January 27th, 2010
I enjoy working with small businesses. Typically there is more passion, urgency and demand for ROI. If you can deliver, you have a long-term client and a very nice case study.
In case you still have not heard of the “long tail” as it pertains to keyword research I will explain it couched within the context of how it applies to a small business seo campaign.
When you type a keyword into a keyword tool it returns data from the search engines on how times per month (roughly) that keyword is being searched for. It also shows you related keywords and their search numbers. A big traffic keyword like “Insurance” is going to have several hundred keywords related to it that are being searched. As you go down the list the traffic gets smaller and smaller while the relevancy gets greater and greater.
So a search for “insurance” turns into “term life insurance rates” which is much more specific and as a result of that it tends to convert better when paired up with a page that speaks just to that one keyword. In a small business seo campaign long tail keywords are the core of the strategy.
First of all they can get ranked easier which means less money and time. Those are two things that small business typically have a short supply of. Then, as it turns out, long tail keywords tend to convert better which equates into a better ROI.
Posted in SEO Consultant, Small Business Growth Strategies | 1 Comment »
January 14th, 2010
I have heard from a few different sources now including an interview with Matt Cutts that web page load speed may factor into Google ranking in the near future. The consensus is that it will factor in this year (2010).
Google has released a Firefox plugin called “Google Page Speed” , you need to have the firebug plugin in order for it work. Essentially it analyzes the load speed of all the elements on a web page such as images, CSS, Javascript, etc and then makes recommendations on how to decrease load time.
An interesting development to be sure as Google has traditionally focused only on website content and link popularity. Now it seems they are branching off into web page usability as a factor in ranking. I guess it makes sense as Google’s goal is to provide the most relevant content for a particular search and the speed at which that content can be accessed is an integral part of that equation.
Posted in Search Engine Optimization | 1 Comment »
January 11th, 2010
SEO consulting services don’t have to be outrageously expensive. There are a lot of different factors that influence the price of an organic SEO campaign. Let’s it break it down…
1. SEO Agency or SEO consultant?
Obviously an agency is going to have more overhead than a single consultant working for him/her self. It used to be that self employed consultants did everything they could to make themselves “look” like a big agency. That is no longer the case as more and more people realize that big is not always better. When it comes down to it the only thing that matters in this game is results. A solo SEO consultant can get the same or better results than an agency can any day of the week. The only difference is that it will be much more affordable with the solo consultant.
2. Keyword Competition
Another major factor in SEO consulting service pricing is the competitiveness of the keywords you are going after. Certain keyword categories are super competitive such as (financial, insurance, credit, legal) just to name a few. The reason keyword categories are competitive is either due to massive market demand or the services in question fetch a high price tag – or a combination of both. This typically equates to more people trying to rank for the same keywords.
3. The Ranking Gap
The “ranking gap” is a word I made up to explain the difference between a site that wants rank 1st page for certain keywords and the sites that are already ranking for those keywords. Remember, the only competition a keyword ever has are the first 10 sites that rank on the 1st page for that keyword. This gap is made up of the number of relevant links and keyword rich content that the sites who are currently ranking do have and the site that wants to rank doesn’t have. The cost to bridge this gap is where 80% of an SEO campaign budget will go.
4. The Speed At Which You Want To Rank
Given enough time any site can rank for any keyword. If you are not in a big hurry you can start a monthly SEO regimen that is isn’t very aggressive but will over time exponentially increase in ranking power and end up ranking very well. Most businesses however, don’t want to wait a year to have their site start to rank.
How An SEO Consulting Service Can Be Affordable & Effective
Taking into account the 4 factors mentioned above how can an SEO campaign be affordable and achieve 1st page ranking in a reasonable amount of time? First, hire a solo SEO consultant who has a proven track record and verifiable references. Without the overhead of having an agency with employees and foosball tables you will get a much more competitive rate.
Go after “long-tail” keywords. These are the 3-5 word phrases that are related to the primary keywords you want to rank for and that are getting a little less traffic. These long-tail keywords are easier and quicker to rank and statistically convert better than the big traffic 1-2 word keyphrases. You get ROI quicker and you are building a solid base to start ranking for the big traffic keywords later on.
Be patient. Typically a site can start gaining significant traction in around 90-120 days and that’s not a long time. Don’t expect results overnight. Patience in SEO equates to lower cost. The SEO consultant can strategically source the budget over the course of several months rather than charging more to try and pull a rabbit out of hat due to an aggressive ranking schedule.
Tags: seo consulting service
Posted in SEO Consultant | 4 Comments »
January 8th, 2010
When most people think of an SEO consultant they think of a person who optimizes web pages and builds links in order to achieve a higher search engine ranking. This is true however there are other skills a good SEO consultant needs to have in order to be truly effective.
In addition to being a marketer in general an SEO consultant must also be an expert at website conversion. Why? Simply because SEO is only 1 part of the internet marketing equation. Once the technical goal of 1st page ranking has been reached (hopefully for the right keywords) the next step is to get the traffic coming to your site to do something.
That is where website conversion comes in. There are many factors involved in website conversion including usability factors, design, and good old fashioned sale copy. Many website usage studies have determined that you have around 10 seconds to convince your visitor to stay on your website. After that you have to convince them that you have something to offer them that is unique and then tell them how to take the next step whether it be buy your product, fill in a form, etc.
Website conversion is where the rubber meets the road, it is the second half of an SEO campaign and is the deciding factor between online success or failure.
Tags: SEO Consultant, website conversion consultant
Posted in SEO Consultant | 3 Comments »
December 20th, 2009
Are you an individual who runs a locally owned and operated business? If you are, your targeted market is likely the individuals who live in and around your community. Although your first though may be to reach your targeted market though local newspaper advertisements, radio advertisements, the yellow pages, and other local advertising techniques, you may want to start thinking about using the internet, namely search engine marketing.
It seems as if many locally owned and operated business owners have come to see the internet as an enemy. After all, with the popularity of online shopping on the rise, many business owners need to compete with online retailers. Yes, the internet may bring you and your business competition, but you shouldn’t completely write it off. Did you know that the internet, if properly worked, can actually bring you customers? It can if you use it as a form of local advertising and it can bring you business in more ways than you could have ever imagined.
Search Engine Marketing
As previously mentioned, search engine marketing is something that you may want to take the time to familiarize yourself with. Search engine marketing is a term that is used to describe a marketing approach that has been implemented and proven successful by many online business owners, but it can also work for locally owned and operated business owners, like yourself. What you need to know is that the way that customers shop and find companies to do business with is changing. For instance, did you know that 70% of shoppers surveyed by Nielsen//NetRatings use the internet to research local businesses? They did and this is something that you and your business can capitalize on.
The Importance of Local Search
One of the many ways that you can use search engine marketing to help you with local advertising is by having an online website and having it optimized by the search engines. You can either do this yourself or hire the services of a search engine marketing specialist or company. By having applicable content on your website, internet users can find it when they perform a local search. A local search is when a business owner uses the internet to help them find a local business. Local searches are often performed with phrases like “fine dining restaurants in Denver,” or “children’s clothing stores in New York.” By having applicable content on your website, your prospective customers can find it by performing a local search.
When customers use a local search to find a local business, they want to know what type of items you sell or what services you offer. That is why it is important that you have an online website outlining that information. You will also want to provide your prospective customers with your business address, so they can visit it should they like what they find online. Also, you may want to provide your prospective customers with easy ways to contact you. This can be done by placing your telephone number online or even by creating a business email address for yourself or your business.
What is even more interesting than the fact that 70% of those surveyed said they use the internet to research local businesses is the fact that 89% found their local search either “somewhat effective,” or “very effective,” according to Nielsen//Net Ratings. What does this mean for you? It means that if you aren’t already using search engine marketing as a form of local advertising, you may be losing a considerable amount of money.
Tags: local advertising, Search Engine Marketing, SEM, SEO, small business growth, The Long Tail
Posted in Search Engine Marketing | 1 Comment »
