SoloSEO

Google + SEO = The New “AOL Keyword”?

Posted by Michael D Jensen on June 18th, 2007

We all remember TV, radio, and even print ads back in the AOL era that left us with an AOL Keyword for finding their site. Over time, and as AOL became less important, TV/radio/print ads gave you a domain name instead. Today on the radio I heard a commercial from Honda Certified Used Cars that sounded eerily similar to “type in the AOL Keyword”. The radio ad said to visit Google or Yahoo! and type in the keyword “Honda Certified Used Cars”. Searching for this in Google brings up Honda’s Certified Used Cars site (http://automobiles.honda.com/certified/) as the first listing in the results. Obviously telling us to search for the keyword in Google/Yahoo! is much easier than telling us to go to “automobiles dot honda dot com forward slash certified”.

Plus, they can always control the PPC page. Their PPC page appears to go to the same place, but it actually goes to a page hosted on googlepages.com, so they must be doing some landing page testing.

As I was pondering this, my mind brought me back to last year’s PubCon when John Battelle talked about Google (et al.) as “the new interface to technology”. It literally is our yellow pages, our 411 service, our encyclopedia, our calculator, etc.

Some cautions are in order

1) Obviously if you’re buying radio and TV spots, you need to give out a keyword that you can realistically be in the top for a long time. It should probably include your company name. But if your company name is weird, hard to spell, hard to remember, or just plain dumb, you’re probably a good fit.

2) You’ll need to make sure your SEO is in tip top shape. Honda isn’t going anywhere ranking for that term, but you’re not Honda. Content alone is not going to do it, you’re going to need to build and/or buy some links.

3) You must also realize that you are setting yourself to lose some advertising dollars from your consumers finding alternatives on just their first look into that search space. Hopefully you control more than just 1 listing in the organic results, because otherwise the search results page has 9 other results just on that front page alone, and probably 9 more advertisers running ads on that page.

Is it a Good Idea?

I think we may see it be more common, especially for advertisements about specific products from a company. Honda sells new cars too, but this commercial is to boost their used cars product, and because it takes two clicks (on small text even) from their home page to get to the same place, it makes a lot of sense just to direct them to Google.

Another advantage is that in Honda’s case, they have local dealers selling Honda Certified Used Cars and the ads are geo-targeted. So I can not only find Honda’s site, but I can also find my local Honda dealer and search their inventory from their site (hopefully).

5 comments Visited 9642 times June 18th, 2007 Michael D Jensen

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The Perfect Solution to Paid Link Disclosure

Posted by Michael D Jensen on April 16th, 2007

There is a big brouhaha over Matt Cutt’s recent postings (yes, 3 of them) about the disclosure of paid links (big one here, another here, and one more here). There’s been a lot of postings about it, with a great summary here by GrayWolf at SEOclass.com, some here by GrayWolf at Wolf-Howl.com, more here from Todd Malicoat of StuntDubl.com, more here from Matt McGee of SmallBusinessSEM.com, and another here from Andy Beal of MarketingPilgrim.com.

Essentially, Google wants you to disclose paid links to both users and to search engines. Google wants to know which links are “paid” instead of “natural” so they can discount their weight.

My feeling about it is this: Paid links are advertisements, and as such should be distinguished in some way from other links that are not advertisements. The disclosure should not be deceptive to users or to search engines. Disclosure can be subtle and is okay to be undetectable (not deceptively) to search engines/machines.

Google’s own webmaster guidelines specifically discusses that we should not do things specifically for search engines, but focus on the users:

Make pages for users, not for search engines … Another useful test is to ask, “Does this help my users? Would I do this if search engines didn’t exist?”

If we look at other forms of marketing and advertising, there must be disclosure for advertisements. If you read a newspaper, it reads “This is a Paid Advertisement” somewhere on/near the ad. If you watch infomercials, it says “This is a Paid Advertisement”. If you listen to the radio and hear a political ad, it is disclosed as a political ad. If you look at Adwords and other text ads by search engines it has some form of disclosure, like “Ads by Google”. If you see a banner ad, well it either screams “I’m an ad” because it’s an image and it looks like an ad, or it says “Advertisement” somewhere. These advertising property owners do not make these statements because they are pretty or interesting, but to obey laws for advertising disclosure.

And now, for what you all have been waiting for…

The Perfect Solution to Paid Link Disclosure

So, I have the perfect solution for you to disclose your paid links to users and not search engines, that anyone can implement quickly and easily. This method makes it virtually impossible for a machine to implement an algorithm based on this code, but makes it fully disclosed to users.

To see the paid link disclosure in action, click on the following link (the next page has the link examples):

SEE EXAMPLE PAID LINK DISCLOSURE HERE

How to implement Paid Link Disclosure

Step 1

Copy the CSS code below and paste it in your existing CSS file for your site. (or create one, or put it in the template of your site so it shows up on each page).

a:hover.linkx {
    background-image: url(/images/solop.gif);
    background-repeat:no-repeat;
    padding-left:10px;
}
a:hover.linky {}

Step 2

Change the name “linkx” to something else and don’t include words like paid or ad or affiliate. This keeps variability from site to site and gives it no semantic meaning. “linky” can be changed to something else also, but essentially all that is doing is giving your other links a class so that all links have a class assigned to it and cannot be “filtered” based on having a class attribute.

Step 3

Create an image that in some way reflects that the link is paid. Don’t just copy my $ image here, use a unique image and rename the filename to something else (keep it ambiguous). You may want to use a star, an asterisk, an exclamation point, or a turtle. It should be unique to you so again there is no regularity for the search engines, but at the same time it gives appropriate disclosure to your users. Place this image file behind the folder you created in step 4.

Step 4

Create a folder (give it any name, just be creative) and disallow search engines from access to this folder (learn how to do this in your Robots.txt file). No this is not deceptive, you just don’t want them to go there. This is for step 5.

Step 5

Create a file in the directory you just created and include a disclosure about paid links, describing that you disclose paid links by using an image icon next to links when a user mouses over them. I wouldn’t even include the icon on the page, just describe it with text, like “A dollar sign icon will appear when you mouse over a paid link”.

Step 6

Add the class attribute that you renamed in Step 2 above to the anchor tag of your paid links and any new paid links.

This solution would be incredibly difficult, and I would go as far as to say “impossible”, for Google and others to detect on a wide scale basis (which is what they face). Their problem is that this code is ambiguous, and could be doing any number of things besides attributing a paid link, and so they cannot fully determine that it is actually a paid link based on the CSS itself. But you’re still being ethical because users are aware before they click on the link that it is a paid link.

If you want to disclose paid links without having to hover, just modify the CSS code above and take out the “hover” part (see live page here of it in action):

a.linkx {
    background-image: url(/images/solop.gif);
    background-repeat:no-repeat;
    padding-left:10px;
}
a.linky {}

If you have any improvements or other suggestions, add them to the comments below.

UPDATE: Matt McGee gives his idea for a solution, which is quite novel too.

13 comments Visited 7501 times April 16th, 2007 Michael D Jensen

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Deliver on your Page and Ad Titles

Posted by Michael D Jensen on April 9th, 2007

A radio ad I heard this morning starts out “Another how-to half minute from the Home Depot…”. Now, before you read on, what are you expecting to get out of the next 25 seconds or so left of this radio spot? A “how-to half minute” makes me ready to learn something about landscaping or home repair or even picking out appliances. Teach me something!!

Well….the ad continues with 2 guys, the first talking about how he loves his old tools. The second guy mentions an instant discount on tools going on now at the store. The conversation switches instantly back to the first guy who then says he hates his old tools.

So what did you learn?

Zilch. Me too.

Teach me something if you say you are going to. If you say you’re going to teach me something, then just give me a blurp about your sale, I’m going to turn off (I might even blog about how much I dislike your ad).

On the web there are many places where we only get one small sentence or “intro” to get a click, mainly page titles and text PPC ads. Your visitor expects you to deliver on the page or ad title, and if you don’t…your reader will quickly use that back button. If you have something lackluster to deliver, you may want to think twice about overpromising on the page or ad title.

Underpromise, over deliver is the old adage of sales. This holds partly true, except for when marketing you need to dazzle them, lure them in, pique their interest. You will lose customers if you then under deliver on the landing page, but if you deliver and then some you might just have yourself a sale (or a reader, or a friend, or a …. ).

A recent article featured on CopyBlogger.com also discusses the importance of not going overboard with your title to the point that what you promise to deliver isn’t even believable.

Why Your Best Headline Could Be Too Powerful

Essentially, your headline itself can be so unbelievable you don’t even get a click in the first place. Headlines not only need to deliver the content they promise, but they need to be believable so you at least get the first click.

Add comment Visited 5319 times April 9th, 2007 Michael D Jensen

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Plop, Plop, Fizz, Fizz – Do NOT Market to Ignorance

Posted by Michael D Jensen on March 30th, 2007

“Plop, Plop, Fizz, Fizz, I don’t know what’s in it?”

Just 2 minutes ago I heard a radio commercial from Alka Seltzer. They put their whole radio ad message into a jingle (clever…) with the line “Plop, Plop, Fizz, Fizz, I don’t know what’s in it”. They are betting on my ignorance to sell their product, and that does not make a customer out of me. They want me to use it without even knowing or caring what is in it.

This is 2007, not 1907. Back then you didn’t have ready access to all the information you wanted even if you wanted it. Big difference, no Internet (and obviously no Google et al.). Today’s average person is information-oriented. They aren’t going to just go on the advice of some celebrity spokesperson (okay, some people still do). The customers that I want to serve love information and want to know as much as they can before making a decision.

I’m building a new house right now. I feel bad for my sales rep and the builder because I am so information and detail-oriented. Sure you can offer me a water softener, but I want brand, price, any other options, and contact information for the installer. I don’t want to just look at the fireplaces I can install, I want to know what company makes them, what kind of finishes are available, what else can I customize, and I want to know who the vendor is.

Give them information, they want it and will ask for it, now just give it to them. Case in point. We run Applied Content, a well known company that writes content for large and small web sites. For almost a year we went without displaying pricing on our site. So much of our time was spent informing our contacts of what our pricing was. We of course got clients from it, but obviously just a small percentage. Now we display our pricing on our homepage. The conversion of those who actually call or contact us? Nearly 90%. Now that’s efficient. Information is powerful.

Oh, you wanted to know what’s in Alka Seltzer. It’s made by Bayer, so it of course has Aspirin (acetylsalicylic acid) as a pain reliever, but it also has citric acid to neutralize stomach acid and baking soda (sodium bicarbonate) to react with the acid and dissolve it all (and make it fizz fizz). I for one will probably go with Tylenol (pain reliever), some oranges (citric acid), and some fresh cookies (baking soda).

5 comments Visited 5142 times March 30th, 2007 Michael D Jensen

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Starting your SEO Business: 10 Ways to Make Your Small SEO Firm Look Big

Posted by Michael D Jensen on March 15th, 2007

Nowadays you don’t have to be big to get big clients. After 3 months of starting up (early 2006) our own web content firm (Applied Content), we landed a big deal with a Fortune 500 company (actually in top 30 though!). It’s not that we looked like a giant corporation, but we looked big enough to show that we cared about our business and about our image. Whether you are a business-to-business or business-to-consumer company, looking “bigger” or more professional will help you land bigger clients, and more of them.

Now for my top 10 list of ways to make your small SEO firm look big:

1) Show that you exist

You should exist more than having a website and a contact form. Preferably put up a phone number and an email address. Get a toll free number if you need to and have it forward to your cell phone. Show your office address, a physical location that someone could look up on a map and find. If you work from home, consider getting a PO Box, but get one that has an address instead of a box number (I think UPS is starting to do this).

2) Show that you actually work with clients

In the field of web content our clients don’t want us to tell the world we write their content, so we actually just “hint” at who our clients are (Fortune 500 company, a site listed in Time magazine’s 50 Coolest sites, other SEO firms, local companies, etc). If your clients don’t mind, I’d like to see the list, even a short (best of) list. If you’re doing SEO, what keywords is the client ranking for?

3) Clean Website

I can’t even count how many interested clients for our web content firm have called and said “I like how clean your website is”. It’s not perfect by any means, but yes it is clean and simple. Don’t have your 14-year old nephew design your site and don’t use clipart. You can find all sorts of free web templates, just make sure you customize them a bit so they don’t look “templatey”.

4) Nice Logo

You should have a logo if you don’t already, even if it’s just the name of your site in a nice typeset. We’ve used LogoWorks before, but I’d try a local design shop first if you can.

5) Link out

There’s a reason that Google et al. like it when you link out to authoritative sites, and for me that reason is because I want to know that you know your industry and resources.

6) Multiple author blog

Now not everyone can do this, but if you have someone else on your staff or even someone that remotely helps you out, even if its a Link Ninja, have them blog too. They don’t have to blog all the time (you should, at least once a week) but enough so we know you actually talk with other people.

7) Rank for your Business Name

If I am going to use you for SEO you’d better be ranked #1 when I search for your company name. Remember that Google et al. is not just a search engine, it is also a dictionary, phone book, map, and calculator.

Run a PPC ad for your Business Name

It won’t cost you hardly anything, especially if they use your organic listing (see #7). It tells me you are using pay-per-click like a smart business does, even if I don’t know what other terms you are advertising with.

9) About Us Page

Be personal about your company or yourself. How did you start, what makes your business strong, what are your strongest points, what makes you you? You can do this on a Contact Us page if you want. You don’t need to tell me about your family and your dog, but I do need to know you are real. I need to trust you.

10) Call me on the phone

Don’t email me, call me. When some contacts you, call them back before you try to send an email. Then send a follow-up email and do all your contact through email if you want. A phone call makes you real, that you are interested in providing your services to me, and you care about my needs. I think human nature now is email because it is easy, convenient, and you can actually think and re-think before the message is delivered. This also means, if you’re having potential customers fill out a form you want to ask for their phone number (maybe even require it).

I hope these tips will help you to be better, look more professional, and land more clients. Your potential clients do care what you look and act like, so you had better give it to them.

This is part 3 in our series about “Starting your SEO Business”. In case you missed them, here are the others:

Starting your SEO business: 5 Steps to Getting New SEO Clients
Starting Your SEO business: Tapping into Local Business with Local Search Tools

10 comments Visited 29046 times March 15th, 2007 Michael D Jensen

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Treat your Visitors from Search Ads and Contextual Ads Differently

Posted by Michael D Jensen on February 21st, 2007

If you are running a PPC (pay-per-click) campaign with search engines, you can create campaigns that are either Search or Contextual based. Both have their merit and usefulness, but both have unique traits about the customer and their current frame-of-mind. If you’re looking to improve your conversion rate (who isn’t?), knowing these differences can certainly help. At the end, I’ll give some tips for programmers to tell the difference between your Search and Contextual Ad visitors.

Before we get into those differences, let me first just make sure we all know about these two types of PPC campaigns.

Search and Contextual Ad Refresher

A Search ad campaign will run on the top and side of a search engine when users come to perform a search. They type in a keyword and the search results page shows up, with both natural results and paid results. The paid results are based on the actual keyword used in the search by the user.

A Contextual ad campaign is displayed on websites that want advertising revenue from their site. You can even bid separately on the price of your keywords for content ads. The ads that display on these websites are based on the content of the page. If a page is about dog food and dog toys, the ads displayed on that page will be based on those topics. Your ad shows up when your keywords from your contextual ad campaign match the topic of the page, as well as other factors (bid price, quality, etc).

The Scenarios

Let’s start with a scenario to make it more real for you to see the differences, and see if you can spot them yourself before I give it away.

Search Ad Scenario: Joe’s wife just reminded him it is almost Mother’s day, so Joe is looking to send flowers to his mother in Colorado. His first method of finding a flower company that delivers flowers to another state is to use a search engine. He types in the first keyword that comes to mind, “mother’s day flowers”. Joe gets the results page and glances through the ads at the top of the page. There are even some prices in there, some mention Mother’s day too. He clicks on one of the ads.

Content Ad Scenario: Joe is reading about a new gardening technique for his tomatoes that he just can’t get to grow right. He notices an ad on the side of the article that reminds him that Mother’s day is coming soon. He thinks of his mother and that it would be nice to do something for Mom. He clicks on the ad.

Differences between Search and Contextual Ad Visitors

1) Focus
Joe, in the Search Ad Scenario, was specifically looking for flowers to send to Mom for Mother’s day. He set aside the time and is focused on doing this task right now. Your challenge as a Flower Delivery company would be to have the ad that captures Joe the most, be it by price, on-time delivery, freshness of the flowers (quality of product), or some sort of guarantee.

In the Contextual Ad Scenario, Joe’s mind has been on his struggling tomatoes, but the Content Ad diverted his attention to his Mother and Mother’s day. Your first challenge was capture him with the ad, which worked. Your next challenge is to follow through and maintain his focus so he gets the flowers (through your site) before he continues thinking about his failing tomatoes.

2) Readiness

In the Search Ad Scenario, Joe is ready to buy something. He may compare a few companies, but he wants to buy something. Your challenge is to allure him to your ad, then keep his interest in your site and product, and fulfill his needs and questions. His readiness can easily be quieted if there are stumbling blocks to the purchase (not trustworthy, too pricey, not enough options, no guarantee, not secure, etc). Joe from the Search Ad probably won’t care that your sale ends next week because he is ready to buy right now.

In the Contextual Ad Scenario, Joe has diverted his attention to your product, at least for now. He wasn’t specifically looking to buy flowers for Mom, so he may either buy now or come back another day. Both of these need to be addressed in your content and atmosphere of your site. If he is ready to buy now, it should be so easy to find the perfect flower bouquet for Mom and to make the purchase, that he doesn’t lose interest and go back to his tomatoes. If he is going to come back tomorrow, you need to find a way to make your brand/product sticky in his mind. Will he remember your site (branding)? Can he easily find the special you advertised again? Because Joe from the Contextual Ad is not necessarily buying right now, anything you can do to make buying now more advantageous would be good for you and for Joe.

The two scenarios above are helpful for showing the focus and readiness. Other products/services may have additional differences in Visitors’ frame-of-mind, but generally these two are applicable across the board. Certainly not all Search ad customers are ready to buy now, but compared to Contextual ad customers, they are “more ready”. Some advertisers will find they generate more revenue from Search and some from Contextual, it depends on many factors. But understanding more about your visitor when they come may be able to influence your conversion rate.

Treat your Visitors Differently based on Ad Type

If there was a way to tell the difference between a Search Ad visitor and a Contextual Ad visitor, would you do something about it? If it helped your conversions you probably would! There are two different ways to do this that I will illustrate. The first method isn’t as reliable and not as easy to implement as the second method.

(Method 1) In programming you can capture certain variables from each visitor, including what URL they came from. This is the HTTP_REFERER server variable. In PHP for example, you can capture this with $_SERVER['HTTP_REFERER']. In Perl, you can capture this with $ENV{‘HTTP_REFERER’}. And for spelling freaks (like me), yes, REFERER is supposed to be spelled that way. Sometimes based on HTTP_REFERER alone you can distinguish whether the ad is Search or Contextual, but this is not always the case.

(Method 2) The best way is to include it in the URL of your ad. Set up separate campaigns for search and contextual ads. When setting these up, include a variable in the URL (address to your page) that distinguishes the two from each other. For example:

http://www.yourdomain.com/landingpage.html?adtype=search

http://www.yourdomain.com/landingpage.html?adtype=contextual

Then on your landing page, capture the variable ‘adtype’ and then adjust the content to fit the focus and readiness of the visitor. There are other strategies you can combine this with, such as basing the content on inferred intentions from the actual keyword that was used in the search.

What other differences do you see between visitors from these two sources, Search Ads and Contextual Ads?

2 comments Visited 5180 times February 21st, 2007 Michael D Jensen

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Out SEO Your Competition

Posted by Aaron R Stewart on February 19th, 2007

We all know SEO assists a site to perform better in the SERPs (Search Engine Results Pages), but the reasons people SEO can differ. Some just want to share their knowledge with the world and aren’t selling anything, (like in informational blogs), some want to rank as an authoritative site to increase the revenue in their AdSense campaigns, and some want to find new clients through organic search, or do better in their PPC campaigns. There are also some that are motivated by all or a combination of these motivations. For me personally it is the opportunity to find more clients, and to out-compete my competitors for those clients.

In the introduction to his seminal book On Competition, Michael Porter (recognized Harvard professor and expert in competitive studies) states:

“No company, and no country, can afford to ignore the need to compete. Every company, and every country, must try to understand and master competition” (Porter, 1998, p. i).

I come from a primarily business background, and have spent a good bit of time studying competitive analysis theory, or the use of different analytic tools to attempt to understand, predict and prepare for the strategic adjustment competitors are most likely to implement in the marketplace. It is truly a fascinating area of thought. However, each of these competitive analytic tools requires considerable amounts of time and research to make them worth anything, and even when the analysis is complete, it can only provide the researcher nothing more than a more educated guess as to what a competitor might do. Some widely used competitive analysis tools used today include: SWOT (Strengths, Weaknesses, Opportunities, Threats), Competitive Array, Game Theory (very interesting), Five-Forces, etc., just to name a few. There are even many firms that will perform the analysis for you, using a variety of these tools for a fee. Dun and Bradstreet offers small business firms information about their competitors for a fee, $9.99 per firm, for a firm analysis, $24.99 for an industry analysis and $65 for various marketing lists. Despite the inherent weaknesses of these various analysis tools, innumerable firms continue to spend all kinds of resources to run these analyses in hopes of putting themselves in a better competitive position.

Now on to why I love the online competitive world… There are certain SEO tools and techniques which provide us the opportunity to really know what our competitors are up to online, with real data. The SEs (Search Engines) have already aggregated the data, and using these SEO analysis tools properly can drastically reduce the ability of a competitor to surprise you, or make huge moves online unnoticed. Not to mention this real data reduces the need of firms to “make educated guesses” as to what their competitors are really up to. Online, the competitive marketplace is more transparent than offline, and with the increased competitive information comes the increased importance to be more competitively astute and responsive. So once competitive trends are discovered, firms need to react more quickly to address these trends, to stay ahead of the curve, and remain competitively viable. This is done by using other SEO tools which assist your site to become more competitive online, specifically in the SERPs. SoloSEO was built to not only to provide competitive intelligence tools, which efficiently watch industry competitors, but to also offer effective SEO tools, allowing firms to improve their online competitive position.

This week we will be launching a new service, which will make the competitive intelligence process more convenient and streamlined for our subscribers. We are very motivated to assist our clients become more aware of their competitors more quickly, and assist them improve the competitiveness of their sites with effective SEO tools. Please stay tuned…

Add comment Visited 4267 times February 19th, 2007 Aaron R Stewart

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Keywords – More Than Meets the Eye

Posted by Michael D Jensen on February 16th, 2007

When you were a kid, did you ever have one of these transformers? I had several transformers and even loved watching the cartoon. A transformer, like Optimus Prime, would be a semi-truck at first, but then you could move the pieces around and make it into a robot machine. The tagline for Transformers was, “Transformers, More than Meets the Eye”. Your keywords, just like the toy, contain more than meets the eye.

Often we approach our keywords simply as a pool of words that people use just to find our product or services. We get caught up in using keyword tools that will find any version of our keyword ever typed in, jumping at a new phrase that we might find, and then plugging it into a PPC campaign or a new page of content. But are you overlooking the “intention” of why your potential customer is using that keyword? The range of intentions of your customers are vast, but perhaps we can break them down into three categories:

1. Ready to Buy. I know what I want, I just need to get it.
2. Comparison shopping. I am trying to compare services/products, including features, price, warranty, etc.
3. Just curious. I found your product and am just looking to see what it was, but I’m not buying it right now.

Then within these categories, your customers are going to be concerned with any of the following, or in any combination thereof:

- Cost
- Quality
- Benefits
- Features
- Warranty/Guarantee
- Are other people using it? Do they like it?

Understanding your keywords and what the overall intention of the keyword is can help you direct your PPC advertising as well as your search and content optimization. If you know the intention of a keyword, why not write your content (on your keyword’s ranked/targeted page) focused on its intention?

Let’s take an example. Let’s say a customer is looking for some content for her website, and you have a content company. The customer could do several searches, depending on her needs. Let’s keep it down to three:

1. content for my website
2. seo content
3. cheap content

The trick is that each of these keywords can mean different things to different people. What you want to do is to identify the most common intention, the reason why most people would use this keyword.

content for my website
This one is pretty general. If it was my company and I was running an ad or trying to write a page focused on this phrase, I would consider the intention not to be at a “ready to buy” point, but not just curious either. The customer doesn’t necessarily tell you they are looking for unique content, fresh content, seo content, free content, etc. So I would tell them about different types of content, what kind of content is best for different needs, and what you an provide to them.

seo content
Already you know your customer knows what SEO is, and that they see the importance of content. They are probably more ready to buy than just curious, and they are probably also comparing content companies (otherwise they might have typed in the name of a company, group, or writer). Your content should focus on the SEO part, about “optimized content” and keeping your content fresh and updated on your site. Maybe include (or link out to other articles on your site) about how to optimize title and header tags. Make your pitch match the intention of the keyword.

cheap content
This keyword obviously tells you your customer is looking for something economical. Focus your content on not only the affordability of your content, but also the long term benefits of content for a site (good content can easily pay for itself quickly for many products/services). You could also warn your customer about what to watch out for when comparing with other content companies and detail the problems with using free content and articles.

How disappointing it would be (instant back button) to search for a phrase and find something so generic that it doesn’t fill any needs or fill any knowledge gaps. Your customers are expecting to find what they are looking for, why not give it to them?

Take some time to look at your keywords in more depth, and even categorize them by their intentions. Then match up your content with your keywords and see if the content covers the needs of the intention of the keyword. The benefits of this is that your customer will have filled her present needs, and this has a positive impact on her feelings toward your business/website.

And don’t forget that SoloSEO has tools to organize your keyword lists by category or topic, and to assign keywords to your content pages, making this a much easier process. Try a 2-week free trial of SoloSEO.

1 comment Visited 6434 times February 16th, 2007 Michael D Jensen

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PPC Advice – Good or Bad… or VERY BAD

Posted by Aaron R Stewart on February 15th, 2007

Today, I took a few moments to take in a bit of the current online marketing blogscape. I eventually came across a post entitled “17 most common PPC mistakes web marketers make” by Igor Mor. It was posted on SEOMoz as part of their YOUMoz program where they “claim” posts from others they deem appropriate. Since my last post was about the ongoing feud between some PPC gurus and SEO pros, I was interested in the topic. As I read I was quite pleased with the content and the expertise Mr. Mor obviously has obtained through his experience with previous PPC campaigns. Unfortunately my positive mood did not hold out until the end, in fact I now wished this post had been named “16 most common PPC mistakes web marketers make,” because the 17th point is not very good advice at all.

In points 8, 9 and 16 Mr. Mor makes it a point to discuss the importance of protecting your firm’s name from your affiliates, and from your competition. This advice, although obvious to most business people, is very sound. Your firm’s name and the proper branding of that name are of paramount importance in the marketing world, online or otherwise. If your competition is using unethical marketing tactics to steal clients and benefit from your firm’s brand, or if they attempt to purposefully damage your firm’s reputation or brand image without cause, then by all means firms need to do all they can do, including taking legal action, to stop these competitive threats. I have no problem with this advice.

However, point 17 is so misguided and potentially dangerous, it severely reduced the quality of the post. Here is the problem, in his last point Mr. Mor suggests firms bid on the brand name of their competitors, because “anyone searching for your competitor could easily be your customer instead” (ghastly logic) and “Most of the time the ROI on those keywords is excellent” (Ah, we make more money, so the practice is acceptable, the good ole “Ends justify the Means argument”). What makes the whole suggestion even more preposterous is Mr. Mor explains earlier in point 8 that his firm frequently sends out “legal letters” to their competitors to stop them from continuing this type of unethical behavior. So I guess we have an acceptable double standard here, we are instructed to engage in bidding on our competitor’s brand name as a good PPC strategy, and we should make it a point to legally threaten our competitors if they attempt to do the same thing to our brands. Doesn’t sound so good to me, even with my lower than average cognitive skills. In Mr. Mor’s closing sentence, he advises “If you get a “legal letter” from the competitors and it holds water, I’d suggest comply with it.” If we get a letter, and if it holds water? I’m sorry folks, that isn’t a letter I want waiting for me in the mail box, the innumerable bills and credit card applications already in wait make the trip to the mail box miserable enough.

I get frustrated with the disconnect between the online world and the non-online business world at times. There is this maverick/old-west mentality online that continues to percolate, where obviously unethical and potentially illegal marketing strategies are employed by some with impunity. Interestingly enough, the resulting vitriol from those who are caught in their back alley practices is impossible for me to comprehend. These unscrupulous marketers know what they are doing is sinister, but they risk it anyway for a few extra bucks. How can they be so upset when they are shut down? Here is another thought… I know I personally do not want the FTC, or any other government entity, to form some sort of Internet Marketing Oversight group to start governing our every online marketing move. But if this sort of poor online marketing advice is continually doled out, and routinely implemented, then I think we should expect the involvement of the government in the future. And they will do it in the name of consumer protection, and fair trade enforcement, whether that truly be the case or not.

Just for fun, I took a second and went out and Googled “Dell Computers” and interestingly found no PPC ads for Apple or HP. I then searched for “Apple iPod” and found no PPC ads from Microsoft taking us to their Zune site. This isn’t by accident, corporate reputations are priceless. Clients aren’t fools and they will know when firms have attempted to hijack a competitor’s brand name. Yeah, you still might get a sell, and yeah, that will improve your ROI, but what has this ploy done to your company’s image? It is hard to quantify in dollar terms, but it should be considered, it is considered by image conscience Fortune 500 companies.

My advice, don’t bid on your competitors brand name in your PPC campaigns, earn your money the old fashioned way, work harder, work smarter, have a better product, offer superior customer service, run PPC ads on the long tail keywords, have fresh content on a site benefiting from solid SEO techniques. Simply put, do it the right way, stay above the murky waters of black-hat marketing tactics. You will sleep better knowing you will not be receiving a cease and desist letter from your competitor’s legal representatives for unethical behavior. Instead, if you do it the right way, you may very well get an offer from a competitor to just buy you out, because they are sick of being hammered by your squeaky-clean, brilliantly employed marketing efforts, and interestingly enough, your pristine brand will actually be worth your ridiculously high asking price.

5 comments Visited 8408 times February 15th, 2007 Aaron R Stewart

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SEO vs. Paid Search Marketing Clash

Posted by Aaron R Stewart on February 13th, 2007

If you have not gone over and read about the tussle between Dave Pasternack and SEO pros, you must take a minute to review it, it has been quite entertaining. Our friend Michael Gray has jumped in with both feet, and his post called Dave Pasternack of Did-it.com – How to Fix Your Problem is an excellent place to get a good overview of the feud. Essentially Dave Pasternack has come out saying SEO isn’t “rocket science,” and it has caused a bit of a stir among the SEO ranks. Pasternack claims he gave up SEO years ago, and now considers himself a PPC expert, and co-founded a company that consults and assists firms with their paid search campaigns. It is his opinion that SEO is a “Fix-it-Once” Task, not an Ongoing Service. It is this statement where Mr. Pasternack loses credibility. It would be nice for all of us small business owners if SEO really was a quick, one-time fix, but instead it is an ongoing and unrelenting pursuit. Not only to keep our sites optimized to do well in SERPs, but also to stay ahead of our competitors, competing for the same keywords in the same marketplace. I think this point gets glossed over by many discussing SEO. As a business person first, I personally don’t care if I show up as #1 on a SERP, I just want to show up above my nearest competitor for the same or similar products and services. Some markets will be more volatile than others, but keeping an eye on competitors, and their movements in the SERPs will always be important, and most likely a moving target. The importance of competitor watchdogging will continue to increase as more firms figure out the benefits of online marketing, and begin to implement SEO and Paid Search techniques.

So personally, I have no problem with the use of well researched, and wisely created PPC campaigns, and well managed SEO techniques; there is a place for both practices, and using one without the other doesn’t make much sense. The first step however is to SEO your site and get it optimized for the traffic which the PPC ads will hopefully drive to it. I have noticed Paid Search only gurus occasionally suggest SEO pros use “scare tactics” to encourage long-term service contracts, but unfortunately the Paid Search guys do the same thing, making site owners nervous about doing PPC campaigns themselves, and perhaps blowing their opportunity to do well. PPC isn’t too tough either, don’t let either of the two groups scare you, just realize both take some expertise, and some patience to LEARN. The main reason there is demand for these two services is they both can be overwhelming if you don’t understand them, and they are both work.

As an example, 5 years ago I use to sit down and do my business and personal taxes myself, I even used TurboTax a few times. Even with all the Turbo Tax tools it took quite a bit of time, it wasn’t rocket science, and I got the job done, but frankly I did not enjoy it, even though a sizable refund was my eventual reward. Now with a dozen different business running, and less time, and no patience for our screwed-up tax system, I love the fact I can pay someone, an expert, to do all that work for me. I could do it, but I don’t want to, I have other pressing matters more important to me. There is the SEO and Paid Search services in a nutshell. The tools, advice to do both are out there to learn, but whether someone has the time or desire to learn and do them on their own, is completely another issue. I will also admit there is some increasing art to the SEO process when we consider link baiting, creating a buzz and social marketing aspects into the online equation.

Finally, there will be times when all the SEO and Paid Search in the world isn’t going to get you anywhere, as marketing results will depend on the industry you are marketing within. One of our companies has a very nice site, it is SEOed well, and we have been running solid PPC campaigns for the most appropriate keywords in the industry, but we have gained little traffic and only a few leads a month. We know the industry well, we know our service is widely sought after, we know we are priced nicely, but we still don’t have the business we know we could have. So last week we headed Orlando to exhibit at a large trade show in this industry. The results were amazing, our service was highly sought after and well received. We heard comments like “where have you guys been?” or “we have been looking for something like this for years,” from booth visitors. So the golden question… where were our potential clients looking when they couldn’t find us? The answer… obviously not online. Make sure you know your potential clients, and where they are most likely to be searching to find you, if it isn’t online, then adjust to help them find you some other way.

The world continues to move online, and will continue to do so in an ever increasing pace, but not everyone is there yet. Marketing is the art of getting the firm’s message to potential clients, wherever they may be, even if it is offline. So getting your site’s SEO in line now will pay dividends in the future, but it may not be the end-all, be-all marketing home run you want it to be right now, especially if your future clients just aren’t online yet.

Add comment Visited 5646 times February 13th, 2007 Aaron R Stewart

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