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66 posts categorized "Web Presence"

January 13, 2012



Now that we are squarely in 2012 everyone must begin to look to the year ahead and how to better their enhanced online visibility.  New reports of what to expect in every industry are coming out by the bucket loads.  After reviewing the predicted trends in industries related to enhanced online visibility we’ve pulled a view that are worth mentioning.  The biggest prediction we have noticed has to do with Google and the changes predicted in its algorithms used to determine rank. 

Google is going to battle in 2012 with those who manipulate the algorithms to get ahead.  They are focusing on the quality of web content rather than the quality.  Up until this point to raise one’s rank and enhanced online visibility in the process more pages needed to be added to a website.  Google interpreted that as good because obviously a company who has many pages has a lot to say.  Well, we all know that necessarily isn’t the truth.

There is a fine line between manipulating search rank algorithms and using guidelines to increase one’s likelihood of receiving a higher rank creating a more vibrant enhanced online visibility.  We have tried within the posts of this blog to feature tried and true ways of competing in the brave new world of online marketing by building an online brand presence and enriching enhanced online visibility.  These trends noted in the 2012 predictions (not the end of the world predictions) are in concurrence with our advice.  In short, to achieve an enhanced online visibility companies must devote the time and experience necessary to get the job done right.

Now that the Google Panda is onboard with this ideology we expect some big changes in 2012.  First of all, things are going to get more competitive.  As Smartphone activations are growing exponentially more and more people are utilizing search engines making those top ranks even more coveted than ever.  As Google and other search engines are realizing the underhanded schemes to improve rank through less than honest methods and begin cracking down on such practices new less than honest practices will emerge confusing companies even more.

Again, we fall back on do the job right.  There are no shortcuts to creating an enhanced online visibility.  There is no magic trick that one can do to become an overnight search engine sensation.  Creating a viable enhanced online visibility is possible for any company if they stick to the tried and true methods and heed advice given by the experts in the field.

January 09, 2012



Review
Companies dedicated to creating an enhanced online visibility are always looking for interesting and unique ways to do so.  One way that helps one’s own company as well as makes friends with other companies is to write a positive review of a product and allow the company being reviewed the freedom to use it as they please.  This creates friendly relations as well as increases one’s enhanced online visibility.

The idea is simple, really.  Within one’s industry an expert in a company finds products or services that are good, novel or compliment their own products and services and rights a glowing review.  Then, the review is posted on the company website for all to see (and is used to build an enhanced online visibility).  A link to the post is sent to the company (of the reviewed product) with a note giving permission for them to link back to the review as they please. 

The important part to remember in all this is that the review must be sincere to truly help a company’s enhanced online visibility.  The only thing worse than a bad review is a generic review of no real substance.  If a product or service being considered isn’t worth much or one’s company sees no substantial value in it they shouldn’t write about it.  This falls under the old adage of ‘if you don’t have something nice to say, don’t say anything at all’.

If, on the other hand, there is a product or service that has really wowed a company they should explain to the masses why they believe in that product – even if it is a competitor’s product. Yes, that is right.  If a competitor is really doing something right and one’s company writes up a review saying as much the competition will undoubtedly post the review (and the link back) everywhere possible helping create an enhanced online visibility for the company writing the review. 

Many companies feel that they have their hands full already trying to maintain a blog, a website and other marketing materials.  Between advertising online and through traditional methods companies may not see the benefit writing reviews would have considering the time required for completing.  The benefit is very real, despite many beliefs, and will surely help build an enhanced online visibility if done honestly and thoughtfully.

January 05, 2012



Website-analytics
At this point everyone serious about increasing their enhanced online visibility should be working diligently on their website and blog giving a large chunk of time and devotion to smart web content.  Key words and URLs are important but there are some even more, basic, good housekeeping rules that need to be followed to really make the most of a web site and send one’s enhanced online visibility into the stratosphere.

Develop Enhanced Online Visibility through Organization

For anyone who has performed any management task, no matter how big or small, the concept of good organization is not new.  Unfortunately many forget to apply organization know-how when working on the company blog.  Archiving posts is a crucial part of a successful campaign to create an enhanced online visibility.  Most archives are organized by category, date and perhaps key words (which is different from category).

Develop Enhanced Online Visibility through Link Baiting

Link Baiting refers to the deliberate posting of articles intended to draw a lot of attention to one’s website.  Obviously not every article can create a sense of urgency and compel people’s interest.  A good rule of thumb is to create a link bait post for every twenty to twenty posts written.  Since these are designed to attract attention they need to well-written (really show what you’ve got), have a hook, and a great graphic if at all possible.  Some ideas for link bait articles would be an interesting video or picture, breaking industry news, or secrets from within revealed.

Develop Enhanced Online Visibility through Analytics

All companies have access to their blog analytics.  This is tool that often sits unused in the company toolbox.  Through careful examination of analytics bloggers can see which posts were most popular and cultivate categories to match.  Also, trends in times of high traffic can be discovered through careful observation.  Lastly, analytics provide where the click originated from allowing companies to tweak their marketing to those locations producing the highest quality visitors.

With a little bit of time any size company can improve their website’s traffic thus building enhanced online visibility.  Organization cannot be stressed enough as it will ultimately make or break a site.  Even the best web content is worthless if visitors can’t navigate a site easily.  Companies can further their website’s success through a careful analysis of statistical information provided by analytics and well-placed link baiting.  If done properly enhanced online visibility will be increased with immediate results.

January 03, 2012



Blogging-in-business
Most companies focused on creating an enhanced online visibility have been convinced of the value of adding a blog onto their website.  Unfortunately, their blog is not doing all that it can to produce the enhanced online visibility for which it was designed.  There are several common errors companies make with their blog that can easily be fixed with a little dedication and time.  For companies whose blog problems are because of a lack of both time and dedication considering hiring a professional company to maintain the blog might be the best solution.

For everyone else, there are a few things to try before calling in the professionals:

1)    Blog Often – There is nothing worse than a spotty blog for creating an enhanced online visibility – one that posts randomly with huge gaps between dates.  Try to commit to at least three posts per week.  The posts do not have to be novellas, but just something interesting .  If you try to post boring filler your audience will know and desert you.

2)    Take Advantage of Guest Bloggers – No one like to post every day or every other day.  Similarly your audience doesn’t want to hear your opinions all the time unless you’re a celebrity.  By inviting a guest to post every now and then you shake up the blog and impress search engines.

3)    Link Carefully – Don’t go crazy with the linking.  Yes, links are vital to a successful blog and an enhanced online visibility but if you go nuts you will only offend the delicate Google Panda and cause guests to never click on your links.  When reading through a new post consider what YOU would like to click on to learn more about.  Then link appropriately.

4)    Write About Real Issues – A golden rule for writing of any genre is to write what is interesting. If it’s not interesting to the author it sure won’t be to the reader.  Even if you are the primary blogger for your website and therefore responsible for enhanced online visibility and are getting sick and tired of writing about your chosen industry day after day, boring posts are not okay.  Find a new angle.  Take a break.  Do whatever you need to keep every post fresh and interesting.

A blog might seem simple in theory but in reality it takes a lot of work to do it right.  The payout for a blog done right, however, is exactly what every company needs to build an enhanced online visibility.  All companies need to be honest with themselves and decide if they can handle blogging for enhanced online visibility or if a professional is needed to do it right.

December 30, 2011



No-business-plan-is-complete-without-online-marketing-these-days.
At times companies spend so much energy developing their online brand presence that they regretfully forget some very simple marketing strategies that still work, even in today’s digital age.  Alongside a great brand is a great tagline.  Companies electing not to develop one of their own are being neglectful in their marketing campaign.  When a tagline is combined with strategies to build an online brand presence companies can see an exponential growth in customers.

Taglines are everywhere.  Nike and “Just Do It” are synonymous.  Taglines are used so often and invade our subconscious associations with the product they represent so well that we rarely even notice them.  That is exactly why every company should develop their own tagline to coincide with developing their online brand presence.  There are professionals in PR and marketing whose whole professional existence depends on creating custom taglines for companies while simultaneously building online brand presence and usually companies are well advised to hire them rather than try and develop their own. 

For those choosing to try creating their own tagline independently there are a few guidelines to follow.

1)      Be original and unique

2)      Articulate the company’s mission and qualities

3)      Associate with the target customer base

4)      Accentuate the company’s advantage over the competition

5)      Communicate the goals of the company’s product or service

Once a tagline is created it should be used online for all marketing.  The company blog should incorporate the tagline into every post.  Every forum post or comment post done in the name of marketing should include the tagline.  Every email signature of every employee should proudly display the tagline.  Not to beat a dead horse, but once a successful tagline has been created it cannot be used too much.  The more a target customer associates that ideal with one’s company the more likely they are to remember the company. Online brand presence depends completely on customers thinking of a specific company for a specific need.

While many companies love to micromanage their PR and marketing teams to truly create and maintain a success online brand presence the two teams must work together. Even if a company consists of two employees and all the marketing is farmed out, every single member of the team must work together in every strategy to make an online brand presence be big and be real.

 

December 27, 2011



Web_maintenance
In previous posts I have talked about certain characteristics websites need to possess in order for search engines to rank them higher creating, in turn, an enhanced online visibility.  The top-dog of search engines, Google, released its Panda updates to the Google algorithms in early 2011 knocking the SEO world on its back.  The changes in how they ranked pages was huge and if the April release of Panda was the megaquake then the six minor changes since then have been aftershocks.  Thankfully, Google announced in December 2011 that Panda was taking a vacation until January 2012.  At last, a chance for everyone trying to increase their rank on Google and build their enhanced online visibility can breathe for a few weeks.

We say, no! This is not a time to rest.  This is the perfect time to revamp one’s website checking for anything and everything that may be lowering the page rank and reducing its ability to cultivate an enhanced online visibility. By spending a few weeks while Panda is away (and getting ready for the next attack) cleaning up a company’s website, they’ll increase their enhanced online visibility and be in a better position to fight new changes when they come around.

Enhanced Online Visibility and Keyword Stuffing

Keyword stuffing is when an unscrupulous website identifies keywords pivotal to their enhanced online visibility and then fills fluff pages with said keywords.  The result is page after page of useless words used to lure unsuspecting searchers to a website.  Panda really cracked down on such underhanded methods of increasing rank and now companies must be mindful of the amount of keywords used per page of content.

Enhanced Online Visibility and Broken Links

Links break. Unfortunately search engines use broken links against a website featuring them.  While most broken links are unintentional and companies don’t even realize they are there, they will be a detriment should the Panda find them.  This is the perfect time to test every link to ensure that they are live and functional. 

Enhanced Online Visibility and Professional Clean Up

While these are just a few suggestions for companies wanting to build their enhanced online visibility in 2012 they are important.  To really make the most on a website and launch online visibility into the stratosphere a company’s best bet is to turn to professionals.  They have the knowledge and resources to stay on top of problems, anticipate changes to search engine algorithms and make subtle changes to websites should the need arise.  When committing to increasing one’s enhanced online visibility trusting the work to a professional is usually the best choice.

December 23, 2011



Effective-Web-Design-For-E-Commerce-Sites
By now almost all companies of any size understand the value of having a website for their product or service.  We’ve already covered within this topic keeping the website up to date if a company’s goal is to have customers visit more than once.  While smaller businesses may be able to take care of this task themselves, or some may choose to hire a professional to get it done right the first time, all sizes of businesses must keep their website interesting and as current as possible.

Enhanced Online Visibility – Fresh Web Content

Of course there are times when web content is tweaked because of changes in one’s business practices or calendar.  That is not the kind of changes we are suggesting.  When we say that in order to create an enhanced online visibility companies must keep their web content fresh and interesting we mean every so often shake thing up a bit.  Try a different writer.  Many companies specialize in keeping web content interesting and it would probably be in one’s best interest to investigate such services.

Enhanced Online Visibility – Stay Up-To-Date

There is nothing more disappointing for customers, or potential customers, than taking the time to visit a website only to find the last time it was updated was a year ago.  That Holiday package that wowed everyone last December leaves a bad taste in the mouth come August if it is still the feature on one’s Home Page.  Every company, no matter what the size, that wants to maintain an enhanced online visibility must not let their website content fall further than a few weeks behind.

Enhanced Online Visibility – Maintain Interesting Content

Understandably not every company can afford a website with fancy intros, multiple videos and cute apps to download, but every company wishing to establish an enhanced online visibility can keep creative, fresh and (most important) interesting content on their website.  If a company does not have a designer available to keep things interesting, it would be well worth the money to hire professionals.  If a website is not interesting no one will want to visit it.

Just having a website is not good enough anymore for companies wishing to create and maintain an enhanced online visibility.  While there is no secret formula to a website’s success it does take time and experience.  Not every company, small or large, has a design team experienced in the art of creating an enhanced online visibility through the company website.  Any company finding themselves in that spot should, if nothing else, take the time to talk to an expert in the field to discover options.

December 21, 2011



Blank-business-card
I have to admit I’m not good with business cards.  When someone hands me one it usually gets tucked away in my pocket or purse. More often than not it ends up a victim of my washing machine.  In fact, I’ve always considered people who hand out their business card like candy to be annoying.  That was until I needed an auto body shop and remembered I had a casual acquaintance who owned a body shop.  I had forgotten the name of the shop, though. What to do?  Then, I remembered the business card.

After digging through my purse I found his card and a few days later was paying his company for fixing the dent in my bumper.  The moral to this story is that even though my friend’s incessant handing out of business cards borders on aggressive marketing, it is effective.  That is how one builds an online brand presence and gets more customers.

There are all kinds of tips and techniques for online brand presence building and increasing traffic to a company’s website.   While all the advice is completely well-meaning and in most cases highly effective the first step in building a company’s online brand presence is to think like my friend and see opportunities in every situation. 

The key to building an online brand presence is to remember when online the small business owner should always behave as if all their customers are watching.  By being cognizant of their movements and behavior on social media and forums they create opportunities to build an online brand presence.  There are a few simple steps that go a long way in developing an impressive online brand presence:

1)      Every online signature should include a website address. Period.  This includes Forum signatures, email signatures and social media.  One’s online signature is their business card and is how online brand presence is created.

2)      To reach more customers subtle promotion must be authentic and show thoughtfulness.  This means becoming active on industry forums.  Active does not mean constant pitching of one’s product or service.  It means becoming part of the community and adding valuable and thought-provoking comments.

3)      Business owners should become experts in their field.  Expertise demands respect.  The best way to showcase expertise is to create a blog.  By discussing all aspects and elements of one’s industry or product they will grow a customer base guaranteed.

Building an online brand presence is about more than just online marketing – it’s about creating a brand for one’s company and selling it.  The goal of every business owners should be to have a customer base who thinks of them first when a need arises; much like I did when I needed my friend’s body shop. 

 

December 13, 2011



Building a website image
Most companies have already developed relatively effective websites to attract new customers, accommodate existing customers and, in general, make their product or service more accessible.  Companies who do these things probably see some increased traffic as a result of their online practices.  What most companies don’t realize, however, is the potential their website possesses.  By fulfilling all of customers’ needs with one website visit a company can increase not only their profits and customer loyalty but also bolster their online brand presence.

Companies Need to View Online Brand Presence Differently

Using blogs, forums, social media and aggressive advertising campaigns are great ways to increase online brand visibility, but while many companies are pursuing these things they look past what is already in their arsenal of marketing tools.  An established website is a company’s best marketing tool in establishing an online brand presence.  If customers already find their way to a company website for specific products or services they probably will stick around or come back if more information is available than they originally sought.

An Example of Online Brand Presence Building

That might sound a bit confusing so here is an example.  Say CompanyABC sells specialty dog food.  They already have an established market and customer base but want to expand their online brand presence.  By simply using what they already have (their website) they can increase both customers and website hits.  A little website redesigning and some addition of intelligent, educational web content could change business for CompanyABC in a big way.

To start out, they could add content on their website about dog breeds.  Although it has nothing to do with dog food, per se, it will interest visitors and keep them clicking on the site which in turn will build their online brand presence.  They could also create content explaining the benefits of specialty dog foods, provide links to published papers and articles backing up their claims.  They could even have guest writers who are professionals in the dog world like veterinarians and trainers. 

Suddenly, CompanyABC is no longer just a specialty dog food supplier but are experts in dogs and with smart writing can convince visitors there to learn about dogs to buy their products.  Online brand presence is as much about widening one’s web to catch as many potential customers as it is focusing advertising dollars on a target audience.  By spending a little extra money in developing quality website content establishing a company’s expertise in an entire field, a company can promote their business and sales to a higher level.



Online-advertising-tvads
For companies just starting out and looking to improve (or even create) their online brand presence all the advice can be pretty confusing.  Before becoming completely overwhelmed by it all young entrepreneurs should try the simplest online brand presence building activities first.  One of the simplest methods is for new brands to create a key phrase to use over and over.  Customers will grow to associate the phrase with the brand and sales will increase.

If one was to stop and think of all the brands with catch phrases they’d be overwhelmed.  There’s the cute duck who yells, “Aflac!” and who could forget, “Pardon me, do you have any Grey Poupon?”  While those advertising campaigns were highly successful that is not the kind of phrase being recommended to young businesses trying to build their online brand presence. 

The keyword/key phrase recommendation is a much more subtle marketing plan that if done correctly the consumer will never even realize existed.  Early on in a company’s existence a vision should have been created.  With that vision should be a target customer.  Keyword/Key Phrase determination depends wholly upon the target customer when trying to establish an online brand presence. 

Most people visit websites after performing a search.  For one’s website to be clicked on it needs to be listed on the first or second page of the results.  An entire industry has popped up in response to this process helping companies get their website in those coveted spots and, in turn, build their online brand presence.  One of the principles behind ranking is keyword placement.  One must think like one’s target audience and try and predict what words they will put into the search engine.  If the prediction is right and a company has utilized those key words and phrases within their website and blog, their website will be ranked high in the search results cementing their online brand presence.

So, getting back to choosing key words or a key phrase for a new company – keep it simple.  Companies should think of the most concise wording someone looking for their product or service would use.  For instance someone looking for a plumber in New York might put “New York plumbers” into the search engine.  “New York plumbers” would be a great key phrase to use for a plumbing company.

Once a key phrase is determined it needs to be strategically placed in all online content.  There is a thin balance between it not being used enough and being used so much that it detracts from the information being provided.  Companies should place their key phrase in every page of their website, in all blog posts, and in social media updates.  If a company is utilizing blog comments for marketing purposes, the key phrase should be used there as well.

As mentioned earlier, there are many companies specializing in online marketing and helping companies build an online brand presence.  Any company having tried keyword placement and having not seen results should consider contracting with online marketing service providers.  Keyword placement is an easy and smart way to begin one’s online brand presence building.  With a little trial and error it can launch a website to the top of the search results.

December 12, 2011



Blog_logo
When even Google makes a point to notice blog comments for their infamous ranking algorithm, those seeking enhanced online visibility should pay close attention.  Blogs are everywhere and cover every topic conceivable.  Creating a blog to increase online presence is a brilliant online marketing scheme, but it’s not the only way to utilize blogging.  By trolling blogs aimed at one’s target customers and leaving thought-provoking, intelligent comments companies are building enhanced online visibility.

Enhanced Online Visibility is not about setting sales records or recruiting the most potential victims – er, customers.  Companies who use blogs to further their own agendas refusing to pay their dues to the blog gods will only put a bad taste in potential customer’s mouths.  By participating on a blog through commenting, a company is joining a community.  Communities work cooperatively and are not set upon personal gain.  This concept must be remembered at all times when building an enhanced online visibility through blog commenting.

It’s obvious why some companies drop into a friendly blog post, leave an unrelated comment pumping their company or product and then zip out just as quickly. It’s easy. Companies can do that hundreds of times a day to hundreds of blogs.  Taking the time to join a community and offer intelligent feedback is time-consuming and can’t be mass generated.  It’s worth the time, though.  Building an enhanced online visibility is all about time and patience.

Lastly, blog commenting is a commitment.  One blog comment posted will not attract the customers or build an enhanced online visibility.  Daily or bi-daily posting of comments must occur.  That requires one to follow a blog and other comment threads.  If a company is not willing to allow the time necessary to embed oneself deep into a blog it is better to not attempt the endeavor. 

Blog commenting is perhaps one of the best ways, currently, to add to a company’s enhanced online visibility.  It costs nothing more than the man-hours do complete the posts, it is a very specifically aimed marketing tactic depending on the blog and its audience, and it works.  Online marketing specialists will charge companies oodles of money with one of their approaches being blog commenting.  Companies wanting to save money and willing to invest a little time can increase their own enhanced online visibility by blog commenting.

November 16, 2011



Brand-reputation-management
What are you saying about your business when you start investing in marketing tools to increase your online brand presence? Establishing a reputation on the web and increasing the amount of business you do via the internet is a multi-faceted discipline, and you need to look at what you are trying to say.

How To Increase Online Brand Presence Through Promotion

The first aspect that you have to consider is what you are promoting. Sometimes your online brand presence marketing will be about the promotions and sales of specific products. At other times, you have to use your marketing to establish a strong business presence through the generation of authoritative content for your website or blog.

You never really know how people use the internet and the search engines to find you, although your analytics programs will give you a good amount of information that you can use. The key is to make sure that your business name is as well represented as your products. Don’t lose sight of the fact that creating authority on the World Wide Web is your first goal. If users think that they can trust your brand name, they will be more inclined to look at what you are selling.

The danger of approaching your online brand presence from a retail and selling point of view is that you may come across on the internet as too promotional. This can affect you more than you realize. The way that websites are ranked by the large search engines is through the excellent creation of original content that provides a service for internet users. Never forget that your website, blog, Facebook page and any other internet marketing device should be used to provide a service to internet users.

Can your potential clients get good, relevant and useful information from your website or blog? Is there anything of value on your site apart from a sales promotion?

Potential clients and internet users are able to compare your brand to others on the net and will make a decision about whether or not to use your services in a matter of minutes. If you don’t have anything good to give them, they will go elsewhere.

Don’t let your online brand presence become tarnished through the use of obvious promotion. The internet is the gateway to the age of information and the worst that will happen is that you’re relegated to a lower ranking and your clients will not be able to find you.

Choose a Professional for Online Brand Presence

Traditional marketing may not be the answer when it comes to online brand presence and enjoying an enhanced online visibility. There are so many different ways of establishing authority on the web that will guarantee increased traffic and sales, so carefully consider using a professional online marketing expert to help guide your business brand to the top spot.

 

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