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Here’s a list of the six recent articles I’ve written as guest posts for ToiletPaperEntrepreneur, Blogtrepreneur, BizNik, StartUp Nation and Business Consulting Buzz:
Have a great weekend!
When it comes to designing SEO-friendly web pages, it’s all about creating a powerful SEO head section. The HTML head is what will make you or break you in the search engines, especially if you don’t follow SEO guidelines.
The Basics of HTML Head
Document type definition (DTD statement)
This is the first tag on your web page, and helps load and index pages faster. It helps spiders efficiently “deep crawl” your pages. Make sure you use the correct tag.
Software such as Dreamweaver automatically inserts the proper tags. If you are editing older pages, you will need to manually insert the correct tag. Consult with the HTML validator at W3C, or consult with a web designer for more information.
Character Set Tag
SEO gurus recommend listing the character set tag before the title tag. The character set tag displays text character in browsers.
Title Tag
The title tag is very important – you need to grab visitors’ attention IMMEDIATELY. The Title tag is displayed at the top of the browser’s window and displays text in search results. You want to stir their emotions with titles and create curiosity so your site will get those CLICKS!
The SEO standard for title tags is 65 characters or less. Remember to be succinct when writing title tags – do not stuff with too many keywords (looks unnatural and will get you booted out of search engines).
Meta Description Tag
Meta description tags work with the title to attract visitors to your pages. The standard SEO rule is to keep your meta descriptions to 150 characters or less.
You should spend the same amount of time and effort creating powerful meta descriptions just like you would with creating your ads (and titles tags!)
Remember your call to action and work in that “offer” to boost click rates.
Don’t be lazy – if you don’t include meta description tags, search engines automatically use snippets of your copy text as your description tag. This isn’t good SEO practice!
Meta Keywords Tag
It’s still recommended by SEO experts to utilize meta keywords tags. Keep keywords to a minimum (6-8 keyword phrases). Leave out your money phrases. Keep keywords general.
If you are too specific, your competitors will scrape your content. A powerful keyword list can be built VERY quickly that way! Don’t spend all that time researching keywords just to give them away.
Keyword phrase you use in your meta keywords tag need to be used in your body content.
Meta Robots Tag
Meta Robots Tags allows content to be kept out of search engines in the following ways:
• <META NAME=”ROBOTS” CONTENT=”NOINDEX, FOLLOW”>
Pages aren’t indexed but still followed.
• <META NAME=”ROBOTS” CONTENT=”INDEX, NOFOLLOW”>
Pages are indexed but not followed.
• <META NAME=”ROBOTS” CONTENT=”NOINDEX, NOFOLLOW”>
Pages are not indexed or followed.
Meta Author Tag and Image Toolbar Tag (Optional)
The Meta author tag isn’t a SEO requirement. It places your name on your home page (make sure to follow WAI validation).
The Meta image toolbar tag isn’t always used, but is extremely useful if you have large images on page. It also makes your site look cleaner. The meta image toolbar tag is recommended for images with a height/width greater than 100 pixels.
XML Mapsite Verification Tag (Google)
Google’s Sitemap is the best way to get crawled by spiders. It allows your pages to be easily found and indexed.
Tips and Tricks – How to Create Dynamic Meta Tags
• If you use more than 65 characters in your titles, Google automatically displays ellipses which drops click-through rates to 9% fewer compared to titles WITHOUT ellipses.
• Ask questions, use active verbs and list exactly what visitors will receive (body content follows up by answering questions and providing further information)
• Utilize unconventional techniques– make meta tags LOOK different so will people are curious to click on it (use a quote, etc).
• Don’t keyword stuff. Do NOT use keywords of competitors’ products or brands (you could risk a lawsuit!) Keep keywords to 6-8 phrases minimum.
• Avoid hype in meta-descriptions – limit characters to 150 and use 2-3 sentences for your hook.
Don’t Forget to Subscribe by RSS or Email:
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Firefox is a popular search engine created by by Mozilla AND it’s FREE to download! Firefox is also a highly secure browser and works on Windows, Linux and Mac. Their browser is very user friendly. By providing additional themes and extensions, Mozilla created their browser just for YOU! You can build it to your unique specifications and tweak according to your specific needs.
However, Mozilla didn’t forgot about search engine optimization and created specific extensions just for SEO that are easy to download and use. These are the BEST SEO addons recommended to add to your Firefox browser.
SEO for Firefox – A useful tool that pulls data research right into Yahoo’s and Google’s search results and includes some of the following features:
• Page links – Shows estimated total number of links pointing to pages in Yahoo
• Cached – Shows how many sites in Google are indexed
• Provides Alexa site rankings
• Gives PR stats (Google PageRank)
• Bloglines – check out how many people are subscribed to certain blogs
• Displays Google PageRank, Compete Ranking, Alexa Rank and SEOmoz Linkscape mozRank in browser
• Includes backward/related links
• Fast keyword density analyzer
• Allows users/web developers to view large number of SE parameters on the internet
• SEO Toolbar – Parameters shown in separate toolbar in browser
• SEObar – Shows values of parameters of web pages currently opened in browser
• Inclusion of parameters in SERPs (customized by users)
• Used to evaluate web page performance
• Web sites run faster – runs diagnostic tests
• Reduces hosting costs and bandwidth
• Performs tests on front-end code and web server configuration
SEOpen
• Yahoo and Google backlinks
• Alexa traffic and backlinks
• Page size and PR checker
• HTML validator
• Quickly accesses Yahoo Site explorer
• Analyzes niche keyword competition
• Gives backlink numbers, indexed pages, all in anchor, and page ranks
• Builds high PR links – gain better search engine placement
Firebug
• Includes web development tools
• Allows you to inspect and edit HTML
• Monitor and debug CSS and Javascript in live web pages
• Find and edit DOM (Direct Object Model) quickly
• Allows you to easily see how site was created
• View tags on web pages without seeing source codes
• Displays class and ID names
• Includes many web developer tools
• Adds toolbars and menu to browser
• Adds toolbar and menu buttons to switch user agent of browser
• Allows access to sites that restrict access
Google Global
Has over 20 features - views paid and organic searches from any location across the globe:
• Cities
• Regions
• IP addresses
• US zip codes
• Different languages
• Shows Alexa information in your status bar
• Provides Reach and Rank data about the sites you surf
• Users can view web traffic metrics
• Find out what sites are more popular than others
• Allows you to web surf more efficiently – finds related links/sites
• Won’t interrupt your web browsing
• Checks validity of site links
• Tool button can be added on browser for easier access
• Uses color coding to highlight bad versus good links
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You’ve finally figured out the ins and outs of your blog. However, you are missing out on a HUGE blogging secret – guest blogging! This is one of the best and easiest ways to promote your blog (and your company).
The idea behind guest blogging is to contact other bloggers in your industry and offer to send them “exclusive” content for their sites. Obviously, you need to have a well-established blog with strong content before you guest blog. You need to prove to other bloggers that your content provides REAL VALUE to their subscribers.
Benefits of Guest Blogging
• Increased traffic and backlinks
• Connect with other bloggers/experts in your field - share ideas and information
• Allows you to write about “fresh” topics you might not necessarily write about on your own blog
• FREE targeted exposure
• Improves your online reputation/company branding
Networking Opportunities
When other bloggers accept you as a “guest blogger” on their site, you are now exposed to NEW people (blog subscribers). Readers will get to know you as a result of your content. It’s important to include a byline that includes your company information, short bio, and links to your websites, blogs, etc. Another plus for your SEO!
Another huge benefit associated with guest blogging is FEEDBACK from your host blogger and their subscribers. This is how you earn your reputation as an expert in your field.
You create a LOT of opportunity for yourself and your company! Maybe one of their subscribers has a blog in your industry and asks you to guest blog for them TOO! You never know what opportunities could arise from guest blogging. You have potential customers and clients right at your fingertips.
How to Hit the Mark with Guest Blogging
Before you start guest blogging, keep the following tips in mind. Remember this is a win-win situation for you, the blogger and their readers and you need to hit the mark every time with great posts!
• Use Google Blogs to find blogs in your niche/industry.
• Research the blog and its audience – What voice/style does the blogger use? Who are their subscribers? What kinds of posts get the most comments?
• Could you fill in gaps with innovative topics? – Maybe there are topics that the blogger hasn’t covered yet. Add a new perspective by writing posts that give a unique twist to the blog’s niche/subject.
• Be reliable and add value – If you commit to three posts a week, then stick to your commitment. Don’t add “fluff” to the blog. The blogger wants valuable content so that’s what you need to produce every time!
• Share your personal story/professional experiences – You don’t need to write a full biographical sketch, but readers want to know about your “real world” experiences. How can you relate back to the blog’s readers and offer them personal insight?
• Don’t neglect YOUR blog – It’s easy to let your blog fall to the wayside when you guest blog. You draw more traffic to your site as a result of your guest blogging. Make an effort to keep your blog current and continue to provide GREAT content to your readers!
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Google Website Optimizer is one of the most accurate website optimizing tools out there. If your sites suffer from low conversion rates, then it’s time to use Google Website Optimizer to test your sites and increase conversion rates.
Conversion rate is the percentage of visitors to websites who take desired actions. A sites’s desired action is based on your online marketing goals (sell more products, increase membership, etc.)
How Does Google Website Optimizer Work?
The program creates dynamic, high-converting pages. It also tests and optimizes design and content for websites, and uses Google Analytics for tracking.
It uses two types of testing: A/B and multivariate.
• A/B Testing – Tests two or more entirely different versions of web pages
• Multivariate Testing – Simultaneously tests multiple page variables /elements (headline, content, images, etc.)
Best Testing Practices
When setting up experiments in Google Website Optimizer, use these practices when you test your web pages. Remember to test, test, and test to achieve the BEST results!
• Test pages with high traffic – High traffic pages usually optimize faster than low traffic pages
• Test only a few variables at a time – The more elements you test, the longer it’ll take to run: for your initial test, start with 2 titles and 2 images
• Pay attention to testing combinations – Make sure combinations are readable and are a good fit.
• Choose high conversion goals – For example, if you’re an e-commerce site you’ll want to pick a common high conversion goal such as adding items to a shopping cart. Lower conversion goals take longer to find effective content that works.
• You know what works best for your site – Google Website Optimizers gives you basic guidelines but you are the best judge when it comes to your site – test and re-test and find what works best.
How to Set up Experiments
• Choose test page – This is the page that you’ll be optimizing by making changes with Google Website Optimizer. This page needs to offer an action to customers (landing pages, sign-up forms, etc.) The action can be found in the form or links to another page.
• Choose conversion page – This page represents your business results (where users make a purchase, etc.)
• Pick tests that work best for your site – A/B tests are simple to run and produce results quickly – test entirely different layouts or change look of pages. Multivariate tests are more complex and take longer to run, but are more flexible. Test out two different headlines, three different images and three different sale prices at the same time.
• Select the type of content you want to test – This applies to multivariate testing (in A/B testing, you don’t need to pick specific content)
• Create content variations – When you figure out the test page headline and image you want to use, you need to create a few variations: the original content or the new variation is shown to visitors. Variations are used to determine what content leads them to take action and reach conversion pages. You can also limit the amount of traffic who views new variations.
Report Results
Google Website Optimizer runs reports with helpful data lined up in columns– use this information to analyze your conversion rates.
• Estimated conversion rate range – Shows how well variations/combinations are performing compared to your original content
• Chance to Beat Original – Gives a percentage probability that combination/variation will be more successful than original content
• Improvement – Displays percentage improvement over original combinations/variation
• Conversions/Visitors – Total number of conversions per visitors that variations generated
• Relevance Rating – Impact of page section on your experiment
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Participation in group forums and discussion boards is one of the easiest ways to promote and brand your company. You put your “online face” out there and interact with diverse groups of people.
By creating a strong online presence, you market yourself as an expert in your field – people will look to you for MORE information and help! Think of forum members as your potential clients and customers.
Step 1 – Research forums in your industry
If you’re a real estate agent, seek out estate-specific forums and online communities. Spend time researching your niche and target markets. Where are your “potential” customers hanging out online? What are the popular online communities in your industry?
Step 2 – Create an account
Most forums are free and it’s easy to set up an account on forums. The key to promoting yourself on forums is your “call to action.” Attach a link to your site/blog with a strong call to action (you can link URLs in the profile section). Make sure to include links to your sites/blogs in your forum signature.
Step 3 – Participate and answer questions
Actively participate in the board and answer appropriate questions. Stick to your field of expertise. Keep answers short and professional. Invite forum members to your site to learn more information. Don’t provide TOO much information in your reply posts. You want to “lure” forum members to your site with just enough information. Always remember to be courteous and respectful of other members when replying to posts/answering questions.
Step 4 – Keep them coming back for MORE
Make sure that you always have compelling, VALUABLE copy on your site. You want visitors to register for more updates and want them to check out your site on a regular basis. It won’t help to “hook” them and reel them to your site if you don’t have compelling information that doesn’t interest them.
Forum Marketing Tips
• Target message boards that have over 1,000 members and 10,000 posts – you want to participate in an ACTIVE site. Steer clear of sites with low traffic and inactivity.
• Stay away from boards that are “spam-heavy”
• Avoid forums that are run by your competition
• Read user agreements and policies carefully. Pay attention to spam rules on forums. Be courteous and follow the forum’s rules.
• Choose a user name and avatar that brands your company name. If it’s allowed, add your company logo as your avatar (avatars are images that show up next to your name on forums)
• Write a dynamic profile – The profile section is where you add your bio and company information (and links). Make yourself stand out and remember to add your picture.
• Always introduce yourself – After you sign up on a forum, introduce yourself in the “Introduction/Get to Know You” sections
• Spend time “lurking” on forums – Learn the culture of the board by lurking and reading other members’ posts and topics. This is the best way to figure out who are the “players” on the board – popular members, who posts daily, etc.
• Avoid drama – Remain professional and don’t get sucked into the politics and drama of forums. Remember you represent your company!
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What are your biggest sales turn off? Pushy salespeople in your face begging you to buy, buy, buy! However, they don’t offer anything valuable in return. They want you to buy the latest and greatest product but what’s the motivating factor? They don’t have one! As a result, people pass them over and won’t buy their products.
The following Internet marketing formula is the most effective six step plan to guaranteed SUCCESS!
Step 1: Distribute Content
Before you even ASK users to spend money on your products and services, you need to offer them something valuable. Would you buy products or services from someone you didn’t know anything about? Probably not!
The first step is to write informative content and distribute it through a variety of FREE marketing avenues including:
• Video Marketing – People respond to “visual” content as opposed to just text – greater impact on audiences and put a face behind the name!
• Article Marketing – By submitting to free article sites, people learn valuable information and want to read MORE information – a great way to brand yourself and put your name out there.
• Social Networking Sites – One of the easiest ways to spread the word about your business to mass people. Sign up for Facebook, Twitter, MySpace, etc. Create niche groups or create your own networks to really draw in target markets that appeal to your industry.
• Blogs – Stick to one niche/specialty and write interesting, informative posts that really capture subscribers’ attention. Blogs really make an impact by providing VALUABLE information and news. Blogs are another great way to position yourself as an expert in your field.
• Forums – Online communities allow you to interact with other members in a “friendly, informal” way. Generate buzz and interest about your company, products and services by interacting with others in forums. However, don’t just join ANY forum – subscribe to forums that really hit your markets and audiences!
Step 2: Reel Them in with GREAT CONTENT
You caught their interest and you now have a captive audience. What do you do next? Invite them to check out more valuable content on your site. Some examples include:
• Video Tutorials
• How-To Articles
Step 3: Subscribe for MORE GREAT CONTENT
Now you REALLY have their interest! However, don’t go in for the kill and hit them with the “hard sale.” You don’t want to scare them off!
Don’t try to entice with special offers either. Invite them to subscribe for more GREAT content (i.e. weekly newsletters, etc.)
Step 4: Send SUPERIOR CONTENT on a regular basis
Now it’s time to really WOW them with SUPERIOR CONTENT on an ongoing basis. Offer them something your competition doesn’t offer and make it GREAT!
• Send late-breaking special reports filled with the most up-to-date news in your industry – stay one step ahead of your competition! Research your target markets and give them WHAT they want to read.
• Be consistent with weekly newsletters and offer “real world” tips and information. Don’t talk down to your readers and keep the language simple and to the point.
Step 5: BUILD Relationships First THEN Offer Free Trials/Samples
Potential customers love your information you send on a regular basis. You’ve built a great relationship with them. NOW it’s time to offer them a free trial or sample.
Don’t give away too much though. You just want to give them a “teaser” of all the great products and services you offer.
Some examples might include:
• 10 minute phone consultation
• Trial sample of products
• Free half-hour DVD
Step 6: Customers Are Ready to Buy NOW!
At this final stage, your potential customers and clients have been given a “taste” of what you have to offer. They see REAL value in your content, products and services.
They trust you and like you – they know you are an expert in your field and not just another salesperson! They also appreciate the fact that you didn’t hound them every step of the way to BUY BUY BUY! You may have already landed new customers in the first few steps, but by Step 6 customers are ready to BUY NOW!
Just follow these six simple steps and watch your PROFITS grow. However, if you want guaranteed success, remember to take baby steps and OFFER value. Build relationships FIRST and the sales will soon follow!
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Risk-reversal is a tried and true sales tactic that puts the responsibility of the sales “risk” back on the company and takes the burden off customers. Basically, it makes your offer sound “risk-free” - clients won’t have ANY objections or reasons NOT to buy your product or service.
If you NEVER offer customers a guarantee, then you risk losing sales. With the tough economy and tight budgets, people are very picky how they spend their hard-earned money these days.
Companies need to set themselves apart from their competition. If they don’t offer potential clients and customers unique offers they’ve never seen before, they won’t increase their bottom line.
Risk-reversal guarantees show customers that you care about them and want to offer them ONLY the best! You also gain client loyalty and keep them coming back for more products and services in the future.
Why should you use risk-reversal tactics?
• Shows that YOUR products and company has WORTH! By offering these guarantees, consumers automatically assume you are good at what you do and are offering high-quality products and services!
• Makes consumers feel comfortable/at ease with their buying decision
• Eliminates barriers that prevents people from buying your products or services
• Increases your SALES and PROFITS!
With online marketing, you always need to have an “out” for customers or they won’t buy. If you don’t, you give them every reason to back out of the deal and not make the investment in your product. Don’t leave them with ANY doubts! Steer clear of “run of the mill” guarantees (i.e. 30 day money back guarantee).
The following risk-reversal tactics are unique guarantees that will attract hundreds of new clients and customers.
• 110% money back guarantee – Not only do you have offer the full 100% money back on the product or service, but you sweeten the “deal” by offering customers an additional 10%. This REALLY shows customers that you are willing to go the extra mile if they aren’t satisfied. You can also offer a “100% money back guarantee” plus a free gift or voucher that gives customers something “extra.”
• Lifetime guarantee – Lifetime guarantee assures customers that if anything happens to their product after they purchase it, they can return it at any time to replace the product. Lifetime guarantees are MORE than just warranties or service agreement. Lifetime carries a lot of weight and gives customers assurance and peace of mind that they can return the product ANY time.
• Risk-Free Trial Period for 30 days (and only pay for the product/service IF you are satisfied) – Software companies use this risk-free tactic all the time to try out free anti-virus programs. Try it out “risk-free” for 30 days and if customers like the product/service, they can purchase it. If they don’t want to buy it, the free trial period expires. They are under NO obligation to buy.
• Return Part of the Order and Keep the Other Half (Just for Trying It!) - Customers are actually rewarded for trying out products. If they aren’t satisfied then they can return half of the order and the company pays for the return shipping. A win-win situation for the customer. They get to keep part of their order and the shipping costs for the second half of the order falls back to the company.
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Steve Jobs is a smart guy. He was way ahead of the hi-tech game when he launched the iPod, Apple’s digital music player, in 2001. By 2007, 100 million units were shipped worldwide. Apple then introduced the iTouch and iPhone.
If you think about HOW many people own an iPod, iTouch or iPhone, that’s BILLIONS of people worldwide downloading music and podcasts. These iPod fanatics are also YOUR potential customers and clients. Four BILLION songs have been sold over the past four years!
If you haven’t tapped into this HUGE marketing resource, then you are years behind when it comes to hi-tech marketing tools. You just need to step outside your door, hop on the subway or bus, and WATCH people listening to music on iPods!
How to Submit Podcasts
A podcast is a series of audio or video files that is released and made available for public downloading via web syndication. If you haven’t considered creating podcasts to promote your products or services, it’s time to jump into the podcasting world. Podcasts don’t have to be elaborate productions – you can keep it as simple as audio. Check out the following podcast tips.
When iTunes began supporting podcasting in 2005, one million users had already subscribed two days after its release. That was four years ago—think about how MANY subscribers buy and listen to iTunes now in 2009 – A LOT!
• CREATE your podcast!
• Log into the iTunes Store
• If you don’t have an account, click on the “Sign In” button on top right
• After you create your account and are logged in, scroll down to the bottom of the page and under “Learn More” click on “Submit a Podcast”
• Enter podcast RSS feed into field and click “Continue”
• Select “Category” for podcast. The screen then displays metadata found in your feed.
• Verify that ALL information is filled out correctly – make sure feed is generated properly before submitting
• Submit and wait for approval.
• Once approved by iTunes (it usually takes a few days), they show up under the podcasts directory
• You won’t be charged for podcast submissions – FREE to submit
Benefits of iTunes Podcast Marketing
• Audio and video podcasts capture users’ attention FAST! People learn quickly compared to just reading straight text
• Downloads are easily accessible 24,7 - EVERYONE has an iPod, iTouch or iPhone and can download podcasts off iTunes whenever they want.
• Podcasts are portable – users download podcasts and listen to them while “on the go” (while commuting, at work, etc.)
• Sends powerful messages – podcasts convey emotion and acts like a “ personal conversation” between customers and company.
• Loyalty from subscribers - they like your podcasts, subscribes to MORE podcasts and you become a recognized “expert” in your field!
• Appeals to a HUGE audience across the globe and hits all demographics and niches
• Creates a viral marketing phenomenon – other users will tell other users about your podcasts!
• Notifies subscribers of NEW podcasts – ensures your audience will NEVER miss your new podcast and makes it easy for them to always get updated information!
• FREE - it doesn’t COST money to upload OR download podcasts on iTunes
• Easy to publish podcasts (see above directions) – this saves you both TIME and MONEY!
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Facebook is one of the hottest social networking sites online. Facebook pages literally give companies a social networking “face.” Facebook pages show off your company, products and services to MILLIONS of Facebook users across the world.
Why You Need a Facebook Page
You can create a “Fan” page for any topic, group, business profile etc. It’s almost like a virtual “meeting” place for your fans to gather, share information and interact. You are the administrator and oversee what is shown and shared on your “Fan” page.
• Formal web presence – highly visible to search engines
• Works like your personal profile but more interactive – send wall messages, add applications, etc.
• Unlimited number of fans - build “mailing lists” from fan base (NEW business contacts!)
• Company name recognition/branding
• Allows you to research demographics about your “fans” (target markets) – interests, profile information, etc.
• Allows you to customize pages - create events, start discussions, add video content, post polls, etc.
• Link to your blogs and websites (company promotions, etc.)
• Pages tend to get more followers than “Groups”
How to Create a Facebook Page
It’s simple and easy to create a Facebook page – as long as you know how to navigate the in’s and out’s of Facebook. You can save your marketing dollars because creating a Facebook account won’t cost you any money!
2. Log into your Facebook account and go to Create New Facebook Page
3. Choose your “Category” (how your page will be shown up in Pages Directory)
4. Then choose the “Name” of your page. Remember that your name is permanent and will show up in the search engines accordingly to the name you choose (and shows up within the URL of your page).
5. Fill in the “Captcha Box” and you’re ready to go!
6. You can also customize your page with RSS feeds, page information (details about your page), images/photos, etc. The more information you have on your page, the more attractive it LOOKS!
7. Another trick is to choose a username that makes it easy for contacts to find you (you can also create your own). After you choose a username, click on the link “Set a username for your Pages.” A blue dialogue box will open up with a dropdown menu of each page you created. You need at least 100 fans before you can create a “vanity URL.”
8. Make your pages creative and interesting – think awareness and information – make people WANT to become a fan of your page (and to pass along your page to others!) People will only become a fan if your page really captures their attention!
How to Promote Your Facebook Page
Facebook basically does all the work for you – your page will be listed in its Pages Directory which makes it visible in the search engines.
You can also take a few extra steps to give your page an extra promotional boost:
• Remember to cross-promote your Facebook pages on email signatures, forums, blogs and website
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