Posts Tagged ‘traffic’

Search Engine Optimization – Tips & Myths

October 30, 2008

October 30, 2008

Search Engine Optimization

In General, search engine optimization (SEO) means ensuring that your Web pages are accessible to search engines such as Google, and Yahoo, and are focused in ways that help improve the chances they will be found. It is important to note the difference between search engine optimization, organic search engine optimization and search engine marketing. Search engine optimization is an automated way of optimizing the ranking of a particular website. Whereas, organic SEO is the process of optimizing a website to increase it’s rankings in unpaid search engine listing. While Search engine marketing revolves around advertisers bidding on specific keywords or phrases in order to ensure their sites are ranked at the top by search engines. One particular article at enzine.com explains more thoroughly the different between SEO, SEM, and what some of the implications for marketers are. Here, will explore some of the basics about organic SEO, some of the myths or misconceptions that surround search engine optimization, and visitor search behaviour.  

 

Most sources confirm that the more important technique in organic SEO is to arrange words carefully and in a planned manner. Words and the use of words are important because organic SEO is all about the placement of websites in the search engines based on the relevancy of subject matter given by the website.  Another enzine.com article suggests that “just framing a long list of ineffective words would only move consumers away”.  Organic SEO can save a lot of money in comparison to search engine marketing. However, planning a website for organic SEO can take months.  Alibiproduciton.com, provides an article that outlines some very useful tips and techniques that one can use in order to have their website reach its fullest potential. The article advises of three main tips to boosts your sites performance: 1) Keyword Research, 2) Develop Unique Content, and 3) Analyze Traffic.  To be effective organic search engine optimization takes ongoing maintenance and commitment.  For people who are new to the world of e-commerce and SEO or who want to broaden their knowledge surrounding SEO, reading the quide at http://www.seomoz.org/article/beginners-1-page is highly recommended. It is a guide that is designed to describe all areas of SEO – from discovery of the terms and phrases that will generate traffic, to making a site search engine friendly, to building the links and marketing the unique value of the site/organization’s offerings. Below is a diagram of the search engine market share in 2005.

 

 

Search Market Share 2005

Search Market Share 2005

 

 

 

 

 

 

 

 

 

 

 

 

Below is a brief summation of some of the more common myths surrounding search engine optimization.

          Many people believe that keywords in the title are enough. This is not the case; keywords must appear in the title, description, Meta tags and in strategic locations on each page. (source:enzinearticle.com) 

          Search engine optimization implies an influx of traffic overnight. This is also a misconception as search engine optimization is a slow process.

          Once your site is at the top it will usually stay there. Untrue, there is no such thing as guaranteed top position. Most major search engines have some sort of disclaimer stating that they ultimately decide which Web pages will be included in their indexes.

          With the right bid, one can buy their way to the top. Also untrue, there’s no such thing as a permanent top position. New content and external links are added to sites all the time, which affects the search engine results. (source:clickz.com) 

          People only search once and then purchase.  This is also not the case. People usually search more than once before purchasing and there is usually a long time delay between the first and last click before purchasing.  An interesting article at asis.org outlines a scientifically based experiment that was done in order to examine consumer search behavior and the implications for advertisers.

This subject of search engine optimization is very impetrative to a website’s traffic, and therefore, it is an issue that should not be overlooked or undermined by marketers.  Many businesses these days are utilizing a combination of organic, standard or paid search engine optimization in order to give their sites the most exposure possible.  However, the element of quality content and the appropriate placement of keywords with either of the search engine methods cannot be overlooked.  In addition, as this concept of search engine optimization continues to grow, it is quite possible that the search engine behavior of visitors will play a more integral role in the way websites are optimized.

 

 

 

 

 

 

 

 

 

Building Community within your Website

October 9, 2008

October 9th, 2008

“Building Community Within you website”

The notion of customer experience in e-commerce refers to targeting a customer’s perception & interpretation of all the stimuli encountered while interacting with a firm. There are 7 C’s to effectively building and maintaining a customer experience: context, content, community, customization, communication, connection and commerce. Here we will focus on community and explore some underlying methods of building community within your website.

Community refers to how sites build relationships between users. Strong community encourages stickiness and loyalty. Some examples of the way firms can build communities in their websites are: support forums, discussion/message boards or forums, member areas and blogs. Basically, building community is a way for users of your site to connect and communicate with each other. We will now look explore some of the tools used to build community in particularly discussion/message boards and blogs.

One article about discussion/message boards  examines the several advantages of a message board over an email list or instant chatting.  One of the advantages that stood out in the piece was the fact that past and present messages on a message board are readily viewable. This means that evidence of quality participation and a large group of participants is necessary to encourage more visitors to contribute.  The task then here is developing topics that drive traffic to the conversation.

Blogs can be a great way to encourage users to participate in your website and remain engaged with your websites content. However, professional blogger for Viral Garden, Mark Collier, has a some very interesting points and suggestions made in his article about blogging. He suggests that there is a big difference between blogging and expecting people to participate, and actually creating a viral community within your website. Some of the few blogs he links to include: Jack Yan’s “The Persuader Blog”, Clyde Smith’s “Hip-Hop Marketing”, and Toby Bloomberg’s “The Diva Marketing Blog”.

Priya Shah, a partner at a search engine marketing firm, in her article “How to build Traffic to your Blog”, states that “Write and they will come” isn’t exactly a magic formula to bring in traffic by the boatload. In her article she has 8 points of consideration for anyone wishing to build community through a blog.

  1. Write posts that People will Want to read
  2. Optimize your Post for Search Engines
  3. Submit your blog and RSS feed to directories
  4. Ping the Blog Service
  5. Build Links to Your blog
  6. Edit Your Blog Posts into Articles
  7. Create buzz about your blog
  8. Capture Subscribers by Email

Alot of things must be taken into consideration when implementing tools to build community and keeping that community together. Justilien Gaspard, at SerachEngineWatch.com discusses various aspects about building community in his article. He states that that a viral marketing campaign, whether it be blogging, forums, or discussion boards, or any combination of tools, has a greater likelihood of success by having specific objectives and targeting communities. There are no guarantees with viral marketing, he admits. Finally, he states that if it doesn’t succeed, explore what you can improve on, what you’ve learned and put that new knowledge into another campaign. He says at the very least you developed some relationships with people to promote your next vial marketing initiative. Building viral communities in your website is a good way to bring a group of people (your customers) together that share common interest(s), who can generate content to your website, and feel that they are an important and integral part of what you are offering.