Tag Archive for internet marketing

17 May 2013
internet marketing • seo • social media

How To Use Your Authority To Rank Higher


One of the factors that Google will be placing more and more emphasis on in the next few months will be the authority of a website.  Whether it’s page authority or domain authority, Google will be looking at those scores and it will be impacting your websites’ ranking in the engines.

For those of you who aren’t yet familiar with the authority issue, let me explain.

The goal of any search engine is to provide the best, most relevant search results for the user.  After all, who wants to get a list of car dealerships if they’re looking for pizza?  So, one way that Google accomplishes this is by giving websites a score based on the following factors…

a) how many other websites are linking TO this website?b) what is the quality of those other websites?
c) what words are the other websites using to link TO this website?

The more websites that link TO your site, the better.  The more websites that have high authority scores that link TO your site, the better.  The more links that are using your keyword phrases linking TO your site, the better.

Domain Authority vs. Page Authority

Now that you know the overall gist, you should also know that there are two types of authority scores.  Domain Authority and Page Authority.

Domain Authority – the overall score given to a website.  Basically an average of all the page authority scores.  Based on a 0 – 100 scale.

Page Authority – the score given to a specific website page.  Based on a 0 – 100 scale.

What Is My Website’s Authority Score?

You can use the following free tools to find out what your site is scoring.

Domain Authority Score Tool

Page Authority Score Tool

I would encourage you to do this for your online competition as well.  After all, it’s find finding out that your domain authority score is 52 but if several online competitors have a score of 81 then you know you have some work to do.

How To Increase Your Authority Score?

There are multiple “things” that you can do, just make sure to keep them all white hat (meaning don’t do anything to try to fool the engines).  If you do a search on your favorite search engine for ways to increase your domain or page authority you’ll get lots of information.

One article I found was by Neil Patel written back in June 2012 but it’s filled with lots of information and it’s a very good read so check it out.  Here’s a quick summary:

1) Make sure your website has a good architecture.  What I mean is that certain pages are in certain files.  If you’re a piano repair technician and you offer 10 different services for piano repair then make sure that each service has it’s own page on your website and that each page is in a folder called “piano services”.  The idea is to group like items.

2) Link these “like” pages to each other.  So, each of the 10 service pages should be linked to each other.

3) Use a variant of keywords in your content and in your text links.  If you’re marketing “piano services” make sure to also use phrases like “piano tuning” and “piano repair”, etc.

4) Write as much of your own content as possible.  The more unique, the more practical the better.  The whole idea is to continuously give out information.

5) Make sure to share your information on your social networks.  Social metrics are becoming more and more important so don’t dismiss them.

6) You can do all of this with videos as well.  It’s not just written content.

7) Be patient.  It takes time to build incoming links.  In fact, you must do it slowly.  It’s a red flag to Google if they all of a sudden see a large number of incoming links to your site.

Good luck.

 


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13 May 2013
internet marketing • seo • small business

How Much Should You Spend On SEO Services?


Today, May 13, 2013, an article came out written by Jayson DeMers asking the question, “How much should you spend on SEO services?”.  It’s a great article so check it out.

You may find it interesting to know that there are basically 4 different types of SEO payment models.  What I mean is that SEO companies charge their customers 4 different ways.

Monthly Retainers – where the client pays a monthly fee for a specific set of services.

Contract Services at Fixed Prices – where the client pays a specific fee for a specific service.  This would be something like making changes to a website or adding pages, etc.

Project Based Pricing – where the client pays a specific amount for a specific project.  Usually a one time service, not an ongoing set of services.

Hourly Consulting – where the client pays an hourly fee in exchange for consulting services.

At Eckweb we provide all four types of payment models.  Our prices are much lower than the normal SEO agency because we want to work strictly with small companies but I was a bit surprised to find out just how low our prices were.

Typical SEO Costs

So, hold on to your hats but according to a 2011 SEOmoz survey of 500 consultants and agencies, the typical SEO costs are…

Monthly Retainers – $750.00 – $5000.00 per month

Contract Services at Fixed Prices – broken down by service:
SEO copywriting – $0.15 – $0.50 per word
Site content audit – $500 – $7,500
Link profile audit – $500 – $7,500
Social media site setup – $500 – $3,000

Project Based Pricing – $1,000 – $30,000

Hourly Consulting Rate – $100 – $300 per hour

If you’re a small business owner you’re probably thinking something like “…there is no way I can pay these prices…”

I agree – the majority of small businesses could not pay these fees and as a result they won’t be able to compete on the Internet and as a result of that they wouldn’t be able to grow to get to the point where they might be able to pay these prices!

Eckweb’s SEO Fees

I admit, I want to work with small business owners and as a result I do keep our prices lower.  We work hard to give you the best possible seo services and we have many clients who are doing very well on top search results.  So, here are our list of prices.

Monthly Retainer – $310.00 per month

Contract Services at Fixed Prices – broken down by service:
Website Maintenance: .75/minute
SEO Copywriting: $85.00 for 500 word article ($0.17 per word)
Site / Link Audits: $200.00
Social Media Setup: $250.00

Project Based Pricing - varies but averages from $1200.00 to $3200.00

Hourly Consulting Rate - $45.00 / hour

In Summary

In the article there’s a paragraph warning about agencies that offer “costs lower than $750.00/month”.  I certainly understand their warning and I agree with that warning BUT, I also have many friends and colleagues who are honest and sincere business owners who simply cannot afford these types of prices.  I want to target that audience.

Overall, it’s a GREAT article and if you’re a business owner, I recommend it highly.  Most website owners think they have an awareness of what SEO / Internet marketing is but the truth is, they’re just scratching the surface.  You may understand that your auto’s carburator supplies a steady flow of gas to the engine but that doesn’t mean that you have the same knowledge as your car mechanic.  There are MANY more factors, big and small, involved in your auto’s engine and the same is true with your website.

 

 

 


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31 Jan 2013
business tips • internet marketing • seo

SEO – What’s It All About


I was never a fan of sugar coating or beating around the bushes.  Maybe that’s why I like New Yorkers so much.  They’re up front and honest.  It hurts sometimes, but in the end, it’s always the best type of communication.  How can any of us learn and grow if others around us don’t help?

But, to get to the point about Search Engine Optimization…

There’s a great deal of confusion out there about SEO (Search Engine Optimization) and what SEO actually involves.  One of the reasons is that there are many “opinions” and “theories” on what needs to be done to actually optimize a website.  And frankly, what works for one site may not work for another.

SEO is not a perfect science.  If the seo webmaster does “A” and expects “B” to follow, it just won’t happen.  The reasons are…

1) The competition for the keyword phrase plays a part.  After all, getting in to the top of the search engines for a keyword phrase that has 5000 other websites marketing that phrase is going to be A LOT easier than getting into the top of the engines for a keyword phrase that has 300,000 other websites marketing that phrase.

2) The demand for the keyword phrase plays a part.  If a keyword phrase is searched for 100 times a month then the amount of traffic that will be coming to your website will be very little, if any for that keyword phrase.  If the keyword phrase is typed in 8000 times a month, the traffic will be significant.

3) The construction of the site plays a part.  I know web designers do not want to hear this but it’s true.  If a search engine scans a website and the keyword phrases are found in the top 1/3 of the page, the chances of the site getting higher rankings is better than if the keyword phrase isn’t found until the middle of the page.  Also, the amount of coding on the page and the type of coding also play a part.

4) Reviews play a part as well.  What I mean by reviews are what others think about your service/product and what they say.  So, if you have 1500 Twitter followers and 350 Facebook Likes and good reviews on your Google+ page then your website will rank higher.  (Please know these numbers are not exact – I’m just show you an example)

So, as you can see, when your SEO webmaster tells you they can help you to get your website into the engines to get traffic, they’re not promising you anything, they’re just giving you the opportunity to accomplish this goal.  Believe me, no SEO webmaster (at least no legit ones) want the website to fail in reaching it’s goals.  How would that possibly benefit us?  Our goal is your goal, to get the website in a position where it’s bringing in traffic and sales.

What’s the point of having a business website if it doesn’t bring in business?

BUT – and this is a very big BUT.  It’s a collaborative effort.  I tell my clients all the time, “I know the Internet, but I don’t know your business.”  So, the content, the knowledge has to come from the website client.  It’s work, I  know but that’s Search Engine Optimization.  So, be prepared to work with your SEO webmaster – if you can’t provide the content then hire someone to write it for you or share the responsibility with your staff (or whoever helps you with your business).

A client today told me that he doesn’t want to put too much information on the website because he doesn’t want to overwhelm his visitors.  Yeah, that’s not true at all (and I said that to him).  It’s literally, literally impossible to have too much information on your website.  It’s not a book.  When someone visits the website they don’t see how thick it is.  They’re looking for information.  And guess what?  If the information is not on your website, they’ll find it on someone else’s website.  When that happens, which website owner will be more likely to get the business?

Just saying.

 

 


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16 Nov 2012
internet marketing • seo • small business

Pinterest For Business – Consider It


Recently (I mean in the last few days) Pinterest has come out for business!  That means that you can now have a personal account AND a business account with Pinterest.

Last night I attended a webinar on The Power of Pinning.  The presenter, Melanie Duncan gave some very good pieces of information that I think you might find interesting.  Pinterest hasn’t been around very long but yet it has managed to capture the attention of so many!  Anyway, here’s what I learned…

1) over 80% of pins on Pinterest are repinned (that means they’re being passed around)

2) because Pinterest is visual (and because people tend to click on graphics more than text) there are more people clicking through to websites

3) Pinterest is now driving more traffic to websites than Youtube, Google+ and LinkedIn combined!  Yep, combined!

4) If you’re selling products, it’s much easier to use Pinterest because you simply post your products.

5) But if you’re selling services then it’s best to create a visual representation of your service.  I’m talking about Infographics.

6) If you want to install a Pinterest tab on your Facebook page, you can do so through www.woobox.com/pinterest.

7) You want to try to pin original content as much as possible.

8) Of course, when you do pin something, link it to your website, your blog, etc.  The whole idea here is to link it through so that the Pinterest viewer will not only see that ONE image but they will click through to others.

9) You can pin images from your computer as well, the images that you pin on Pinterest don’t always have to be online.

10) Tall pins are more clickable.  She recommended 800 to 1000px high.

11) If you have videos on Youtube, pin them as well.  It doesn’t have to be just about static images.

12) Make changes to images by adding a “click here” button or banner or some other type of text message that asks for action.  This way the image is more than just an image, it’s a tool.

13) You can increase your conversion rates by 36% simply by adding the price of the product or service on your pin.  To get a price banner on your image simply type in the dollar sign and amount and Pinterest will do it for you.

I’ll be implementing some of these features for my clients and I can’t wait to begin tracking and seeing how traffic begins coming through.  But I do caution you to not expect it to be a one time process.  I go on Pinterest every day and I can tell you it changes quickly.  So, if you think that all you have to do is put up a few products here and there and you’ll get loads of traffic.  Sorry.  It’s going to have to be an ongoing process!

It’s hard work, like anything else!  Well, I hope you will implement some of these for your own marketing!  Let me know how it goes!

 


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26 Oct 2012
internet marketing • seo

I Love Infographics!


Infographics are SO Creative!!!  I know it takes alot of time and creativity to create them but I just love Infographics!!

Take a look at the creative one that Advanced Web Ranking created just for Halloween!

Halloween SEO Infographic Image

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07 Sep 2012
internet marketing • seo • small business

Focus On The Important Website Factors


These days with so many changes being brought out by Google and of course any of the social media programs, it’s important to focus on the important website factors that will help you to improve your business.

I just had a conversation with my copywriter about helping our clients through the process of website marketing.  You see, a problem we’ve been encountering lately with several clients is that they are getting caught up in the miniscule details of the website design or text that they completely oversee the focus of the project.

The focus of any business website should be to bring in business – right?

Let me repeat that – Business websites should bring in business.  If they don’t, then what’s the point?

We talked about a client who spent 6 months (literally) making changes to the content such as…

  • Changing a semicolon to a colon
  • Adding or removing commas
  • Moving a column of text 2 pixels to the left or the right (sometimes back to where it originally was months before!)

Now, we completely understand that grammar is important, aesthetics are important, usability of the website is important and of course, professionalism. No business owner wants a website filled with spelling errors. BUT, the reality is that there are MILLIONS of websites with MILLIONS of these types of “errors” on them and they are still bringing in business. Look, these types of changes are made throughout the life of the website. It’s inevitable. Websites are written, literally typed in by a human, so there will be human mistakes. Always. Be it real mistakes (like grammatical or spelling errors) or aesthetic mistakes (these will always depend on the viewer – beauty is in the eye of the beholder), there will always be mistakes to be corrected.

But focusing on just these issues, vs. the real issues such as creating new content or re-writing content to focus on new keyword phrases or social media  is a poor investment of your time.  And no business owner has time to waste!

Focus On The Important Website Factors 

And learn to let go of the rest.

The deeper issue here is that website owners who focus on these kind of miniscule issues are more than likely the same ones who fall behind on social media marketing.  Because they’re so focused on getting the most perfect copy or aesthetically pleasing page out there – they end up getting nothing out there.  They’re frozen by imperfection.

A client asked me yesterday how does Eckweb get it’s business?  For the past 8 years there has been only ONE way that I’ve brought in business and that is through my website and through my blog.  (You’re reading my blog now).  And as you can see, it’s not perfect.    I’ve been called the “Queen of run on sentences.” (it’s true).  I’m positive I have grammatical errors and probably spelling errors but I write like I speak.  It’s the easiest way for me to do it and my goal is to bring in business.  And believe me, both  my website and my blog bring in LOTS of business!

So, as we struggle to help our clients through this process and help them to move on to the next stage and actually market the website, we advise you to step away from the trees in the forest and try to, instead, focus on the forest.  Get going on putting the changes to your website that will actually bring in customers and sales.

If you have any questions or comments about how to focus on the important website factors for your own website, let me know!


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28 Aug 2012
internet marketing • seo • small business

Does The World Want What You Got?


It’s hard to tell someone that their business is no longer needed or relevant or worse, wanted.  I’m sure bookstores across the country are feeling this pinch, Kodak finally “got it” and is now selling their film business.  Other industries are also feeling the pang of change – are you one of them?

<h2>Does The World Need What You’re Selling Anymore?</h2>

One of the key factors in marketing is to give your audience what they want.  It doesn’t help your business at all if you only sell red shoes when your audience is looking for yellow shoes.  You won’t succeed with that attitude and these days – it’s not that difficult to figure out what your audience wants.

<h2>A Tool For Popular Searches</h2>

One tool that I like to use to help my clients is Google Insights.  It’s not the end all tool (I haven’t found one yet) but it’s a great tool to give any business owner some ideas of what is going on in their industry.

Lets do some examples…on the Internet Marketing industry….

1) I went to Google Insights and typed in “SEO” – and I see that from 2004 and worldwide (these are the default settings) the trend for SEO is up.  I then change it to scan just the United States and the trend is still up.  I then scan for the last 12 months and I see that there’s a recent drop in the United States for SEO.  That’s significant because it tells me that this particular term may not be as popular as it once was.

2) I do the same scan for “seo services” and I get a more positive graph.  I see that the trend for this search is maintaining – it’s not going up or down so that’s better.

3) I repeat the process with “internet marketing” and “online marketing” and I see the trends going down.  This tells me that I need to begin making changes to the pages on my site.  If the downward trend continues then I need to make sure that I begin marketing to whatever it is that my audience is looking for.

4) In the Categories section of these scans I see the category “Web Services”.  I do a scan then for the phrase “web services” and I see an upward trend.  I can then start doing some research on “web services” and see how can I adapt my services and my website to meet these searches.

5) I can also use Google Adwords Tool to help me refine the searches that are relevant to my audience.

THIS is how you keep up with what your audience wants and how you increase and sustain your business online.

Is it time consuming?  Yes.

Is it a bit of work?  Yes.

Is it worth it?  Absolutely!

 


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15 Aug 2012
internet marketing • ppc marketing • seo • small business • social media

I Want More Visitors To My Website!


The BusinessInsider.com has a great article for small business owners about SEO (Search Engine Optimization).

The main concept of SEO is that the listings are organic, natural.  This is in contrast to the PPC (Pay Per Click) listings on the right hand side which are paid listings.  Of course, the SEO listings cost much less than PPC but they are harder to attain simply because the search engine rules apply to them (and believe me, there are MANY rules!).

The article gave 5 very good tips for small business owners about what it takes to get higher SEO status.

1. Build your site for users

The idea here is to make the website as user friendly as possible.  I know, it’s “more fun” and “more unique” to make your website look different from other websites.  From an artistic point of view, that is very true.  But when was the last time you re-visited a website because it looked different?  Aesthetics are important, absolutely.  But usability is more important.

Of course, if you’re a small business that is in the business of aesthetics, then of course, the colour scheme and graphics on your website will be very important.  But if you’re an attorney, or a plumber, or a doctor or a million other “business type” of industries, your visitors aren’t looking for artwork or colour schemes.  Your users are searching for what you have to offer, your prices and how qualified you are.

Stick to what your potential clients want and give it to them.  Market your website to that.  Don’t spend months focusing on just the right background colour.

2. Become a subject matter-authority

I say this to everyone, clients, potential clients, people who ask me “What can I do to get more visitors to my website?” – the answer is simply, “Showcase yourself as an expert in your field.”  The way to do that on the Internet is with information.  The more information you put out, the better.

I just had a client tell me the other day that he doesn’t want to put out too much information, he would rather that the visitor see his site and then call him.  That may have worked years ago but these days, it’s just too easy to click the button and look for the information elsewhere.  And the user will find it.  Internet users for the most part want to engage via the Internet.  They want to email or make the purchase.  They want the easiest method possible.  And as a side note, as mobile usage gets bigger and bigger, this scenario will become even truer.

3. Do stuff to attract links

This goes in conjunction with the #2 tip.  If you have information on your website that is unique, that is relevant, that is important – others WILL link to you.  Just like I’m linking to this article.  I can’t say it any better than they did in the article so I’m just going to quote them.

The easier answer is that to attract links you have to do stuff. You have to give people a reason to talk about you. And on the Web, talking about you means linking to you.

“You have to give people a reason to talk about you. And on the Web, talking about you means linking to you.”

4. Increase social and be social

One of the most difficult things these days, for small business owners, is to become involved and to be consistent about social media.  (I know I struggle with it as well).  But the fact is that these days, social media is your online Chamber of Commerce, your online Networking Groups.  It’s simply part of doing business.

5. Think about performance

The final tip they gave is a great one.  It’s one that I argue with clients over almost every day.  Website Performance.  I literally have to beg some clients to remove huge flash movies or slide shows from their websites so that the site loads faster, content is seen easier and of course, it’s more mobile friendly.  I argue about buttons that aren’t seen easily (hard to read) and colours or patterns that make it difficult to read the content.  I argue about placement of buttons and size of graphics.

My goal is to get visitors TO the website, I have to do that first.  Then I have to get them to convert.  As an SEO webmaster, that’s my entire job.  But, in order to do that job, there are some features that have to be sacrificed.  Again, this loops back to the #1 tip.  Usability.  And not only usability for the Internet user, but Usability for the search engines as well.  If your large graphics or flash movies impede the search engines from scanning your site, then what’s the point?

A business website should be bringing in business.  Period.  If it doesn’t, stop fighting with your SEO webmaster, listen to them.  Hopefully they’re giving you these 5 excellent tips!

 


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03 Aug 2012
internet marketing • seo • small business

Forbes Declares SEO Dead


Last week, Forbes magazine came out with an article titled  The Death of SEO: The Rise of Social, PR and Real Content.

Basically, their point is that SEO (Search Engine Optimization) is manipulation of website pages to get top rankings and pretty much nothing else.  Well, if you’ve been in touch with your SEO company or your webmaster (who knows SEO hopefully) you are fully aware that is a very outdated concept of what SEO truly is.

So, with that being said, here’s my list of what SEO is all about.  If your SEO company is not talking to you about these key points, you might want to ask them why.

1) Keywords – search engines are just machines.  All they can do is match the keywords on the website pages with the keywords being typed in by the user.  No sense in marketing a website for the phrase “automobiles for sale” when the majority of Internet users are typing in “trucks for sale”.

Keep in mind though that search engines are VERY smart machines.  Especially Google.  They don’t hire people with PhD’s so they can just play video games.  There are about 200 different rules that the Google search engine uses to rank websites so it’s MORE than JUST keywords but it all begins with keywords.

2) Content – all the best keywords will not get you into the top of the engines because, guess what, those words have to MEAN something!  Someone asked me just last week if it was okay to just add a bunch of keywords to the bottom of his website pages in order to rank for those keywords.  Really?  That might have worked in 1995 but not today.

Content is King.  Has always been and until the Internet is no longer used to obtain information, it will remain King.  Unique, relevant, useful content is what Google wants to give to their users.  Put that on your website and you WILL not only rank higher but you will convert visitors.

This is NOT easy.  It’s the most difficult part of SEO and it will not happen with just one article or page of content.  You’re competing with many other websites for the prime spots.  If other websites in your field have 50 pages of unique content and you have 2 pages – well, do you REALLY think you have a chance of getting to the top of the engines?

3) Trust – years ago this used to be called Links or Backlinks.  The concept was that the more links TO your site from other websites was a good thing and would help rank you higher.  The theory behind that was that if other websites linked TO YOU then you must be important.  You must know what you’re talking about.

But today, it’s really about Trust.  A link TO your website from another website has to show that they trust your information enough that they want to share it with their audience.

These days, that trust is built through Social Media.  Someone on Facebook trusts the information you have on a website page so much that they link back to it from their Facebook account.

THAT’S A BACKLINK

Whether it’s Facebook or Twitter or Pinterest or whatever other social media program, that’s what Google is looking for.  They’re looking for people to talk about you and those are the backlinks that you want.

4) Accessibility – It used to not matter much how websites were created.  Whether it was html, asp, cold fusion, php – it didn’t matter.  Whether it was hand coded or created with a program, it didn’t really matter.  But today, mobile is taking over and with so many websites out there and so many people going on the Internet – the demand for bandwidth is very high and will only get higher.

For website owners and for SEO webmasters, this means that the coding and structure of the website MUST be as streamlined as possible.  No point in having a website optimized with all the best keywords and content if it takes 6 seconds to load.  The user will have left the site 3 seconds ago.

So, these are the 4 basic concepts of SEO.  Personally, I don’t see search engines as programs to be manipulated.  I see them as an institution.  And if I want to join that institution then I need to know the rules to join.


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29 May 2012
internet marketing • small business

Google Earth Pro – Is It For Your Business?


Many of you have already used Google Earth.  If you haven’t, I don’t know what you’re waiting for.  But, you may not be aware that their is a PRO version.  It’s $400.00 per year and it may just be something that your business can use.

Google’s Small Business Blog has a great article on Google Earth Pro – check it out!  There’s even a link to a free 7 day trial version.

But Is Google Earth Pro For YOUR Business?

Well, if your business has anything to do with the earth’s terrain, then YES.

Here are some ideas from Google’s article on the type of businesses can use Google Earth Pro and how they can use it.

  • Advanced measuring tools: Quickly and easily measure and stylize complex polygons. Property developers and building designers can quickly estimate the area and perimeter of a property. Afterward, they can quickly stylize the polygon so it’s easily seen on their map.
  • Save premium imagery: Save premium images of the maps you create in Earth Pro for inclusion in your business materials. Save a premium image of all your customer locations to share with your investors.
  • Bulk data import: Import and stylize CSV files (with address or lat/long data), GIS shapefiles, or GPS data to include in the maps you create. Real estate agents quickly upload and locate all the properties in their portfolios by importing CSV files containing the addresses of their properties.
  • U.S. premium data layers: Take advantage of the robust U.S. Demographic, Parcel and Traffic Count data layers that are a part of the Earth Pro package. Architects fly to the location of their next project, use the parcel data layer to find the parcel number, and use the parcel number to find the zoning restrictions for the property they’ll be working on.
  • Movie Maker: Quickly and easily create high-definition movies. Nature touring companies create high-definition videos using Earth Pro that take you along the path of their tours.

I thought these were very interesting.  Of course, you will want to measure it’s effectiveness, both in any cost cutting measures as well as how well they bring in revenue.  Just like most things on the Internet, it’s all about trying and testing!

What do you think?


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