Search Engine Optimization (SEO) FAQ Part 1

What is a Search Engine?
A search engine is an online database of websites that allows Internet users to search for information contained on websites listed in the database by "Keywords" and "Keyword Phrases". Keywords and Keyword Phrases are words or string of words used when looking for information on a specific topic. Google, Excite, Lycos, AltaVista, Infoseek, and Yahoo are all search engines. They index millions of sites on the Web, so that Web surfers like you and me can easily find Web sites with the information we want. By creating indexes, or large databases of Web sites (based on titles, keywords, and the text in the pages), search engines can locate relevant Web sites when users enter search terms or phrases.
Each search engine has slightly different behaviors and characteristics. Search engines use a robot spider that patrols the Internet through navigation links looking for new websites, web pages as well as new content on websites. The robot spider has been programmed with an algorithm based on established ranking factors which is used to index the new information properly.

What is a Directory?
A directory is a search tool much like a search engine but with a few major differences. Directories tend to employ human editors to review and rank websites submitted to their database. Yahoo! is the most well known example of a directory. Most directories catalog websites based on a variety of topic categories such as Business and Economics, or Arts and Culture. Most directories request payment before assigning a website review to one of their editors.

What is Pay Per Click (PPC)?
is an Internet/online advertising model used on search engines, advertising networks, and content sites, such as blogs or social networks, in which advertisers pay their host only when their ad is clicked. Major search engines and directories offer Pay per Click rankings. Google Adwords, Yahoo Search Marketing etc allow webmasters and website owners the chance to purchase placement through an auction system, bidding on keywords and keyword phrases. The cost per click Depends on how many bidders want a particular keyword or keyword phrase. A customer can determine the maximum amount per month so that they do not spend more than their budget allows. They can also attach a stats program (e.g. as Google Analytics) to track the click thrus.

How do I get top placement?
There is no simple solution to obtain high search engine rankings (there is no secret sauce). It is desirable to be listed with the top (3) pages (top 30 listings) in order to get the best visibility. Search engine optimization is time consuming work and requires a healthy knowledge of how the Internet functions and how search engines operate. The basic elements of top placement include longevity of the site at about 10% / proper optimization of the website and prominent web pages 30% / linkbacks from high traffic, high ranked, related website 60%. It also takes a long period of time, sometimes months before favorable listings can be seen.

Are all search engines the same?
Each search tool uses their special sauce - their unique algorithm. Each search tool has found ways to make its service slightly different from other search tools. I am told that Google uses over 200 ranking factors to decide where a website should be indexed.

Will my website stay at the #1 position if it is indexed there?
Search Engine rankings fluctuate frequently, however, if your site is properly maintained by search engine specialists, month to month, then it is likely that the movement will be confined to within the top10 positions. Periodically the search engines re-index the listings in their database, with the latest information, to keep the listings fresh, up to date and relevant. The search engines periodically change their algorithms to reflect new criteria used to index sites. Just keep doing it. Do not allow your site to become stagnant.

Change can lead to new opportunities

If your expertise or passion is helping people to live happily on a budget, restore balance, get back to basics, reduce stress, or reduce expenses , this is your time. If you can take your expertise and use it to create products or services that are currently in demand, get out there and get started. There is always opportunity to make money in any economy, so think about it, pray about it - use this time to brainstorm and get started.

This could be the opportunity you have been waiting for to start your business. it's ironic - but it seems when we have money, we have no time and when we have time, we have no money.

• Start reading - there is a blog on virtually every topic you can think of.
  
• Start a Mastermind group with a few friends and meet at your home or the local library rather than going to an expensive restaurant for a social lunch or dinner.
  
• Take an online class (if you can squeeze it into your budget) increase your expertise - learn more about publishing or marketing instead of traveling to a high-cost seminar.

The economy is cyclical - make the inevitable down times work for you while waiting for good times to return. Stay focused on your game plan and look for ways – (like writing a book or learning a craft) – to invest your time and money wisely.

Create the Right Email for the Job

Email marketing can take a variety of forms. The format you choose depends on the type of information you want to communicate, your objective for that communication and its intended audience. For example, one of my retail clients send out bi-weekly promotional emails alerting customers to sales or new products. My Construction client, on the other hand, focus on a more educational monthly e-newsletter that covers news and insights related to construction trends and DIY projects.

Here are the common types of email communications and their suggested uses. (source: Constant Contact)

Bring in the Business

1. Create quality-marketing tools. "Sit down and make a list of everything you're going to need each time you make contact with a prospective customer or client, including a stationery package, brochures and presentation tools if you can't [afford] to print it all at once, at least work with a designer and a copywriter to create the materials so you have an e-file.

Try Hiring an art or marketing student from the local university, or barter your services with other entrepreneurs.

2. Greet clients with style. Voice mail may not seem like a component of your marketing plan, but if a potential client calls and your kid answers, that client will be gone before you can even technically call him a client. So get yourself a professional voice-mail system with several boxes, so callers can press "1" to hear more about your services, "2" for your web and e-mail addresses, etc.

3. Focus as narrowly as possible. Instead of trying to reach all the people some of the time, narrow your target audience to highly qualified prospects. Instead of going to seven networking groups once every two months, go to the two groups with the best prospects every week. "Instead of marketing to 5,000 companies, [find] several dozen highly qualified companies and make regular contact with them. Call them, mail your marketing materials, and then ask to meet. It'll save you money and time.

4. Make the most of trade shows.
If you don't get a booth beforehand, try to find someone who might want to share their space with you. You help them run the booth.
If you decide not to get a booth, go anyway. You can always do business with the exhibitors--just be sure to respect their time with "real" customers before you approach them as a peer looking for some B2B action.
After the seminar, be absolutely, positively sure that you follow up on your leads. What's the point of attending if your leads end up in the trash

5. Conduct competitive intelligence online. Find your competitors' are doing - check out their web sites...

6. Offer your help. Volunteer - People should know you are a good businessperson as well as an all-around good person. One of the biggest business-getters for your business is word-of-mouth. Word-of-mouth can be generated by not only your good work, but also your good deeds. I will be offering my know how for free at the Florida Women Business Center.

Another way to help out your community and your business is to align yourself with a nonprofit organization. Patrick Bishop, author of Money-Tree Marketing, offers this idea: "Set up a fund-raising program that benefits a school, like a discount card. At the same time the kids [are selling them, they are] promoting your business."

7. Offer work samples. for example, you're a web designer, find a potential client and send them a few tips they can use to improve their site. Or offer a small job for free just to show the potential client the quality of your work and to get them used to working with you.

8. Network. If this piece of marketing advice sounds like something you've heard before, there's a good reason: It works. Join your local chamber, leads groups like LeTip International Inc. or Leads Club, your industry association, etc. When you go, ask the people you meet what leads they're looking for--and really listen to what they have to say. They'll repay you in kind.

9. Cross-promote with other businesses. Whom do you share customers with? Find them and figure out how you can promote one another. If you're a PR person, hook up with a copywriter or graphic designer for client referrals. Another option is to add a brief note at the bottom of invoices or newsletter referring your accounting clients to "an excellent computer consultant," and have that consultant do the same for you.

10. Go where your best prospects are. This is called play-space marketing. If you have a pet-sitting business, ask your local vet office and groomer if you can display brochures. Are you a landscape artist? Offer to do a display for the local nursery. Do you throw children's birthday parties? Buy a slide at the local movie theater to be shown before their family films. Just be sure the environment is appropriate - If you're a business consultant, you're not going to run ads on the movie screen. [Advertise somewhere] where people are [likely] to be thinking about what you're selling.

11. Become an expert. Write articles to show your talents and give them as filler to any Web site owner that you feel is fitting. Not only does it bring you more traffic and potential customers, but it provides you with an international business portfolio to demonstrate your business sense [and your] product or service. Answer questions in online forums; get yourself listed in a directory like Experts.com, Profnet.comor The Yearbook of Experts; send tip sheets to local media outlets; write a book or pamphlet.

12. Gracias, merci, thank you. Shower the top 20 percent of your clients who yield you the most sales (either in volume or dollars) with thank-yous, whether it's gifts, personalized notes or lunch. It doesn't cost a lot of money, but it's a great way to let your best customers know they're special.

13. Offer a guarantee. More people will be willing to try out your business and recommend your business if you offer "satisfaction guaranteed."

14. Get them talking about you. Word-of-mouth marketing is just about the cheapest thing you can do to boost your business. The main way to attract referrals is to just do a great job: Impress your clients, and they'll tell everyone they know. But there are more aggressive tactics you can use as well. Ask everyone you know to evangelize your business. Hand out several business cards to people rather than just one so they're more likely to pass them on.

15. When in doubt, pick up the phone. Instead of lamenting your lack of business, drumming your fingers on your desk and forming new worry lines on your face, call a customer. Touch base, see how they're doing, visit their office when you're running an errand, see if there's anything you can do for them, even if it's not a paid piece of work. It'll improve your relationship, and you may jar their memory. After all, you'll never hear "I've been meaning to call you!" if you don't pick up the phone.

E-Marketing Techniques

E-marketing is the process of marketing a brand using the Internet. However, it seems that most people I encounter, have the misconception that it is all about having a cool web site. A website can be very dynamic, including animated graphics, even audio-visual experiences, but unless your website actually engages its visitors in an exchange of information, it’s still brochure ware. Your website should be a valuable corporate asset, rather than an overhead expense.

Your website should respond to visitors as would your receptionist in your office, It should serve as your virtual receptionist. It should direct visitors to the location in your website that is relevant to their purpose for being there, just as a real receptionist would. Your site should have clear and simple navigation and regularly updated with relevant content. You can effectively communicate aspects of your company’s knowledge and expertise that your clients and business partners might not otherwise learn about. Also, with the appropriate input forms and search engines, you can allow clients and potential clients to tell you something about themselves that could help lead to a future sale for your company, while receiving specifically requested information that they may find useful and valuable.

E-Marketing Techniques
An effective e-marketing program should consist of, at a minimum:

• Company website.
• An online sign up form.
• Email client/application capable of sending and receiving HTML-formatted messages
  Examples of company projects.
• Personnel contact database.
• Adobe Acrobat software for producing universal-format electronic documents (PDF)

Here’s a list of website content items that can keep visitors returning to your site regularly.

• News – updated stories about company events, people, awards and customer stories.
• Free stuff - people do like free stuff. For example, you can have a monthly “free” newsletter offering that anyone can download.
• Do a podcast - offer expert advice.
• Discussion groups – Share your expertise in an interactive manner. If you specialize in a particular area, invite clients and prospects to an online discussion through one of the many inexpensive chat room services such as webex, dim-dim or yugma.