Marketing

Minnesota Web Developer

A little something about everything...

Taking a step past general SEO campaigns: Organic Online Marketing (OOM)

When simple content and keyword changes just aren't enough then you know its time to step up your game for client acquisition. One could write a whole book in the process but lets just keep this simple.

Organic Online Marketing (OOM)

  1. The first step to proper OOM is to create valuable content for your website so search engines will index your online presence with specifically targeted language. With every new properly written article or content piece, you've increased your online presence and keyword quality scores.  
  2. In addition to quality content such as case studies, practice areas and how to pages; adding relevant photos and video will add additional value to your web presence. This is essential to help convey to your clients the professionalism and knowledge your company has on the topic, leading to a higher conversion of the potential clients that visit your online presence. 
  3. Clients now recognize the value in additional functionality; such as secure user areas for communication, helpdesk, FaQ, chat, online diagnostics, tools or other such features; over a "simple website" with a list of services and a form of contact. 

Call 507 536-9556 if you're looking to take your web presence to the next level and I will be happy to discuss with you how your web presence can rise to the top of this ever changing marketing venue. Our clients generally see a 7/1 ROI from marketing campaigns created and managed by us.


Shawn Hyde is the Owner of Area51.mn, a Minnesota based IT, Internet marketing and design firm founded in 1998.

Current Credible Internet Marketing: Methods, Current trends, tactics and future strategies

Long ago back in the days of dial-up modems and token ring networks early on in the Internet search realm... and into the late 90's SEO was simple. Over time as marketers started to use unethical methods(commonly referred to as "Black Hat SEO") and abuse ethical ones in order to push client sites to the top of the search engines. Search engines started to adapt and adjust algorithms in phases to what it has become today, a complex set of ever evolving variables used to judge the value of your website within search results.

Now search optimization relies on much more than the content on and within your site, but how your site is used and reused by visitors, how its talked about in social media circles and more.

 

Whats out?

Some common optimization methods once used that are long dead and should not be used anymore include:

meta keywords, Once a simple way to tell the search engines what kind of content was on your site was one of the first accepted methods to become abused and thus outdated.

meta description, Similar to meta keywords was dropped by many of the major search engines for optimization even though its still used to provide "real searchers" with a valid description of the results site from a common search.

keyword stuffing, Never an accepted method but still widely used in order to push a site to the top of the results with little effort and now will provide you with a possible negative quality score referred to as "Page Rank" by Google.

link spamming and link farms, Another method not accepted was used to provide false back-link karma to a site, the thing about karma is it always comes back around and all those low quality back links can hurt your site today. 

hidden text/cloaking, Similar to keyword stuffing this method was used to cram additional content onto a page but hide it from real visitors with either java-script or CSS but still feeding it to search engines and is now one of the best way to get you site penalized or even banned from search results such as Google, Bing and Yahoo.

doorway pages, Fluffed full of a keywords and/or phrase in order to maintain a top position with very little useful content and effort some websites had hundreds of thousands of useless pages automatically generated and crammed full of spam like content in order to try and get that top position on the search index for any competing word now gets you a nice removal from the search index all together.

duplicate/clone/affiliate sites, In order to gain market share sites were cloned for affiliates or as alternative sites for a firms main site with just a few word changes and perhaps a URL that captures a valuable term has become frowned upon. A company or individual should try to only have one site unless the products and/or services offered on the other site are mostly unrelated. 

Link-shares/Interlinking, Common with the web sites of yesteryear and geocities this is no longer a valid method for improving a websites quality score or "Page Rank". Doing so will only get your site penalized with a negative link score.

What now? Search engines have gotten smart, the algorithms almost like AI are now much better at finding and detecting "black hat SEO" methods and punishing the sites that use them so don't be one if these sites.

 

So what do I do then, you ask?

For starters make sure you have unique quality content that is related to the services you provide. Once you have quality content be sure to provide visitors with a reason to not just come to your site, but to keep coming back time after time. Search engines now look at this data to help determine the quality of your site. Things to focus on include:

revisit or not to revisit, Your site will be judged not only by the people who visit your site but by the search data collected to help influence future visitors to your site.

people talk about your site, On social networks, forums, blogs and more. data shows that search engines are taking into consideration the words surrounding links to your site, not just advertising keywords but how people are talking about the site, the responses and feedback to those links and perhaps even just your business name.

business review sites, Although commonly abused by competitors, disgruntled employees and impartial filtering commonly associated with one company the search engines still take these sites very seriously.

internal linking, This not only helps your visitors navigate your site but also help tell the search engines what content your site contains and helps to properly index your site.

competitive content, Writing quality articles and content on third party websites allows you build quality back-links to your website and improves the name recognition of you and your company.

optimization, Having a skilled webmaster to optimize your content can mean the difference between night and say for bringing forth the full value of content within your site.

off site marketing, this would include anything external that points back to your site. such as; external blogging, articles, community involvement, social networking referances, local business listings, media and press releases, business review listings, audio & video marketing, case studies, newsletters, RSS, valid wiki information, off-site Q&A with backlink ref, group mentions, and more...

 

Looking to the future of Internet marketing, whats next?

You should also have a diverse method for attracting and keeping visitors on your site whether it be the content and articles that they are reading on your site or video's or other forms of media the

review value phasing out, Look to see a big change in the way this content is valued or perhaps it being replaced entirely with a less abused method for determining a companies quality altogether.

videos, audio and interactive multimedia, Whether it be about the products and services you offer or even informational videos about how to use them, this is becoming more and more common of a trend and look to see the information, even the words within audio and video to be included in the search index.

simple interactive designs, Including simple but effective ways to keep visitors interested in your site and coming back will surly be a way to improve your value with visitors and search engines alike.

How to guide for online marketing beginners. How to get started marketing your business online.

I've been designing, hosting, optimizing and marketing websites since 1997, If you are looking for Internet Marketing Professional help to create a full online presence please feel free to give me a call at 507-536-9557. 

Now, on to the...

Online Marketing Guide

First and foremost, if you are a local business with a business location be sure to get listed on Google places and bing local. The account and service for both no charge.

Moving on,

Getting Started with Online Marketing

 Things to try out?

  • Google Adwords is a great start for a small budget. If you are looking to test the waters you can call 507 536-9557 for a $100 Google Adwords credit and if you ever need help managing your online marketing just keep me in mind.
  • Landing pages, see how different content affects your conversion rates.
  • Promotions, giveaways and contests.
  • Spend smarter, not more.
  • Mobile marketing. Be sure to have a clean and easy to use mobile phone site before marketing to mobile phone users.

What is your competitor doing?

  • Any good marketing professional can tell you how much money your competitor is spending and give you a good idea on their ROI.
  • See what is working for your competitor(s) and do it better.

In my Internet marketing experience over the years, here are some things not to do,

  • Spending money before you know your target market audience. You should always have a good plan/marketing strategy in place to only display ads to legitimate potential clients.
  • Flying blind with an untested marketing campaign. You should always do at minimum a 1 week sample before committing your full budget to any online and in most cases offline marketing campaigns.
  • Marketing with facebook, bounce rate was in excess of 90% and average time on site was always less than 10 seconds in all cases. Here is a recent example:

     compare that to the 60% organic bounce rate on the same site:

  • Spending your entire budget in once place. Never spend your entire budget in one place, many people make this mistake and results will very based on your business model. As some people will find better results with search ads, text or even banners other may find better results with video or audio ads.

 

If you should have any questions or are looking for an Internet marketing professional give me a call at 507 536-9557

 

What is bounce rate?  Bounce rate means the browser who clicked the add did not take any other actions on your site. In most cases they clicked on the ad by mistake or they are fake clicks. Less is better, you should strive for 60% or less bounce rate.

What is time on site? Time on site is the amount of time a new browser spends viewing your website before they close the window or move on to another site. In most cases you should strive for a minimum 1 minute or 3 minutes average for ecommerce websites.

What is a Revenue Marketer or Revenue Marketing Specialist?

To understand what a Revenue Marketer is you must first understand Revenue Marketing.

Revenue Marketing is the combination of marketing in conjunction with lead generation, sales data and churn to provide a more optimized conversion and retention process for lead generation with constant marketing optimizations facilitated by dynamic content lead data. An efficient revenue marketing system will take into consideration lead and sales data on the fly in real-time in order to optimize the current marketing tactics.

An example of this for online show would be as follows:

  • Viewer is watching a show and is shown a short video about a new car
  • The viewer then clicks on the ad and clicks on a page about performance
  • After looking through the car performance info the viewer goes back to watching the show
  • During the next ad sequence the viewer is shown a more detailed video about performance based on the page they looked at on the first ad sequence, the linked page has a video related to the cars performance and more details about car performance vs. competitors.
  • The viewer then calls the custom 800 number on the page and gives his information in order to make a purchase or find a local dealer. This data is retained and provided to the marketing department in order to optimize future lead generation patterns.

In some cases Revenue Marketing continues past the initial sale and into customer retention.

Marketing after the sale

In many businesses it is necessary to continue marketing to customers for additional services, for cars this might be accessories, oil changes, regular maintenance and more. If the marketing tactics used while communicating with these clients and the outcome of it are shared with the marketing team they can optimize their marketing based on what works and does not work. 

In other words "Revenue Marketing" is a catch phrase or buzz word for "dynamic marketing strategies" which have been around for decades and in use by many large companies and business owners worldwide.

Revenue Marketer

If you're still wondering what a self proclaimed "Revenue Marketer" is, they are in essence someone who "may" and should use lead, sales and retention data to optimize marketing campaigns. They also prefer to identify themselves with a buzz word for this very old but effective marketing strategy. Be cautious when working with a marketing professional that identifies themselves as a "Revenue Marketer" as they may lack overall marketing experience.

How to create Custom SEO for each content page of the Community Server platform?

In four easy steps:

  1. Create a file in the "/"directory called siteurls_override.config
  2. Copy the Content folder in "\themes\theme-name\" and rename it the same as you made the folder name in the "path" field above. Go into this folder and name it what ever you entered for the "page" field above. (this allows some added SEO by url name also.
  3. open the .aspx file in the "themes\theme-name\foldername" and change the line from

    to
  4. Go to Themes\theme-name\Common\ and copy rename the master.MASTER file and rename it to (pagename).MASTER you can now open and edit the HTML for title and meta in this file.

*hint* it goes directly after this code:

SEO code should be in this format:

So in 4 simple steps you've made Community Server SEO Friendly for content pages!

Also keep in mind that Google no longer looks at keywords and only lightly at meta description now. You should focus on the content of your site and keep in mind that the SEO code only helps your page position if it matches the rest of your page content.