your new sales and marketing people quickly.
Fundamentals of Sales and Marketing course starts Sept 15th
Extension in Silicon Valley.
you Linked In yet?
your business network dramatically. Start by linking to me
or someone else you know.
engine optimization and marketing continues to fascinate me. I am
especially proud when simple websites I build myself generate more
genuine leads than those done by talented graphics artists. I have
seen sites in the last month where the owners categorically says
their web master has put all the magic words in for the search engine.
So they are done. And then I check them out and see they haven't
even put a title line up - the most important item for all search
engines. But they have spent thousands of dollars on fancy graphics….none
of which the search engines can see! And nothing ever changes on
their home pages, so the search engines have no incentive to re-index
the site at regular intervals. And there is little or no content
that uses the right words that people are searching on. Then they
wonder why some boring text-only blog hosted on a service gets more
hits than them!
there are SEO (Search Engine Optimization - aka Organic Search)
and SEM (Search Engine Marketing) tools to help practitioners of
these consulting and marketing niches. I have been privileged to
be a beta tester for SEMphonic, for example, which magically analyzes
all the keywords on any competitor's site. Plus I have been spending
my own hard-earned dollars paying Yahoo and Google for keyword ads.
Rates, positions, words, messages change there dynamically so it
is very difficult to plan and budget precisely, but at least you
can measure and test with enough metrics to make your head spin.
a search engine-centric site is only half the battle (maybe less
even). Who is going to register you with all the right entities?
Please don't use one of those paid, automated services that claim
to push you into 4000 engines. There aren't that many - 3,000 of
these are ones who say please send us the contacts, then we can
legally blast you with email to sell anything we choose. But there
are some key search engines for which you need to carefully tailor
your submissions. I think the few major ones are obvious, but do
you know about important ones like DMOZ.org? And what about all
the industry directories that are somehow in your business arena.
Do they all know about you? Do they all have hotlinks to you? What
about the local city, county, and area directories? Your associations?
And do you have local and geographic specific keywords?
you even know what actual words people are searching on? Most search
engines score pages based on suitability and popularity. Google,
unfortunately, is very biased to popularity as measured by links
inbound to you or other sites that mention you. They also score
the pages based on certain text headings and emphasis. So Google
does not try to give you the most relevant pages, only the most
popular. Which means you really have a lot of work to do if you
are a new kid on the block.
a future issues we will surely talk more about the continued power
of the press, but for now realize also that each time you put out
a press release, you are potentially also generating a large number
of links to your website. Even if no one reads the press release
and no editors pick it up it will sit in the news databases. Of
course, this assumes you put the release out on some electronic
wire service. Make sure you use one that also feeds the news areas
of Yahoo, MSN, Google, etc.
if you want people to link to you, expect to reciprocate. A links/resources
section is a great place to start. And let it grow and grow and
grow. The resource and name critic sections on my naming website
have now grown to over a hundred pages. And the extra pages don't
cost an extra penny which is one reason I love the internet. We
even landed contracts from Chicago and from South Carolina in the
last few months because those area names are hidden in Brighter
Naming's web pages.