Webnut Crunch

Get Noticed By The [Search Engine] Giants

PunchList Series, 1 of 3 : for any local, seasonal or occasion-based business: florist, gift shop, church, signs, landscaper, home repair/cleaning, car maintenace, coaches/consultants, etc.]

On-page optimization is THE very first step of SEO every Web site owner should understand. Before budgeting Google adword campaigns. Before stressing over organic (natural) Google ranking ... be sure you're ready. When you have these free/easy items in place (see below), improvements will automatically happen across ALL search engine rankings, and any future marketing money is then well spent.

"It probably won’t even take you an hour to learn and implement some of these on-page optimization techniques. But you may ask me, why it is so important? – Well literally speaking, if you can do proper on-page optimization for your website you can not only rank well with search engines [without the cost of ads] but also can increase the overall readability of your website for your visitors." [courtesy SearchEngineJournal.com] Video: How Search Engines Work

A good checklist ensures each Web page:
1. has unique content and focus, so it has unique keywords;

2. utilizes its TITLE <title> tag. Tip: put your 800- number here so it will display with every Web page visited;

3. utilizes its HEADER tags > Header1 <h1> = section headers; Header2/3 <h2> = subheadings;

4. uses images properly: each image is close to its related content, includes completed ALT tags, uses key PHRASES unique to that page in each ALT tag, and the keywords are also used in image file names;

5. all links (anchor text) should be natural phrases in sentences which include variations of your keywords whenever possible > not just "click here"; and

6. set a update/refresh schedule for your content > "last updated" dates are recorded and matter.

When all this is said and done, you are not just in good SEO shape but in GREAT SEO shape. The next step now is to build your inbound links with your clients, partners, advocates, affiliates, etc.

NOTE: There are "advanced" SEO tricks you may want to consider pursuing (such as how your page URLs are built, optimizing social places, etc.) To discuss more, just email me.

And, finally:

Be sure to record strategies here you want to follow in your copy of Our Web Site Owner's Manual.

More Punchlist Series: 2 of 3 | 3 of 3

 

 

 

26Feb10
Jeanine Willboughy > Q: "How do I convince my company to relax a little on content 'moderation'?"

Susan Crawford > A: "I'm assuming that writing a social medi policy isn't your issue. A policy is a good step but if it is not written from some level of experience which can demonstrate a good marriage of YOUR social media and goals, it will be inadequate (until it does reflect this integration). The problem I most often see is beyond setting the SM policy. As SM is usually delegated to staff to execute, "management" still tends to micro-manage the living breath out of it. I would recommend taking your SM policy a step further and for each platform (Twitter, Facebook, Youtube, etc.), outline why your company is there (the value, the kind of community you'll open, content, sources, other team contributors, a moderation schedule, and measurables to be tracked). Then, I would take this plan to each of your stakeholders for buy-in. At least some form of this should give you a basis for discussion and calming fears that may be driving undue SM hype for you.

Need a paintbrush for that flat tire?

Are you sure your Web fixes are really identifying root problems and tackling them with the right tools? There are problems, and there are root problems. Are mediocre numbers needling you? You may begin to muse whether it's time to change the layout of the home page content, or think about a redesign. You need to "do something" but it is tough to know the right next step. This is a 'problem'. And this decision is where a lot of time and budget are wasted.

The right next step is 'discovery' -- use this opportunity to get to the 'root problem' by first identifying barriers to achieving your site's goals. Haven't set key goals yet? Now is a good time to do this exercise, too. Once goals and barriers are identified, then you have a road map to pursue appropriate fixes. After all, if your vehicle has a flat tire, taking it to a paint shop won't achieve the needed outcome. [Continue your 'discovery' process to determine whether there is 'root problem', like nails the handyman spilled on your driveway.]

To find your numbers and barrier culprits, look across content value, navigation, pathing*, functionality, and how you encourage loyalty. Remember to also look at the experiences ("events")behind your user/member processes: sign-up prompts, log-in error messages, email alerts, etc. [this flowchart template may be helpful.] This effort only requires a little homework such as asking your users about their expectations, content style/depth/length/format preferences, and to rate their experience. Once you've completed these little investigations, you'll be on track to ensuring you're tackling root problems. You'll know what you want to achieve/improve, and be able to frame good questions to use when interviewing "garage owners" (Web contractors/services).

Once some fixes are in place, start rechecking your site reports to confirm whether changes are spurring traffic toward your newly identified goals (or wandering elsewhere). When you are needled by numbers again, just come right back to this 'discovery' process. This due diligence cycle will pay off every time.

--> Did you find this info useful?

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*Your "user experience" and "content pathing" go hand in hand and can prove extremely insightful exercises. For "user experience", literally walk in the shoes of a user from home page, to next click, to next click, to next click. How this been an easy, value-filled experience? For "content pathing", literally follow the "life" of a piece of content --> from first posting, to second posting, to next posting, to its final archive listing. Are you giving enough "life" to your content? Was this content always presented in context to its surroundings?

Creating A Good Twitter Hashtag

Now that you have a Twitter account, what's the next step? Consider creating 3-4 hashtags that will get your message beyond your followers. Base your word selections on a 3-prong strategy:

 1.  What would a typical Tweet from you look like? Good hashtag words are ones that are intuitive/pithy/cute or uniquely differentiates your initiative in the cluttered Twitter landscape. Thinking about your words strategically will also enable you to put more than one hashtag in a post* without it looking like spam. Brainstorm some sample tweets and words will begin to surface which will be authentic to your followers. [*more mileage per post]

2.  What is already popular on Twitter for your [product type]? > Again, a good close match may naturally rise from this exercise and prove intuitive to tweeters. It would also be useful for your tweets to include 1+ other related existing hashtags as this would give your tweet extra legs -- Nike uses: #fitness, #shoes, and #backpacker but did not create these hashtags. You may find Twemes.com helpful as you do this research.

3.  What would be a good 'theme/phrase' hashtag (like #nowplaying, #justdoit, #asseenontv, etc) that cold be pushed to appear in Twitter trending?

And, of course, #[yourproductbrand]. Don't be shy about creating exclusivity or immediacy with your hashtag(s). Your goal is to create value/need/relevance for your followers - reasons to follow. And, if a tweet was particularly effective, repeat it every now and then as followers build.

"People won't care how much you know until they know how much you care." -Unknown
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5 Web insights from Chester Cheetah. I like to get new ideas and strategies in easy grab-and-run snippets. Snack packs. So, who would I model? Chester Cheetah.  And here are 5 Webmaster lessons I would take from him:

1) Sunglasses and tennis shoes. Chester exudes a certain style and attitude which is easy if you're a whacky animated character, but love him/hate him, he knows his style. "It Ain't Easy Bein' Cheesy" but that's him everywhere, every time.

2) Black & Orange. Chester is has a specific color wardrobe (and spots, of course). This wardrobe is as much a trademark of Chester as anything, and it is found on all his related promotion, products, and material.

3) Voice & Smile. Chester has a mellow voice and a great smile. Combined, these make you listen. Chester is king of messaging and delivery. He is very pithy, direct and authentic. He is "too cool to fool" and he knows his fans are, too.

4) All Cheetos. Chester has it easier than most of us as he has only one goal > expand Cheetos' fandom. Everything Chester does contributes to his goal. There isn't even an offical site for Chester, there is only an offical site for Cheetos.

5) Hang Outs. Chester stars in video games, plays b-ball, flies, hikes, surfs, scuba drives, and hangs out where his friends likely congregate. He knows his followers resonate best with 'people like me' and finds ways to engage them on their terms. He may have debuted in 1971, but he is always relevant. Smart cat.

What do you think? Did I miss one?

Your Web Site Just Sitting There?

Best Webmasters know what matters most:

1 > Establish your reputation/credibility by offering customer testimonials on your site

2 > Demonstrate your expertise by offering free insider tips or easy D-I-Y steps for a common task

3 > Be memorable by offering a helpful PDF such as a maintenance checklist, insurance record, etc.

4 > Build loyalty by offering e-coupons or a customer referral program/reward