I read this wonderful post on SEO Design Solutions, one of my favorite feeds.

Websites do not optimize themselves, but knowing what to expect is instrumental prior to embarking on the journey of targeting competitive keyword verticals.

1. It takes time: Like anything worthwhile, good things come to those who wait? Of course while you’re waiting, you could always spend money on PPC if you are impatient. Cost for cost (SEO pricing vs. PPC) is all about cost to value received, SEO is an investment while PPC is just like paying rent. Sure, they both drive traffic, but one is far more sustainable than the other (providing less risk and greater reward).
2. You may have to change a few things: There is a reason why sites that are optimized and ones that are not rank differently. It’s all about the continuity of purpose that unifies each page in a site for a particular purpose with optimization and the best sites only have minor differences on the outside. It is what occurs on the level of site architecture, naming conventions, meta tags and internal links that can rank of tank a site, so don’t be surprised if some pages don’t make the SEO grade and need a slight makeover to change things up.
3. Monitor the baseline: You need to know where you’re at, to understand where you’re going. What metrics matter most? The answer is simple, traffic and conversion, but more importantly more relevant traffic and using a diversity of related semantic content to target a market and not just a few keywords.
4. There is no such thing as too much Keyword Research: Keep in mind that what is relevant and hot today, may be yesterday’s news tomorrow. There is no such thing as too much keyword research, so dig deep into trends while improving traction for your markets root phrases and lucrative two and three word keyword combinations.
5. Understand the value of perpetual momentum: Once a site gains a significant foothold in a niche or market, the barrier to entry lessens. Specifically the more related and overlapping keywords surrounding a contextual array of phrases you optimize for, the better. Each page optimized for 3 distinct keywords can translate into dozens of keywords if a website has authority. The more authority a website has, then the less you have to concern yourself with optimizing for keywords, just the mere fact that someone searched for a related phrase or keyword that happens to exist on some page in your website, if you have more authority then your site can outrank your competitors based on the degree of trust it has acquired.

For many years I lived in South Florida and for many years, while I was there, I often visited the Riverwalk in Ft Lauderdale.  If you’re not familiar with the area, it’s a busy street of shops, bars, restaurants along the New River in Broward County.  There are usually several bands playing, lots of folks walking their dogs, birds, lizards, whatever (you know South Florida – it’s crazy down there!).  Anyway, the Riverwalk was always one of the very best things to do in Ft Lauderdale.

Just the other day a friend of mine told me that the restaurants in that area are closed.  During this “snow bird season” the Riverwalk is normally filled with people, music and entertainers.  But, as she walked there last Saturday, there were just a handful of people walking around.  Many shops were closed, almost all the restaurants were shut down.

Of course that news saddened me and it also surprised me a bit because I didn’t realize the impact the recession has had on that economy.  Now that I live in Atlanta, I just don’t see the impact of the recession here as much.  Hmm – maybe John Edwards is right about one thing, there really are 2 Americas.

But that story also got me thinking about the new economy.  What are the new customers of tomorrow going to look like?  What will they do?  And more important, what can businesses do today to get ready for those new customers?  After all, no one wants to end up on a quiet street with a “closed” sign on their door!

Jeffrey Gitomer Had An Answer

So, some of you know I’ve recently begun working with a business mentor, John Miller and he’s truly been wonderful.  After 10 years of doing SEO, I’m finally learning some things about actually running a business!  Anyway, John introduced me to Jeffrey Gitomer and an article that he wrote about the “new customer”.  Hmm – guess I’m thinking in the right direction!

But basically, Gitomer goes on in his article talking about what the “new customer” of tomorrow looks like and here are his bullets…

* He’s going to decide somewhat slower. He’s been hesitating for more than a year.
* He’s angry about the value of his home, and the value of his investments.
* He will not be doing business the same way it’s been done before.
* He will not be banking the same way he banked before.
* He will not be advertising the same way he advertised before.
* He will not be buying a car the same way he did before.
* He will not be buying a home the same way he did before.
* He will not be investing the same way he did before.
* He’s online. Checking out your website – and your competitor’s website.
* He’s socializing. Telling everyone what’s happening in his world and the world.
* He’s Tweeting, Facebooking, and Linked-In-ing. Social media is still a firestorm.
* He’s blogging about his experiences with you, for the world to read.
* He’s YouTubing about his experiences with you for the world to watch – by the millions (any questions United Airlines?).
* He’s Googling, not yellow-paging.
* He’s texting. A lot.
* He’s using his mobile device to do damn near everything.
* He’s WiFi-ing in his hotel room, on the plane, in Starbucks, and at home.
* IF he’s reading a paper, or getting the news, it’s online.
* He’s as likely to watch The Daily Show, The Colbert Report, or listen to Howard Stern for news as he is to watch a network “news” person read a tele-prompter.
* He’s purchasing after midnight. By the billions.
* He’s looking for ease of doing business with you.
* He is value oriented, but will look to price as part of the decision.
* He wants a relationship.
* He wants, needs, and expects GREAT service after the sale.
* He does not want to wait for anything or anyone.
* He needs help and expert advice.
* He’s looking for ideas and answers.
* He can check your price and your facts in two seconds or less on Google.
* He knows as much about your product as you do.
* He knows MORE about your competitor’s product than you do.
* He can pay right now IF you can take a credit card online.
* He expects someone to answer the phone when he calls that can actually HELP.
* He is SICK of off-shore call centers, erroneously called “help desks.”
* He is SICK of you telling him how important his call is while he stands on hold.
* He is SICK of your recorded hold message.
* He demands the truth. All the time.
* He no longer trusts the institutions he used to hold sacred.
* He expects you to be as computer literate as he is.
* He needs to be understood and feel your sincere concern.
* While you are qualifying him, he is qualifying you.
* If he needs a referral or recommendation, he’ll go to Craig’s list or Angie’s list or Google or his next door neighbor, or anyone else but you…UNLESS you have video testimonials online.

You can read his entire article here on his facebook.  And it’s an interesting read.

So, go through this list a few times, take it to your next staff meeting (even if it’s at the kitchen table) and make a list.  What is your business doing to meet this “new customer” on his terms?  More importantly, what can your business do to meet this “new customer” on his terms?  Create your to-do list and start right away.  Because in my opinion, that new customer is already here.

The future world of customers is rapidly changing and as a business owner, you MUST keep up.  I know, technology has taken over our lives and our businesses but in many ways, it’s still in the first stages.  We’re still in the “model T” era of integrating computers and technology into our businesses.  This video below is just one example:

What Cisco is trying to tell you with their “borderless business” concept is that growing your business in the future means integrating technology into your business today.  And integrating technology in such a way that the possibilities are seemingly endless.

It’s really all about bringing people and ideas together.  No matter where you are on the planet, technology can bring you two together.  So, it doesn’t matter what you do or sell, if you can establish yourself as an expert in your field, you will be sought out.  By everyone searching for your expertise.

Your customers are changing because they’re getting smarter.  They’re learning everyday more and more about how to conduct searches on the Internet.  How to use social media for reviews and background checks, (well, sort of background checks).  They’re doing what their parents did at business chamber meetings, they’re listening to what others are saying about you only this generation is doing the majority of the listening online.  Via emails, blogs and other social media venues, they’re listening.

So, as a small business owner, your job to keep up with all of this is to establish yourself as an expert in your field AND make yourself available via multiple venues.  Here’s how you can accomplish this and build your business.

1) Showcase what you know via a blog.  Use that blog to “talk” to your customers.  Tell them what you’re up to, what the company is up to, what the industry is up to.  Give them facts and details but keep the information as informal and “laymen” as possible.  The idea isn’t to dazzle them with fancy words, the idea is to dazzle them with what you can do for them.

2) Make yourself known through social media.  Facebook, LinkedIn, Twitter and now Google’s Buzz are all the rage.  Why?  Because they’re easy to use.  Quick, fast and filled with tons of information about individuals, companies and much more.  Your customers will get to know you and your company.

3) Invite others to follow you, join you, listen to you, etc.  If you’re taking the time to use social media then flaunt it.  Place your social media icons everywhere.  On your email signature, in your website, everywhere!  Get folks to follow you, listen to you.  They are your greatest assets.

Long tail keyword phrases are one of the very best SEO tools available. If your SEO webmaster is not utilizing long tail keyword phrases, you may be missing out on a very important segment of your target audience.

You see, long tail keyword phrases are usually the most profitable phrases because they are most often being typed in by Internet users who are ready to make the purchase.

Think about it. When you begin a search you begin (usually) with a general phrase and the more information you learn about what you want or need, the more specific phrases you type in. The long tail phrase is that specific phrase.

I took a look at the statistics for several websites that our SEO Firm is marketing and here are the results…

The 6 keyword phrases that converted 100% for Atlantis Plumbing were…
1) ga underground leak detection
2) plumbers in douglasville
3) plumbing leak detection marietta ga
4) polybutylene piping lawsuits
5) water main pinhole leak
6) water pipe excavation

The 5 keyword phrases that converted 100% for Certified Windows and Doors were…
1) hurricane proof sliding glass windows
2) hurricane window contractors broward county florida
3) manufactures in pompano bch fl
4) pgt approved south florida contractors
5) windows and doors miami

The 5 keyword phrases that converted 100% for Florida Divorce Law Online were…
1) divorce papers lee county fl
2) file for divorce in cape coral florida
3) florida divorce papers
4) limited representation agreement florida divorce
5) divorce lawyer online

This tells me (and it should tell you too) that the kind of people who type in long tail keyword phrases are the kind that are ready to make the purchase.   So, take a look at the keyword phrases your website is marketing.  Are they long tail phrases?

Experimenting here, if I wanted to steal some bandwidth from a website – actually, I suppose my goal would REALLY be to steal the image but not only is it bad enough that I steal the image but the way that I do it, I may compound the bad karma by stealing bandwidth as well.

Usually, when you post an image online it’s something to a local file.  But if you post it directly from the website it came from, like this…

http://www.mauslawfirm.com/images/ad-home.jpg

Then you are stealing bandwidth.

So, as a responsible website owner, webmaster, designer, whatever – what do you do?  Easy.  You enter the following code into your .htaccess file.

RewriteEngine On
RewriteCond %{HTTP_REFERER} !^http://(.+\.)?domain\.com/ [NC]
RewriteCond %{HTTP_REFERER} !^$
RewriteRule .*\.(jpe?g|gif|bmp|png)$ /images/stop_stealing_bandwidth.jpe [L]

Create an image and name it stop_stealing_bandwidth.jpe

So, that’s the story on saving bandwidth!

Yesterday, my business coach pointed out that I very much write like I talk.  He told me “…that’s a good thing.”  (I wasn’t sure!).  But he then followed it up by commenting on my “tone” when I write.  (So, I’m assuming it’s when I talk as well).

Anyway, he mentioned that I “challenge my readers” – in not a very nice way.  Hmmm – at first I didn’t really understand but after he pointed out some examples to me I got the idea.   I guess that’s the Sicilian in me coming out – I’ll have to watch that.  So, if I sound a bit “rough” in my blogs, I apologize, it’s truly not intended.  But feel free to let me know when you notice it in my writings.

I know I try to get my clients to write as much as possible and many of them tell me it’s not easy but I remind them that if they can talk, they can write.  Blogs are so perfect for that.  Just say what’s on your mind and say it as if you were talking to someone over lunch.  Sure, everyone could have “better” writing, but, we could also all be better drivers.  That doesn’t seem to be stopping us from driving!

Well, Google is getting closer and closer to our lives.

They give us the world with Google Earth (and beyond I must say) and they give us our neighborhoods with Google Street View but soon, it seems, we may have the inside of our shops and who knows what else?

An article on SearchEngineLand.com gives us an insight into what Google may be planning!  Oh boy, pretty soon, we’ll be able to just go to Google and “shop” the store right from our screens!

Hmm – brings up alot of interesting different scenarios.

So, if you’re a brick and mortar business imagine what it would be like to be “on screen” in Google.  Would you spify up your shop?  Build new displays?  I wonder if you could “invite Google” back for more updated photos?  Well, there will be lots of questions, I’m sure.  And who knows if this idea will even take off but it’s certainly interesting.  Don’t you think?

Do you love to text message?  Are you constantly text messaging?  Well, maybe not “constantly” but very often?

Are you frustrated with having to shorten your content within “x” number of characters?

Check out TinyBin.com – it’s free!

Basically, you go to tinybin.com – enter in a phrase or word that will become part of the URL that will be YOUR message.  Type what you want, it can be any size.  When you’re done, you are given..

1) A Direct Link – a url to your copy (so you can text message that url)

2) HTML link – you can insert this into some web copy if you so desire, or even your blog.

3) A link for forums and message boards

4) A link for Social DNS users.

Here’s my direct URL of my first TinyBin content – http://tinybin.com/eckweb

I’m not sure how it can be integrated besides using it for text messaging but the truth is, mobile web is just taking off here in the USA so it’ll be interesting to see what programs, apps, etc. will be coming in the next few years.  Who knows, this type of program may be very handy!

Give it a try!

So, this year I’m working with a great business coach.  He’s helping me to shape Eckweb for the future.  One of the topics we’ve been discussing lately is communicating with clients.  His advice is to “talk” to clients on a regular basis.  You know, pick up the phone and talk.  My response is “I wish I had the time.”

So, we’re working on that.

But, I have to say, this issue has always been a dilemna for me.  I mean, my job as an seo webmaster is to get my clients used to working with their websites and the Internet.  I’m often dragging them there, away from their phones and fax machines!!  I know all this technology is still new for some folks but frankly, they have to learn it.

If a business has a website and they don’t use it, what’s the point?  They’re missing out in a very big way and the truth is, in just a few years, they may very well be out of business because they’ve gotten so far behind in technology.

I stress to my clients that the best way to contact me is via email.  The reason for this are several…

1) Having clients across the country means clients are in several different time zones.  Instead of holding off until “tomorrow” to make the call to get an answer to the question, sending out an email can often mean that the answer will be there waiting for the client when they come in the next day.

2) Running a small business (and I’m sure many of you can relate) means that I wear many hats throughout the day.  Needless to say, I’m extremely busy.  And the type of analytical work that I do as an SEO webmaster means that I’m often buried in some complicated program or coding.  Stopping to answer the phone is not just a time issue, it’s a problem getting back into the program I was involved in. Imagine taking apart an engine, all the pieces are in front of you but now you have to put it back together.  There are steps you have to take and if you’re interrupted at step 3 and step 5 and then again on step 9, you’ll have to take some time to regroup your thoughts to get back into that project for that particular step.  SEO is just like that.

3) The time!!  Most clients keep me on the phone for at least 20-30 minutes.  I’m sure it’s because they don’t often  get me on the phone but there are days that I could literally go from phone call to phone call and that just is not the most productive way to manage my time.  What I often find is that the client just wants to “talk” to me.  They want to know that I’m there (I guess).

4) Cryptic emails.  What I find most often from the clients who call me the most is that their emails are cryptic.  You know, they type in one question with no details and I’m supposed to guess what they’re talking about.

Have you ever played the game Taboo?  You’re supposed to try to get your team members to say the word that is on your card but there are certain words you can’t use (which are listed on the card).  So,  if you’re trying to get your team to say the word “airplane” you can’t use the words “flying” or “pilot” or “travel” or “stewardess”.  So, instead you often end up describing it.  So, your speech to your team would be something like…”this is something that you take when you go far away and need to get there fast”.

Some people have a very hard time with this game.  Instead of describing the word they just use another word.  “sky”  “clouds”  “hawaii”

That’s how cryptic emails are.  Just a few words but no details, no substance.  So, I email them back asking some questions and I usually get something like, “just call me – it’s easier”.

Yes, it’s easier, but the truth is, this person owns a website.  And the communication through that website is email.  Is that website owner going to call every single person who emails him a question?  Or emails a comment with their order?  We would all love to be able to do that but businesses can’t survive that way.  We need to learn how to communicate effectively via email and chat and social media.  Otherwise, we’ll be left behind.

So, I completely understand what my business coach is trying to tell me.  I know it’s important for customer service to “talk” to clients.  I would love to have the time to chat with them.  But the truth is, I don’t get paid when I chat.  I have to do the work which I am getting paid for, that’s where my time needs to go.

And my clients need to work with me to embrace this new technology they are so desperately fighting.  The Internet is not going away, social media is not going away, in fact, it’s getting stronger as the mobile market gets stronger.  So, embrace it.

I suppose, in the end, we’ll come to a compromise.  But,I just wanted to share my thoughts with you about this subject.  If you have any comments, just let me know.