In this digital age, it is all to easy to jump to the conclusion that online marketing is dominating over offline marketing methods… but is it fair? Just like “video killed the radio star” (as the song goes), can online media really kill the once all mighty print media star?
One dinosaur of print media which seems to be, all too often, in the firing line is the Yellow Pages. Sure, on an environmental level, the Yellow Pages [physical book], may be seen as a colossal waste of paper but what about its effectiveness?
It seems that those who are most aggressively against the Yellow Pages are typically the ones who have the most to gain from its demise – namely online marketers, SEO and SEM companies.
So, before condemning the Yellow Pages, we decided to hit the streets of Melbourne to hear what the everyday person thinks. I guess you could call it some old fashioned market research
Watch the video below to see a quick summary of what we found…
The Survey Results
Q1. How often do you use the print version of the Yellow Pages? Read More>>
You’ve probably found and read many SEO principles or guidelines telling you the ‘do’s and don’ts’ of optimising your website. But when it all boils down, there is one core principle you should remember before doing anything: you are optimising for the user, not just the search engines.
Isn’t your goal to get potential customers to your website and keep them there? Of course it is! So you have to think of what’s best for the user, above all else. So, while you tailor your procedures to give Google’s spiders what they want, bear in mind that it’s your users who bring profit to your business. So, where do you begin?
Good quality content
People expect to get what they’re looking for. If they search for “Pizza” they don’t expect to land a page full of computer equipment. So, first and foremost your website needs relevant content aimed to give people what they’re after. So, use your resources to develop good quality content throughout your entire site. Remember, always follow the best SEO practices available.
Just ask any entrepreneur and business owner “What does it take to succeed?” and they’ll rattle off a long list of factors ranging from how to calculate ROI (return on investment) to finding the best staff. We live in a time where businesses exist in both the real world and online; yet for both, achieving their goals start with the basic ability to attract potential clients. For the virtual marketplace the first step involves SEO, regardless of how big or small your venture is…
SEO Is For Your Business
For those who aren’t completely sure what “SEO” is, it’s essentially a series of tasks which are done because you want to get a good search ranking (eg. your site appears in the uppermost spots on the first results page), which will lead potential clients to your website and hopefully convert them into buyers. In this day and age it’s vital if you want to build a successful business. So if you use SEO and land some highly qualified leads to your site, what next?
It’s A Means To An End
After clients find your site, do your best not to disappoint them because, well…quite frankly, there are millions of other sites they can jump to with a quick click of a button. Give them a reason to stay by providing relevant and engaging content as soon as they land. Then by offering up the best user experience and surpassing their expectations with a great product or service, your SEO efforts have come full circle. But just remember to keep your endeavours well-rounded…
It’s a pretty well-known fact in the ocean of SEO that link building helps increase a website’s buoyancy (ranking). What’s really interesting is…offpage SEO makes up 80% of the entire process, with link building being a huge part of it. And because the process provided such great results in the past, a number of people engaged in dodgy link building practices, such as over-using anchor text, so the Google Penguin update was unleashed to combat them. Did the Penguin attack your anchor text? If so, how do you get back on your feet and build links without getting on that flightless bird’s nerves again?
Anchors Away! A Little Refresher Course
Before we go any further, let’s get on the same page about what ‘anchor text’ actually is.
Anchor text is the visible, clickable word (or words) which display as a hyperlink. When you go to a website, like Wikipedia for example, the hyperlink will usually display as underlined in blue, rather than the usual black font. The underlined blue word or phrase is referred to as the “anchor text”, of which when clicked, redirects you to the URL attached to it.
More often than not, people will naturally use optimised keywords as anchor text. If the goal is to get your website to rank for the keywords ‘mobile app’ and ‘mobile developer,’ these words should be used as anchor text in the content of other websites. Keep in mind though, that Penguin’s lurking about, so don’t over optimise. Let’s find out why…
Most people associate Pandas with cute & cuddly bears, but to most website owners, Google’s Panda is anything but cute. It would have been February 2011 when you realized Google unleashed their Panda update on your website, which possibly knocked it to the ground. If you were too stunned to work out why you were a target, it’s because Google wanted a way to classify and demote websites with low quality, thin, and duplicate content. Their primary goal was to improve user experience and I bet you’re reading this because you were hit by Panda update and don’t know what to do. Get back up, dust yourself off and read on to see what you can do to even the score with that bear…
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Video Transcript: Another method you can use is blog comments. If you have a look, and again this is one of these things where I think people just go off on the wrong tangent. Some people don’t like to build back links when the back links are from, and this is more technical speak, and I’ll just say it anyway, when you’re building back links with no follow links. It’s a good idea to make sure that just build comments from anywhere. Don’t get too stressed about that.
SEOmoz has done some analysis which is a really big well known search engine optimization website/company. They run a whole lot of different correlation tests to find out what websites are ranking number 1 on Google. When they reverse engineer what is the quality of their back links, where are they from and all that type of thing. One of the positive correlations is that they’ve got links back to their website from no follow links. So the moral of the story is, you don’t need to understand that other than the fact that, just building back links from anywhere that you can get them is always a good idea. You can’t go wrong. Read More>>
If you haven’t realized by now, Google is constantly evolving. While their core algorithm still revolves around having reputable sites linking back to yours, Google’s been devising further ways to make sure websites don’t just ‘sneak’ their way into high rankings. So, how do these Google updates work and what does it mean for you?
Google’s updates are like checkpoints
Updates like ‘Panda’ and ‘Penguin’ work like checkpoints, which your site needs to pass through before you reach Google’s core algorithm. To explain further, imagine your website is travelling through the vastness of the internet, and in order to make its way to potential customers, it has to pass a few checkpoints. For example, before it can go any further, your website must successfully move through the Panda checkpoint, which combats against thin and duplicate content, as well as over optimisation. Once through, you’ll need to show Penguin that your use of anchor text, as well as source and destination variation, are up to scratch. Only after those checkpoints are cleared will you make your way to the core algorithm.
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Video Transcript: So what is the secret for positioning yourself as a market industry leader? I’ve identified a few key elements that you want to start to think about and start to build these into your market. I’ve given some examples for each one. The first one is telling your story and we talked about that in the web video and making sure it’s in your autoresponder sequence. That really is a great positioning tool, putting you as the market leader.
When I talk about all of these different workshops that I went to in my past and some of the successes that I’ve had and some of the people who I’ve been fortunate enough to meet and interview and all that type of thing, telling that story, making it part of my story, really positions me as the expert because I’ve got those runs on the board. You do have that in you, you just need to draw it out. You might get someone’s help to try to draw that out and really start to tell your story.
As a business owner, you may already know that SEO encompasses a lot of different factors such as user experience, back-linking and site usability. But one of the biggest (and baddest!) stars of the show is keyword optimisation. So, if you’re going to bother to optimise your website, it’s vital you know the right way in choosing keywords.
What’s The Right Keyword For Your Business?
It’s going to take a bit deal of research before anyone can answer that. But first and foremost, it’s clear you wouldn’t want to rank for a keyword nobody searches for but that you would want a keyword that’s relevant to your business.
What’s the use of ranking number one for the keyword “pink butter” if nobody searches for it right? What’s more, if the keyword isn’t really connected with your business, would your potential clients use it to find you anyway? So, think about the top words or phrases your customers would use to find you and then write them down. As simple as it sounds, this is the very first step to working out the best keywords for your business. From there, do further research to fine-tune the terms (check out the SEO Manifesto for more detail on how to do this) because keywords are more than just a bunch of words…