Creating a New Website? Re-Designing an Existing Website? Talk to Your SEO Pro First!!!  One More thing...

... if you decide you want to emulate an "industry leader's" website, make sure that "leader" is really using a web design and a Search Engine Optimization Strategy that is going to boost your search positioning potential.

For instance, let's say you're a mid-size, natural dog food manufacturer and you want to compete with the well-known companies. (By the way, this is a fictional example and any similarities to real companies are purely accidental.) You decide you should have a website that is like "theirs" (since they are so successful) and you get your website designer to look at the big company sites to get an idea of a direction you need to take with your website design. Sound familiar?

Your website designer designs a site that has a gorgeous flash banner that takes up half of the web page showing beautiful, healthy dogs romping through a fantasy meadow, pulling dog sleds, swimming in a mountain lake, or saving a baby falling from a skyscraper - you get the picture(s); all the information about your dog food and company is within aesthetically-appealing graphics; there is no real informational/optimized content; the SEO is practically non-existent. You love it! 

Give it two months (give or take) and you'll find that your site can't be found because it's buried so deeply in the Google cellar that it's seems like you don't even exist. What happened?! You did everything the "industry-leaders" did for their sites - you would think that you should be found at least in the top 20 search positions. You would think. But that's not the way it works.

Without getting too technical and caught up in all the details, you didn't have a chance to get top search positions. Your new website was never going to get you better search positions because the "industry leader's" website you emulated didn't have a good website design for successful online exposure.  Chances are, the "industry leader" didn't even have that great of a search presence for the keyword searches your audience would use - they don't have to - they have brand equity.

When you have a well-established brand, your website can still work for you because the audience knows your name and will search for specific information using your brand. So, if you cannot cash in on a well-known name, you may want to think about cashing in on a solid website design that uses up-to-date search engine optimization. 

Just sayin'...

Get Professional SEO Help Now!

Creating a New Website? Re-Designing an Existing Website? Talk to Your SEO Pro First!!!

We see it all the time... companies create their new websites or re-design their existing sites without any Search Engine Optimization strategies - and boy do they get a rude awakening when it comes to getting top search engine positions.

Many on-page technical, design, and content factors are involved in SEO for getting (and maintaining) great search engine exposure. Do you really want to spend all the money on a new website only to have it ignored by search engines - or just not found - or going to the wrong page?

Website designers and developers are fantastic at designing and programming websites but most likely don't focus on the SEO components that must be incorporated into the design of the site for maximum search engine effectiveness. Many designers promote the fact that they design "optimized" sites but we have discovered they really don't provide up-to-date or thorough SEO tactics that will give you the best results.  It's very much like a brain surgeon saying she can do open heart surgery: clearly, each discipline requires a different set of skills.

Get at least an hour consultation with a Search Engine Optimization Pro during the planning stages of your new website. You should hear recommendations not only about keywords and meta data but also about photo placement, use of  flash, re-directs, content, internal links, inbound links, off-page optimization, etc.

Search Engine Optimization should not be an after-thought. Get it right from the beginning and you'll have less expense, disappointment, and frustration. 

Website & Social Media Copy Writing - MUST GET IT RIGHT!

Copy writing for a website, social media post, PPC ad - any online communication - is different than print copy writing. When you think about, even good copy writing for print marketing materials or advertising uses a different style than what is used for business reports, letters, books, manuals, etc. However, it seems like the concept of using a different type of writing for online communications is a difficult concept for many to embrace.

Web copy writing is not an excuse for poor writing but is an effective style that better fits the medium and audience.

Numerous reliable studies have indicated that web users read online content much differently than print copy (requiring a different writing style for an improved user experience) :

• Web readers jump around the web page scanning for specific bits of information - all within just a few seconds.
• Print readers typically spend more time with content as they read word-for-word, in a linear fashion. Even if you've written a masterpiece, Web readers are an impatient lot who can be turned off by tons of content. 

And, I haven't even touched on the SEO reasons for correct online copy writing. That will have to be for another day.

Just remember that online copy writing can be very powerful or very destructive. My advice:  hire a professional!

Carole

Google+ - Can it Really Help Your Internet Marketing Strategy?

Our clients are now asking “what is Google+ and should we start using it”?  Many of our clients have heard about this new platform but wonder why they need to become a part of Google+ when they’re still trying to figure out Facebook.

On June 28, Google launched the trial version of Google Plus (aka Google+) and is an “invitation only” community at this time.  (Get in touch with carole@awarenesscreation.com if you’d like an invitation.) Google plans to outperform Facebook with this new social platform that allows for a higher level of customization, flexibility and privacy.

The one difference between Facebook and Google+ you’ll find appealing is that you can organize your connections in Google+ better than within Facebook.  On Facebook, everybody in your community is a “friend”.  But with Google+ features (such as +Circles, +Sparks, and +Hangouts) you’ll be able to follow, share and communicate with your connections in a more logical, productive and private system.

+Circles. Allows you to organize your contacts into topical groups such as top business resources (Awareness Creation!), business clients, project stakeholders, golf pals, high school friends, etc.  You can easily share specific information, links, videos, etc. with your select circles.

+Sparks. Automatically delivers articles, videos, photos, etc. to you based on your interests.

+Hangouts.  Provides video chat rooms where you can “hangout” with the people in your circles.  A Hangout can accommodate up to 10 users which could be a new option for your webinars, remote meetings, or even catch up time with friends.

Awareness Creation is recommending that you and your company begin to explore Google+ for a number of reasons.

1. Getting to know any new network takes time. Start using the Google+ features while it’s still relatively simple and you’ll be better able to grow within network as more features are added.
2. The features now available are worth getting to know and use.
3. Google+ will be adding the capability to add business profiles. Having a profile that can be indexed by search engines (especially Google) can ultimately strengthen your Internet Marketing – including your SEO.

And last but not least…

Awareness Creation is recommending that the use of any social platform should be included within a strong Internet Marketing Strategy.  When you strategically use online opportunities for the promotion of your company – you can increase your inbound links, website traffic, and client base.

Happy August!

Carole

DIY (Do it Yourself) SEO May Not be Helping You!

I've had a rash of new clients who have just updated their websites (or have new websites) and are just now discovering that their DIY SEO may be keeping their wonderful new sites from being indexed by Google. Many clients have had nothing but the best intentions to improve their websites with SEO but, unfortunately, many of the SEO strategies applied may be actually hurting the websites' rankings instead of helping.


Or, what's even more frustrating is that some clients are finding out their developers are using content management systems that need to be tweaked to get the benefits of  SEO. After paying a pretty penny to design or update a site, you would think that some problems shouldn't have to be worried about. You would think...


Some of the most common SEO problems include:

• Mis-use of keywords (or lack of strong, relevant keywords)
• Duplicate content
• URLs that are not search friendly
• Canonical issues 

If you're planning to have a website re-design or new website designed from scratch, check with us first so we can give you an idea of the SEO problems you can avoid before it's too late.

Have a great week!

Carole

Big Companies Getting Busted for Using Black Hat SEO

Huh... in mid-February the New York Times reported that JC Penney's was investigated and found "guilty" of using an inbound link scheme to get top Search Engine positions. Imagine that. A big company using a (most likely) big SEO firm that bought some paid link networks, suspiciously around holiday time. AND, thousands of bogus links pointing to Penney's site were cropping on totally unrelated sites. A couple of other "smoking guns" were found such as web page titles that did not match the link anchor texts and random "inconspicuous" links were appearing in the footers of, again, unrelated sites. 


Of course, JC Penney's denied any knowledge of the crime and promptly fired their (most likely high-priced) SEO firm. AND, Penney's site has been penalized by Google to the point that it's not showing up in the coveted #1 & #2 spots it had gained during the holiday. Actually, it's been reported that the Penney's site is not showing up at all in any non-branded keyword searches. You still find the Penney's site using their name but not by searching with keywords such as "bedding", "dresses", "home decor", etc. which were at one time showing Penney's as #1 or #2 in search results. 


Interestingly enough, Overstock.com was ratted out by a competitor for an inbound link building scheme that involved bribing .edu sites (with a 10% discount) to include Overstock's links on those highly valuable sites.


I have to say this is good news. It's about time those with the bucks start earning their top positions like the rest of us have to.  Now, companies like Penney's and Overstock may have to put some dollars into an online reputation management campaign instead of costly Black Hat SEO Strategies.


It's not nice to fool Mother Google!


Carole

Time to See the Light – Social Media Can No Longer be Denied

If you’ve been living in a cave (or in denial) Social Media may not seem to be important to your company.  But it’s time to see the light: Social Media can help you achieve your online marketing objectives. Actually, Social Media can help you achieve your business objectives.

The Advantages of a Social Media Strategy 

Companies of all sizes in a variety of U.S. and global industries are finding that Social Media brings a few unexpected, yet valuable results:

• Increased Website Traffic
• Improved Customer Relationship Management
• Enhanced Reputation & Industry Leadership Positioning
• Business Development Success

SEO is Greatly Impacted by Social Media

If the above results you can get from Social Media aren’t enough to convince you to deny your denial of the importance of Social Media – there is yet one more reason why it’s time to step into the social world we now live in: Google uses data from your social media presence as an important algorithm in determining your position in organic search positions. (Bing algorithms have included social media performance for a while.)

A few of the social media activities Google will be evaluating include:

• Quality Twitter Followers (not just reciprocal followers)
• Retweets (Twitter)
• Liked Tweets
• Links to Facebook Profile

So, wha’ dya think? Isn’t it time to integrate Social Media into your SEO Strategy?

P.S.

Of course, there is a technical process that you must follow for best results:  Social Media Optimization.

SEO Vital 5 for 2011: Take a Step Back

As we all get excited about moving forward in 2011, I would like to suggest that we take a step back when it comes to Search Engine Optimization.

Make Basic SEO One of your 2011 Business Resolutions

A successful Search Engine Optimization strategy needs to include a variety of tactics to push your site further up the search engine listings. But, with all the new advancements in technology and digital marketing it’s easy to become overwhelmed, side-tracked, and more at risk of losing a strong online presence (or never getting one in the first place).

So, it’s time review my Vital 5: the basics of SEO that will help your company start off the New Year with a solid foundation for your 2011 Internet marketing initiatives.

The SEO Vital 5

1. Website Design.  No matter how gorgeous your site may be if it isn’t developed with user and SEO-friendly components, it’s not going to bring your company the results you may be expecting or needing.  Make sure you have a good SEO-friendly architecture: your link structure must be properly established and navigable. Additionally, one mistake that many designers and developers make is that they are not aware of canonical URL issues. (Get in touch with Awareness Creation for more details about this potential SEO penalty situation!)  If you’re the beholder of the beauty of your site, take a closer look to make sure it’s not just a pretty face.
2. Keyword Research & Development.  Before any content for the website is written, it’s necessary that research is completed to discover the terms that are actually being used by your audience. Marketers often think they “know” the terms being used by people who are searching for information about their products or services. However, professional research will often shine a different light on the keywords that must be used within the website, meta data, and all online communications content. Once a user-centric list of keywords is established, these keywords can help propel your website to the top of search engine listings as well as help you better reach your audience. Also, be aware of the proper use of keywords within meta data and content – it can make or break your SEO success.
3. Web Content Optimization. Website copywriting is not the same as any other marketing copywriting. Many companies still use content from their print materials for their website content – which is not going to help improve the user experience or search listing positioning. Website copywriting requires an understanding of the science and art of online copywriting not only for websites but for all online communications.
4. Inbound Link Building. The number of links coming into your site is not as important as the quality of those inbound links. Many marketers are still under the wrong impression that as long as they have hundreds (or thousands) of incoming links, they’re golden. Not so. Search engines pay attention to who is linking to your site and how those links were acquired. Keeping up with inbound link building requirements will improve your search engine positioning.
5. Ongoing Web Analytics Review & Reporting. Many website owners have a wealth of information at their fingertips about the performance of their website, campaigns, SEO, and audience trends but never take advantage of that resource: website analytics applications or web logs. If you don’t have a web analytics application intact, get Google Analytics; it’s free, and it will provide invaluable information about the realities of your website. Of course, interpreting the data takes some expertise but it is worth it. Web logs are not my favorite resource but if you have them at least look into them to see if you can scrape together some useful data. Web logs (usually provided by your hosting company) are a little clunky to go through and may tend to focus more on technical rather than user issues but use ‘em if you got ‘em.

Each of the vital tactics, above, must be integrated into one Search Engine Optimization Strategy. So, the first thing I recommend is that you get a professional strategy established and follow it to the letter. If you don’t have the resources to implement the strategy all at once (the best option), create a monthly plan that will include SEO deliverables. Once your SEO Strategy is in place, keep it going – SEO is not a one-time thing.

It is possible – and vital - to get on the right SEO track for 2011. At a loss about how and where to start? Do you feel your existing SEO is not delivering the results you need? Or, are you a commitment phobe not wanting to deal with the continuing requirements of a relationship with your SEO? No worries, just get in touch with an expert SEO Consultant.

Here’s wishing all of you successful SEO and a fabulous 2011!

Carole