Help Your Customers Find You Online

Web site builders and e-commerce services are much more small business-friendly than they used to be. They are readily available, easy and affordable.

One that I use extensively is WordPress, but there are MANY more out there. WordPress was originally started as a blogging platform. They've made it easy to add pages and features to structure your content like a traditional Web site, but the with ease of a blog platform. It's extremely effective as a small business Web site. You have the ability to add, modify and delete pages and content without coding, which is cost-effective and keeps your site's content fresh.

I know for those of you that read regularly, I'm going to sound like a broken record. But the following things bear repeating because they are important and help make your site search engine friendly.

1. Think like your customer.
   - What terms ("keywords") do they use to find you?
   - What are the most common phrases? 
2. Your most important keywords need to be found on your home page - nor more than 2-3. 
3. Use your secondary keywords to link to internal pages, one keyword per page. An internal page should focus on ONLY ONE KEYWORD. If you use too many, you'll only dilute the impact. This confuses the search engines - remember they are trying to figure out what your page is about. Use a secondary keyword on both your home page link and on the internal page.
4. Use your local area name in your keywords - add your city, region, suburban area, etc. to your keywords. Use what's familiar for your customers. You don't need to show in a search result for New York if your business is in New Prague! Examples: antiques new prague, auto repair new prague, czech country bike trails
5. When you add new content to your site, link to it from other places you are on the Web - your Facebook page, LinkedIn profile, Twitter, local listing Web sites, etc. The idea is to increase your "Web presence" or Web footprint.
6. List or claim your local business listing in the major search engines like Google, Yahoo! and Bing. Local listings are dominant in the search results now. These results are also used in mobile phone applications.

Above all, remember that expanding your Web presence (footprint) is a continuing effort. Don't get lost deep in the search results somewhere by continuing the old mindset of "set it and forget it".  Work smarter, not harder.

Ciao for now, Paula

6 Ways to Market Your Business Locally

1. List Your Business in Local Online Business Centers
If you're a regular reader, you've already listed your business in the Local Business Centers at the top 3 search engines, Google | Yahoo! | Bing. (If you haven't, click here to sign-up for this free how-to email series or go to the "List Your Local Business Online" link at the top of this page.)

2. Have an Interactive Web Site
While you can promote your business without a Web site, it's not recommended. There is still the perception that your site should be an digital "online brochure".  PLEASE don't fall into this notion. Your Web site should provide interaction and value to your customers. They visit your site to make an inquiry, find a phone number, place an order, or look for more information. Make it easy to do that by providing good site usability and multiple ways to reach you. Keep it fresh and new by updating your content regularly.

3. Promote Your Web Site
Being a gardener :), I like to think of Web sites like a garden. Your Web site is the garden and you are the gardener. Nothing happens if you don't first prepare the soil, plant the seeds, water and ultimately harvest the fruits of your labor. Same thing with a Web site - you can't simply put your "brochure" online and do nothing with it! You must prepare, plant, tend and get (and keep!) the customer. You see, it's not an inactive process. Just like all your other marketing efforts to get customers in your door or to your site, you must work at it consistently and persistently.

There are literally hundreds of ways to promote your business online - search engine optimization, local business results optimization, pay-per-click advertising, banner advertising, joint ventures/affiliates, email marketing, social media marketing - just to name a few.

Online marketing follows the same principles that offline marketing does. You need to make an effort to create transparency and exposure for your business. Get some related links to your site from other local businesses. It's just like handing out your business card in the offline world. Create a targeted email marketing campaign. It helps build trust and keeps you top of mind with your customers. And you don't have to be selling in these emails - simply providing valuable information with an occasional offer works best.

4. Get Social
The question isn't IF social media can help your business, it's HOW. It's human nature to be social creatures craving belonging and friendship. Social media addresses that need.

Again, there are MANY strategies on how to use it to promote your business. Find what works best for you. The most important thing is to commit time to it so you are present and interacting. Just like a Web site that is nothing more than a stagnant brochure online, a business page that isn't interactive is a waste of time. Figure out ways to leverage your existing customers/fans to find new opportunities.

5. Set Up Joint Promotions with Other Businesses
In my local area, there is a group of about 20 business owners that created a group that promotes their downtown shopping community, both to destination-seekers and local shoppers. They have a Web site and a Facebook fan page. All of these businesses can link to the site and fan page, as well as to each other to show they are part of this common group. This shows support for and raises awareness of their efforts to promote their local shopping community.

6. Patience and Persistence
At a recent local marketing seminar held in our community, South Central College presenters shared the 10 P's to combat marketing insanity and encourage us to look at our businesses through a new lens -

• Product/service
• Price
• Place
• Promotion
• People
• Process
• Positioning
• Performance
• Physical Evidence
• Patience & Persistence

Marketing in today's world is like paddling upstream. All small businesses today need to adopt a state of "adaptive capacity" - the ability to be flexible and adapt to today's marketing "normal". Today's "normal" is not static, you can never catch up, is always changing, is always adapting, is always anticipating, is always connecting to your market(s), is hiring people that love to learn and can roll with the punches.

In my own business, I began establishing annual goals for myself. That quickly changed to semi-annual and then quarterly. With today's fast-changing technology, we have to be ready to change with it and stay ahead of the curve. Or at least not get behind it. :) What worked yesterday may not work today and certainly won't work tomorrow. The moment you stop actively marketing, you go backwards faster than you moved forward. Continue to push ahead and continue to innovate.

Ciao for now, Paula

Five Areas of Planning You Need to Create a Successful Web site

This article by John Jantsch of Duct Tape Marketing hits the nail on the head. He succinctly puts all the elements together that you have to think about and plan for when you are building or rebuilding a Web site.

I fall into the category of the Marketer, of course, playing a role in each phase of the planning process. I often find myself in the position of educator, coordinator between all the personalities, go-between for the for Web site owner, and the ultimate marketing of the finished site. This is no small task and most small business owners really have not grasped how complex the process is. So whether you manage all 5 areas yourself  or outsource it, each is an important aspect of how it will all come together.

John references several resources within his article. I haven't had personal experience with all of them, so if you decide to use one please do so at your own risk and take time to find out if the source is a good fit for you and your business.

Read John's full article.

I Need Your Input! How Can I Help You?

I would like to provide the best tools I can for small business owners such as you. I want to provide solutions and/or resources that address your Internet Marketing needs as a small biz owner. I can try to "guess" what you might need or want to know, but I bet I'd be wrong!

So, will you do me a favor? Please take a few minutes to answer 4 questions. It will take approximately 10-15 minutes of your time. It will be invaluable to me and hopefully you in the long run. :-)

Deadline to participate: Midnight Monday, February 1.
Click here to take the survey.

Thanks, in advance, for your help!
Ciao, Paula

Real-Time Streaming Search in Google

Well - if you thought maintaining a Web site is hard, you ain't seen nothing yet! The introduction of Google's real-time streaming search is going to show "real-time" conversations from social media sites (think Twitter, FaceBook, Yahoo! Answers, etc.) at the top of the search results.

We've known for some time now that your content needs to be optimized to be found and that it needs to grab your visitor's attention. That's still true. If you haven't engaged with social media yet, now is a good time to get started!

You should now be thinking about using these social media outlets as everyday (real-time!) marketing. Leverage these outlets to engage your customers with your brand by taking advantage of Google's massive search audience. Your sites will need to go from stagnant to, as HubSpot puts it, "mini-publishing houses". Don't be left behind. It's never been easier to interact with your customers than now!

Read more about Google's Real-Time Search and watch a short video demo at HubSpot's Web site.

Here are some good tips from HubSpot that will help you begin getting in the habit of creating real-time content: 5 Tips for Creating a Content Culture

As always, please feel free to contact me with your questions or comments by using the options below this post.

Ciao for now, Paula

Someone Has Visited Your Web Site Once, What About Again?

I'm working on this for my own business and I've had some success, but there is always room for improvement!

What is more important, a unique visitor or a repeat visitor? I totally agree with a friend of mine, Sean D'Souza, when he says that your repeat customer is your bread and butter.

I have a membership in Sean's marketing community and love his unique take on marketing your business. He always has an insight I hadn't thought of or a pearl of wisdom to impart. Since I can't say this any better than he, I've added his article here for you to read. It contains tactics for your Web site that will surely put the focus on your customer!


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Is Your Website a Super Magnet?

Ok, so you've got someone to visit your website once. What if you wanted them to visit again, and again, and again? Ooh, that's hard, isn't it? Not really. Find out how to attract them back without begging with this simple internet marketing tool.

First, The Myth.

Ask most web designers what is more important: a unique visitor or a repeat visitor? Most will choose, the former. I tend to disagree.

Let's analyse a unique visitor. They could just be browsing, like shoppers in a mall, or they could be a potential customer. Now, don't get me wrong. Unique visitors might be important, because they are like new customers. However, with new customers, the onus is on you to prove your credibility.

Existing customers already know what you do and how you do it. You do not have to prove yourself over and over again.

Why Is It So Important To Retain Existing Customers?

Because, it costs eight times as much to get a new customer than it does to retain one. That alone should make you want to keep them. Also, since you've developed a relationship with them, it's now easier for you to do business, to re-sell, up-sell and get referrals (really, really important). If you play it right you can use your website (amongst other communication material) to stay top of mind with them.

My Customers Have Already Seen My Website: Why Should They Go Back?

Precisely! Most websites are about me, me, me and me! Ever notice how tons of websites have an About Us page. Frankly, who gives a damn about you? No one! Everyone who gets to your business or your website or reads your brochure wants to know what's in it for them! Yet, all communication that goes out is based on me.

Do something constructive. Put your ego in cold storage and start re-engineering your website and your internet marketing to give information to your customer.

How Do I Go About Giving Them Information?

The system is amazingly simple. You know everything (or rather a lot) about your business. Your customers will never know quite enough. If, you provide them with a steady stream of information, you are already two steps ahead of the competition. You are taking the time to educate your customers and you are keeping in touch with them.

Take a look at this website for instance. It's essentially a power marketing vehicle. With minimal effort it gets existing customers to have a look at it repeatedly, simply by giving them information that would help them in their business or their jobs. If you are a casual browser, your curiosity will be aroused, and you will find yourself wanting to read more.

Once you're through with the How To section, it's almost natural to move on to the Client Results section. At this point in time, I am no longer selling. You have begun to sell the concept to yourself.

How To Use Email To Retain Customers And Get New Business.

Everyone needs to know more than they currently do. So, how about asking your customers if they would like some more information that will help them understand stuff better. In my case, I send out monthly articles to do with marketing and communication. Detailed, incisive insights that the customer wasn't thinking of before. Then I ask them to visit the website so they can read other articles.

It's important to stop and see what we're doing here. Many may not have the time today, but may have the time next week, or when your next helpful e-mail goes out. The first time the action is done, and they benefit, they are hooked. That's it. You've achieved visibility and top of mind consciousness.

Sometimes it will happen instantly and at other times it may be several months later. What you can be sure is, that it will happen!

Why The Website Is Such An Important Tool For Your Business.

It's dynamic, that's why! Say, you printed your cards and brochures last month. You spent a small fortune on them. But now you discover you need to add something that will dramatically change what you're communicating. You can't throw out a thousand brochures or cards, but updating a website is easy-peasy! Simply tweak it, and you're on your way.

Remember, customers aren't always willing to buy when you're willing to sell. By keeping them informed and in touch with your website, they can reach out to you whenever they are ready!

How To Match Information And Credibility.

Credibility is important. So you definitely need to have the About Us factor. What you need to do, however, is to tailor it in such a way that the customer understands what you've done, why you've done it and how you can help them. You can still strut your stuff, just make sure you're doing it with your customer in mind.

That alone will change the way you write it and present it. It will make the difference between it being read or being ignored.

If You Don't Have Testimonials, You're Missing Something.

It's brief, underestimated and really powerful. Remember, people are looking at your business from a monitor! They don't know if you're reliable, smart or just a dork. Obviously clues within the site will indicate these things, but why not go for the kill.

Why not get yourself a testimonial and completely rid them of that niggling doubt? It's pretty nasty if you don't have testimonials but totally unpardonable if you don't go out and get them!

When you do a great job and the customer says, 'Great work!', ask for a testimonial there and then. It's the best time and customers tend to gush more than 6 months down the line, when they can't even remember what you did!

A Word Called Discipline.

No one said this was going to be easy. Having to update your website, sending out helpful e-mails, and keeping in touch is going to take time and effort. You will need to read more, so you learn more. Then you will have to write. And write reasonably well. You can do it yourself or get a freelancer to do it, but do it you must. Marketing your business must take precedence over everything else.

When times are good, we tend to slacken on the marketing. If you disclipine yourself to read one book on your subject and write at least one article a week, you are now starting to build up content. It can be done. And as Nike says, 'Just Do It'. It's the only way.

What you will need.

1) A totally updateable website. You should never have to learn html or a html coding programme. Your website should be such that you can update both pictures and text from a cyber cafe while vacationing in the Bahamas!

2) At least 6 articles that can help your customer. That's a good start, but invariably you will have to write more and post them on your website and/or e-mail them to your customers. If you can't do it yourself, write down the points and get someone else to do it for you. But do it!

3) Minimal, fast loading graphics. If you have no time, neither does anyone else. Make sure your website is as lightning quick as possible. Check it out either by cleaning out your cache or by checking it out from different computers. If it's not screaming fast, you have a problem on your hands.

4) A credibility section. Get your portfolio out there with the customer in mind. And get those testimonials!

5) Iron discipline.

It's your business. If you don't do it, no one will.

Next Step: Read more Internet Marketing and Website articles. Create your own internet marketing strategy using these tactics.

©2001-2009 Psychotactics Ltd. All Rights Reserved.
Article written by Sean D'Souza.
Wouldn't you love to stumble upon a secret library of small business ideas. Find simple, yet electrifying ideas,on website strategy, marketing strategies, copywriting, public speaking, article marketing, sales conversion, psychological tactics and branding. Head down to http://www.psychotactics.com today and judge for yourself.

Poll: Please help me out by answering 1 question

I'm collecting ideas for developing some affordable products for small business owners and I'd really like to hear what you need.

QUESTION:
What is the #1 thing you want to learn how to do with your Web site?

Use the comment field or click the email image and send me a quick note with your answer.

Are You Up On New FTC Rules About Testimonials and Endorsements?

The new FTC rules on testimonials and endorsements are effective December 1, 2009. Pay particular attention to these areas of your Web site which may need some tweaking to comply.

If you have a partnership with another company or have a system in place where you earn a commission for referred sales, or if you have customer testimonials, then you will need to be sure you're including a bit more information. The rules are made to protect consumers from unrealistic expectations, unverified results' claims, and endorsements that are untruthful.

Here's the brief overview:

Testimonials

• Verify that the person giving the testimonial has actually achieved the stated results

• Verify the typical results that can be expected and state them

• If you make a change to the product being endorsed, verify that the testimony still stands 

Endorsements

• Disclose "clearly and conspicuously" compensation in exchange for endorsing a product or service (Compensation can be construed as a freebie in exchange for a review.)  

As usual with all government rules, there are many gray areas. :) 
Bottom line - even if you are already doing business ethically and honestly, now you need to STATE it! 

 

Here is the link to the official guide: FTC Guides Concerning the use of Endorsements and Testimonials in Advertising

Title Tags

The title tag is one of the most important factors in achieving high search engine rankings, and is just one of three things that are given algorithmic weight by the search engines. Equally important is your visible text copy and the links pointing to your page. The title tag is often overlooked when attempting to optimize Web sites for targeted search engine traffic.

Title tags should contain specific keyword phrases. Be sure to do your keyword research to find the best phrases. If you provide products or services that are strictly local, you can be even more specific by adding geographical modifiers to your title tags, such as "New Prague Auto Repair". Try to use 2 or 3 of your most important keyword phrases. I find that using 10 to 12 words works best.

What format do you use to put your title tag together? Does your company name and/or phone number belong in the title tag? These are both common questions. It's fine to place your company name and/or phone number in the title tag. If your company is already well-known, then it's essential. This doesn't mean that you should put JUST your company name; even the best brands will benefit from a few good descriptive phrases.

There is not one right formula for writing it. Don't make yourself crazy trying to create the perfect title tag, because there is no such thing. The best thing to do is to test different ones to see which brings the most traffic. In the end, it's really a personal choice.

Here are some examples that will work just fine:

• Words separated by hyphens:
  New-Prague-Auto-Repair

• A complete sentence:
  We provide auto repair services in the New Prague, MN area.

• Strictly a list of factual keywords in order of importance:
  auto repair new prague mn 555-555-5555

• Written like an ad (my preference):
  Need your car fixed? | Call 555-555-5555 | Quality Auto Repair New Prague, MN  

How your listing appears in the Search Engine Results Pages (SERPs) is crucial. After all, if you have a high ranking but visitors are not clicking through, it won't do you much good. My preferred method is to write a title tag like an ad - with a compelling headline and a description that contains a call to action. Let's pick mine apart (from above):

Compelling headline: Need your car fixed?
It addresses the searchers' problem and asks a question.

Contains a call to action: Call 555-555-5555

Contains important keyword phrase - quality auto repair

Contains a geographical modifier (if applicable) - New Prague, MN

Don't worry if some of your visible title tag gets cut off when the search engines display your information; they are still indexing all the words.

Last, (but should really be first), use your visible text copy (the text on your page) as your guide. Create your title tags after the page copy has been written and optimized. It's much easier to see how the keyword phrases have been integrated into the text, giving you a better place to begin. If you've done a good job writing, you should find all the information you need on the page. Choose the most relevant keywords from the copy and write a compelling title tag. If you can't get a handle on the most important key phrases or words, then you probably need to rewrite your page content. Or better yet, hire a professional web copywriter; one that knows how to write for visitors as well as search engines.

Keep these things in mind when you are gathering information from your copy -

• don't use an exact sentence pulled from your copy;

• don't use the exact wording of your page's headline; but

• do use a unique sentence that contains keyword elements from your copy.  

If you are using software that automatically generates the title tag, in some instances the default is the exact same title tag on every page. This is the best way to kill your rankings because the search engines will only see one page. Remember: search engines index pages, not Web sites; each page has the ability to be displayed on the results pages. If the exact same title is on all pages, the search engines will think you only have a one page site. If you have a unique title tag for each page, then each page has the chance to be indexed. If you cannot customize your tags easily, then you'll want to find new software or a new Web developer.

Traffic Tips eBook

I'm working on putting together a digital book (or 'ebook')that can be downloaded instantly to your computer and read or printed) It will have approximately 15-20 different ways to generate traffic to your Web site or business.

Not all the tips may be right for you--the idea is for you to choose a couple that will work for your business and market, then begin putting them into use.

As always, this is not a "get rich quick" tool. It's tips you choose and put into practice on a regular basis. Then as time goes by, you'll slowly build traffic to your site - and be on the forefront of your customers' minds.

I hope to have it available for purchase on or around December 1. It will be affordable for small business owners (under $50).

Stay tuned for more details in the near future.

Top 11 Emotional Triggers That Convert Prospects Into Customers

I listened to a teleseminar yesterday that went covered the top 11 emotional triggers in the sales process by Sue Painter of ConfidentMarketer.com

Sales are made on emotion, not logic. So MANY times, I write my Web copy from a logical perspective. I'm such a logical person that I think others are the same as me. That's a mistake! You need to put yourself in your customers place and find out what motivates them to buy your products/services.

Your sales approach or Web copy should include 3-4 of these triggers. So before you begin to write, sit down with a piece of paper and identify/"answer" 3 or 4 that apply to your target market, then write your copy so that it provides a solution for these.

There are more than 11, but these are the top in order of importance. Your customers can be motivated by:

1. Saving time
   
2. Saving money (wouldn't you have thought this would be #1?!)
3. Making money
4. Avoiding effort - they want EASY
5. Increasing their happiness
6. Finding success, accomplishment
7. Being pain free or in better health
8. Having fun
   
9. Gaining praise
10. Feeling safe and secure
11. Feeling liked, loved, popular
    

Identify your customers passion or pain and tell them why your products/services can help them.

All of us have a tendency to sell the "features" of our business rather than the benefits. Features are your credentials, trustworthiness, testimonials, etc. These do play an important part, but they are NOT what makes a sale. Benefits answers the "What's in it for me?" question for your customer. Bottom line, that's what they want to know - how it's going to solve my problem?.

Sue says "...if you can't identify any emotional benefits, you don't have a business!"

Are your sales where they should be? If not, then your message or your Web copy isn't connecting with your customers. Triggers change over time - evaluate constantly to see if you are feeding your customer's emotional triggers.

Join me as I continue to change my thinking process in an effort to grow my business. If you are logical like me, it will be a challenge and a learning process! But one I look forward to.

Ciao, Paula
Links to my other Web sites are in the side bar to the right of this post, under the Blog Archive section.

If you are on Twitter, you can see more of the conversation around this subject and teleseminar at #clientconversion.

About Sue:
Sue Painter, The Confident Marketer - Everything you need to conquer fear or uneasiness over marketing and networking for your business is right here. You’ll learn the how-to’s, answer the what-if’s, and create marketing strategies that build your business and your bottom line.

Creating DIY Products for Web Site Promotion

Wow, has it really been 2 weeks since I added a small biz tip? Sorry for the delay!

I've been thinking about adding some do-it-yourself, downloadable products that small business owners can purchase (affordably) that will help them with their overall web presence. I need your input!

What are the top things you'd like to know how to do for your own Web site? Please add your comments and I will consider them as I develop new products.


Thanks, in advance, for your input :-)
Ciao, Paula

Customer Service: In Search of Excellence

Here's a link to a recent Star Tribune article (Minneapolis/St. Paul MN) that I thought was worth sharing. Harvey Mackay writes about customer service from a retail standpoint (bricks and mortar store), but we can also apply these good practices to our web sites. For some small businesses, our web sites are our point of contact with a customer - good customer service applies here just as much as if you have a customer face-to-face in your store.

http://tinyurl.com/StarTribune07292009

Ciao, Paula
Links to my sites are in the side bar to the right of this post.

How to Get Free One Way Backlinks Virally

As many of you know, one way backlinks is one of the best and most effective ways to get high positions in search engines resulting in targeted traffic to your site. But getting quality one way links is a big job.

Free Traffic System is a system that helps you to get an unlimited number of one way, top quality links. Free Traffic System has integrated a concept of viral marketing, rewarding its members with bonus one way links. I use the free version - it's a good place to start. There is also a pro version (paid) that will allow you the opportunity to increase the number of backlinks you can receive from each article you post.

Before getting to the viral part of the project, I'll explain exactly where you are getting these backlinks. The backlinks are built inside real blog posts, not in the footer or blogroll - in the very body of a blog post. This is a natural way to build one way links, because you give real unique content to your visitors in the blog posts, and search engines will always welcome it - search engines were created to help people in finding quality information in the Internet. When you submit an article, you can choose up to 30 related and relevant blogs. The blog owners can grab your article(s) for adding content to their blogs thus creating a backlink to your site from the article you created. These are backlinks from relevant blog sites that belong to real people in different niches. It's a natural and smart way to build backlinks for free.You submit one article to Free Traffic System and it converts into up to 60 top quality one way backlinks!

The viral part of Free Traffic System is simple - you get rewarded for referring others.You get a BONUS backlink on every 3rd post that your referral makes. This means you get bonus backlinks on article No 1, 4, 7, 10, 13, 16, etc. of all people who got into the system via your referral. [Inside the system you get to choose your sites and related keywords so that your backlinks appear in relevant blog categories.]

Every article can be republished on up to 30 blog sites in the Free Traffic System, this means that one article with your bonus link equals to 30 backlinks from Free Traffic System. 2 articles = 60 bonus backlinks, 3 articles = 90 bonus backlinks. And this is in addition to the unlimited backlinks that you can build yourself by submitting your own articles.

The final perk of the viral strategy: If you add at least one WordPress blog to Free Traffic System, you will instantly increase the number of bonus backlinks by 7%.

So, you get 3 ways to build backlinks virally:

1. Free backlinks that you build yourself by submitting articles
2. Viral bonus backlinks for referring others
3. Viral bonus backlinks for adding your WordPress blog(s) to Free Traffic System

With this free backlink building power, targeted traffic from search engines becomes just a matter of time. And like with everything else you do to marketing your business online, it comes with consistent effort.

Get more information and details here.

Ciao for now, Paula

PaulaBonelli.com
MarketYourBizOnline.com
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Search Engine Optimization (SEO)

Make sure your SEO strategy includes these 2 main components - making sure your site is search engine friendly and building relevant links to your site.

Before we get to those 2 components, you must target the keywords your customers are using to find your business. Many small businesses target the wrong keywords. Ideal keywords and/or keyword phrases should represent 3-4 focused terms that are not too general. For example, you sell widgets - widgets by itself is probably too general and too competitive a term. Try a more focused version like 'blue widgets' or 'widgets for small business'. Make sure your keywords are highly targeted to your audience - matching the right offer to the right audience - yours.

Keyword research tools:
Beginner (free) - Google search-based keyword tool
Advanced (fee-based) - NicheBot

One note about these tools - don't rely solely on them. You know your business and customers best. Gather a list of general keywords that your market would use in a query and use the tool(s) to uncover more targeted terms that you may not have come up with on your own.

Choose a combination of keywords. Choose some with a fair amount of searches/competition, as well as terms with low competition. The terms with low searches will help you easily rank for these lesser searched keywords.

Search Engine friendly web site
If you are using site builders like WordPress, Drupal, or GoDaddy your sites will already be search friendly when they are hosted.

If you are maintaining your site manually (or using a web master to do so), implement these 2 things.

1. Make sure the keywords you chose are included in the META title, META description and META keywords tags. The title and description tags are used in compiling and displaying your listing in the Search Engine Results Pages (SERPs). Since this mini listing is the first thing a visitor sees, these 2 things need to be as effective as an advertisement. Use the title as your headline and the description as your call to action. The goal is for them to click-through to your site.

2. Make sure you use keyword-rich file names for your web pages (ex. www.mysite.com/keyword-here.html)

Remember your primary goal is to make it easy for the search bots to find your web pages and easily determine the overall content/subject. It's also for your customers to easily navigate your site. Simple is better! Don't overcomplicate things.

One other note about navigational linking - be sure you have text links that lead to other pages on your site. Graphical or flash based menus are not easily read by the search engines and may be not be seen by your users if they have chosen not to display images while browsing.

Other formatting - the actual content on your page should always be written for your visitor. Your content should include your keywords in the most natural, appealing way possible. And make sure you deliver what is promised in your title and description tags or they won't stay long. Now's the time to get them to convert to customers.

Building relevant links back to your site
There are SO many ways to build links to your site. You have to review your options and choose what's best for YOUR business. You need to choose something that you know you can continue to maintain. Here are some starting points:

Blog - use regular blog updates to keep your content fresh. These are some free blog templates to get you started fast:
Google Blogger
WordPress

Press Releases - write and distribute press releases. These are usually fee-based.
PRWeb
PRNewsWire

Article Marketing - Write and distribute articles. Many free sites are available for you to distribute your articles. Here are a few:
ArticleMarketer
EzineArticles
GoArticles

In the search engines 'eyes' every link from an external source to your site is a 'vote'. The more links you have pointing to your site, the better your site will rank in the search results. Keep in mind that these links have to be relevant - they need to be links from authority sites with relevant web pages. Linking to unrelated resources will not count as a 'vote'.

In all instances of link building I've referenced above, write on topic and include your keywords as anchor link text back to your site. This is another way the search engines determine the theme and relevancy of the content of your web site.

Don't expect this SEO process to be a quick fix and don't expect miracles right away. Consistent and steady improvements/actions over time is what will help your site rank for the long term. Do your part by giving your visitors valuable content, great products, and excellent customer service and you'll soon be enjoying the rewards!

Ciao, Paula
MarketYourBizOnline.com
PaulaBonelli.com
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Smart Marketing in Recessionary Times

In a recent article in DMNews, Ashley Johnston of Experian Marketing Services talks about taking advantage of social media as part of your marketing mix and also how to spend smarter instead of spend more. It's a great follow-up to a conversation I had recently with a small group of business owners. We talked about doing the same kinds of things she discusses.

Excerpted from the June 1, 2009 issue:
"It's not a time to spend more, it's a time to spend smarter. Recessionary periods are a great time for customer engagement. Focus on tactics that increase customer loyalty and value. Some of the simplest activities don't take long to implement, require only a small investment and yield quick returns.

It's cost-effective to re-engage lost customers and current customers. By combining email marketing and Web analytics you can deliver a highly targeted message that can be adjusted as you move forward to best suit how your customers search, browse and shop. This will help engage them for the longterm.

Take advantage of the power of social media. Promoting your company through blogs, social networking sites where your customers hang out, and ratings and reviews programs are great ways to stay on their mind and keep the conversation open with them. Encourage customers to share what they like about your business and be a part of more conversations in your industry.

Don't overlook the power of really LISTENING to your customers. Make it easy for them to tell you what they want by using surveys, response cards, online forms - whatever works for your business and customers. Asking and then giving your customers what they want goes a long way in building loyalty and increasing the lifetime value of your customer.

Take time to re-evaluate your relationship with your customers. How do you interact with them? What will help you communicate more effectively? Making even the smallest adjustment will increase retention now and for the long haul through these tough economic times."

Ciao, Paula

Thought for the day...

The most successful people are always probing, always asking questions, always testing new things, always reviewing the fundamentals.

Have a great day
Ciao, Paula

Avoid these 9 SEO Mistakes

Take time to be sure your web pages are created so that these important things are avoided and your site will be search engine-friendly. DON'T assume your webmaster knows how to do this - there are SOME (very few) web designers that are also search engine optimization (SEO) experts. But most DO NOT design sites that are SEO-friendly. Do your own research or hire an SEO specialist to help you. You want to have control over these important parts of your site.

1. Search engine-friendly URLs
If possible, your domain name and subsequent page names (URLs) should contain keywords. This is good for your visitors and will help you rank better with the search engines.

Example of search engine-friendly URL: mysite.com/keyword-rich-page-title
Example of Dynamic URL that can't be followed or indexed: mysite.com/?p=abc123

2. Common Title Tag Mistakes

a. Same title text on all pages
Every page on your site should have a unique META title tag with your most important keywords in it. If you have the same title tags on every page you are telling the search engines that every page is about the same topic and one isn't more unique than another. Don't forget, search engines index PAGES not SITES. So make sure each page has unique content and unique META data (page META title and page META description).

b. Exceeding the 65 character limit
Don't use long titles. Search engine result pages use your title tag as the link heading. You have about 65 characters (including spaces). Any more than that will get cut off. Think of it as a headline - you only get one chance to make an impression to a person perusing lots of search engine results. Make yours count!

c. Keyword stuffing
Don't put too many keywords in the title tag. This will look like spam to the search engines. Use the most important (not more than 3) and use them in different ways if they have repetitive terms. Ex. "Search Engine Optimization for small business" and "small business SEO" - repetitive terms used in different ways. Your visitors may use either one when performing a search query.

3. Splash Pages
You've seen this mistake before…people put up a banner image and a "Click to enter" link on their main or home page. Worse yet, the "click to enter" link is embedded in a Flash object. This will make it impossible for the spiders to follow the link.

I've seen this commonly used for creative sites (like photographers). This is fine ONLY if you don't care about what a search engine knows about your site and if you don't care if you get placed in the search results. Your main or home page is most likely your highest ranking page and has the potential to get crawled frequently by search engine web spiders. No internal pages (pages beyond the "click to enter") will appear in the search engine index unless they have been properly linked so that they can be followed.

Your home page should have the keywords for your target market in the links to your other pages. All links to your other site pages should be within 1 or 2 clicks of your home page. Don't bury them too deeply or they might not be able to be followed by the spiders.

4. Don't Use Vague or Non-descript Link Anchor Text
I KNOW you've seen this and maybe you are guilty of it - using "Click here" or "Learn more" as link text. This is great if you want to be ranked highly for "Click Here"! What you want to do is tell the search engine what your page topic is by using the topic keyword in your link anchor text. It's more relevant and descriptive to use "learn more about {keyword topic}". Be careful not to use the exact same link anchor text everywhere. This can be seen as search engine spam. Instead, use variations of your keywords; it's more natural that way and the search engines are smart enough to make the relevant connection between versions of keywords.

5. Flash Menus that the spiders can't follow
Flash menus, links like fade-in or animated menus might look really cool, but they can't be seen by the search engines therefore can't be followed. Use text-based links.

6. Heavy with Graphic Images and/or Flash Content
Web spiders are text-based. They can't read text that is embedded in a graphic image or in Flash content. Don't embed your most important content and keywords in Flash or images.

7. Image Alt Attribute
Rarely do I see this being used! Always describe/name your images using the alt attribute that has a keyword in it. The alt attribute is what describes your image to a blind web user and this is the only way a search engine can 'see' images. This is an additional way for the search engine to determine the topic of your page. And it will help your images rank in the search results since images are indexed and made searchable by the major search engines.

8. Overuse of Dynamically Created Content
Some sites with many products choose to use this function because of the number of items they have to sell. But dynamically loaded content cannot be spidered or indexed by the search engines. Another disadvantage is that the URL (page address) is also dynamically created and doesn't reload. This doesn't allow the current page to be bookmarked or sent as a reference to someone.

9. Theme Design Versions in Subfolders
Don't put your design versions into sub level folders (Ex. yoursitename.com/v2, v3) and redirect to the new folder. Continually changing the main root location may cause loss of backlink counts and ranking.

Whew! That's a lot of stuff, but the more often you do it, the more naturally you'll remember it the next time you create a page or a new site.

Ciao, Paula

Email Marketing is a Powerful Tool for Building Customer Relationships

Email marketing is one of the most powerful tools at your disposal to build relationships. Don't immediately blast email subscribers with sales offers. First, build credibility and a relationship, so they feel like they know you.

First, you have to build a list. Then, drive traffic to an email signup form either in your place of business or on your web site.

Your email signup form should ask for a minimum amount of information:
o Name
o Email address
o Optional: One other qualifying question pertaining to your target market

Then, create an email or series of emails to establish your expertise, build trust and segment subscribers for appropriate offers.

3 tips for creating your emails:
1. Provide real value in messages
2. Segment your list
3. Deliver targeted, relevant offers

Provide real value in messages
(Be sure to include what to expect from the email series in the coming days/months.)

You can focus on trends and opportunities, details about your business field, educational information, inspirational messages, announcements, etc. Tell a story, give a brief history about you, or convey a customer's story which may interest your readers.
You can include a valuable resource in your emails so they aren't just hype and you’re not just trying to sell to them. Is there something you can give them free? A download? A valuable tool that pertains to your market? Be creative.

Qualify email subscribers to segment list
You can further fine tune your message to qualify subscribers based on (fill in the blank for your business). Examples: Do you need to know their regional preference? Do you need to know what budget they have to spend? What types of products or product line are they most interested in?

Here's an excellent spot for a survey! Have them answer a few questions about themselves to help you give them the right offers or information so you can send highly relevant information.

Deliver targeted, relevant offers
Based on the responses, you can create sub-lists within their main list. Use these sub-lists for targeted campaigns.

Offers to entire list
In addition to segmented mailings, you can send regular messages to your entire list. Ideas include:
o New items / offers
o Announcements / Updates
o Educational content
o Third-party offers from trusted associates/partners who have items/products that might interest your subscribers.** This can be a great opportunity to partner with like businesses by emailing your list and splitting the proceeds with the other business.

**Be very careful with this one. Only you know if your customers will be open to this type of offer.

RESULTS
If you've cultivated a list of people/customers who know you are for real and who find value in what you have to offer, a high percentage of your business can come from your email list!

Ciao for now! Paula
PaulaBonelli.com
MarketYourBizOnline.com