Search Ranking Tips for Small Businesses
In keeping with the website optimization theme we’ve had this week, here’s Alex McArthur, Vice President of Search Strategies at OrangeSoda, with some simple yet effective tips to get your business ranking better in the search engines.
Search Ranking Tips for Small Businesses
Another energy drink breakfast after a late night of paper work. The new hire didn’t show up and you’ve got to put off an important meeting to run the store. Oh, and you can’t seem to get over how much you spent on your website that doesn’t generate business. Sound familiar? With all of the things that must be juggled to keep a business profitable you deserve some free advice that will help out your online marketing campaign. We’ve put together a few simple tips to help out any small business with search marketing.
1) Revisit Keywords
So a few years ago when online advertising was getting big you learned about the whole keyword thing, setup your paid search campaign and crammed all your focus keywords on to your homepage. You’re done with keywords, right? The truth is that you should review them often. Trends change and search is continually evolving. For a small business it’s important to review keywords at least monthly with the Google’s keyword tool or another keyword tool of your choice. It’s vital that you know what people are looking for online in regards to your industry.
2) Get in the 10-Pack
No, I’m not advising the consumption of alcohol on the job. The 10-pack is how many refer to Google Maps listings that show up in the normal Google Results (see image below). If you run a business that has a storefront this is the first place to promote your business online. Local search has some of the highest converting traffic and could get your phone ringing in no time.
3) Revisit your dying blog
I know. It’s hard to keep up with your blog. The only way to make your blog successful is to put thought into it and stick to routine. Here are a few blogging tips that will provide the most search engine value:
a) Write good, compelling copy and publish it on your blog. Don’t forget to include a clear call to action.
b) Cross link any related content you mention in your post that may reside on another page of your site. Make sure to use keywords in your anchor text, not “click here” or “read more”.
c) Promote your post through social media (facebook, relevant industry news sites, etc.)
d) Research a new topic for you next post based off of your keyword research or hot industry news. And schedule a time to write it on your calendar.
About Alex McArthur
Alex McArthur is the Vice President of Search Strategies at OrangeSoda, an online marketing company that serves small businesses. OrangeSoda is a leading Internet Marketing company specializing in SEO and pay per click management.
Photo Credit: dullhunk
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Your Keyword List: The Most Important List You’ll Ever Make
Yesterday we talked about the importance of your business having a web presence, and making sure your website is optimized for search engines. A big piece of optimization is having the right keywords, and today Corey Perlman, author of eBoot Camp: Proven Internet Marketing Techniques to Grow Your Business
The Most Important List You’ll Ever Make
(For the purpose of this article, when I refer to Google, I am also referring to other major search engines such as Yahoo, MSN and ASK.)
How does Google decide where to rank your Web site on any given search query? Well, the exact formula is as top secret as the ingredients that made up my diet coke I had with lunch.
But Google is very open about the criteria they use to evaluate a Web site and today’s topic covers one of the most important factors in improving your Web site’s overall Google ranking!
Feed the Googlebot
Late at night, when we are fast asleep, Google’s spider (named “Googlebot”) goes to work. It creeps from Web site to Web site in search for words to feed on.
It doesn’t like the taste of common filler words like a, the, to, and, it, but, etc. Instead, the spider is looking for unique words that are specific to the site it’s searching and explains exactly what that Web site is all about.
These specific words are called keywords. The spider returns this information to Google so it can produce relevant Web sites when these certain words are searched.
Help Google Help You
Our goal is to help Googlebot find the words WE WANT him to find. The more control we have over our keywords, the more control we have over how we rank on Google.
As Google evaluates a site, they are not only looking for specific keywords, but how frequently the keywords are used.
They figure the more a particular word is used, the more relevant it is to the overall purpose of that Web site. And so if you search the word “business” in Google’s search engine, then Google will provide you with Web sites that include that word in the content.
Now most of us don’t just use one word when doing a Google search, we type in phrases. So, again, Google will look to match as many of the words that you searched (minus the filler words) with the words found on the Web sites they provide for you.
For Example
Take a look at the image below. I searched the phrase “hip hop dance classes” in Google and this Web site was one of the top sites that came back in my search results. Notice all of the times they have the same words I searched for repeated in the homepage content.
One other thing to note on the example above is that the sentences still make logical sense. You don’t want to just add a keyword to gain credit with the search engines. That can frustrate people visiting your site and the search engines frown upon it anyway.
Your Mission, If you Choose to Accept It
So let’s get to your mission at hand: to figure out what your top keyword phrases are and then sprinkle them throughout your Web site content.
Simple Keyword Selection Exercise
Here’s a great exercise to figure out what keyword phrases you want to target. Go out and talk with total strangers; ask them to tell you what they’d type in Google if they were looking for a business like yours.
What you’ll find is they will offer words and phrases that might surprise you and get you thinking differently about what your keyword list should be. And by all means listen to them!
Input from Somebody Other Than Me
When we try and come up with our own keyword phrases, we put ourselves at a disadvantage because we live and breathe our business. For example, I’m in the Internet marketing business. I talk about this stuff all the time.
If I were to think of what some of my keywords are, I might be inclined to use words like search engine optimization, html, web site usability, and other industry specific terms. But that’s not what people are going to type in Google to find me!
Real Life Example
Another example that I mention in my book is about my friend Ray who owns Ray’s Shoes in Seattle Washington. When I asked Ray what phrase he’d most like to come up #1 on Google, he quickly responded, “that’s easy, ‘Ray’s Shoes’!”
But Ray, if someone is searching specifically for you, don’t you think they’ll find you one way or another?
What about the stranger who is just looking for a shoe store? Isn’t that the person you are targeting on Google? Phrases like ‘Seattle shoe store’ and ‘Seattle Wash Shoes’ are the phrases Ray ended up targeting.
So when coming up with your most critical keyword phrases, you want to think about the person who knows nothing about you or your business. All you know is they need the product or service you provide. They hop on their computer, go to Google and they type in…what? Figure that out and you are well on your way to creating your perfect keyword list.
Things to Remember
- Target about three keyword phrases to focus on
- Make the phrases about three to five words
- If you have a brick and mortar store, make sure to use your city and state in one or more of your keyword phrases. And try and use it in your homepage content exactly the way it is often written. For example, we usually write Michigan as “mi”
- Just because your Web site has the exact phrase that a person searched for on Google, it doesn’t guarantee you will rank #1 or even on the first page. Their algorithm is robust and this is just one of many things Google evaluates when deciding where to rank your site
Things to Avoid
- Don’t overdue the amount of times you add a keyword to your Web site. You want your keyword density ratio to fall between 3-9%. To figure this ratio out for any word on your site, simply divide the amount of times you use the word against all of the words on your page. So if you use the word ‘homes’ 9 times and you have 100 words on your page, then you have a ratio of 9%. Any higher than 10% and it might look like you are intentionally adding the word to trick the search engines. They don’t like that.
- Here’s a link that will analyze any page on your site for you and tell you the keyword density ratio for every word. Try it out!
- Keyword Tool
Take Action
- Decide on six to eight critical keywords for your business. You can use them together to make search phrases.
- Increase the amount of times they appear on your Web site.
- Make sure your sentences still make sense and you don’t lose any of the quality of your content.
About the Author
Corey Perlman is the President of eBoot Camp, Inc., an education company that provides business owners with the knowledge and skills to effectively market their business on the Web. Corey’s book, eBoot Camp: Proven Internet Marketing Techniques to Grow Your Business, hit #1 on the Amazon.com bestseller’s list. To learn more about Corey or to pick up a copy of his new book, go to eBootcamp Book
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Technology, New Media, and Your Business
I’m happy to have Robert Tuchman, author of Young Guns: The Fearless Entrepreneur’s Guide to Chasing Your Dreams and Breaking Out on Your Own
The 1990s are over. No longer do we exchange 800 numbers—now, only URLs. URLs are the 800 numbers of the 1900s. You have got to work through the Internet—there is no way to step on it or go around it.
You Need a Web Presence
The first step is to build a website for your company. Your website must display the concept of who you are to the external world—and it has to compel them to come inside.
When building a website, take advantage of those looking for jobs in our poor economy: hire a young, driven web designer who is looking for a shot at success. All you need is a clear sense of the image and feel you want your site to convey to said designer. Once the site is established, keep it updated and always look to improve it.
A well done website can make your five-cent lemonade stand look like Country Time. Emphasize the fact that you can offer better services than some of your competitors (who are probably extremely large, impersonal corporations).
Web Communication Strategy
Building a website is an absolute must—as you cannot be taken seriously without it—but it should not suck up all the energy and resources that you have. Today’s amazing capacity for communication makes extraordinary new things possible for you and your business.
If you concept is solid, your timing is right, and your commitment to your core idea is unshakeable, you can make big things happen with your website, and make them happen quickly. But as with any other communications medium available to your business—free or paid—the message has to be crafted carefully, the resources invested wisely, and the potential and actual payoff evaluated closely.
Focused Communication with Customers
Your customers are, right now, communicating and connecting in ways that you could not possibly have imagined a few years ago. If you want to sell to them, find out what they are doing.
Make connections with your prospects and customers, both in person and online! Find out what they are doing in the virtual world—tap into their world of Blackberries, iPods, and any other realms that seem appropriate. Listen and learn all that you can about what is going on. By doing this you can identify powerful new ways to launch and promote your business and to target its message.
Don’t Forget Social Media
Check out Facebook, Twitter, MySpace, Linked In and other virtual networking sites. Make a profile!
Be conscientious with the information you display and the person you portray. Making an appealing profile on a popular a site as Facebook and Twitter can facilitate thousands of connections, and thus potential business opportunities.
Do this after your company website is complete (–now you can set up a system of link-backs!).
The Power of SEO
Once your website is established, and the concept solidified, you must make sure that your site is ranked at the top of the search engines of Google and Yahoo.
Search Engine Optimization (SEO) is not an exact science—but there are already thousands of companies that are willing to bring you to the top of Google and Yahoo.
Make sure your website contains SEO-friendly text and link it with buying strategies that will help your site’s ranking.
Leveraging New Media
New ideas you come up with involving new media may not require much capital. For example, writing a weekly article for an e-newsletter costs nothing—and is extraordinarily beneficial when distributed to those in your potential customer base.
In addition to working up the appeal of your own corporation, you can also gain inside information on your competitors with the Internet—start with your competitors’ own websites.
Then, check out their Facebook and Twitter pages—see what they are offering to their potential clients. This will give you an upper hand when negotiating with someone choosing between your corporation and another.
Understand Generational Differences
Finally, know that your future customer base will include a younger generation who finds it in their second nature to use the Internet and e-mail.
It is essential that you understand that their first instinct is to email, rather than meet in person or talk on the phone. Make an effort to reach them via the medium they are most comfortable with—as they are, in fact, your future customers.
In Closing
The Internet is so sufficiently advanced that it seems to be nearly indistinguishable from magic. But do not be weary. The transport of word, of mail, of human voice, and of shining image—in this century, as in last, our greatest accomplishments still have the sole aim of bringing people together in community. The Internet is the means to bring people, communities, and corporations together now.
Robert Tuchman is the founder and president of Manhattan-based TSE Sports & Entertainment . He has been quoted as a leading authority in sports business by publications including USA Today, The New York Times and BusinessWeek.
Robert also is the author of Young Guns: The Fearless Entrepreneur’s Guide to Chasing Your Dreams and Breaking Out on Your Own
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The Small Things are the Big Things in Business
Sometimes in business we assume it’s the big things that get us noticed. The “go big, or go home” mentality prevails and unless we have the capability to go big, we believe we are stuck with going home and not getting our business and brands out there.
The Story
A couple of days ago I was contacted by Matt Heinz of Heinz Marketing, whom I didn’t know prior to his first email to me. He paid me a compliment about Small Biz Bee and said he had a free report called “Six Essential Social Media Tools for Every Small Business (PDF)” and thought readers of Small Biz Bee may be interested in it.
I took a quick read over it, and he was right. It was exactly the kind of information I like sharing, and I told Matt I’d send it out to the
Twitter followers that day, which I did. Start to finish took about 10 minutes of my time.
That same day Matt asked if he could add me to his contact list, which I happily did since he had just provided such a nice resource for those who follow me on Twitter.
Two days go by and I get an envelope in the mail, from you guessed it, Heinz Marketing. Now I’m thinking, “oh great…what kind of list did I get on?”.
When I opened the envelope here is what it contained:
Not a pitch to do business with him, or an offer for 20% off his services – nothing like that.
Just a business card, a drink coaster (at least I think it’s a coaster Matt – it’s nice, and that’s what I’ll be using it for), and the piece of the mailing that impressed me the most:
A hand written note which read: “Matt, Thanks for the Retweet! Best of luck in the rest of 2009 & beyond. Cheers, Matt”
Hands down the best thank you for a simple retweet I’ve ever received.
The Lesson
Matt obviously understands it’s the little things that get you noticed. It’s the unexpected, small things, that can have a big impact on potential customers.
It doesn’t have to be ground breaking, or earth shattering to work. And if you don’t have the budget for a custom made drink coaster, don’t think you can’t do this same thing with almost no budget.
The next time someone helps you out in a small way, make a big deal out of it. Send them a hand written card, say thanks, don’t try to sell them anything – this is what gets you noticed, gets people talking, and eventually gets you business.
If you got something like this, who would you think of the next time you needed the service they offer? Be that kind of business.
Front page photo credit: laurenatclemson
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Is Social Media Marketing Right for Your Business? Consider This
Still on the fence about whether or not marketing with social media has a place in your business?
Before you write it off, or jump in with both feet, here’s some interesting statistics you should consider.
Social Media Marketing Statistics
- 78% of 26,486 say consumer recommendations are the most credible form of advertising according to a global Nielsen survey
- Online social network users were three times more likely to trust their peers’ opinions over advertising when making purchase decisions. JupiterResearch, March 2007
- 84% said they would trust user reviews over a critic. Marketing Sherpa, July 2007
- 78% of consumers trust the advice of other consumers. Neilsen “Trust in Advertising Study”, 2007
- Social networks are the most popular sites for 18-24 year old age group – besting search engines, email, and even *cringe* porn. Time, 2008
Still Not Convinced?
Here’s some more stats to think about before you decide if adding social media marketing to your mix is right for your business. I think you’ll come to the same conclusion I have – but see for yourself.
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Stop! Don’t Spend One Advertising Dollar Until You Read This
Don’t spend one single dollar on advertising until you know your target customer, inside and out, top to bottom. Period, end of discussion. Why draw a hard line on this?
Precision Trumps Plentiful Marketing
Too often businesses use the shotgun approach to marketing, and in this economy that’s wasted money. Sure if you blast off a bunch of advertising you’re bound to hit something, but how much ammo did you waste in the process?
Right now we probably don’t have the marketing budgets to try stuff out, see what works, and throw money around hoping to hit a buyer.
Wouldn’t it be better to know your target customer so well you can then advertise specifically to them – the people most likely to buy your stuff? I think so. You’ll get more sales with less money, and an overall higher ROI for your efforts if you are precise in your marketing efforts, not just plentiful.
Exercise
Imagine your perfect customer. Think about every single element of the perfect person to buy what you sell. Then answer the following
- Where do they live?
- What do they do for a living?
- How much do they earn?
- Do they have children?
- Did they go to college?
- Have a particular educational background?
- What do they do for fun?
- Who are their friends?
- Who are their influencers?
- What matters to them?
- What do they value?
- What do they want?
- What do they need?
Once you have a crystal clear picture of who your perfect customer is, you can go to the places they are most likely to see your advertising.
Pay Attention (For What Not To Do)
In the next week pay attention to what kinds of advertising you are seeing, and where. You’ll be surprised how often you’ll see the shotgun approach being used, even by the “big guys”. This won’t be you.
The random ad for eyebrow waxing on gardening website, the flier on your door to refinance when you live in an apartment, or the commercial midway through your favorite episode of “Golden Girls” for Budweiser are all examples of using a shotgun approach to advertising. Sure they may accidentally hit on someone interested in an ice cold Bud who also watches “Golden Girls”, but it’s also an inefficient way to go about things.
Be cognizant of this when you are rolling out advertising. If you can’t explain exactly what demographic and target market you hope to reach with your ads, put your wallet back in your pants.
Not Just Who, But How
Also think about how your customer likes to be marketed to – don’t send brochures to "on line" people, radio ads are lost if your target customer subscribes to XM Radio, and if your target customer values outdoor activities how much sense does a commercial make?
Get the "how" right and you’ll be saving yourself some money, and getting directly in front of those most likely to buy what you’re selling. Tailor your message to what you know about them, what they value, and what the benefit of your product is to them. Most of all be consistent, both in message and in frequency.
Put the Time In
Do this exercise and you’ll be giving yourself, and your limited marketing dollars, a chance to really work. Without a lot of money you need to be selective, don’t use a shotgun approach hoping something will resonate with your target audience, put time into knowing them before you spend a dime.
Photo Credit: sk8geek
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A Chance to Win $20,000 for your Business
Beginning Monday, June 22nd, small business owners will have one week to submit a question to Small Business Yahoo! Answers Pro, Kevin Salwen, former National Small Business Editor for the Wall Street Journal online at http://smallbusinessanswers.yahoo.com/.
If Kevin chooses to answer your question, you will have the chance to win the $20,000 prize. The winner will also have the chance to participate in a one-on-one interview with a lead Yahoo! Small Business Expert and have their business featured on the Yahoo! Answers Center.
Additionally, small business owners have access to resources from Yahoo’s Small Business Answer sites and Bank of America’s Small Business Online Community. For more information, see below.
- Yahoo’s Small Business Answers center is a great resource for small business owners, as they can visit the site to learn about a variety of topics through expert articles and previously posted Q&As.
- Bank of America’s Small Business Online Community is a free and open forum available to all small business owners where users can network, share, learn and exchange business ideas in real time.
Running a small business is hard. This contest is easy. You get a chance to win $20k, a great answer to your question, and some free PR, all for a couple minutes of your time.
Let’s get a Small Biz Bee reader to win this thing – Good Luck.
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Overcoming Fear, Will You Take the First Step?
Just how much does fear limit what we think we can do? I’d guess it’s the number one reason so many of us have said, “I’ll start that business – someday”. It has nothing to do with preparedness, it’s a fear of the unknown, fear of change, and ultimately fear of failing that keep so many people on the sidelines of their life.
Today I’m happy to have a young man named Josten, who blogs at Positivewayoflife.com, share his thoughts on overcoming fear.
Overcoming Fear Has Everything to do With You
If you are wondering how to overcome fear it is not that hard to do. I’ve overcame many different types of fears. Fear of failing, fear of not being as good as the next person. Mainly any type of fear you can think of.
My fear first came when I was younger trying to live up to standards I believed where set for me. So as anyone would do i started to try and live up to them. By doing what I believed was right.
As I got older I had came across skateboarding which I fell in love with instantly. Everyday doing that I truly found that I had no need to be filled with fear. Doing what I enjoyed doing each day and not what my parents wanted. By no means am I saying doing things which your parents do not want you to do is right.
I broke the fear cycle at another level by changing my attitude. Daily I look at the positive to circumstances. I read self improvement books, watch videos, and listen to audio as well.
You cannot overcome fear unless you are willing to take the first step to doing something you are afraid of doing. Stop living in your little bubble that you’ve created. Pop the bubble and live the life you’ve always dreamed of. Stop doing what you hate and do what you love there is no excuse.
yours truly,
Josten Dooley
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Photo Credit: Jimee, Jackie, Tom & Asha
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10 Business Lessons Learned
Last week we went into great detail about some of the things you should think about when deciding to start your own business.
The last post of the series was 10 Early Signs Your Business is Heading for Danger, and How to Avoid It, which was essentially a laundry list of things I’ve done wrong over the years and how you can avoid them.
More Business Lessons Learned
In sticking with that theme a little while longer, here’s another great list of 10 business lessons learned. Some of my favorites from the presentation include:
1. Differentiate yourself – like you differentiate your product
2. Business is about cycles (and luck)
3. You can’t be a great leader unless you’ve been through a crisis
4. Some of your best learning will come from your worst boss
5. Hire people different than you, and capable in many more things
I highly recommend you check out the presentation for the other 5 business lessons learned.
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10 Reasons Why Your Business Should be Using Twitter
With Dell’s recent announcement of making $3,000,000 using Twitter your business should be considering it as a viable sales option.
However, if that kind of money isn’t enough to convince you to start using the micro blogging service for your business, here’s 10 more reasons to get on board.
#1 Gain Exposure
Twitter is a great way to gain exposure for your business, product, or service.
You’ll be interacting with thousands of people who have yet to discover you, and what you do.
Imagine being able to tell 1000, 5000, 20000 people or more what you do, and all at one time…with Twitter you can.
#2 Build Trust
The more people interact with you, see what your character is made of, the more they will trust you.
Getting to know the human side of your business is a great way to build trust in yourself, your brand, and your business.
#3 Generate Leads
There are literally millions of people using Twitter day in and day out…some of them are bound to be interested in what you do.
Twitter offers an opportunity to expose them to your business, and generate interest in what it is you sell.
#4 Drive Traffic
As you build trust and community, you can occasionally send your followers links back to your site, promotion, or offer.
If done correctly, Twitter can drive hundreds of hits a day to your website. Now that’s a good thing!
#5 Provide Stellar Customer Service
Some of the biggest brands in the world have figured out a very powerful aspect of Twitter, and that is in providing stellar customer service through the medium.
Since you have access to real time communications you can do immediate service recovery, and turn someone’s frown upside down.
#6 Expand Your Network
You’ll be interacting with a diverse group of people on Twitter, more diverse than you could possibly hope to interact with in the offline world. This is an advantage to growing your network, and getting many different perspectives.
#7 Get Feedback
Twitter is a real time conversation and as such it provides a real time mechanism for getting feedback. Bouncing questions off your followers asking for their ideas and suggestions is a gold mine worth tapping into.
#8 Market Research
Using the search functions within Twitter there is an unprecedented opportunity to do market research as it’s unfolding.
You’ll be able to key in on what people are looking for, what they think of certain products and services, and what they would consider buying.
#9 Testimonial Tool
Twitter is a great way to get testimonials about what it is you do.
The viral nature of Twitter makes the best of these testimonials spread like wild fire, and reinforce the idea that you don’t suck – instant social proof!
#10 Build Authority
As you become a trusted friend to your community you will undoubtedly build authority.
The benefits to being the authority on a subject are vast, not the least of which higher conversions, more pricing power, and higher customer satisfaction
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