Archive for the ‘Internet Marketing and Promotion’ Category

Googles Sandbox: Real or Virtual

Saturday, February 11th, 2006

Those of us that struggle to get our clients to the top in the returned results know that Google appears to put new sites in a sandbox, or playground area. Your brand-new site may stay there for 6-8 months, and there doesn’t appear to be anything you can do about it. Meanwhile, you get a top slot in Yahoo and MSN. What happened?

Although the sandbox may appear real, there may be good reason to believe that Google isn’t really doing anything special with your site. The rules that Google uses to position your site may be doing what appears to be a sandbox affect.

Let’s look at some of those rules and see why this is true.

  1. If all else is equal, an older site will position better that a newer site. Google doesn’t like mom and pop sites. If your site has been around a while, Google figures you are here to stay.
  2. If you add links too fast, Google will penalize you. Unless you are doing something very special, fast link building is assumed as forced and unnatural. Google wants you to build your links naturally. With a new site, you are often trying to get a lot of links in a short time. To Google, that’s spamming.
  3. Google favors sites with links coming in from trusted and popular sites. That generally takes work over time. We’ve almost tripled our own visitor traffic over the last year. That takes solid work to do that.

This doesn’t mean you should wait around until your site bubbles up in the results because the sandbox is there - real or virtual. What is does mean is that you should develop a long-term strategy for your site by building links in from trusted sites. Build valuable content on your site so that other trusted sites want to link to you.

Purchasing Pay-Per-Click Ads: Yahoo versus Google

Thursday, February 9th, 2006

If you are planning to do Pay-Per-Click advertising, the biggies are Yahoo’s Search Marketing or Google’s Adwords.

If you purchase a Google Adword advertisement, your position in the listing is determined by the equation:

PI = CPC * CTR * text relevance of ad * history of keyword factors * other
where:
PI = position of your ad
CPC = cost per click
CTR = Click-through rate.

In other words, three of the five facters are determined by Google.

With Yahoo, I could buy a specific position. If I wanted to be #1 for a specific keyword phrase, I could purchase (or actually bid to purchase) that particular slot. Moreover, I could promise a client a position based on what they wanted to purchase.

This advantage is illusionary, however. First, I noticed that the advertisements on CNN (which are Yahoo ads) would often have a company at the top that had questionable ethics. In other words, regardless of their ethics a company could purchase the top slot. As a result, I realized I couldn’t trust any of Yahoo’s advertisements. The free or organic listing was more trust-worthy. With Google, I could drive a top position for my advertisment with little money if I had the click-through rate. In other words, with Google David could slay a Goliath.

Moreover, when I use to buy my ad Yahoo gave me 190 lines for the ad versus the 70 lines Google gave me. Yahoo only gives you 70 lines now.

The conclusion here (and Penny Marshall, a top Pay-per-Click expert agrees) - go with Google’s Adwords.

More on High Web Traffic: Links

Tuesday, February 7th, 2006

Links to your site are important for that web traffic, but are important in two different ways: building search engine traffic and simple referrals.

Search Engine Traffic
A link into your site from a popular site is useful for positioning you well in the search engines if it is a text link and contains important keyword phrases. Redirected and dynamic links, JavaScript links, and links with the nofollow tag won’t help you much if any, for positioning in results. Links from spamming sites won’t help you, and I don’t trust any Flash links to help me. If the linking text coming in (anchor text) is your company name or your name, it won’t help much unless you are General Motors or some other branded text. Links from images won’t help, either. No anchor text with images.

Most directories can’t help much as they either link from your company name or it’s a redirected or dynamic link, with the actual page results determined when the entry is pulled from a database.

What you really want for good search engine positioning is links from trusted popular sites. Links from .gov or .edu sites are good as they are almost always trusted. If you can figure out a trick to get news on CNN or AP, you are going to get lots of traffic.

Referral Links

Links from most directories and blog postings won’t help your position in the search engine results much, but are important because they may have high traffic and can often refer traffic directly to your web site from their link. Anchor text isn’t that important. A few exceptions are directories like DMOZ (free) and Yahoo ($299/year), which give you a trusted link.

Conclusion

So the question really comes down to how you want people to come into your site. If they will be using the search engines, work to get good links from popular and trusted sites with anchor text that has your keyword phrases. If they are coming in directly from other sites or blogs, put a strategy together for getting your traffic in from those. For example, created a blog swarm by interacting with hundreds of blogs and commenting on the related topic, pointing to a related page on your web site.

Want High Traffic? Web Sites versus Blogs

Wednesday, February 1st, 2006

For getting high traffic, web sites and blogs involve different strategies.

If you are using a web site to sell your ideas, visions, or services you will probably find that most people find your site using the search engines. This means positioning well in the engines on your relevant keywords. This positioning, at least in Google, is primarily controlled by the number of links from quality and relevant sites into your pages. Your basic strategy for high traffic, if your site is designed properly, is to build up these links coming in naturally over a period of time. Our SEO book can give you good strategies for that.

For using a blog, the strategy is different. Your goal is to build a blog swarm, or creating energy in a number of related blogs, that point to your blogs postings or web pages. A blog posting can link to your web pages or another posting or your web pages can link to a posting. The blog has to be dynamic, be edgy (to invite comments). In addition, you have to go out to related blogs and build energy on your topic there. Our blogging book details the strategy here.

Don’t expect to see a high PageRank on a page your blog points to or many other blogs point to it, but do expect to see a lot of traffic. If you have your blog properly installed, when you update it the blog “pings” the blog directories, letting everyone know you’ve updated your blog. Moreover, people can subscribe to your blog and get your updatings. All of this is automatic and dynamic. When you blog, information gets to interested users quickly. Updating a web page means a user gets it on a result page after Google has indexed it again - which can take days or months.

Let’s take an example. We put a page on our web site about some major problems we see with Vonage. Next, we searched on Google for blogs on related topics using phrases such as vonage +”customer support”+ +blog. Next, we uses the returned results to find blogs discussing vonage problems and entered our comments as a part of their discussion, with a link to our page in each comment. We kept going - must have gone to over a hundred blogs and commented. As a result, there is a swarm and the Vonage page on our site is one of our most popular pages. It really doesn’t have any PageRank, as it is almost a gateway page. Yet it has high traffic. There is a caution here. Blog comments should be related to the topic for which they are posted. If you do anything else, it’s consider blog spam

Our web traffic is growing - 200% since early November

Friday, January 6th, 2006

Adding Darcy to our home page and giving her a special Darcy page increased our web traffic initially by 300%. It’s now more like an increase of 200% over early November. Quite a respectable increase.

On our ministry blog, the blog there is really driving the traffic, which has increased by 50% since October. It’s hard to see the corresponding traffic increase on this business blog, as there are over 800 pages on the site and many people come in from other areas of the site. The city crime mapping and charting on this site, for example, is a VERY popular area. There are a lot of external links in the search engines to that area, so we see the resulting traffic.

We can put Darcy or a blog on your own web site. Let us know if you are serious about wanting more web traffic.

Hits and Misses for 2005

Sunday, January 1st, 2006

Misses

VOiP – Vonage lost a big lead by spending for advertising instead of service improvement and endorsing as a company to a very unethical set of core values. See vonageproblem.htm.

The Government – Both Executive and Administrative branches rolled over and died. They, like Vonage, were driven by unethical values and money. Congress votes 223 million to build a bridge to nowhere in Alaska. (Read the full article. Congress didn’t vote to build the bridge, but rather voted to give them the money to do it. The Washington Post title is misleading. That doesn’t save anyone’s political neck.) At the same time, Congress can’t build extra lanes for congested Interstates in Oregon. Both of my senators and my representative voted for the bridge to nowhere. Maybe they should move to Alaska. And Bush has a long, long, long list of misses. The Republican party has died.

The Search Engines – CNN advertising, which is driven from Yahoo, leads their advertising with ads for a company that has poor ethics. So they make lots of money for the advertisement; but who wants to advertise with Yahoo when you can’t trust their advertisements? We are pulling our own ads with them.

e-Commerce – currently protects the seller but not the consumer.

Spam - Our spam load continues to increase, even with filters on the host and our own system. The latest is some joker with a site selling watches with a whole colledtion of different domain names making it difficult to block him. The FTC, of course isn’t doing anything with the blokes. In Germany they find them $65,000 a spam. Who will you vote for next fall?

My Motorola cell phone went dead three times this year. I’m on my third phone. The last time it failed all I had to do was reboot (does Microsoft own Motorola?), but the cell phone didn’t tell me that. After it didn’t ring for a few days, a support store showed me how to reboot and find the 12 lost messages that had been left.

Broadband is overpriced. New Orleans is leading the way with free WiFi, but other cities are afraid of the broadband companies and not offering any free WiFI – including my own city of Portland, Oregon.

HDTV - Most of the HDTVs sold now are not really high resolution. The display is tricked down to the lower resolution, more like a DVD quality. It still looks great, but you aren’t getting all the pixels.

Hits

VOiP – If you avoid Vonage, you can save about 30% on your telephone by going to VOiP. There are almost no surcharges and long distance is often free.

With the Government non-functioning, thanks to someone that imported Venezuela gas and was selling it in New Orleans at about 33% of the current retail price. What does this tell you about the oil companies and President Bush? And thanks to many, many people, organizations, and corporations that did take responsibility in helping the people on the Gulf Coast during the Katrina disaster.

Search Engines - In the search engine war between Google, Yahoo, and MSN – the consumer will win. Most people trust the organic (free) listings. Why pay for advertising and compete with unethical companies?

e-Commerce passed the 30 billion mark in sales over the Christmas holidays. That’s a 30% increase from last year.

Stopping SPAM - We load the spamming domains and IPs to an online and uncopyrighted database on one of our web sites at http://www.creatingnewworlds.org/stopspam.cfm. We invite hackers to lanuch viruses, trojans, and DoS at the IPs and domains, destroying them. This has gotten to be a very popular page (PageRank=4) and gets lots of hits. One guy threated to sue, but we sent copies of his email (which violated the CAN-SPAM) to his state attorney general. We haven’t heard from him any more.

My blogs have doubled the traffic on my web sites that last month. There are over 19 million blogs out there now.

HDTV - Some of the newer HDTV sets and a few of the leading HDTV manufacturers (Toshiba is one) use a new and special chip in their televisions that gets the promised HDTV resolution. Be wise if you are purchasing HDTV. Find out who is using the chip and then make your purchase as a wise buyer.

Web Languages and Relative Usage

Sunday, December 18th, 2005

Which languages are the most popular on the Web? Which languages are growing the fastest on the web. See: http://www.internetworldstats.com/stats7.htm

Designing for Firefox

Wednesday, December 7th, 2005

Over 100 million users have now downloaded the Firefox browser. About 16% of our own November sessions on our web site were using the FireFox browser. That means if you are trying to reach a cutting edge demographic, your site better work in the Firefox browser. Unfortunately, many sites break when using Firefox. That can translate to lost customers. It is more than an issue of your site might look bad in Firefox. It may not work at all.

The breaking primarily occurs with interactive aspects of the site: JavaScript menus, shopping carts, polling scripts, registration forms - that kind of thing. Here is a site that breaks in Firefox (courtesy of Marketingsherpa.com):
http://www.digitallife.com
Try the menus. (Also, the referencing Marketingsherpa reference may disappear soon.)
The Digitallife site works find in IE. This type of breaking when examining a site with Firefox is not unusual.

The secret of capturing that 16% (or whatever) of those entering your site using Firefox is to be sure your site works with the web standards as defined by the folks at the World Wide Web Consortium, or W3C.

Here are our suggestions for doing this:

  1. First, check your statistics on your site to see what percentage of users coming into your site are using Firefox, or Mozilla. (Mozilla is the company that makes Firefox).
  2. Be sure you have a DOCTYPE tag on each of your web pages that defines the standard you are using. You can see an example by looking at the source code for our home page and looking at the DOCTYPE tag for the first line in the code. Start your code the same way.
  3. You can get a free program to check a web page for its compliant with standards at:
    http://htmlhelp.com/tools/validator/
    Use it to verify your coding. Also, Some editors, such as Dreamweaver, do some level of validating your code.
  4. Download the Firefox browser (which is free) and check your web pages using it. You can download it from:

    http://www.mozilla.org/

The advantages of using a Firefox/standard site:

  • You will capture those users who fomerly found your site broken.

  • You will get better search engine optimization. Some engines don’t index sites with broken code too well. They want sites designed for the standards, and use the DOCTYPE metatag to define what standard they should check your site against.

These two are definite. MarketSherpa also reports you will gain decreased development and maintenance costs, lower bandwidth costs, faster download times, and mobile device viewing

If you are looking at our site - we have had one blog comment on our site needing more Firefox compatibility. There are over 800 pages in it. Checking all of these and editing as necessary is a time consuming task. We will try to work top-down, but don’t expect us to check even the top levels quickly. We do want, however, to keep our users happy.

Search Engine Optimization News from OPM this Week

Saturday, December 3rd, 2005

Here are several notes on our search engine optimization insights this week:

  1. We successfully got a client to a #2 position in Yahoo out of 53,000 indexed pages on a popular keyword phrase. Her Google position is coming up but is slower as the links build. Our search engine optimization book tells how we did this.
  2. Our web traffic has doubled since adding the AI-driven
    Darcy
    to our website. We are training her to close sales. This Darcy page and the page about our Vonage problem, are the two hotest pages (most hits and visitors) on our web site after the index page.

  3. If you have tried to sign up for Googles new Google Analytics to track your web statistics, you’ve probably discovered that they are overloaded with signups. We use a commercial program of the Urchin they purchased, but may switch to Google Analytics if they can every get it going.

Monitoring Your Statistics - A New (and Free) Tool

Friday, November 18th, 2005

To have a successful web site, you need to constantly monitor the statistics relative to the site. You need to know the number of hits various pages in your site are getting. You need to know how many sessions you are seeing each day, the number of visitors, the number of repeat visitors, how long they stay, on what page they enter the site. You also need to know what are the keyword phrases they use to get to your site, what search engines, what is the conversion rate, and what is the return-on- investment (ROI).

On of the more popular tools for getting statistics on a web site is the commercial Urchin tool. This is what I use for monitoring my own statistics. It used to cost $199 a month. My host provides it at $10 a month. What if I told you you can get it now for free?

Google purchased Urchin Software and has just announced the Google Analytics service. Instead of selling it for the $199 a month, they provide it free - it doesn’t cost a dime. Explore the service at:

http://www.google.com/analytics/

What does Google get by giving you this extraordinary service completely free? Very simple - they can watch your traffic, your sales, and better target your search results from that information. If you are willing to share this information with them, this tool is yours.

Once you have signed up for the tool, Google will give you a snippet of JavaScript code. This code has to be put on each page of your web site that you wish to monitor. That’s it.

If you wish to use the tool, you will find there is a bit of an overload. Google underestimated the number of people that would want to sign up. Be patient. Also remember that as you add new pages to your site, be sure to add the code snippet to them as well. In particular, it should be on the entrance page and any page that asks for conversion.

Google Analytics monitors the performance of your banner ads, sites that refer to you, e-mail newsletters, and both organic and paid search engines, so you can track how visitors were referred to your web site and what they do once they arrive at your site.

You can use the statistics that Google Analytics gathers with its reports and graphs to determine, for example, how effective your different ad campaigns are and how your should change your web site to improve sales conversions.

Google Analytics can monitor the usage of a site of any size, including the those of major corporations which are often visited hundreds of millions of times per week.

If you don’t want to share your data with Google, Google sells a Web analytics software package, called Urchin 5, which has fewer features than Google Analytics. Its base module costs $895. You can extend its functionality with optional modules.