Vayu Media Articles: September 2009 Archives

The key thing to understand about how search engines work is that they index pages, not websites. In that regard, every page rises or falls on its own merits. On-page search engine optimization is an important factor for every single page on your website. So too is off-page optimization or link building.

That means that any inbound links you have pointing to a page are going to be considered by the search engine algorithm for the purposes of PageRank and ranking. While inbound links from other websites will carry more overall weight, if they are good links, you can't discount internal links. Those will often be your first inbound links to every page. But the most important inbound link to your website (indeed, to every page on your site) is that first inbound link from elsewhere.

No web page at all will get crawled and indexed without at least one inbound link. If your site is up and ready and has a great internal link structure but no inbound links from anywhere else then you all you have is a great site in a vacuum. It won't get crawled. You need at least one inbound link from somewhere to any page on your site. Then, that page will get crawled and every page on your site linked to from that page will get crawled as well as any pages linked to from those pages.

Once you get that first page indexed then any inbound links from within your site will get crawled and the other pages indexed. That doesn't mean you should build one inbound link from somewhere else then stop. But it does illustrate how critical that first inbound link is to your website.

After that first link, your internal site navigation links are pretty much like any other inbound link. They'll be judged on anchor text, link age, domain age, page age, relevancy, and all the other factors that every other inbound link is judged by. Do they pass PageRank? Yes. Do affect PageRank? Yes. But if you're sitting at PR 0, how's that going to help you?

When it comes to link building, you need to think long term. Build a diverse link portfolio, but don't count out your own website

Viral marketing has changed a lot over the years. In the early days marketers would write tons of articles and distribute them through article directories, attracting thousands of links in a few days. The reason this worked is because those marketers were able to write great articles that publishers didn't mind printing. And they put their own links at the bottom in the author's resource box. That was good promotion.

Other forms of viral marketing sprung up as we entered into the new millennium. Article marketing still works, but now viral marketers have blogs, video, social media, and a collection of friends built up from doing business online. Even ad networks can become a viral hit if done right.

The way viral marketing works, no matter which medium you are operating in, is you - the marketer - produce great content that gets people excited about something. It can be an innovation in technology, something funny or controversial, or anything that people will respond emotionally to. It's got to have some kind of emotional appeal. That's the attraction.

If you are really good at producing something with emotional appeal then people will link to it. They will also share it with their friends. Soon, it takes on the qualities of a virus and spreads on its own. Good viral marketing campaigns spread so fast you hardly notice it happening. That's when you know you've done your job as a marketer and you've done something to be proud of.

In the past, business used the Web  primarily for Brochure Web Sites. These are  simple web sites which provide information about the business, its products and services.

Even in those early days of the Web, having your web site found and visited was a significant obstacle due to the number of web sites online. Thus the advent of Search Engine Optimization (SEO). Today, the user generated content of Web 2.0 has caused an explosion of content on the Internet, making it even more difficult to "Be Found".

Why Search Engine Optimization
Search, using Search Engines, is still the most popular method to find the products, services and information required by Internet users. Therefore, if your web content is to be discovered by Internet users, obtaining good visibility in Search Engine Results Pages (SERPs) is imperative.

What is Search Engine Optimization?
Search Engine Optimization is the process of fine tuning web sites, Blogs and other online content to achieve visibility by obtaining rankings in the first three pages of Search Engine Results Pages (SERPs) for a particular keyword or keyword phrase.

The Black and White of SEO
Search Engines have "Terms of Service" which outline the techniques which are acceptable to improve the visibility of web site content in the Search Engine Results Pages (SERPs).

Black Hat SEO are the techniques used by unethical companies and consultants to trick the Search Engines into giving web content high visibility in the SERPs, when in actual fact it has not gained the required relevance and authority for inclusion. Black Hat SEO can actually get you unlisted and banned from major search engines like Google.

White Hat SEO are the techniques used by ethical companies and consultants to improve the development and quality of web content so it will obtain high visibility in the SERPs within the guidelines set out by the Search Engine's "Terms of Service".

The Search Engine Algorithm

An Algorithm has been defined by Princeton University as "a precise rule (or set of rules) specifying how to solve some problem".

Although the Search Engine Algorithms evaluate numerous On-page (located on the web page itself) and Off-page (not located on the web page itself) elements to determine SERPs placement, the two primary elements of the Algorithm's evaluation are Relevancy and Authority.

Topical Relevance
Search Engines determine Relevance by evaluating the keywords and phrases used in the Search Query and comparing those keywords to web pages indexed in the Search Engine's database.

On completion of an analysis process which evaluates numerous On-page web page elements, the Search Engine delivers the results considered to be most relevant to the searched topic.

Topical Authority
In addition to Relevance Search Engines also factor in how authoritative the web content is perceived to be.

The Search Engine Algorithms evaluate numerous Off-page elements to determine how authoritative an item of web content is. The two primary factors determining authority are the number of links leading to the web content and the age of the Domain Registration.

On-Page Optimization
The purpose of On-page Optimization is to develop web content that is highly relevant to a specific topic through targeted keyword use.

The fundamentals of On-page Optimization are Keyword Research and the integration of keywords into web content in a Search Engine friendly manner. Although you are developing content which is Search Engine friendly, the first consideration must be for the human users.

The principle of On-page Optimization is the development of high quality topic relevant content which captivates the web site visitors' attention.

Off-Page Optimization
The purpose of Off Page Optimization is to increase the Authority of your web content. Increasing the Authority of your content is much more difficult and time consuming than optimizing for Relevancy. The primary technique used to improve Authority is developing a network of inbound links to your web site and content (Backlinks).

Search Engine Algorithms view Backlinks as a vote of confidence in the web site and its content. Similar to an election, the more votes, the more perceived confidence in the candidate, which in this case is the web site. In many cases the content with the most Backlinks has the highest visibility in the SERPs.

Search Optimization - Process Outline

A brief outline of the major considerations of any Search Optimization Program includes:

Web Site Analysis: A review of the web site's development code to ensure web sites are easily accessed and indexed by the Search Engines.

Keyword Research and Analysis: Research into the terms used by Internet users to find products, services and information. A couple of tools you can use for this are WordTracker and Google Insights for Search.

Keyword Research and Analysis also investigates the competitive environment surrounding the keyword or phrase such as:

How many web sites are targeting the keyword and phrase

The strength of the currently ranking web pages

Content Development: Developing well structured, keyword rich, content is a primary function of Organic Search Engine Optimization. The On-page Optimization of your web page with topical well integrated keywords is the most powerful Search Optimization technique you control.

Link Building Program: Link building is one of the most time consuming Search Engine Optimization tasks. However, it is a task you cannot do without. A Link Building Program includes numerous methods to obtain inbound links to your web site:

Giving other web sites a reason to link to you is imperative to the success of your Link Building program.

Web sites link to good content which is relevant and beneficial to their own web site visitors.

Developing high value, highly relevant content in Blogs, Online Press Releases and Article Submissions is the most effective Link Building technique available.

Other Link Building techniques include:

Directory Submissions

Social Bookmarking and Social Recommendation Sites

- Digg
- Stumbleupon
- Delicious

Request links from complimentary but non competitive web sites

Naturally, you want to link your Website to your Blog and your Blog to your Website. In fact, you want to link every element in the Web 2.0 marketing graphic to every other element possible building a spider web of links and cross-links.

Word of Caution: Beware of so called "SEO Experts" that promise you hundreds of links in a short period of time. Although they do exist and can get you short-term increases in the SERPS, "link farms" can get you unlisted and banned from major search engines like Google.

The Search Engine Optimization Program

The Search Optimization process is complex and time consuming. How you approach your business's SEO Program will depend on the human and financial resources available to your company.

Out Sourcing SEO
Out sourcing your Optimization Program to a Search Engine Optimization Consultant is often the most cost efficient and productive method to achieve your desired Online business objectives.

There is no denying Search Optimization is complex and ever changing. SEO Consultants work in the industry on a daily basis, noting the changing search environment and developing the experience and knowledge to recognize the problems and opportunities for business web sites.

It is this experience that only a SEO Professional can offer, the average business owner may have the will to develop, initiate and complete an Optimization Program, but rarely has the insight into the industry to ensure a positive result for the time and resources required.

In House SEO
In many cases the expense of a SEO Consultant may be beyond the budgeting constraints of the business. In these cases completing the SEO program In House or using a Hybrid In-house/ Outsourced combination may be the solution.

Before you initiate an In-house solution consideration must be given to the human and financial resources required. Do you have the expertise? How will working on a SEO Program affect your ability to complete the core business tasks required to keep your business running?

Should your business opt for an In-house solution it is imperative from the outset to identify goals and develop a step by step program to assure all elements are investigated and tasks completed in an organized manner.

The Last Word
Search Engine Optimization is an important aspect of your business's online activities. SEO cannot be overlooked and regardless of your circumstances if your content is going to be viewed by the public some form of Search Engine Optimization is a prerequisite.

Contact today Jennifer Dunphy, Vayu Media LLC, (800)-456-1563 , info (at) vayumedia dot com to get more information on our full service SEO services.

Pay-Per-Click (PPC) advertising is a great tool in the correct situation. Regardless of how small your advertising budget may be, it should be considered. As with any of the Web 2.0 marketing tools shown in the graphic below, PPC advertising has its pros and cons. In most cases though, the pros outweigh the cons.

Not Everybody is Your Customer

by Tim Berry

--------------------------------------------------------------------------------

This is hard to write about, and hard for business owners to accept. It seems so negative. Still, it seems like we all need a fresh reminder. Bill Cosby said it well: "I don't know the secret to success, but I do know that the secret to failure is trying to please everybody."

This reminds me, brilliantly, of how important it is to understand . . .

1. You need customers. The first thing you need to start a business, maybe even the only thing you really need, is customers. It all starts with at least one customer.
2. Who is your target customer. In detail. Not just generalities and demographics, not even just psychographics, but who is this person, what drives her, what does she really want from you, what does she like to read, eat, watch? Where does he live, and with whom? What does he drive?
3. Who isn't your customer. Sometimes the secret to success is who isn't your customer.

I was in a panel presentation not long ago alongside an expert in customer service. At one point, after she'd dizzied us with stories of Nordstrom retail clerks changing customers' tires and taking as returns products that Nordstrom had never carried, somebody asked, with just a hint of exasperation, "But how does a company stay in business like that? How do they make money? Who pays for all that?"

At which point, after a beautifully-timed pause, the expert said: "Yes, that is the question, isn't it . . . and pay attention, because this is the most important thing I'll say all night . . . you have to understand that not everybody is a customer."

John Jantsch, in Duct Tape Marketing, recommends that you start by profiling your ideal customer. Focus for a while on one person, whether he or she is your customer directly or the decision-maker for a business customer. Give that person age, gender, income level, likes, dislikes, favorite movies, songs, magazines, restaurants. Know that person.

If you've been in business, you can think of that customer fairly easily. Maybe it's a composite of several real customers.

A clear example of knowing who is and who isn't your customer can be found in the automobile industry. In theory, everyone who is over 16 years old and has a valid driver's license could be considered the target customer. But, if you take time to appreciate the ads for different vehicles you'll see that the marketing efforts are precisely pitched to narrow target markets.

For instance, the rich, deep, saturated colors, focus on high-quality features and refined accessories, the calm and quiet voice, and the sense of genteel conviviality of the Lincoln Town Car speaks directly to the well-heeled buyer. On the other hand, the spinning tires, clouds of smoke, screaming engine and 150 images a minute visual stimulation of an 800 horsepower, street-legal hot-rod TV spot is crafted especially for the hyper-active, quadruple-shot-enhanced-caffeine-energy-drink-quaffing youth.

Other industries segment their target markets. Some restaurants appeal to people in a hurry, or people on a budget, or people looking for a romantic rendezvous, or people who appreciate and seek out the taste treats presented by culinary masters. Every successful restaurant has carefully decided who their target customers are, and who they are not, and then manage their marketing efforts accordingly.

Whole Foods Market and PC Market of Choice are both grocery stores which specialize in organic prepared foods and locally grown organic fruits and vegetables. Their target market customers choose to spend more when buying groceries to get the benefits from healthier foods. Safeway or Kroger or Publix stores on the other hand focus on selling national brands, and target a different, often budget conscious, segment of the population.

Consider the Trunk Club, Joanna Van Vleck's interesting startup described in "Startup Success Story: The Trunk Club" in Up and Running at upandrunning.entrepreneur.com. How important is it that she understands who isn't her customer? She told me this herself:

• I realized that although I thought my target was women, women are normally closer to style. In general. So they aren't as likely to pay money for style consulting.
• Men have less ego invested. Some, in fact, pride themselves on not knowing style. In general.

• The metrosexual man is not my customer. He loves his own style and spends his own time and effort finding it.
• The man whose partner in a relationship likes to shop for his clothes is not my customer. She wants to do it. She doesn't want me to.
• The younger men on a budget aren't my customer. They can't afford me.

Notice how the "isn't my customer" routine helps define and position your marketing better.

A fast-food restaurant knows that the relatively well-to-do baby boomer empty nesters aren't their customers. On average. The sushi restaurant knows that the construction worker driving a pickup truck who eats at the Texas barbecue drive-through isn't its customer.

Consider Jolt cola. All the sugar and twice the caffeine. How important is understanding who isn't the customer.

Your blog, if you're doing a blog as a business, needs a focus. People don't care about your inner angst, but there are specialty niche areas all over the place. Old Volkswagen maintenance. Arranging dry flowers. The narrower you cut it the better. Sure there are some general blogs that work, but they started years before you did. Nowadays you need to focus.

It is imperative that you know your customers, and do adequate market research.

Ask yourself: Who is my customer? Who isn't my customer? Then focus your marketing efforts to reach your target customers most effectively.