Holistic SEO with Cross-Channel Keyword Optimization & Copywriting.

Copywriting for the web is a true art form, whether you’re writing web pages, press releases or landing pages. Add the practice of search engine optimization and it can get even trickier.  Too much focus on SEO and that high ranking web page may confuse readers, resulting in lacking conversions. Too little focus on keywords and search traffic will suffer.  Both questions remind copywriters to consider who their target audience really is: search engines or customers?

Obviously it’s both and working with a Keyword Glossary can provide copywriters with a solid guideline for topic planning, organization and emphasis so that both engines and customers are being optimized for.

While many companies have bought in to the fact that they need to make their content more “findable” and socially interesting to reach and engage more customers, the implementation is often a bit fragmented.

For effective Internet Marketing, it’s important to promote a diversity of content according to the audience segments your company is after. That means promoting keyword optimization of content holistically and across channels.  Not only can keyword optimization work to make content more discoverable through search, but it should improve user experience as well.

A Cross Channel Keyword Optimization effort means incorporating relevant keywords in more content than just product and service web pages on the corporate website. As companies evolve their Content Marketing Strategy, developing purposeful content across the organization, there’s an opportunity to help that content become much easier for intended audiences to find.  That means, Human Resources, Public Relations, Customer Service as well as Marketing and Sales.

Individually, there’s benefit to each of those content producers for being more effective at connecting with more of their target audience. More candidates in the hiring pipeline, more media inquiries from industry publications, more problems solved online vs. call centers and more inquiries, leads and sales.  Collectively, each of those content producers can coordinate via shared Keyword Glossaries to elevate overall keyword visibility by leveraging relevant cross linking, social content promotion and content creation.

Should you use the same keyword across multiple mediums? If your SEO Strategy calls for your company to dominate on certain high level topics, then the answer is yes. Web pages, blog posts, guest posts, contributed articles in industry publications, press releases, YouTube videos, Tweets, Facebook status updates, public Google+ updates and any other public content that can be discovered and crawled by a search engine (as well as consumed by your target audience) is ripe for consistent keyword usage. If Marketing can work together with Public Relations, Customer Service, IT, HR, Legal, Marketing & Business Partners, Resellers, Dealer Networks, Distributors, Affiliates and any other content producers, the whole is definitely more than the sum of the parts.

Messaging builds the brand and keyword messaging makes that brand easy to find. Companies that invest in their brand pay close attention to messaging. There are communication and identity standards that guide content producers to keep that core messaging relevant and congruent with overall brand goals. Use of congruent keywords across content and media isn’t that much different. In some companies, keyword messaging and brand messaging are the same thing.

The takeaway here is, expand the scope of what you see as “optimizable” content.  Understand that in a competitive market, it’s essential that marketing coordinates with other content producers in the organization and that SEO expertise should be brought in to work with Content Strategy and Planning. Architecting an effective Content Marketing program means understanding customers and the content that will inspire them to the business outcomes your’re after. It also means being effective at using the language in copy that makes it easy for prospects to find through search.

My question for you is: Are you implementing interdepartmental coordination with SEO copywriting in your company? Do you share keyword glossaries between Marketing, PR, HR, Customer Service and other departments? Do you cross-train on SEO best practices with groups outside of Marketing and PR?

Sorce- http://www.toprankblog.com

Read more »

3 Internet Marketing Trends You Don’t Want to Miss

The web is flush with change and innovation. Gone are the days of linear information flow and incremental growth. Content flows in every direction through a variety of platforms, formats and devices.  The mass adoption of the social and mobile web have facilitated a revolution of information access, sharing and publishing at a scale never before experienced.

Access to information for discovery has traditionally been most associated with search. According to comScore, Google handles over 11 billion queries a month. But did you know, Twitter delivers over 350 billion tweets each day? Facebook is now over 800 million users and Google Plus has had a flood of new users as well, with estimates now approaching over 50 million. Social media is ripe for discovery as well as engagement.

In an effort to distinguish themselves, many pundits in the search marketing and social media industries have treated each channel independently. Of course that’s not the reality of user experience and information discovery.  Consumers and buyers move back and forth between social recommendations, search engines and social search on their journey to discover, consume and share information as well as to purchase.

Understanding the interplay between search, social media and content translates into opportunity for brands and marketers to engage an active internet marketing strategy that celebrates diversity of channels vs. silos – provided such efforts are customer focused.

The future of internet marketing brings the best of these disciplines together. To meet consumer needs, whether it’s B2B or B2C, it’s inevitable that PR will know SEO and Social Media Marketers with be versed in media relations.

Relevance, timeliness and sharability is the win with modern internet marketing. That means better content and better visibility in all the places customers might be looking or influenced by. It also means a better experience in brand / consumer interactions.

For example, searchers expect not only to find what they’re looking for on a search engine, but to interact with the results through commenting, rating, joining as well as buying. Purchase is just the start of social engagement with customers that extends across a lifecycle from prospect to evangelist. Adaptive internet marketing pays attention to those customer needs and creates a dynamic cycle of social and search interaction.

To that end, here are three areas in particular that I think internet marketers should pay attention to in the coming year:

Content Marketing: Creation & Curation -  Many brands have begun adopting a publisher model of marketing through content as evidenced by the growth of “content marketing” and “content curation”. This will only continue and get increasingly competitive for those that can afford to scale original content and media.  The sheer volume of content out there now is overwhelming (we now record and transfer 23 exabytes of data every 7 days). Social publishing platforms online and though mobile/tablet devices makes it incredibly easy to create and share.

However, original content creation is expensive to scale and challenging in the long term. Content curation will continue to grow as an efficient model for marketers to engage consumers as a source of signal amongst the noise.

Mobile and Tablet Explosion – It’s almost cliche to include Mobile in a prediction post because it’s been the “hot pick” for so many years. The days of reckoning for mobile are finally here. As of late 2010, more Americans own mobile devices than computers and Google’s timeline for growth of mobile match that of Google’s own search engine’s hockey stick growth.  The mobile web (including tablet devices) is becoming as viable a marketplace as the Internet we’ve known over the past 10 years. Search, social, local and apps all offer opportunities for customer acquisition and engagement on mobile devices.  Social networking is one of the top 3 uses of mobile phones and as apps and tablets proliferate the market, more time will be spent there and away from personal computers. Marketers must fish where the fish are.

Social Business – When you add up the impact of the social web on overall business outcomes, it’s easy to see why companies like IBM and many others are adopting social business models. Beyond Marketing, social communications, technologies and engagement manifest and facilitate in every aspect of a business’s operations from Customer Service to Legal to HR. Companies that incorporate social media literacy and empowerment from within will empower their employees, partners and customers to act collectively on behalf of the brand.

With each of these areas of focus lies an important consideration for how brands will connect people with content and experiences that create awareness, confidence, relationships, sharing and conversions.  I’m a firm believer that search and social are inseparable as means of discovery that lead to valued business outcomes like sales. Pay attention to content, mobile and social business as you make internet marketing and business development plans for 2012 and beyond. Where do they fit within your go forward marketing strategy? Or are you already there?

Sorce  - http://www.toprankblog.com

Read more »

Needs alltypes on line Marketing.

Undeniably, there quite a number of people hooked to the internet everyday. They just could not do away checking on their emails, reading the latest news, or updating their status on some networking sites using the internet. On top of this, some people are using the internet to purchase goods by just one click on their laptop, mobile phone, or PC. This is one area where enterprising individuals or entrepreneurs are setting their
sights on – expanding their business through maximizing their presence in the internet through
online business transactions.

But this is not as simple as one may think. With thousands or millions of pieces of data exchanged or processed
through the internet everyday, one must be armed with better skills to make his orher presence in the internetwidely known. Through online marketing services one could be propelled to the top in the different search engines like Google, Yahoo, and MSN just to mention a few. Just like the traditional advertising in print and television, the purpose of online marketing services will be to reach as many people as possible and let them know of one’s products or servicesEstablishing an online presence also means that you need skills and strategies. While others may take the time and go through a lot of trial and error until they hit upon a system, others choose to get right to the solution and simply hire someone to do this. Hiring some online marketing services can really help to get the word out about your business.Online marketing services hasten the expansion of one’s business in the internet. It provides a great way to cut through all the clutter available online in order to draw attention to yourself and to your business. You want people to be drawn to your website when they type in keywords or when they are using a search engine to look for products. This is why it is not only important to use online marketing services, but it is important to use a good service too.

Before you decide to use one service over another, take the time to do some research. Ask for portfolios and ask to see the results that the different firms have delivered. Do not just make a choice based upon price; remember that sometimes you get what you pay for.

Like any market place, the internet can be very costly for those who do not know how to effectively sell their wares. This is why it is important to learn how to do this from an online marketing services. Of course, it is important to note that it takes time to establish a presence online politely refuse offers from any service that promised you instant results. Instead, look for a firm that offers SEO in words Search Engine Optimization Services or pay per click management. These are the things that will help you to grow your business.

Of course, advertising and marketing aren’t the only way to help your business grow. Remember that you need to offer a quality product with great service to your customers. Once you do this, you have an award winning combination sure to help your business grow and prosper.

As an SEO personnel I always like to share and learn most effective methods that comes along with marketing. I would also like to offer result oriented SEO Service to the businesses around the world.

Read more »

Online Marketing Creating.

Many business owners make the mistake of picking one or two online marketing strategies, trying them for a couple of weeks, deciding that they don’t work because they’re not bringing in new subscribers, and then moving on to the next hot online marketing strategy that they’ve heard about. Don’t make this same mistake! There are many, many, different online marketing strategies you can implement to grow your business and attract new subscribers to your list, but the key to making any of them work is consistency and persistence. It simply isn’t good enough to try one for a short time, decide it’s not working, and then move on to the next. You won’t see the results you’re hoping for.

This is exactly what I’ve seen many people do. They do this and then they end up struggling to attract new subscribers and want to be put in a place where they have a system for growing their list. They say they’ve tried article marketing, blogging, social networking, or one of the many other strategies, and none of them are working. The problem is they’re not giving them time, and they haven’t got their system set up so that their marketing plan flows. Here is a three-step scheme for making an online marketing system that flows, grows your list, and turns your prospects into paying clients.

In this step you will apply methods for example article marketing, social networking, blogging, podcasting, hosting telecasts, or any other technique and drive traffic back to your website. The key here is to be effectual in your method so that your intention market knows that you are the person to help them solve their problem. Pick three of the online marketing methods that are most suitable to you and your business and be consistent with them. Work at them on a weekly basis over a three-month era before making a decision whether they’re effective or not. Don’t just try it for a week … and then decide you’re not seeing results. You need to give it time. At the end of the three-month period investigate your consequences to observe which strategies were the most effective. keep on with ones that are running, and then appear at executing a new method to include online marketing toolkit.

Now that you have determined on two or three methods for driving more traffic to your website. You need to have a way for capturing visitors to your website, and getting them on your list. To do this you will need to have a sign-up box on every page of your website, and offer a free taste, i.e. a report, audio, course, tip sheet etc. that you can give your visitor in exchange for them giving you their name and email address. And, most importantly, you need to make this process automated! Now that you’ve got your website visitors to sign up to your list it’s crucial that you have a plan in place for staying in touch with them. The absolute best way of doing this is through publishing a regular newsletter (or e-zine). Follow these steps and your online marketing will flow.

Read more »

Marketing when, trying to buy a house importance of online.

Times have changed since the days of trying to sell a house by placing a “home for sale” ad in the classifieds and hoping for the best. With the convergence of the Internet and the service industry to put real estate property listings online, the real estate market is now a much easier terrain to navigate. Online marketing has become a critical aspect to both buying and selling homes. There are a myriad of online real estate services available that serve the sole purpose of catering to busy home buyers and people trying to sell a house who do not have a lot of time to invest in the process.

The home buying process can be exciting, frustrating, fun or maddening depending on how you pursue the search for your dream home. Thankfully, there are real estate property listings and services available for online marketing that can make the home buying process much more approachable and shorten the time needed to find the perfect home. Online realty service companies offer a variety of services to benefit homebuyers. The best realty service companies will reduce the buyers’ search time by acting as a one-stop shop where buyers can utilize a variety of resources in one, central location. By enabling buyers to search real estate property listings for specific criteria for the home they desire and receive results of homes advertised on multiple websites, these sites decrease buyers’ search time and optimize users’ abilities to comparison shop.

Advanced searches enable you to enter criteria such as number of bedrooms, zip code, and price range and get instant results. Quality sites will enable buyers to save search criteria and request to be notified automatically via email when property matching their criteria is located. Instead of hauling your kids and your digital camera from house to house, jump online in the comfort of your own home and visit real estate property listings, where you can sift through thousands of online descriptions, photos and maps before committing to venturing out to see the houses in person. Doing your research on online marketing is a real time-saver for both you and the person trying to sell the house.

Once you feel confident that a house deserves an on-site visit for closer viewing, many realty sites will allow you to email or text the seller to arrange an appointment, enabling quick turnaround. Finding your dream home is only part of the equation for online marketing. Now, you have to figure out how you are going to pay for it! Quality realty service websites will offer home buyers the resources to research and obtain a mortgage. Look for a site that has partnered with a lending company that can provide quotes from multiple lenders, allowing you to comparison shop, and increasing your chances of receiving the best rate available for your next home.

According to the study conducted by the National Association of Realtors(R) in 2005, the use of Internet to search real estate property listings for a home has risen dramatically from a minor 2% of buyers in 1995 to a massive 77% in 2005 (1). The importance of online marketing when trying to sell a house in today’s market cannot be over-emphasized. If you are considering selling residential real estate, be sure that you or your real estate agent are Internet-savvy and advertises your property prominently on online real estate property listings in order to gain a competitive advantage in selling your home. Home buying can be made so much easier just from online marketing.

Read more »

Marketing and craigslist online.

Advertising on Craigslist is worthwhile for just about any business offering products or services. Craigslist is a great online marketing tool. Whether these products are offered through ecommerce websites or physical stores, the business owners can see financial gains through online marketing on Craigslist. Firstly unlike other online marketing opportunity there is very little risk involved in posting on Craigslist. With the exception of job postings and housing postings in specific markets, advertising is free on Craigslist. Users are asked to agree to the terms of service of the community and are expected to follow specific guidelines when posting advertisements but there are no financial obligations to those placing advertisements on Craigslist. This means those who post advertisements do not have to be concerned with whether or not the advertisement they place will meet their expectations in terms of sales generated.

Reaching potential customers with online marketing on craigslist. Another reason why posting advertisements for products or online marketing on Craigslist is so worthwhile is the likelihood of reaching a large audience of potential customers. A review of the Craigslist fact sheet reveals pertinent information regarding the amount of traffic the website receives. Consistent with this news Craigslist accepts around forty million page views every month with ten million people using Craigslist each month. From these statistics it is clear that online marketing placed on Craigslist are likely to receive at least some attention from potential clients.With so many visitors using Craigslist each month the online marketing possibilities are limitless, however, there are no guarantee any of these visitors will be interested in your products or services. Like anyonline marketing campaign, your advertisements on Craigslist must be intriguing, informative and in a location where you will reach your target audience.

We’ve already discussed the number of visitors using Craigslist each month but the key to taking advantage of these numbers is to target your advertising in a way aimed at reaching your target audience as opposed to a wide audience of individuals who have no specific interest in your products or services. It is much more worthwhile to reach a small audience of those with a keen interest in your products or services than to reach a much larger audience of those who are not interested. Those who have an interest in your products or services are your target audience.The key to reaching your target audience when online marketing on Craigslist is placing your advertisement in the most appropriate locations.

Craigslist has a specific section for businesses to advertise their services. This section is broken down into a number of categories. Those who are in the business of computer repair would be wise to place their advertisement in the computer section as opposed to the automotive section because individuals looking for computer help will naturally migrate to the computer section. It may every now and then be suitable to position an ad in more than one segment. This is acceptable as long as it does not cross the line to spamming the section. Craigslist is a great online marketing tool.

Read more »

Content Marketing Carnation Tips

Blog search engine Technorati tracks over 100 million blogs on the web. New business blogs are started every day, on top of micromedia like Twitter, pseudo micro/blogging services like Amplify and actual long form articles from companies that realize consumers are no longer satisfied with basic products and services information. They want more. Creating new content on a daily basis is a challenge for most companies because they're not staffed to be a publisher. Even with copywriters, topics can get stale after a while. In other words, content creation over the long term can be a real challenge.

Enter the world of content curation marketing where you'll get a mix of definitions from industry thought leaders on what content curation is and what it can do as part of an online marketing program.

Even if you buy into the idea that curating content authored by others makes sense and that you can avoid any appearance of appropriating content in a way the author didn't intend, there's the issue of implementation. You can assign a person or people in your company to do it manually. This takes some coordination and cooperation between the people responsible for reading industry newsletter, blogs and feeds to identify content worth extracting and including in your curated publishing platform. Many popular marketing newsletters do this such as SmartBrief or sites like Social Media Today. The challenge is that it takes time and the sites you follow may not post something useful every day. Manual input takes time too.

On the other end of the spectrum is fully automated aggregation using third party tools that convert RSS to HTML. The pro of this method is that it takes no time at all after setup. It's all automatic. The down side, and believe me, there is some serious down side to this, is that it's not curation. Sure, you might make some editorial decisions when selecting the initial feed sources, but after that it's all splog. ie spam blog. Curation is about editorial discretion at the article level. But wait, I said above that manually culling great content out of multiple streams is too time consuming.

How can you get editorial discretion efficiently? One way is to use a service like the one our client Curata offers. Curata pulls in feeds based on keyword topics you identify and algorithmically filters content streams accordingly. At the same time, the publisher of the Curata blog can add comments to the excerpt as well as add their own blog posts. The mix of efficiently and intelligently curated content along with original content results in a productive source of information that is useful to readers, beneficial for publishers and a great complement to a content marketing program.

As will all software that manages content, it's a tool and customization as well as expertise in use translate into greater effectiveness in implementation.

Read more »