Content is King and links are Queen. Together with a nice dose of marketing they make a nice little kingdom. But what if you have trouble generating new content on a regular basis? How can resource strapped bloggers and busy web site owners leverage what they’re already doing for the benefit of their online audiences and better search engine visibility?
The answer to those questions lies in an analysis of the content creation processes within the overall organization. Companies like TopRank call that process consulting but in the meantime, here are 5 tips for those active in an industry to re-purpose content for the web.
Get more power out of PowerPoint - Turn PowerPoint decks into articles and/or blog posts and vice versa. It’s smart marketing anyway, to build supporting editorial visibility to a topic you’re speaking on at conferences, with prospective clients or other situations requiring PowerPoint. Why not leverage the […]
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Written by on August 26th, 2008 with no comments.
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Moderator Dana Todd & Lee Odden
Blogs have been abuzz for at least 4 years in the tech space and in the past 2-3 years in the business marketing world. Like many new marketing/communication channels, there continues to be a need to demystify shiny new objects and what they mean for businesses. Blogs and search engine optimization are no different.
One point I would make is that companies are wasting their long term time when setting up blogs purely for SEO purposes. It’s short term thinking and over time, results in difficulties with keeping momentum, new ideas and content. How do I know? Been there and done that, many times.
It’s far more realistic to implement blogs for specific purposes such as product communications, online newsroom, thought leader/strategy, customer support/communications, news, branding, advice/tips, aggregation of content in specific topics and many more. Regardless of the purpose, each blog implementation and ongoing management […]
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Written by on August 21st, 2008 with no comments.
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Google may be the giant in the search industry, but they may have to much data to get you want you want to find. A previous session talked about semantic search and how it’s being worked on, but if you can’t wait, vertical search is something you can use today.
Philip James from Snooth was the first presenter. He said that back when the web was smaller, regular search engines worked better as they had fewer pages to work with. Now, with trillions of pages, it’s getting harder and harder to get good results. This is where vertical search comes into play. They have a smaller index and can provide a higher quality result. As an example, if you are on a food vertical search site and search for ’spicey’ it already knows it has to do with cooking.
Philip noted that if you are […]
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Written by on August 20th, 2008 with no comments.
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Who doesn’t like when secrets are given away? I know I do, and I can’t be the only one who thrives on search engine tips, rumors and gossip. This afternoon the expert panel of David Rodnitzky, Terry Whalen, Chris Knoch, Vinny Lingham and Chris Zaharias, we in the audience learned some new, exciting and potentially scary tips from these industry experts.
Debunking 5 current SEM assumptions - the continued growth of the long tail, the 1,001 things to do in SEM, that everyone should do SEM, listening to the search engine and the opaqueness of search - the panel addressed the following realities of the SEM world.
Chris Zaharias kicked us off by saying that the ever-popular long tail has reversed. In the second half of 2007 and through June of 2008, the popularity of 1 and 2 word phrases being searched upon has risen. Because of this, Chris says that search […]
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Written by on August 19th, 2008 with no comments.
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This sponsored session was an entry level overview of what websites should be doing on their website to get visibility and rankings in search engines.
Here are the 7 Proven Ways to get Your Website on Page 1 Organically & then Convert as stated by the presenter Shawn Moore.
Content is King
What your content says, what your images and video show not only give users a first impression, but those items are also important to how a search engine is going to interpret your website.
Navigation and Architecture
Looking into the way that your menus and internal linking structure are important. Can the web crawlers see and index your navigation? Or is it in JavaScript or Flash that may not be as search friendly?
Blogs
Using a blog is just another way to generate more content for the search engines to index and use to rank your website.
Quality and Keyword Rich Inbound Links
The number […]
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Written by on August 19th, 2008 with no comments.
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[Note from Lee: Please welcome Ashley Bruce, the newest member of TopRank’s Online Promotions team who is making her first blog post at Online Marketing Blog with this Lionel Richie inspired post about improving qualified traffic through online marketing tips.]
Internet marketers often have to get creative when it comes to solving client web site traffic and sales problems. Inspiration from friends and family, movies, or even the smooth sounds of the local adult contemporary radio station can be useful.
Take this longstanding frustration: Online marketing efforts can sometimes produce an increase in website traffic that is not accompanied by a corresponding increase in conversions. While more traffic is almost always positive, it does little good if the majority of site visitors aren’t seriously interested in the products or services being promoted.
So how does one make sure the right traffic finds the right web site content? I recommend taking the advice of […]
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Written by on July 10th, 2008 with no comments.
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TopRank’s SEO Team in Paintball Gear
As much as companies find the need to outsource part or all of their SEO efforts, many do not have a clear picture of the value that comes from hiring an agency versus a full time, in-house SEO. While many consultants and some agencies offer “value meal” pricing and packages, the cost for a search engine optimization effort will vary based on the scope of the project, hours allocated, client side resources, web site technology and competitiveness of the market.
Web site managers that balk at monthly SEO retainers claiming they could hire a full time person for those costs to do SEO in-house don’t really understand all that’s involved with marketing a web site through search engines. Client side SEOs are more Project Managers than they are implementation experts and often get burdened with related tasks on top of continued internal education and evangelism. […]
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Written by on July 8th, 2008 with no comments.
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SEO is a hot topic for Online Marketing blog with the most recent posts, “Rushing Your SEO Doesn’t Mean Quicker Results” and “Should Companies Hire Multiple Search Marketing Firms?”. The next in what is becoming a series of insights into SEO is all about optimizing content for situations that really have little to do with why most SEO firms are hired.
There are various reasons for optimizing content to improve search engine placement of a company’s web site content: The most common and obvious reason directed towards increasing web site traffic and leads/sales. SEO is often used for improving online brand visibility as well.
Companies are increasingly sensitive to the public relations benefits of using search engine optimization to improve search visibility such as:
Building credibility and thought leadership
Optimizing news content for journalists conducting research
Proactive online reputation management
Progressive corporate PR departments and agencies also use paid search for reputation management or crisis […]
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Written by on July 7th, 2008 with no comments.
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Companies that take their search engine visibility for granted or that ride the technical SEO loophole/manipulation train often get a hard smack back to reality when their online sales disappear. Orders start to slip or fall off the map altogether and the IT team red alert phone rings off the hook with calls from the business owner, “What the hell happened to our rankings???”
You can imagine Google being brought up in a browser and searches for “search engine optimization firms” and similar queries are place to find a SEO consultant to “quick fix the problem”.
The real “problem” is that there is rarely a quick fix for the kinds of issues that result in a dramatic change downward in search visibility. The exception being the removal of an errant robots.txt file placed to disallow all engines from crawling a site during development.
“I know enough to be dangerous” is an interesting […]
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Written by on June 24th, 2008 with no comments.
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With so many “Web 2.0″ technologies coming in to play with web design and online application development, the effect on the search engines’ ability to find, crawl and index content becomes an issue. As such, this session moderated by Kevin Ryan included deep dive advice from Chris “Silver” Smith, Lead Strategist from Netconcepts and Ambles Kwok, a Senior Engineering Manager from Yahoo Canada.
Chris Silver Smith was first up and gave examples of Web 2.0 technologies including the idea of folksonomy and tagging by showing a tag cloud from Delicious. It’s an alternative method of navigation based on user defined keywords assigned to a piece of content.
If you cannot implement the capability of tagging into your content, you can create a similar effect for SEO benefit by mining your log files for search engine referral keywords and generating a tag cloud from that data. Shows Cabella’s tag cloud as […]
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Written by on June 20th, 2008 with no comments.
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