Author: April Hall

Internet Copywriter

All props to Dr. Seuss for his great book “Oh, the Places You’ll Go!”; and all apologies for butchering its enlightening message…

As I was reading some graduating seniors this awesome book, it occurred to me that the lessons Dr. Seuss wanted readers to learn apply directly to SEO Internet marketing! Who knew this brilliant man would know how to spur success on the internet-he was truly a man before his time…

Oh, the places your SEO can go! Internet marketing lessons from Dr. Seuss:

1. Congratulations! Today is your day! Let’s face it-the advent of the internet is an amazing tool for advertising. Companies need to grab this opportunity by the horns and figure out how to get the internet to really work for them and drive profits.
2. You’ll look up and down streets. Look ‘em over with care. About some you will say, “I don’t choose to go there.” In an environment where there are numerous ways to use SEO techniques in an unethical manner, it is up to each business to decide how to approach the internet. Dr. Seuss (and I) would strongly advise you to be smart enough to not go down “any not-so-good street”.
3. And when things start to happen, don’t worry. Don’t stew. Just go right along. You’ll start happening too. Be patient. You may see other businesses enjoying great success with their internet marketing and begin to wonder when you will ever see results yourself. Don’t get caught up with everyone else’s success-stay focused on improving your own techniques and you will eventually see progress.
4. Except when you don’t. Because sometimes, you won’t. I’m sorry to say so but, sadly, it’s true that Bang-ups and Hang-ups can happen to you. No matter how hard you work, and no matter how proven your SEO techniques may be, you will notice that there are times when your page views drop or your incoming links die off. This does not mean that you have to drastically change your approach; times of slow-down are all part of the internet marketing process and should be expected. “Chances are, then, that you’ll be in a Slump… Un-slumping yourself is not easily done.” Even Dr. Seuss doesn’t have a quick remedy for internet marketing frustration…
5. Oh, the places you’ll go! There is fun to be done! There are points to be scored. There are games to be won. The trick to “un-slumping”, I guess, is just go keep moving on. There is so much success to be found in learning how to master SEO techniques, that you simply do not have time to get bogged down in any lags. Read up on what is working for other businesses, enjoy success stories, hone your SEO skills, but, by all means, keep moving!
6. All Alone! Whether you like it or no, Alone is something you’ll be quite a lot. Not a direct tie to SEO marketing here; I just love this page in the book. I guess sometimes we may feel like we are completely alone on our sites…
7. On and on you will hike. And I know you’ll hike far and face up to your problems whatever they are. I have every confidence that you are committed to improving your internet marketing strategies; otherwise, why would you be reading this blog. Successful SEO professionals are not intimidated by challenges, they are energized by them!
8. And will you succeed? Yes! You will indeed! (98 and 3/4 percent guaranteed.) KID, YOU’LL MOVE MOUNTAINS! Today is your day! Your mountain is waiting. So… get on your way! Who better than Dr. Seuss can tell us to quit moping around and get to work?! No one can guarantee success in internet marketing (not even the ever-optimistic Seuss himself); but we can all have a better chance at it when we continue to improve our efforts.

Happy Graduation to all of us! Let’s get to work finding ways to better perfect our SEO strategies and moving those marketing mountains, shall we?

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Author: Henry Adaso
Web Copywriter

Link building, a term which generally refers to the strategies people implore in order to attract inbound links, is a good way to improve search engine ranking. Web users sometimes worry that building links too fast might land them on Google’s bad side. The truth is, as long as you’re building links organically it doesn’t matter how fast you do it. I’ll get back to that later, but for now, here are 5 reasons to get started with link building:

• It gets you noticed: Link building gets you clean, direct (almost always free) click-through traffic. If you’ve been blogging for a while with no real traffic success, link building just might be the tool you need to get closer to your dream of becoming a webtrepreneur.

• Your readers will like you better: Your readers come to you for the unique insight you have to offer, but they also like to get other people’s perspectives on the same issues. So, linking off to fresh web content elsewhere that they may not have noticed will make them happy campers.

• Google will like you better: Linking to legitimate sites is a great way to improve Google ranking — even better, if they link back to you. As I mentioned earlier, the key is in cultivating links naturally.

• Others will appreciate your gesture — and probably return the favor: Directing your readers to valuable content on other people’s sites engenders a feeling of gratitude on the other side. It’s still one of the most effective reciprocal linking strategies.

• All the cool people are doing it: Take a look around. Every successful site is making link connections (internal and external) these days. It’s the Internet version of neighborhood block parties, minus the ol’ skool boombox.

One more thing (aka fine print):

Not all links will get you the search engine optimization success you’re looking for. Linking to scam websites or other “bad” sites, for example, is an easy way to get penalized by search engines. In the same vein, starting a random blog about gulpers and purchasing 10,000 inbound links in one day isn’t exactly smart link building technique. Peruse the website you’re linking to and see if it can be valuable to your readers. Reciprocal link is better than no link at all. Form good relationships with other bloggers. That will enable you to send brief, polite link requests to them whenever you have something unique to offer.

Keep in mind that it may take a while before your efforts start to yield dividends, so exercise some patience.

Happy link building!

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Author: April Hall
Internet Copywriter

After reading Henry’s blog yesterday it’s clear that although business blogs can’t be the end-all for your marketing plan, they are a great way to augment your internet advertising campaign. Blogs are usually easy to read, provide some personal insight into the organization and are a great way to promote social networking. But for busy business owners, the question becomes: do you try to squeeze in blogging into your already stressed workday; or do you leave this type of writing to professional copywriters?

I can do it!

Many business professionals believe (and rightly so) that they know more about their business than anyone else. No matter how many balls they already have in the air, there are some individuals who choose to add yet one more: the title of a business blogger. And, there are some definite advantages to maintaining a business blog yourself:

• You know all there is to know about your industry, as well as about your organization. No independent research will be required to write intelligently about even the most obscure part of what your company offers. A successful business owner not only knows about their company, but they love talking about it, as well.
• You have a vested interest in the success of the blog. To you, the blog is not just another project, it is an integral part of the success of your organization. You will approach each entry as a way to promote your business and increase your profitability. What better motivation could there be?
• You may be able to save money on internet marketing costs. This is an important consideration, particularly for small businesses that have to watch every advertising dime. However, before you put too much weight on saving money, keep in mind that you may reap more benefits with a professionally-written blog than you would with an average blog that you write yourself.

I could; I just choose not to…

After a while, you may decide that blogging is fun, but it’s taking up too much of your time. There are some great reasons to choose a professional copywriting service to handle blogging for you:

• Thorough research on intricate topics. Using keywords, a professional blogger can drive people to your site who may otherwise never have found it. They can draw out aspects of your organization that are keyword-rich; and after some research, write very good blog entries about it. You might be surprised at how intelligently a professional writer can write about the services you offer your customers.
• No added responsibility for your workday. Wouldn’t it be great to just visit your site and voila! A new blog entry is magically there? This can happen if you hire a web development company that offers blogging services. Just make sure you have found a reputable company that can demonstrate proven results for previous clients.

What pros and cons have you guys found when it comes to professional blogging versus do-it-yourself?

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Author: Henry Adaso

Web Content Writer

Dispelling some misconceptions and half-truths about business blogging

When people hear about the prospects of blogging for profit, they get funny ideas about the process. Blogging can add value to a business in countless ways, but it’s hardly a one-size-fits-all. Just ask any successful business blogger and they’ll tell you how tricky it is navigating the waters of blogging as a promotional tool. For the rest of us, here’s what you need to know before jumping on the bandwagon.

1. Blogging leads to higher revenue
The biggest misconception about blogs is that they automatically lead to an increase in revenue. Well, at least not directly. For the most part, the idea is to build an audience and brand your image in a way that helps establish your company’s presence on the web. As Eric pointed out in his piece, Intangible Benefits of Social Networking,� people feel more comfortable buying from companies they recognize.

2. No one reads blogs
As silly as it sounds, blog skeptics still exist. No wonder so many companies miss an opportunity to expand their customer base and keep existing customers happy by connecting with them through blogs.

3. Blogging is for web savvy people
In actuality, it’s so easy even a Geico caveman can do it. Then again, those Geico cavemen can also do the electric boogalo. But I digress. Of course, it helps to know a thing or two about writing for the web, but with the advent of various novice-friendly publishing outlets, there’s something for everyone.

4. I don’t have to blog regularly
You don’t have to blog every day to be taken seriously, but it’s important to keep your business blog constantly updated with fresh content. If readers are greeted with a ‘Gone Fishing’ sign every 2 weeks, they’ll probably click over to the next blog on their bookmark.

5. It’s OK to fake it
It’s absolutely not OK to advise people on a subject you’re not familiar with. If you’re not qualified to talk about hangover remedies, for instance, leave the job to those who are well experienced in that area. In a world where everyone’s an expert, your reputation will go a long way in setting you apart from competitors.

6. Formatting? It’s just a blog
Believe it or not, how you present your posts matter to readers. Keep it short, concise, and relevant. Avoid posting in formats like PDF, MS Word, or others that may require new readers to download additional software. If you’re unsure, consult these effective web writing tips before getting started.

7. Business blogs are supposed to sell products
Don’t bore readers with sales pitches. No one wants to hear you ramble about your product. Instead, provide readers with valuable information and helpful tips.

Remember, the ultimate goal is to establish your image as a respectable brand. If you do that successfully, good tidings will follow.

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Author: April Hall

Internet Copywriter

Just when you thought Google couldn’t get any more intrepid, there was this announcement earlier this week by Brandon Badger, Google Product Manager:

“The launch of Google News on Google Earth is a milestone in the evolution of the geobrowser. By spatially locating the Google News’ constantly updating index of stories from more than 4,500 news sources, Google Earth now shows an ever-changing world of human activity as chronicled by reporters worldwide. ”

What? It’s true. You can now use Google Earth to track down the most pressing stories anywhere in the world. I am still impressed that I can actually zoom into my parent’s land in Oklahoma and see my old house; so I was flabbergasted to find out that I could actually read some of the local news and see who was being elected to the county commission and who was being arrested for delinquent child support payments. Interesting stuff going on on the Oklahoma prairie…

After getting caught up on the hometown gossip, I started to wonder if there was a way I could use Google News for keyword ideas. And, of course, there was. Our company is based in Houston; so I did a quick Google Earth target for the Houston area and got this:

Each of those little newspapers is a local news story, and I quickly discovered that each of those stories was a goldmine of keyword targets:

• A local gas company is set to move out of the area (could affect local energy prices)
• A chain grocery store is launching a savings initiative in Houston (saving money on groceries)
• Report of a successful business expo (ways to promote local business)
• A small local airline is reducing the number of flights (alternative local entertainment)

These are just a few, off-of-the-top-of-my-head attempts. You could find almost endless possibilities to create keywords, particularly long tail keywords, using this fantastic tool.

One of the most effective means of search engine optimization is to figure out how to capture searchers who are looking for local products and services. They may hear a local news story about energy companies going out of business and begin to worry if the cost of their own utilities is going to go up. If your company has created some great content using keywords about rising energy costs in your city, combined with the low energy prices offered by your company, you may just attract a whole new group of internet searchers.

All of this means that now Google Earth holds an entirely new fascination for me, besides being a truly fantastic time waster. In addition to a great way to wow my own kids with images of New York City, The Sahara Desert and Nana and Papa’s house, it is also a new tool for keyword ideas. If you haven’t yet explored Google News, you should really do so. There is also a New York Times feature in the Gallery. What other ideas do you guys have about ways to use Google Earth in internet marketing?

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Author: April Hall

Internet Copywriter

Yes. Microsoft needs help. The reality is that Microsoft comes in a distant third to Google and Yahoo when it comes to search engine marketing. Further, Yahoo barely comes within striking distance–or, rather, doesn’t even come close to striking distance–to Google’s share of internet searches:

So, what’s poor lil’ Microsoft to do when it comes to vamping up its presence in the search engine market? Why, make a unsought-after $4 billion offer to combine forces with Yahoo! Sounds like an offer that Yahoo couldn’t refuse, right? Wrong.

Many Yahoo execs, including the CEO and the President, are apparently not so keen on the whole idea of combining forces with Microsoft. And who could blame them? In a merger with a company as all-encompassing as Microsoft is, what organization would not have qualms about losing its own identity and interests? Yahoo shareholders may end up better off after a merger with Microsoft (I’m no economist by any means, so please don’t take my word for this!), but the individuals who founded Yahoo have definite doubts about the ability the company would have maintaining its original identity after such a merger.

Why can’t Microsoft figure out on its own how to garner success in internet searches, anyway? Not only does Microsoft and Yahoo not have a large piece of the search engine pie, both companies seem to be getting progressively smaller pieces. Danny Sullivan at Search Engine Land has a great discussion, including some wonderful graphics, that delves into the ever-diminishing success of these two companies in comparison to Google. He illustrates this phenomenon with this graph:

If Microsoft and Yahoo are so smart (and I don’t think anyone will doubt the intellect of the people who run these phenomenal companies), why can’t they out-do Google on their own? Perhaps some of the success of Google is self-perpetuating: people get comfortable using a certain search engine, so they just continue to use it out of mote habit. But, a lot of it is a result of the ease of use and simple advertising saturation of Google, isn’t it?

What does this mean for you as you work with SEO strategies?

Very simply, it means to continue to focus on Google by learning how to be successful with this search engine and constantly improve your rankings. In an earlier post I mentioned how to use the Google Adwords Tool, which is a great way to get started. Of course, you cannot ignore Microsoft, Yahoo, Ask Jeeves, and the ol’ school favorite AOL when deciding how to pursue search engine rankings success; but the facts are the facts. Google is the overwhelming favorite search engine, which means those of us who work in SEO need to figure out how to get our pages the nod of those Google crawlers.

Whatever happens with Microsoft and Yahoo, let’s not feel too sad for Bill Gates and his lack of success on the internet. He’s a smart (and remarkably rich) guy. He and his company will be just fine. 

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