in 2008. Not to mention that chances are good that they’ve spent more time creating content, getting links etc. and it just takes time to catch up. Overcoming this obstacle can be one of the toughest hurdles insearch engine optimization and it requires a big investment in time, research and experimentation.
5. Local, national or global?
Depending on your target market, your SEO campaign goals might be much broader than another site; therefore taking more time to achieve results. Does your website target local customers or national? How about a possible world-wide audience? Do you have one niche product or hundreds of unrelated products or services? The answers to these questions will decide how much work is in involved, how much competition you’ll have, and ultimately, how difficult it’s going to be to rank. The more competition, the longer it’s going to take to overcome everyone in the rankings and rise to the top.
6. SEO Involves ongoing analysis
There are millions, possibly billions of total searches every day on the internet and Google has said that a majority of those searches are completely unique from day to day. That means that people are always finding completely unique ways to reword their searches and find what they’re looking for. Part of SEO involves analysis of how people arrive at your site. What words are they using? Are there ways that people are finding you that can be capitalized upon? Integrating analytics software into your site and constantly reviewing the results is essential to finding ways to improve your rankings. Taking the time to really digest what’s going on and then making the necessary changes or improvements takes time.
7. It takes time to develop content.
10 pages is not enough content to provide value and authority on any given subject and Google knows this all too well. So, by default, Google loves sites that are continually updated and improved. Many sites are basically online “brochures” that contain a certain number of pages and that’s only going to get you so far. This is one of the big reasons why blogs are so popular since they allow you to continually – and easily – add new content to your website. Developing new content takes creativity and skill and you can figure about 2 hours for every 500 word page that’s created on your site. Then, once the content is posted there is time involved with waiting for the engines to re-crawl your site and index the new content.
8. Do you want to rank for niche terms or broad terms?
Just like your target market, there are also concerns about your goals when ranking for broad terms or long tail niche terms. Let’s say that you sell exterior lighting and you ship your products world-wide. Everyone in the world is a potential customer, every lighting site is a competitor and the possible keyword combinations that you can rank for when targeting a broad category like this are endless. Now, lets say that another company sells Tiffany lamps instead of every type of lighting possible. You might still have a world-wide target market and many competitors, but now you’re operating in a specific niche that is much more targeted. A targeted niche campaign will yield faster results than a broad product or service campaign. It all depends on your goals. The bigger your goals, the longer it will take.
9. Competitors are always popping up and improving
I truly believe that SEO is a GREAT investment. As I’ve said before in my posts, you can equate PPC and SEOto renting vs owning ahome. If you invest in improving your organic SEO rankings, you’ll be investing in a position in the search engines that will stand the test of time – you’ll own that position. That said, things are always changing on the internet. New and old competitors are always appearing and rising and falling and there is no guarantee that you’ll always keep your current rank. Over time, competitors will force you to raise the bar higher and keep improving. Just like we try to rise your site to the top of the rankings, other competitors are trying to do the same so we always need to keep working and improving.
10. The web is constantly evolving
The competitive landscape is always changing, but, the world of search engine algorithms and SEO is changing even faster. I personally spend many hours each week trying to keep up and keep learning. It’s a never ending process to keep up with the news, tactics, changes and theories that surround the science of SEO and why sites ranking better than others. What might work this month, might not work at all next month so the way we practice search engine optimization must evolve as well.
Contact Lorri Antioch @ CI Web Group: lantioch@ciwebgroup.com www.ciwebgroup.com
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- <a href=”http://www.ciwebgroup.com/blog-2/training-opportunities/seo-takes-time/”>SEO Takes Time</a>
6 Quick & Easy Tools To Measure ReTweets
A Guide To Creating The Perfect Social Media Campaign
The Many Different Forms of Social Media
by FoundUB4
Social media can take many different forms, including Internet forums, weblogs, wikis, podcasts, pictures and video. Technologies include: blogs, picture-sharing, vlogs, wall-postings, email, instant messaging, music-sharing, crowdsourcing (crowd outsourcing), and voice over IP, to name a few.
Examples of social media applications are Google Groups (reference, social networking), Wikipedia (reference), MySpace (social networking), Facebook (social networking), Youmeo (social network aggregation), Last.fm (personal music), YouTube (social networking and video sharing), Second Life (virtual reality), Flickr (photo sharing), Twitter (social networking and microblogging) and other microblogs such as Jaiku and Pownce.
What is Social Media Marketing (SMM)?
SMM is where you use social media networking and user-generated content platforms to promote a product, service or content. SMM typically involves creating and participating in a “conversation” with the target audience, rather than blatantly advertising to them.
SMM can also include creating and promoting viral content that is meant to be shared by users. Many marketers are not comfortable with the lack of control over social media but when approached properly, social networks can be extremely effective channels for building product evangelism, reputation management or corporate branding
Why is it becoming so popular?
I believe it’s simply because it mirrors our true nature. We are gregarious by nature and for once we are able to use technology easily to reach out and connect in new and exciting ways. It’s still all so new too, there are new frontiers popping up regularly and it’s a bit like the early Internet “gold rush” days during the 90′s
Is every Social Media site for every entrepreneur?
They might not think so, but it is. You do it naturally every day, SM online is simply the same thing applied technologically.
How does a business owner determine which site is the best match for them?
Good question. Not all SM Sites are equal. I typically advise people to think “classical marketing” and don’t let the ‘flashing lights’ fool you. Visit the site, pat attention to the conversation. “Lurk” for a while. Ask a question, see what happens. Each environment has its own rules. Blunder in and start shouting and you’ll get flamed. Respect the environments ‘sub culture’ and you’ll do fine. An obvious example of this in action is a site that caters to “gamers” – you instinctively know that if you’re selling insurance you would have a tough time in that environment. Like I said, think like a classical marketer.
Are there some “best practices” steps to starting and maintaining your SMM sites? And how do I make social networking work for me?
Many a company has forgotten the old maxim, “Act in haste, repent at your leisure…” The same warning should be applied to companies rushing to get in on the social media marketing wave.
If you hear things at work like “We should have a blog,” or “Let’s join Facebook,” I suggest [respectfully] that maybe you are about to make a whopper of a mistake.
Here’s why…
Backwards is bad
You are starting your social media strategy design backwards – and this will lead to trouble.
In any other business endeavor we start by figuring out what we want to accomplish. Social media technologies are not magical. They’re just tools too. It’s time to stop doing social media marketing because it’s trendy and instead do it because it works!
4 Things to Remember
(1) The web is about people. You need to know your audience. Understand their capabilities, their hangouts online, their language and behaviors. If you’re targeting business travelers then consider rating and review sites for example. Just don’t guess…
(2) Figure out what will be different when you are done. This is the “why” behind your plans. Do you want to create a close knit community or a product testing ground. Understand the motive’s behind your actions.
(3) What outcomes and objectives are you seeking to achieve. Consider the end result and how you will measure it. A fuzzy or fluffy end result is almost as bad as not specifying one at all. How will you measure success?
(4) What technology to choose. Only answer this question when you’ve completed the others because then you’ll know with clarity and confidence.
In conclusion, if you recognize classic business planning and management principles amongst these notes you’d be correct. The game may have changed, but the rules are still the same. Plan first, then act with confidence.
How long is this new type of marketing going to take to master?
The actual skills are quite simple – you likely already have them mastered. What you need to learn is the PROCESS. That takes a little time, but frankly not that much.
What if I don’t know many people to invite to my network?
No problem. Answer this question “If you are the ANSWER, what was the QUESTION?” Armed with that answer you can locate groups of people who would need what you offer. You can then invite them to participate and you can SHARE your knowledge and expertise to PROVE you are the answer to their problem. Use your favourite search engine to locate these people – simply type in the QUESTION or problem. Remember, if people knew the answer they wouldn’t be looking
How can I get business through SMM?
It’s a funny thing when I’m asked this. We do it daily, so I marvel at the fact people think it’s different online. Sure there’s a layer of technology in the mix, but it’s still about people getting to know people. Remember the old maxim, people buy from people they like and trust.
SMM simply enables (or should I say empowers) you to do this more effectively.
Why Most Brands Fail on Social Networks
A new report from JupiterResearch sheds light on what many online marketers suspected for quite some time. Most brands are failing to make impact on social networks…
Naughton’s Law states: “We invariably over-estimate the short-term implications of new communications technologies, and we grievously underestimate their long term impacts.” Every brand should be online in the best way, know its consumers, and maximize the benefit of its online offering to those consumers.
Here are some startling facts from the report:
Startling Facts:
(*) The average branded social networking page has only 6,494 friends.
(*) Many advertisers are still building branded social networking pages that broadcast content rather than inviting users to interact.
(*) “Most advertisers simply don’t know how to market properly within social networks.” – JupiterResearch
- New Research Suggests:
(*) You should promote your SM pages with paid adverts rather than relying on viral marketing to get the message out. Building viral buzz is harder than you think.
(*) You need to engage users on the page. Even simple forms of engagement, such as contests, on average doubled the number of friends acquired by each branded page.
(*) You must also appeal to social networkers’ love of multimedia to get noticed. Social Networkers are twice as likely to visit a branded page focused on media content than a branded page focused on products.
How does the non-writer do this type of marketing?
It really shouldn’t pose a problem. The ‘Net is vast and there’s room for each of us to be AUTHENTIC. Even behind the shield of a computer many of us seem able to sense a scoundrel or someone “putting on airs”.
If you can email you can do SM. If you can talk you can SM. If you have a pulse… you get the idea.
Do the Social Media Marketing sites have fees to pay?
Typically NO. I advise you to initially avoid any sites that ask for payment until you know precisely what you are paying for. There are some good fee based sites out there, but the good ones also offer a free version too – start there if you wish. Let the results determine the level of investment you are prepared to make.
Are there some sites that you would recommend for business people?
LinkedIn.com
eCademy.com
SelfGrowth.com
Ning.com – ‘create your own’ Social Media website.
Will I have to spend hours a day keeping in touch with all of the people who write to me?
You will need to invest time and energy in your online marketing. Whether it’s YOU that does this or one of your staff is entirely up to you. But you cannot expect a “set and forget” solution to something that is inherently human.
How can I protect myself from “weirdoes?”
Be careful. Don’t give away sensitive or private information online. You will always be exposed to some degree to odd people. I get some very odd emails and propositions, however you need to remember this is business, and although you are using “personal skills” to network online, never forget that.
How can I come across as a professional on these sites, and is it possible to do “real” business this way?
Yes. Publish a professional PROFILE. Show you are a professional and act accordingly and you will be perceived as such. Include family photos of you dressed as a clown at your kids birthday party at your own peril. Remember, online your “goofs” are eternal and will haunt you forever. Online reputation is area you need to tread carefully within. It’s a bit off topic, but that’s why I tell teenagers that they should be very careful about the pictures and posts they put on these social websites. Because in a few years the recruiters will be Googling them and this will be part of their “resume” and frankly it can be a career killer before it even starts.
Why do some people seem to get good results and others just get discouraged?
As with all things in life some people quit too early. Social Media Marketing and Social Networking takes time. It’s like any relationship you develop with another human, rushing to the finish just gets you slapped… Metaphorically and literally too!
Also, success online isn’t about one big thing, it’s about a cluster of little things done consistently with focus and commitment. The strongest trees take the longest to grow. Online things happen a lot faster, but still there is a time commitment, think 6 to 12 months and you’ll be thinking along the right lines.
Is there a “fast start” strategy once I sign up for a Social media marketing site?
There is. Create a professional profile. Publish some content establishing you as an expert in your field. The ‘readers’ will approve and so will the search engines. Explore the active or “hot zones” within the SM site, pay attention to the type of communication and then dive in. Give first. Build kudos and credit before you try asking for anything.
To keep up, use technology to “feed” your SM presence from your other sites like your blog or website. I use technology to syndicate and publish my content to all my SM sites with the push of one button. It makes connecting and staying up to date a breeze.
Remember to invite your friends to join you. Add a promotional button on your “other” sites – for instance if you decide to join Twitter, you can put a “Follow Me” link on your website. Connect, Communicate and Commit. Now ‘rinse and repeat.’
Tags: Campaign, Creating, Guide, Media, Perfect, Social
FoundUB4 is a small, yet focused social media agency Barrie is a Social Media Specialist with experience in social media optimisation Extremely technical and passionate about search marketing in its entirety.
Leaders: Is Your Sales Organization Visible, Accountable and Predictable?
Sales Leaders: Is Your Sales Organization Visible, Accountable and Predictable?
By Rick Toma (My friend, Rick Toma, of Metricsboard has some great advice for sales leaders.)
Think about this a minute or two. You are a sales leader. The size of your organization does not matter. The product or the service you are selling, does not matter. Your competition does not really matter. Price or margins do not matter. This question focuses on sales behaviors, culture and communication.
There is an old expression. “What I don’t know won’t hurt me.” I, personally, hate this expression and look at it as an excuse and not a reason for why things are the way they are. Awareness is the cornerstone for action, results and ultimately, accountability. First, one must have that desire to “know” and accept that maybe, just maybe, he or she does not know everything.
In my years of working with and within sales organizations, I have just about seen the spectrum of what makes a good sales organization and what is missing in those that, let’s say, are not that good. Almost in all cases, I hear excuses and not reasons. And, when all the dialogue ends and the dust settles, it fundamentally comes down to the question, above. How visible is the sales effort that is so crucial for business success? Are your sales performers accountable for their degree of effort and the subsequent results? Can you rely on what you are being shown or told that translates into real and sustainable revenue?
Let’s examine these key 3 critical success components, individually.
- Visibility: Visibility is the knowledge of what is going on in all phases or facets of the sales process. I don’t think that I know of any sales organization where there are not one or two (or more) sales people that hold back just a little on their prospect churn or soon to close clients. The reason? It’s the sales performer’s way of managing the boss’s expectations. They would rather delight than disappoint. That unanticipated win makes him or her heroes! And, should that boss be in bliss over the unexpected windfall? That answer should be categorically NO! That is just one example of visibility. Another example includes the maintaining and communication of a complete pipeline by individual performer. A pipeline report is not just the highest likelihood for close of the top prospects. It should include the good, the bad and the ugly. How else can one manage individual performance? And, it is not so bad an idea that those who are long in effort and short on results be known in larger circles than just with the boss. Visibility such as this leads to the next component…accountability. More on that a little latter. In summary, visibility requires standard processes, standard rules and standard measures/expectations for success. All must be thoroughly communicated and understood by all. No exceptions. And those who break or bend the rules risk adverse monetary actions or formal disciplinary action.
- Accountability: How many times have you, as a sales leader, had an individual whose pipeline was always full to the max, had high probability to close projections and when month-end came around, there was nothing? These individuals are self proclaimed students of the art of sales, attend regular training and always are so busy and harried; you can’t corner them for even 10 minutes. These are people who think success is measured by activity and not necessarily by results. Most sales organizations have a smattering of these individuals and they are often, difficult to deal with. There is always an excuse(s) as to why those close projections did not materialize. But, there is always the next entry in the pipeline that will, for sure, close. As common as this is, there is simple explanation for the non-performance. This type of individual has not taken accountability for what that individual has taken on with the role in the first place. That being the closing of business and the generation of revenue. Period. Underlying reasons can vary from lack of communicated and understood goals, to too high of salaries, to lack of feedback or management complacency. The list can go on. However, attracting and retaining sales performers who know what is expected from him or her and signing up or owning up to that expectation is absolutely critical to sales success. They also know that not living up to that commitment means no job. As sales leaders it is incumbent upon each of us to thoroughly communicate and reinforce what is expected of each sales individual, the upsides, the downsides and the support they can expect in order to be successful. Frankly, a sales organization that is not 100% accountable is a sales organization that is doomed to live in one form or another of mediocrity, at best, and be an inexhaustible expense drain with little to show for it.
- Predictable: How perfect a world this would be if every individual sales projection was 100% perfect 100% of the time! Unfortunately, that scenario just does not happen. However, just getting to a “reasonable” percentage for purposes of forecasting is a mega challenge, particularly in today’s economic times. What is a reasonable percentage of projected to actual close? I’ve seen as little as less than 10% and as high as 66%. The challenge is not so much the figure, but what you can rely upon from your sales organization. Of course, you want that figure to be as high as possible. Sales predictability can arguably be a product of the previous two discussions around visibility and accountability.
Given the instituting of process, structure and discipline combined with honest and ongoing communication, you are on the road to having that sales organization that is visible, accountable and predictable.
Now, here is the kicker. This road travels both directions. As you desire and ultimately expect your sales organization to be more visible, accountable and predictable, you best ask yourself if you are visible, accountable and predictable. Anything short of your not walking your talk spells frustration, mixed signaling and falling short of expectations. But, that is the topic for another discussion.
About Metricsboard: We are an online benchmark company that provides free business performance benchmark assessments. The benchmarks are automated and take less than 10 minutes online to complete. In return, you receive a full results report with comparison data on best practices, a maturity rating against your competitors (peer group) and strategic recommendations. There is a complimentary benchmark you can take for Web 2.0 Marketing, B2B Sales, IT Infrastructure, Human Resources, Procurement and Corporate Communications. Your privacy is protected and you will not receive any sales follow-up calls.
http://www.metricsboard.com/blog/?p=251
My friend, Rick Toma, of Metricsboard has some great advice for sales leaders.