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Google and Changing Rules of SEO – What’s Next?

May 29, 2012 By Leave a Comment

#1Rule of SEO and Internet Visibility: The Rules are always changing.

Key SEO Changes

The Google “Panda” algorithm change in May 2011 was said at the time to be only one of around 500 search improvements to be made, in its continued focus on “high quality sites”.

The “Penguin” algorithm change made by Google in April 2012, makes further changes to penalize low quality site content and “black hat SEO” abuse through keyword stuffing and link schemes, again focused to provide a better user experience and to meet information needs.

Google vs SEO

Within all of these changes Google recognizes that “white hat SEO”

  • improves the usability of a site
  • helps create great content
  • makes sites faster to find and search
  • creates better marketing by making site more compelling

So What Next

Is SEO still relevant and if so which parts are more relevant the others?

In my view the core elements of SEO are still relevant and critical to strong search rankings

  • unique relevant content
  • well structured user centric site
  • high quality user experience on the site
  • proper use of tags and relevant keywords
  • quality links to the site

What appears to have increased significance is the question:

“Is the site a recognized authority on its topic?”

Building “recognized authority” is no longer restricted to the quality of your business web site, it now requires a coordinated and integrated presence across the internet, with a consistent message, relevant information and competitive benefits.

For business sites here are some suggestion to improve “recognized authority”

  1. start with optimizing the clarity of your Business Positioning and competitive benefits to users of your products and services
  2. make reference to White Papers, Patents, Copyright to differentiate your business offerings
  3. structure the site as openly user friendly, with Site Search
  4. make site content easy to recommend and share through Social Media
  5. new content should be promoted across internet through Feeds
  6. update the site regularly with New information on products and services
  7. redefine the site language as Relevant Customer Information
  8. participate with additional content with a Blog, Facebook entries, YouTube updates, LinkedIn
  9. provide advice and tips where possible
  10. continue to encourage to build quality links, with other relevant authority sites
  11. control relevance and benefit of new material to site

John Cullen is a “recognized authority” on internet marketing and online visibility.

Contact email 

Filed Under: Google, SEO Tagged With: ,

Basic Marketing SEO Checklist for Website On-Line Visibility

February 14, 2012 By Leave a Comment
Marketing Positioning

Dynamic Marketing SEO

As the internet continues to rapidly change and evolve, especially with the influence of Social Media, its important that we remember the basics to achieve online visibility of a website.

The key point to remember is, that it’s not just the mechanics of SEO that I list below, that will make your website stand out, it is your marketing positioning, your unique competitive positioning and the unique content that supports it.

Brand Positioning for Optimum Online Visibility

Brand Positioning for Optimum Online Visibility

“In order to be irreplaceable one must always be different”.  Coco Chanel

Page Titles

Page Titles are the single most important SEO element on a page.  Most people don’t pay attention to them because they aren’t an element that we spend a lot of time looking at, but they are critical for people searching and for website online visibility. Page titles should have relevant keywords (relevant means describing what this page is about) while also being no longer than 80 characters.

Keyword Density

Another key measurement of promoting your keywords efficiently, check out to the SEO Tool Live Keyword Analysis

Links

Internal Links help people navigate the site including the “search engine robots”  and a good link strategy helps with search rankings

URLs

From a usability standpoint describing what the page is about in the URL can help someone figure out what they are clicking on.  The key is early planning of the positioning, website goal, structure and architecture, Google advises “ Consider organizing your content so that URLs are constructed logically and in a manner that is most intelligible to humans (when possible, readable words rather than long ID numbers)”. I recommend using hyphens rather than underscore in URLs. For more detailed information visit Google URL Structure

Alt Tags

All images need descriptions using Alt Tags to provide details of the image or the destination of a hyperlinked image.

Headings 

Paragrah headings should be identified by <h1>, <h2>, <h3> HTML elements on a page.

Meta Keywords and Meta Description

The key SEO elements are the famous “meta tags” for each page, meta keywords and meta description.  Although Google currently does not even look at meta keywords  it is still a best practice, and a good SEO disciplne.

Site Map

Provide SiteMap for vistors to navigate and search engines to confirm the website structure

Submit SIte to All Search Engines

The basic step many people miss or ignore

Webmasters Account with Google and Bing

Helps identify any problems quickly and improves interface with search engines

Contact John Cullen direct  jccullen@proteusism.com

Filed Under: Launching New Website, Marketing SEO Basics, Marketing SEO Tips, On Line Visibility Tagged With: , ,

YouTube – Marketing Benefits for Small Business

February 12, 2012 By Leave a Comment

You Tube LogoYouTube – Statistics

48 hours of video are uploaded every minute, resulting in nearly 8 years of content uploaded every day

Over 3 billion videos are viewed a day, 800M unique users visit YouTube each month

YouTube’s demographic is broad: 18-54 years old

• Nearly 17 million people have connected their YouTube account to at least one social service (Facebook, Twitter, Orkut, Buzz, etc)

• Millions of subscriptions happen each day. Subscriptions allow you to connect with someone you’re interested in — whether it’s a friend, or the NBA — and keep up on their activity on the site

You Tube Updates – Tips

New YouTube Analytics allows more analysis on which videos are working and where they are being viewed.  Avoid data paralysis by setting goals / targets and metrics to be used 

New Layout and Graphics for your YouTube Channel, make sure you update all your settings. More visibility. Pay extra attention to Titles, Description and Keywords.

New “in your face” subscription feed and YouTube coming of age in Social Media, so what’s the benefit? More opportunities for exposure. Build your subscribe base and use your channel regularly and comment and share other videos, be active and encourage activity and comments on your videos.

YouTube – Life in a Day  check it out

Filed Under: Marketing SEO Tips, You Tube Videos Tagged With: ,

Analyzing Top Line Data in Google Analytics Efficiently

October 31, 2011 By Leave a Comment
Google Analytics Logo

“Paralysis by Analysis” advice for theGoogle Analytics Logo Data-holic!

I find it easy to waste time or at least lose track of time, while working on my laptop, but especially when I am using Google Analytics.

There always seems to be one more statistic which fascinates me, and pulls me in to ask one more question, which leads to one more analysis and I enter slowly into the “data trance”, where I just can’t get enough data and statistics..and time flies by….data-holism? I would prefer to say I am “enamored with” or “gaga over” Google analytics rather than addicted. But maybe I am in denial.

Planning Routine Data Analysis

To avoid wasting time or too much time of one client’s website performance, I plan and structure how I analyze the Google Analytics data. My routune keeps me focused on the critical data / metrics and delivers better data research, so this my mindset:

  1. clarify original objective by client by this point in time
  2. what were goals to be measured
  3. analyze data at a similar point in time each week or month
  4. analyze data over similar time period and comparison
  5. analyze the same list of metrics, my top-line reports are
  • Goals achieved during period
  • Unique Visitors to the site
  • Unique Page Views viewed by visitors
  • Non-Paid Search trend
  • Bounce Rate trend
  • Average Time of Site trend
  • Average Page View trend

The above information should provide sufficient quantified information to identify issues that need extra investigative analysis and to plan the next period work plan and activity, and this top-line review is usually completed within the hour.

For more information on Marketing Optimization visit my website www.proteusism.com

 

Filed Under: Google Analytics, Marketing SEO Tips, Metrics and Conversion Tagged With: , ,

New web site www.ultrachloraseptic.co.uk – Now Indexed and Live!

September 14, 2011 By Leave a Comment
UltraChloraseptic Logo

The new web site www.ultrachloraseptic.co.uk is live and ready to compete in the tough UK marketplace. Just in time for “the season” of coughs / colds and sore throats!

UltraChloraseptic Logo

UltraChloraseptic website

UltraChloraseptic is great product which actually works, as it says it should.

Now, there’s a novelty! Great brand!

Interesting to see how fast the SEO changes impact consumer search and business results, analytics in place and tracking, watch this space!

Check out the commercial, on YouTube   

UltraChloraseptic UK TV Commercial

Filed Under: Marketing SEO, Search Ranking Visibility, SEO Tagged With: , , ,

Google Top 10 “rules” for SEO and why you should use them.

August 31, 2011 By Leave a Comment

Google SEO Top 10 “Rules” and “Guidelines”

and

Marketing SEO advice on why to use them

1. Create Unique Accurate Page Titles

Each page should contain unique content and the title should accurately reflect that, and each of these titles should support the website overall “positioning” therefore they should all be consistent and make sense as a website structure and a marketing message.

2. Have a clear accurate Meta Description for each Page

In addition to the Title, the Meta Description is critical, and should summarize the page content in less than 200 words, using priority sales and marketing keywords that exist in the page copy, and reflecting words / terms in the URL and Title.

3. Have Quality Unique URLs describing each page

Often overlooked as usually they are dictated by technical development / website design structure, the unique URL’s and the words they contain should be composed for the marketing needs of the website,   Despite what developers advice I suggest you avoid dynamic URL’s.

4. Make your Site easy to Navigate

   In the ideal world the your overall business positioning and internet marketing strategy, will “design the website architecture” and should deliver what the visitor is looking for, and fast! The KISS acronym applies (Keep It Simple Stupid) with clear headings, page links, headings and a site map.

5. Provide Quality Content and Information / Services

The Key to Quality content is to communicate your “marketing positioning” i.e. what are product and services competitive advantage,  in terms and words the visitor understands.

 6. Build into Copy / Text quality Anchor Text and Links

People visiting a website, are generally searching for an specific answer or solution, anchor text and links should be used like “marketing messages” highlighting the key competitive elements of your business, helping visitors find the answers quickly.

7. Use Heading Tags to show priorities

This is another simple rule / guideline which is either overlooked or ignored, allows key subjects to highlighted by priority using <h1> <h2> etc tags, again these should reflect your “marketing message” for that page.

8. Describe Images with Alt Tags

Using the right Images in website design helps improve branding and the essence of the page content. The fact that Images cannot be read by robots males it essential to describe in words, using relevant keywords which correlate with the rest of the page and site.

9. Support and Promote Website: Blog / Facebook / YouTube / Flicker 

The website maybe the core of your internet marketing strategy, but its only one element of the various “touch points” with your potential customers, so broaden your presence and link back to your website, ideally to a specific relevant landing page.

10. Measure with Google Analytics and continually improve

It all come down to the metrics. With internet marketing you measure your marketing effectiveness. If don’t measure and analyze how do you know what’s working and what you need to improve?

For information on consulting services in Marketing and Search Engine Optimization visit www.proteusism.com

Filed Under: Internet Marketing Plan, Marketing SEO Tips, SEO, Small Business SEO Marketing Tagged With: , , ,

Improve Website Search Visibility with Google….

August 28, 2011 By Leave a Comment
slide.001-001

Submit your Website for Review…SEO Tip!

Time and again people omit the most important step to get better search results, you need to tell Google that your website exists.

You should also advise Google of the latest updates, so all your website URL’s are reviewed and indexed.

How? Send information about your website to Google direct, by submitting your website URL,  ….now you can do it even faster.

Google announced a few weeks ago a new way to submit a new URL and get it Indexed faster using Googlebot.

“The Fetch as Googlebot feature in Webmaster Tools now provides a way to submit new and updated URLs to Google for indexing.”

(The Fetch as Googlebot Tool lets you see you webpage as a robot sees it)

Don’t forget to verify your site with Webmaster Tools, which really helpful in catching errors or issues,

You can still request Google to crawl your site without verifying it with Google, using the  Crawl URL form.

Google Submit URL Form

Filed Under: Google, Search Ranking Visibility, SEO Tagged With: , , ,

Marketing SEO Tips for Artist Websites 

August 5, 2011 By Leave a Comment
"You Are Here" by Greg Storer

Checklist for Artists – How to Increase Qualified Visits to your Website

Artist Marketing: Positioning, Background and Planning

Decide on who you are and what you do e.g. the personality and style of your art, and what you want to communicate through

your paintings and drawings.

List the profile and type of people who like and buy your art e.g. is it the art medium, the colors and values, the chosen subjects, etc

Website Pages and Site Map Structure

1. Write down the list of Information and Content you want to include in your website:

e.g. 

Introduction – Home Page

Examples of Art – by subject, by medium

Information about Artist – Art education, Exhibitions, Collections

Contact information

2. Select Keywords that Describe the above Content and each Artwork

Check out these tools to help you find out what people are searching for.

Google keyword tool

Wordtracker

3. Research the current search results and the competition you face in getting #1 page results

4. List how the web pages should “link” together, so visitors can navigate from different topics and get the information they want fast!

www.art-classes-cincinnati.com  

"You Are Here" by Greg Storer
“You Are Here” by Greg Storer : Artist, Painter, Art Teacher 

 

 

 

Marketing Artist Website and Internet Visibility

How to increase presence of your art and How to build external “links” to your website.

- List your website with all Search Engine Local Business Directories e.g. google Maps / Places. Yahoo Local, Bing Local using relevant keywords from your site

- Open an accounts with different Photo Sharing sites upload photos of your top paintings with descriptions using keyword / phrases and links to your site

e.g. Flickr Photobucket Picasa Shutterfly Webshots Fotki

- Start a Blog on WordPress and describe your approach to art, your work style and the subjects you select to paint, add links to your website on each Blog

 

- Open an Account with YouTube and make videos of how paintings are created, describe the content using relevant keywords from your site and add links to your website

- Join relevant Art Forums online and express your opinions, and when relevant encourage people to visit your website to see examples of your work

- Ensure all external listings of your artwork e.g. galleries, exhibitions, collections, local newspaper articles, not just list your name but also has a link to your website

- Research the high ranking websites of local “artist competitors” and find out what external links they have, and also establish links on same key sites

- Connect with friends, other artists, colleagues, past buyers and encourage all to bookmark to link with your website, build reciprocal links

- Update your website and blog regularly with relevant comments on art and art within your local community

- Join Facebook and LinkedIn other Social Media networking and exchange points of view

More Information visit

 https://www.proteusism.com/Marketing_SEO_Tips_Artists.html

or email

Filed Under: SEO, Small Business SEO Marketing Tagged With: , , , ,

Executive Coaching – Training in the Essentials of SEO Marketing – Cincinnati, Ohio.

June 23, 2011 By Leave a Comment
Proteus Internet Marketing

Proteus Internet Marketing Executive SEO Coaching for Business Owners, in the Cincinnati, Ohio,
Who want to improve their business knowledge of the latest tools in…..

…..Internet Marketing and Search Engine Optimization….FAST!

The Goal of  Executive Coaching / Training in Internet Marketing and SEO:

Provide you as a Business Executive / Owner with up to date knowledge of Marketing Optimization ( SEO, PPC, Social Media, Blogs) so you understand:

  • how to develop a relevant Internet Marketing Strategy
  • how to implement an efficient Internet Marketing Plan for your business
  • what time frame, resource and organization is required to implement the internet marketing plan
  • how to set appropriate goals and metrics for your business
  • how to measure your progress, and how to continue improve going forward

The Executive Training / Coaching is structured for busy business owners to gain significant practical knowledge of Internet Marketing and SEO that would take months to learn by books and research.

Ideal for small business owners or business leaders who want to get up to speed on how to utilize Internet Marketing / SEO in their company, and want to get an qualified independent professional marketing view on the SEO essentials for their business, and know how to use it, FAST!

  • what is behind all the acronyms and labels: SEO, SEM, Social Media, etc
  • what constitutes a well designed web site
  • how a web site should be structured to be effective
  • how to maximize visitors to your company website
  • what are the Marketing benefits of the new Digital Media / SEO
  • how to manage the Marketing aspects of Search Engine Optimization
  • how to improve website ranking, to get on #1 page on Google Results
  • how to gain more business leads through your company website
  • how to measure and monitor results, to gain a competitive edge and sustainable advantage
  • how to use a Blog and Facebook to promote your business further

Outline of SEO Executive Coaching / Training Sessions:

A choice of 1 Full Day or 2 Half Day Marketing SEO Training session, is available depending on depth of current knowledge and the level of information required, and availability of dates on both sides.

Executive Coaching sessions on SEO and Internet Marketing can also be organized on a One-to-One basis (which is the recommended approach), or to a Small Group of your Management Team.

Benefits Gained from Marketing SEO Executive Training / Coaching : 

  • Learn the Essentials of SEO (Search Engine Optimization) and improve how your company manages your website and the marketing opportunities within digital media marketing.
  • Each Executive Coaching / Training session will be custom prepared to your business and competitive marketplace
  • A detailed analysis of your company website and competitors, identifying the opportunities to be gained
  • Choice of Seminar Audience: One-on-One or Small Group of business executives
  • Custom designed to your level of understanding and your needs of Internet Marketing and Search Engine Optimization
  • Step by Step plan to improve use of your company website and a roadmap for developing an Internet Marketing Strategy
To Review John Cullen’s Professional Biography go to www.ProteusISM.com website based in Cincinnati, Ohio.

To find out more information contact John Cullen direct:   

Filed Under: Benefits of Internet Marketing, Internet Marketing Plan, Marketing SEO, SEO, Small Business SEO Marketing Tagged With: , , , , , , , , ,

Marketing Optimization SEO – Less About the Category more about Internet Marketing

June 22, 2011 By Leave a Comment

Looking at the growing list of my current clients you will notice they cover a broad mix of traditional business categories whether “pigeoned holed” as B2C or B2B, Hospitality, Consumer Goods or Small Business, it shows that the needs and skills in delivering Marketing Optimization SEO results crosses all sectors and all industries.

It’s also clear that it takes vision and commitment from the top leadership / mangement in each business to recognize the opportunity that Internet Marketing Optimization offers for their businesses.

Art Classes Cincinnati – Greg Storer teaches art classes all ages & all abilities in CIncinnati, USA

Freeman Schwabe Machinery – Global OEM of die cutting presses in Cincinnati, USA

Murine® - Range of over the counter (OTC) eye drops products in UK

Oxfordshire Hotels – Private Group of great hotels in great locations in SE England, UK

Superior Linen and Apparel - Linen Rental and Apparel services in Ohio, Kentucky, Indiana USA

Ultra Chloraseptic®, – The best selling sore throat spray (OTC) in UK

The need of each business is about knowledge of the new marketing tools available within Internet Marketing, and how to exploit them, within the current budgets and resources, and of course the key is knowing how to implement search optimization to improve the company Website search ranking and convert visits to purchases / enquiries.

But it’s also become a matter of broader marketing reach and coverage through writing a Blog with relevant content and Social Media Marketing i.e. Facebook Page, Twitter, YouTube, Flickr, LinkedIn, Google Maps / Places, Bing Local, Yahoo Local,

At the center of Internet Marketing SEO is understanding the core positioning of the business and its competitive advantage and building the internet marketing strategy to deliver specific  goals and measuring progress in achieving them.

For more information visit Proteus Internet Marketing for Targeted Internet Marketing Solutions

Filed Under: Internet Marketing Plan, Marketing SEO, SEO, Small Business SEO Marketing Tagged With: , , , ,

10 Marketing SEO Benefits of Writing a Business Blog

May 19, 2011 By Leave a Comment
10 Benefits of writing a Business Blog

10 Marketing SEO Benefits of writing a Blog

10 Benefits of writing a Business Blog

10 Benefits of writing a Business Blog

  1.  Speed of indexing by search engines, posts go live within hours of publishing
  2.  More Visibility on relevant search pages
  3.  Higher % Share results on the search page results
  4.  Organic search visits increase
  5.  Links to your website and other related information, means more traffic
  6.  Authority recognition increases with search engines with relevant content
  7.  More up to date topics and comments, more newsworthy
  8.  More colloquial & friendlier writing style, easier to read
  9.  Research benefits of most visited topics (and comparison to website content)
  10.  Quick & Direct Feedback and comments
For more information on Marketing SEO and getting more qualified visits to your website, and converting the visits to sales lead go to www.Proteusism.com
Filed Under: B2B SEO Marketing, Benefits of Internet Marketing, Marketing SEO Tips Tagged With: , , ,

Top Priorities in Building Website Traffic and Attracting More Business

May 6, 2011 By Leave a Comment
Marketing Business Website

Marketing a Business Website

Social Media Marketing / Marketing Optimization

The debate continues in digital / internet marketing on where to focus and invest to maximize the benefits of the company website within Internet Marketing and Social Media to gain extra visibility.

The overall key priority is

  • the consistency of the message and positioning of the website, “your business window to the world”,
  • and optimizing this image and position to the search engines for gain the highest possible ranking and therefore broader visibility.

The next priority is making increasing the site coverage further in a consistent manner through internet marketing, search engine marketing and social media.

The end goal is get the maximum number of the targeted people  visiting your website, and converting them order or contact your company to find out more information or request a quote.

Of course its critical to measure your progress against agreed goals and metrics by an on-going analysis of data about your website e.g. Google Analytics

Therefore the priority investment is your Website,

  • in it’s Design Image, Impact and Ease of Navigation,
  • the quality of relevant content to Visitors
  • it’s core SEO structure in content and links,
  • and overall Marketing Optimization of the site so it converts visitors from being visitors to potential customers.

The decision of what elements of Social Media to use should be driven by what your customer will find interesting to help them make a purchase of your products or services.

Start the dialogue with new potential customers on the internet with relevant information:

Show how your product works and is superior e.g. video on YouTube, show “friends” on Facebook

Promote Special Activities or Offers e.g. Blog new announcements, Twitter live info

Present the credentials of your Product or Services e.g. Company capabilities presentation on Slide Share 

Make it relevant, consistent and build a pathway to closure.

More information at www.proteusism.com

Filed Under: Increase website Visits, SEO, Social Media Marketing Tagged With: , , , , , , ,

Internet Marketing in a Flat World

May 4, 2011 By Leave a Comment

Small Business Competitive Advantage in a Mobile Flat World

Recent presenation on the challenges and opportunities of Internet Marketing and SEO in the current Mobile Flat World

Acknowledgements to Thomas Friedman author of The World is Flat and Mary Meeker now a a partner at the Silicon Valley venture capital firm of Kleiner Perkins Caufield & Byers.

Globalization 1.0 (1492-1800): With exploration the kingdoms in Europe pursued global expansion that included discovering and controlling international trade.

Globalization 2.0 (1800 – 2000): Multinationals followed their countries and took over international trade.

Globalization 3.0 (2000- ): Individuals of diverse backgrounds able to collaborate and compete globally and mobile / wireless speeding up change.

With Globalization 3.0, “playing field” has been leveled

 New Rules for Marketing in the Flat World

Target segments start with dialogue with one person

Think Customer Needs as build Customer-Led positioning

Global Branding now live in the portfolio

Its a Consumers Choice and Input to innovation through customization

Pricing must be Flexible in the new comparative world, dynamic like rest of marketing mix

365/24/7 Communication and Distribution with Integrated supply chain

Advertising / Branding as interactive and integrated marketing, communication, education and entertainment

Marketing Research is knowledge creation, there are no secrets

Scale allows experimentation to learn from mistakes!

New Business Strategy process and struggle …….where is IT?

New Organizational Structure – brand, internet, website, marketing – who manages what? A role for a “Chief Integration Officer”?

Internet Marketing - Dynamic and Global 

SUMMARY  - Small Business Competitive Advantage in a Flat World

Have an OPEN MIND but GET INVOLVED to be PART of the DYNAMICS

Develop CLEARER RELEVANT POSITIONING of BUSINESS PROPOSITION and BENEFITS to Target Audience / Market

Set Goals ………..Use metrics…….Measure Improvements 

Focus on Competitive Advantage…..Point of Difference

Find the Best Knowledge Source…..keep up to date with changes & opportunities

Find How to Help People…in Business and Social….

Not Everything on it’s own has an ROI……Total Picture / Holistic 

See complete presentation www.proteusism.com

Filed Under: Internet Marketing Plan, SEM - Pay per Click Advertising, SEO, Small Business SEO Marketing, Traditional Marketing vs Internet Marketing Tagged With: , , , , ,

Proteus Checklist to Increase Relevant Traffic and Conversions on Website

April 9, 2011 By Leave a Comment

Checklist to Increase Relevant Traffic and Website Conversions to Purchase

With consumers leading the way in use of the Internet there is a marketing opportunity “gap” for businesses (especially medium to small size businesses) drive RELEVANT TRAFFIC to convert potential new customers TO PURCHASE in a measurable cost effective manner.

Do NOT start with the branded design of a tech driven web site, to be developed by a “Tech Geek without Marketing Experience”.

Start with an Internet Marketing Plan that meets the Business Goals.

Analyze how Potential Customers SEARCH for your type of business products or services on the internet, develop a library and knowledge of all the Search Keywords.

Understand and prioritize your unique (point of difference) with Competitive Advantage of the business product or service.

Define the measurable goals and action points to build Conversion Pathway / Pipeline.

Revise the metrics of a successful site from [Hits, Visits, Clicks, Pages etc] to Conversion Goals.

Set the Landing Page architecture of the web site with One Focus = Converting [Request for more info? Request for Proposal? Add to cart? Buy?]

Use the Keyword Knowledge to build the SEO of the web site.

Use the Keyword Knowledge and SEO to build the SEM program

Build Conversion Pathways in to every facet of the web site design.

Build the web site in a modular manner to facilitate regular Measurement and Testing and Modification at each stage.

Develop a Marketing Knowledge Data Base (like e.g. Amazon or eBay) about the customer.

Measure and Track progress against each Conversion Goal.

Update Marketing programs in SEM to maintain advantage over competitors.

If a CRM program is used ensure this is coordinated with the web site conversion goals.

Filed Under: B2B SEO Marketing, Internet Marketing Plan, SEO Tagged With: , , , , , ,

Internet Marketing – The Internet Small Business Opportunity Gap

April 9, 2011 By Leave a Comment
Proteus Spectrum Logo

Internet Marketing – The Internet Opportunity Gap

1. Research studies identified that consumers are actively increasing their use of the internet, where they collect and disseminate information and knowledge (Forrester Research), AND at a faster rate than business traffic.

2. This is the result of the dynamic changes and choices in technology which has resulted in fragmentation of the “traditional” communication. Consumers have changed their approach, but the business structure (primarily in the medium to small size companies) is lagging behind.

3. This significant gap provides a major competitive advantage and window of opportunity for enterprises willing to change in line with the consumer approach.

4. Its not a single piece of the marketing mix that is required to change (e.g. a new website, use of search engine optimization, use of Google ad words etc) but a new internet marketing pathway based on proven brand marketing principles.

5. “Build a Website and they will come…..but they don’t” How few websites in an existence today are built (and regularly updated) for the “changing consumer”?

6. The new Internet Marketing Model fundamentally changes the thought process and business structure of how to reach the customer / consumer.

7. The website (& its contents) is a critical focal point, as it integrates and coordinates all the other  Internet Marketing & Advertising possibilities available to businesses.

What are the changes that We as Consumers have adopted so willingly?

Basically we have more choice today, and the choice is more under our control.

The availability of multimedia in multiple delivery systems has created a breakdown of what we read, watch, listen to, use, avoid. and what we can ignore.

As a result, our perception of branded products and services has changed due to seeing more images, more messages, more frequently.

The message, positioning and promise of the product and the service have also changed.

We now continually assess a branded product and service (and its supplier) in a multi dimensional composite of all we have recently seen & heard from multiple sources, in the rapidly changing and dynamic new environment.

Our expectations have changed we are more demanding, more inquisitive, more skeptical, and more savvy in our adoption of the traditional marketing “message” in advertising promotion, packaging, supplier claims, and PR.

We no longer Surf the web, we now Search the web.

We expect websites & suppliers to be as efficient & easy as Amazon.com.

We Google when we want information.

We do not read Web Sites we scan pages for Keywords or Relevant facts.

We link with people in totally new Social networks e.g. LinkedIn, Face book.

We expect change and speed of change and adopt it quicker e.g. IPhone, IPad

We Skype friends overseas with a free video communication service.

We search and compare products & services.

We build our own news & entertainment schedule with YouTube, CNet, ITunes, ESPN.

We communicate “word of mouth” now by “speed of email”.

We balance or challenge mass media statements with individual Blog “experts”.

I wrote the above notes in 2008, and little has changed, I am still amazed that the Internet Business Opportunity Gap for Small and Medium size businesses still exists.

So why are Small and Medium size businesses lagging behind in the adoption of Internet Marketing and SEO Optimization?

With the drive to Local Search being championed by Google and Bing, surely 2011 will the year of dramatic change.

Any ideas let me know.

www.ProteusISM.com

Filed Under: B2B SEO Marketing, Internet Marketing Plan, Marketing SEO Trends, Small Business SEO Marketing, Traditional Marketing vs Internet Marketing Tagged With: , , , , , , , ,

Doctor GP Website Dublin 8 – SEO Case Study (2)

January 3, 2011 By Leave a Comment
Doctor Siobhan O'Kelly Rialto Dublin 8

Doctors Rialto Medical Centre Dublin 8 Some positive progress finally over last 2 – 3 days, with Rialto Medical Centre , the key target pages are showing improved Google search ranking on target keywords. Also contributing to positive response is the post holiday searches and new ads in Ad Words campaign, so we will be implementing & monitoring in the case study both search engine optimisation and search engine marketing.

It was decided with medical centre managment to ignore the weak website design (at least at the moment) and use these coming weeks to assess and evaluate using Google Analytics the Volume Keywords and Traffic Sources, for development of future website content and site architecture.

Marketing SEO focus in the coming weeks 0n:

- to set the key metric as: “the increase new patient registrations during January and February, as compared to previous 12 months average”

- to correlate volume keywords in organic and ad words to the growth in unique vistors and page content, to decide key content as most relevant to potential patients

- to start to build Links Strategy through White Papers, Directories, Blog and relevant Web site

- to prepare for the design / development work of new website i.e. new images / photos, patient advice and information

So far the time passed is 6 weeks from the initial discussions, and today the site achieved record number of visits. Now that potential traffic is finding the site, the focus will be on improving conversion to registration.

Basic SEO Lesson 2: The key to search engine optimization and search engine marketing is setting targets and goals for your business, and then using data analytics to measure your progress. Only then can you measure, evaluate and modify the plan or content in the web site to improve relevance to visitors and converting visitors in the case of Rialto Medical Centre to registering as new patients. Measurable Benefits of SEO and SEM.

Filed Under: SEO Tagged With: , , , ,

2011 Marketing SEO – Hot Tips for Small Business Websites

December 29, 2010 By Leave a Comment
SEO Tips 2011

World Cup Rugby Logo 2011

A Winning Year!

I believe 2011 is going to be a great year……and not just for Irish rugby, i.e. when Ireland win the Rugby World Cup in New Zealand!

It’s also going to be a great year for my small business and yours!

Begin the year by setting up a winning strategy for your business to beat the Competition in 2011, by exploiting what Internet Marketing has to offer for your business. Lower Marketing costs, drive more traffic to your web site and get more sales leads. Your competitors are planning to do just that.

So here are some Marketing SEO tips to help your business planning to make 2011 a winning year:

1. Dig into your data analytics and check out what worked effectively in your SEO and Ad Words / Pay per Click Campaigns or Internet Marketing projects in 2010. Select what is working and build on each success. If you don’t have any Analytics Data, set it up for FREE with Google Analytics as soon as you finish reading my article below!

2. Check out Internet Marketing and SEO / SEM Trends – what is changing?Focus on what are the hot trends for 2011. Here is my Top 10 Marketing SEO List for 2011:

  • Small Business will look for Lower Marketing Costs: This can be achieved through effective website marketing and regularly optimizing your web site content & tags, to be a better fit with the search engines.
  • Free Local advertising: If you have not updated your Maps listings on all the search engines do so, and check out the newly named Google Places, take time to fill out all the details, paying extra time on the categories.
  • Free Social Media Advertising: Why pay out lump sum fees to be a member of an “industry association”? Challenge the high fixed costs / charges of Directories & Associations or even better join your local business online community which free.
  • Business Blogs: All small business owners should start a writing a Blog, which with the help of Word Press is merging the company presence of Web Site and a Blog
  • Low Cost PR Campaigns: The amazing communication results delivered by PR WEB, and Free Press Release should see them continue boom in 2011.
  • Reach New Audience: Finding out yesterday that everywhere was out of stock of iPhones in Cincinnati, in fact Southern Ohio, the Mobile Usage with 3G 4G and iPad will bring access to a new audience for small businesses and a new approach to search.
  • Internet Profile Maintenance: Keeping track of all the new internet accounts and listings means the consistency of your business profile is critical, so set up a system to update all your Internet profiles regularly.
  • Online Competition: 2011 will bring more increased on-line competition especially as more small and medium size businesses realize benefits of Internet Marketing, increasing the demand for a good SEO consultant?
  • Coverage of All Search Engines: Make sure your business presence on all search engines [Search Engine Share in 2010 looks like this: Google 72%, Yahoo 14%, Bing, 10%, Ask 2%, AOL 1%]. The number of searches are so high making sure your business is represented an each one is beneficial.
  • Sharing Experiences: Specialists helping other specialists brings rewards of fresh ideas from a different perspective.

3. Refresh All Listings & Updates to Website, Blog, Social Profiles, Customer Testimonials, EMail Lists, Directory Listings, Memberships

4. Stop Procrastinating start a New Year 2011 Blog ….NOW

5. Review Competitors Sites - what’s new on their website? what can you learn? how can you compete more effectively? where are they weak?

Filed Under: Marketing SEO Tips, Marketing SEO Trends, SEM - Pay per Click Advertising, SEO Tagged With: , , ,

Taking Successful SEO to the Next Higher Level

December 28, 2010 By Leave a Comment
Freeman Schwabe Machinery logo

Freeman Schwabe Machinery logo “Nothing Succeeds like Success”

If you have achieved a successful implementation of search engine optimization for a B2B Business Website, i.e. improved search ranking, increased visits, more unique visitors and sales leads providing more business, how do you keep improving?

How do we generate even more website traffic and more even more sales leads and more orders for Freeman Schwabe Machines.

This is the challenge and goal for Freeman Schwabe Machinery in 2011.

New marketing opportunities do exist to expand the business, building on Current Customers who have already purchased machines and to increase the Customer Base even further, so we will continue to provide more quality information and more rich relevant content for people who visit the site.

The starting point for building the internet marketing plan is in the details of the Analytics Data, so it’s back to research the search keywords and the pages most visited, and building on the success already achieved. That’s the beauty of Dynamic SEO! Constant change, analysis and making improvements to take the business to the next and higher level.

The main expansion opportunity for the Freeman Schwabe business in 2011 is the with delighted customer base that the company team has built up over the last 3 years. Freeman Schwabe provides quality hydraulic die cutting presses, mold & trim, embossing and laminating presses and backs up the sale with a value added maintenance and parts / service program.

The internet marketing strategy being developed with Freeman Schwabe management will build on this success. Watch this space!

Filed Under: B2B SEO Marketing, Internet Marketing Plan, SEO, Traditional Marketing vs Internet Marketing Tagged With: , , , , , , , , , ,

Medical Centre Website – New Client – SEO Case Study (1)

December 17, 2010 By Leave a Comment

Work with a new client started some 4 weeks ago. Not only a new client but also a new industry experience for Proteus Internet Marketing.

We are implementing an Internet SEO Marketing Plan for a Medical Centre [Doctors Family General Practice] in Dublin, Ireland.

As the job / project progresses, I intend to keep a blog diary (with client approval) to highlight the SEO Marketing opportunities and milestones.

From my perspective SEO is the “method” to get the “the right people” to see and understand your business proposition. The marketing goal is to convert as many as possible contacts (visits) to become new business leads and new customers.

The SEO research work done to date  :

  • assessment of current business position and goals, and current visibility on the internet
  • reviewing competing medical services in Ireland, especially in the Dublin area
  • internal discussions with the doctors and managment team to identify core positioning and target audience for internet presence
  • keyword analysis using Wordtracker and Google Keyword Tool to quantify market / search potential
  • analysis of top performing “medical centre” websites (keywords, copy style, links, tags, rankings)
  • analysis of the on-going Ad Words Campaign

Google Webmaster Tools proved to be a really useful basic checklist for SEO, and it helped speed up getting the website pages indexed.

Now we are ready to identify & measure opportunities with the new data that’s starting to come in. The new data is being captured by website analytics which we set up for each page, plus we also have data coming in from the Ad Words Campaign.

This data will help us to:

  • reassess audience size & growth potential, comparing expectaions to actual number of hits / clicks / visits
  • which keywords are most popular and reconfirm the volume potential of keywords /key phrases / long tail
  • identify what pages (titles / subjects) are mosted viewed and for how long
  • develop new effective copy and keywords which will be used consistently across marketing

Basic SEO Lesson 1: Doing business on the internet has changed our perspective of time and how long it takes to get things done. The technical interface and the other infinite number of Marketing SEO variables can make implementing SEO both time consuming and very frustrating, as not everything is in your control. Laying out the Baseline of where you started helps keep you sane. When progress appears slow, you can check the metrics and remind youself that you have come a long way in a short space time, relative to marketing business services some years ago.

Filed Under: Internet Marketing Plan, Marketing SEO Tips, SEO Tagged With:

SEO – Small and Medium Size Business Research

November 4, 2010 By Leave a Comment

My jaw is still against my chest, after reading the 2010 UK Website – SEO Study of 1,001 SME (small medium enterprises) websites and compared them against a range of SEO criteria.

  • 70% of companies researched have less than 50 employees, and they either have no SEO or very basic optimisation of their website
  • 12% of SEM websites are not indexed in any search engine,
  • 35% of websites did not have unique page titles
  • 56% lacked unique page descriptions
  • 82% of small business websites had no HTML site map

It is especially worrying as I also read the results of Zoomerang 2010 US Research “…. understanding of how small to midsized businesses (SMB) are using their

marketing budget in 2010, as well as 2011 projections”

- 46% of SMB (small medium businesses) businesses, in USA, do NOT have a website!

- 35% of the SMBs surveyed employ some form of social media

The net take away is SEO has made very limited progress in Small Business Marketing in USA and UK.

The good news, however, is the opportunity for Marketing SEO Consultants is huge, if we live long enough!

Filed Under: Marketing SEO Tips, SEO, Traditional Marketing vs Internet Marketing Tagged With: , , , , ,
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