By Kyle McCabe | December 5, 2011

A First Page of Google in every home!

Common sense strikes back, it seems, as I can’t swish and flick my SEO wand the last couple weeks without hitting someone who’s talking about being on the “first page of Google.”

The first page of Google. Right, yeah seems like common sense, doesn’t it. We all want to be there. “Get on the first page of Google in 30 days.” “First page of Google in two weeks.” “First page of Google 5 minutes ago…just sign here, step right up everyone’s a winner!”

It makes my soul hurt. Here’s the problem with all that: Google doesn’t have a “first page.” Read that one more time.

What people mean when they say “the first page of Google” is page one of search results for a particular query. But that’s one, single search phrase. It’s unique to that phrase. Conclusion: Google has as many first pages as it has search phrases submitted to its system. Where’s the “common” here?

So when someone says “page one of Google” or “the first page of Google,” ask them what specific search phrase they are referring to. Because I guarantee the guy offering to put your wizbang store on top isn’t going to be able to do it for the term “wizbangs.” It’s too general, too competitive. Try “purple wizbang cylinders” and then maybe you have a shot.

But that’s a completely different “first page,” isn’t it?

By Kyle McCabe | November 17, 2011

I’m sure you’ve heard the saying “Common sense isn’t.” I find this to be true more often than not.

In the case of SEO and keywords, many times it seems “common sense” needs to be ignored or thrown out the window entirely. Every person has their own perspective and their own ways of doing things. Search is no different. Ask 10 people to find a single product online, you’ll probably get 7 different keyword searches.

In fact, according to Google’s internal data at the time of this post, 16% of searches each day have never been submitted before.

So where is the “common” here? We all want to optimize our websites for search engines – that’s how we get found these days. Hell, I have clients telling me this now, so I’d say it’s probably common sense. But what does it mean?

What is optimization?

“Optimization” seems to have a reputation for being some magical voodoo concoction we apply to the web server, or a wand we can wave at our screens and Inquisio Optimus! Heh. Not likely, Potter.

Search engine optimization is a very focused, data-driven effort. Like a thin-beam flashlight in a dark room, you can’t focus everywhere at once. You need to find the most relevant area (keywords) to focus on, and then put them on your website in a way that makes sense.

But you can optimize for only so many keywords before you’ve diversified your website’s subject matter into search obscurity. But how do we know what keywords to focus on? It’s actually very simple.

How to Choose Keywords

There are two main figures to focus on here.

Traffic: we need to determine as best we can how much daily traffic a keyword gets. By this I mean to ask how many searches per day, on average, occur for this particular word or phrase?

Competition: we also need to find out how many other websites are indexed for this phrase. This is our competition.

Google has all this data, and they’ve generously shared it with us. Competition is easy, as you just type the term into the search field and see how many total results are returned. That’s your total competition.

To get an idea of average traffic, we use Google’s Keyword Tool (sign in for best results). So let’s say I do woodworking and I want to sell items on my website. I need people to find my website for woodworking related terms. So let’s see what Google has to say.

Woodworking gets a monthly average of 823,000 searches, so a daily average of about 27000. This is fantastic! So let’s look at the competition: 53,300,000. Oh. Alright, so our chances of being ranked well for this keyword…pretty much zero, unless we have millions to spend.

But I don’t just do “woodworking,” do I? How about “custom woodworking?” Google says 403 average daily searches and about 1,820,000 competitors. That’s pretty good search traffic, but the competition is still really stiff. But I don’t do all kinds of woodworking, I specialize in furniture.

For “custom wood furniture” we have 146 average daily searches with 173,000 competitors. Ah, here we are – this is a good keyword phrase. Decent daily traffic that will be relevant, and not too much competition. I have a good chance of being ranked well for this term, given the right effort and enough time.

But this is just one keyphrase – I’ll need a small list of different keywords and phrases for my site. Better get researching!

Onward, upward

So you see the “common sense” approach doesn’t always work. Just guessing about keywords and optimizing for “woodworking,” would disappoint. A strategy based on research, however, will eliminate the guesswork and afford a much better chance at success. Of course there are more factors than just traffic and competition, but this is the starting point.

So let’s get started.

By Ben Lippert | October 20, 2011

Do you manage a Facebook page for your business? Social media is a free way to stay in contact with your customers. (Most of which probably don’t visit your website very often.)

Facebook provides a great way to get people interacting with your business from a platform they’re already using on a daily basis. There is a method to managing your Facebook business page and we have a few tips that will help build your fan base and elicit interaction on posts.

Post relevant information
Your posts should be industry specific. If you sell computers, an example post could be details on the new Apple iOS 5 operating system. Not all posts need to contain information about your business but they should be applicable.

Poll your audience
Free tools like the “Questions” application allow you to survey people who “like” your page. If the question is a good one people are more likely to contribute and share the question on their own walls for more eyes to see.

Media adds depth
Adding a photo is rather simple and increases the likelihood that people will view your post. If you have several photos from an event or a conference you attended, create an album.

Pat yourself of the back
Use your Facebook page as a PR tool. Tell your fans about accomplishments and customer success stories. Did your business just win an award? Take a picture and put it online for everyone to see. Success instills customer confidence and customer confidence equals more business.

Have a contest
These contests don’t have to be formal. It could be as simple as saying, “the first 10 people to like this post will get a coupon for $5 off their next purchase.” If people know you are prone to offer deals they will be more likely to visit your page without being prompted.

Bonus tip: Try to use proper punctuation and spelling whenever possible. You should also avoid smiley faces and excessive exclamation points. It’s great to be excited but too much schmooze could make you look like a jerk.

By Amanda Simpson | September 20, 2011

This is how we feel about your mission statement.

Let’s be frank, here: mission statements are boring. No one reads them, no one cares.

Alright, “no one” is an exaggeration. There’s got to be someone out there who cares, otherwise people would stop publishing mission statements on their websites, right? So, do you have one on your website? It probably sucks.

Look, for most organizations the mission statement is not for the customers. It’s for the employees. It’s for you. It speaks to a vision you should all have and operate from. This keeps things moving smoothly in one direction, ensuring a consistently positive customer experience.

In this case, you wouldn’t put your mission statement on your website. It’s that simple! Frame it and put it in the conference room or break room for internal staff to see.

Admittedly, though – in some cases an organization’s mission statement is relevant to its customers and the public. Maybe that’s you. In that case, follow these guidelines to craft a mission statement that doesn’t suck:

Vague, generalized mission statements suck

Yours should be specific. A mission statement must be tailored to your organization’s specific purpose and goals, otherwise it’s useless. See this example of a completely useless mission statement (hit cancel on the popup).

Puffery in a mission statement sucks

Don’t fill your mission statement with buzz words that are vague and meaningless. Just get to the point and be clear about it. Test it on your employees – if they can’t specifically relate to your mission statement, then your customers can’t be expected to back you. See the above link for an example of “vague.”

Confusing mission statements suck

How many people were in on the development of your mission statement? Too many cooks in the kitchen can make the mission statement confusing. If your organization has a clear goal, make sure that is reflected in the mission statement. Otherwise it’s probably not ready for public viewing.

Boring mission statements…that’s right, they suck

Try asking strangers if your mission statement makes sense. Do they understand what it says? Is it memorable? Does it make them care or get them excited? If not, it needs work. Make sure your mission statement tells a story and sparks an interest among your customers, or it’s useless to you and them.

What do you think mission statements are worth? How do did you craft your mission statement? Share it in the comments!

–

Photo courtesy of gonzalomerat

By Kyle McCabe | August 26, 2011

hah

We just got added to the Alltop site, which is awesome. Apparently they’re letting just anyone in these days! I mean, nevermind that it took months of pleading and multiple bribes consisting of first-born children and/or large quantities of alcohol (note: we do not condone the use of children as currency).

In all seriousness, though, this is pretty cool! We’re all pretty excited to be included.

You can look up the RSA Blog in the marketing topic.

By Coree | August 17, 2011

You have to watch it on Youtube to even have a chance, and then only if you pause it *just* right. And where does it take you? A site that's only semi-mobile friendly!

It’s rare that I eat out, and one of those occasions recently found me at Buffalo Wild Wings.  If you’ve ever been there you know its loud and animated with 427 televisions all tuned to some sports program or one of those closed circuit trivia games. Try as you might you can’t help but glance up at the screens from time to time (I don’t know why I bothered trying, either).

The intense shredding of renowned surfer Dusty Payne caught my attention, so I paused from my water-no-ice-no-lemon and nachos to watch. It was obviously a commercial, but it was captivating just the same. Graphics were cut in between video of Dusty ripping the waves, appearing for microseconds – things like Volcom’s logo, website, Dusty’s name, board shorts, and a QR code. Wait, what? A QR code?

QR Code Fail

Okay, the ad is striking, I admit. It’s has some power. But placing a QR code in a 30-second ad and showing it for only microseconds…that’s a little perplexing. Sure, you might have your smartphone sitting on the arm of your lazy-boy recliner as you mindlessly consume electronic entertainment, but you certainly aren’t sitting at the ready waiting for a barcode to pop up, right? I mean, it takes half the commercial to load up your barcode scanner app! “Oh look a QR code – wait – hold on let me pull up the app…ok it’s loading…loading, wait wait! Crap!

If you’re thinking of doing something similar in your next television commercial, consider the user and how they might respond to seeing a 2D code. Recognize that while a lot of new technology is fast and convenient, it isn’t that fast and it isn’t always convenient.

Yes, new technology is sexy and you want to be one of the first to use it in exciting new ways. But exciting and new isn’t always effective. Users of mobile devices are generally on the go, a little too busy or engaged to be disrupted by ill-conceived and irrelevant marketing. Flashing a QR code at them on a TV screen is like putting up an electronic billboard in the middle of a desert.

QR Code Win

Tesco Home Plus of Korea understands mobile users. They realized, for this person, the weekly task of grocery-go-getting was time consuming and sometimes difficult to accomplish in a hurry. So they brought the grocery store to where their customers might have some downtime – the subway.

Tesco created a virtual grocery store on the subway walls, each item bearing a QR code allowing customers to shop while they waited. Tesco did their homework. First they studied their customers’ habits, then identified a problem the customer faced on a weekly basis, and finally devised and implemented a solution to their customers’ problem, ultimately increasing sales.

QR codes can be a great tool when used correctly. The next time you are at a creative meeting, don’t be afraid to suggest using them. Just be sure to use them in a way that engages people rather than just riding the novelty wave as Volcom did.

By Molly Albrecht | July 21, 2011

Places

Did you know one in five Google searches is for local information? People of all ages now go online to look for details about local businesses and organizations. That’s why it’s so important for business owners to make sure they manage their web presence – one place to start is your Google Places listing. Are you listed? Have you “claimed” your listing? Updated it with correct phone numbers, addresses, websites, business hours, special deals and promotions, photographs and even videos?

Google creates basic Places pages for many businesses automatically, but the business owner has to “claim” and update it with complete information. Check if you already have a Places page by searching for your business name under Google maps, and clicking on your link when it shows up on the left. If there isn’t a listing for your business, you can create one. If one exists, you’ll have the option to claim it.

When claiming a business, you’ll need to choose a way to verify your listing. Google will either send you …Read more »

By Coree | July 18, 2011

Love your nuts

Have you ever been so excited about something that it didn’t matter who you were talking to you just had to share it with them? Maybe it’s your favorite team or band, or maybe even your favorite brand.

That happened to me recently. I picked up a book and it’s one of those that just sets your brains on fire and you find yourself nodding or commenting audibly as you read. I happened to be lounging by the pool while I was reading this book, and as I laughed out loud and frantically made notes in the margin a shadow was suddenly cast over my pages.

“What’s that you’re reading?” I looked up and the person asking was notably intoxicated, barely able to stand on his own. Now the average person might not have bothered to give a serious answer, but I, being not average, took off into an animated rant about how the contents of the book could change people’s lives. The inquiring drunk stumbled off mumbling to himself, “that lady is nuts,” while I sat there grinning, thrilled to have shared what I was reading. …Read more »

By Ben Lippert | June 28, 2011

When you’re searching the web for a product or service in your area, where do you go to find it?

Many people start with Craigslist, then check out the area listings on Ebay and as a last-ditch effort they might even browse the Facebook Marketplace. These services are all tried-and-true methods of person-to-person commerce because they are well established and used by thousands of people each day.

Now, lets take a look at Zaarly, a brand-spanking-new e-commerce site who’s motto is,“what you want, when you want it.”

I’m telling you, this could be the next big innovation in person-to-person selling …Read more »

By Amanda Simpson | June 20, 2011

Your marketing materials may target various demographics, but they should also present a consistent message about your brand; including the features, benefits and quality of your products. When potential customers encounter your business card, brochure, catalog, billboard, television ad, website or other marketing materials, it should be apparent they have a connection with the same brand.

Here are 5 ways to keep your brand consistent:

1. Use similar graphics on each piece

Keeping the imagery similar and repeating some elements across different materials and media creates a clear connection between them all, making sure those who encounter multiple pieces ‘get’ the repetition. Without doing this, your pieces may seem to be disconnected as if they each advertise a different brand.

2. Place key graphics in similar locations

If there is a focal image for the campaign, or even just your logo, keeping it placed in the same or similar place on each piece helps create that cohesive feel that speaks to people of a solid, consistent brand. …Read more »