Moderator July 9th, 2008
Keyword research — what is it? It’s taking the guess work out of promoting your company’s website in the search engines. If you’re hunting for big game (e.g., the illusive prominent ranking in Google for instance), we need to first define the quarry further. Is it fish, fowl, or mammal? OK, enough ‘poetry’. You want a page one Google ranking right?!
Before we pursue that goal a little investigation/preparation is needed. The tools exist to allow us to determine with a high degree of confidence just what keywords and phrases search engine users are querying. These tools also provide us with intelligence to make smart choices about which keywords/phrases to pursue. Once the decisions are made, we can then begin to chip away at creating correlating content that search engines see and understand in connection with these target search terms. Slowly, methodically, in a disciplined way content is regularly created and put online in an optimized form for search engines to see, index, register in connection with search engine queries, and ultimately lead prospective clients/customers back to your company’s website. And voila … a lead is born!
Affinity Track Internet Promotion
357 S. McCaslin Blvd.
Louisville, CO 80027
(303) 404-8699
Moderator June 27th, 2008
Below is an email I sent off (in a hurry as usual of course) to a prospective client today. What the heck (I’m due for another blog post), I thought I’d include it here, and it does highlight some salient points for consideration.
A great weekend to all …
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Here are a few points to consider in connection with a potential internet search engine marketing program:
1. Internet marketing, in particular search engine marketing, is paradigm breaking relative to conventional interruptive marketing methods because we seek to present prospective customers with a relevant message at arguably the most important time. If someone enters ‘your phrase’ or some other identified keyword into Google or Yahoo, it’s at THAT MOMENT we want to present them with our message … not before and not after. Conceptually this is like science fiction, reading someone’s mind, or the closest we can come to it.
2. [your company] is a startup (small) business with a national (if not international) market. Search engine marketing allows that reach. We can build in geographic concentrations, exclude others, if that’s determined to be best.
3. Whatever budget amount you may decide on I suggest planning on that amount ‘forever’ (or at least one year). The natural (organic) search efforts will be cumulative, a mix of near-term and long-term results. Pay-per-click advertising will give us immediate exposure and we can select what message, where geographically, what we’re willing to spend on each click, etc., etc.
Affinity Track Internet Promotion
357 S. McCaslin Blvd.
Louisville, CO 80027
(303) 404-8699
Moderator June 18th, 2008
Too often, search engine optimization-marketing is thought of as an event or discrete task, something that’s done at a point in time, and then it’s complete. Actually, as with most other forms of marketing or promotion, it’s an ongoing process.
This misguided way of thinking can be used to our advantage since much of creating competitive advantage in business comes from looking for those spots in the business environment where an inequity or imbalance exists, then acting. If your organization’s business benefits from a strong search engine presence (and today almost all do) then a systematic approach to strengthen your online presence relative to competitors is a ‘sweet spot’ that can be exploited. If competitors are not taking full advantage of the internet (or not doing it well), you can.
So we suggest that business leaders benefit by looking for places within the business environment where they can set their organizations apart from competitors. For many this may include improving their search engine presence. For those who seek assistance with this … well, that’s what we do.
Today’s quote:
Do not follow where the path may lead. Go instead where there is no path and leave a trail.
- McAllindon
Affinity Track Internet Promotion
357 S. McCaslin Blvd.
Louisville, CO 80027
(303) 404-8699
Moderator June 16th, 2008
Search engine optimization-marketing tactics may differ depending on whether a local or national audience is desired. Local search engine queries may include a geographic reference … while searches that are not locally bounded may not. Including company geographic identifiers such as the address, zip code, or telephone number in searchable content is often recommended in support of local search.
Our point … to target locally or nationally is not an SEO decision, it’s a business decision, a decision about your target market. It’s important to have your business model/plan clearly established prior to launching any search engine optimization-marketing program. SEO-SEM techniques will conform to your company’s business plan … rather than the ‘tail-wagging-the-dog’ alternative.
Affinity Track Internet Promotion
357 S. McCaslin Blvd.
Louisville, CO 80027
(303) 404-8699
Moderator June 15th, 2008
If your company is interested in marketing itself online, particularly if ‘online’ means ‘search engines’, it’s necessary to know what your targets are. Keyword targets that is.
We don’t have to guess about what search engine users are looking for. Tools exist to tell us exactly what keywords and phrases are being searched on. For example, ‘internet marketing tools’, the title of this blog is, according to the Google keywords tool, a popular search phrase.
Anyone can use the Google keyword tool for example. It’s located at:
https://adwords.google.com/select/KeywordToolExternal
There are other more in-depth internet tools around. This blog is not intended to be comprehensive. So if you’re interested, query the topic in your favorite search engine. Typically you’ll find that there are many more tools available than can realistically be utilized (and still run your business). Though with us, we can justify spending a little more time on such things … given the nature of our business. And of all the available tools … keyword tools are likely among the most useful.
Happy Father’s Day 2008!
Affinity Track Internet Promotion
357 S. McCaslin Blvd.
Louisville, CO 80027
(303) 404-8869
Moderator June 14th, 2008
How much should a company budget for search engine optimization-marketing? It’s a question we get asked now and then.
The short answer … determine a monthly budget for what your company can invest ‘forever’ (or at least the next year). As long as your company considers the internet to be a primary driver of new leads, exposure, positioning, et. al., then continuous investment in search engine promotion will be helpful.
Most organic SEO-SEM program involve content creation. Created relevant content can ‘live’ on the internet for an extended period of time. Content’s effectiveness in leading prospective customers to your company is cumulative. The more the better. The more relevant the better.
Again. Budget as much as you can indefinitely. Realistic SEO-SEM budgets range from a few hundred dollars per month to tens of thousands. Now that’s a range!
Affinity Track Internet Promotion
357 S. McCaslin Blvd.
Louisville, CO 80027
(303) 404-8699
Moderator June 10th, 2008
Conventional wisdom for some might suggest cutting back on marketing during challenging economic times. We take a different view.
When competitors may be having second thoughts about actively going after new business … what better time to put space between you and them? While marketing investments should always be made prudently, we recommend careful consideration on marketing investments, especially during tough economic times. Those who maintain their ‘marketing composure’ during slower periods stand to emerge stronger than ever once economic cycles turn upward again (and they always have). Competitors who may cut back will then be playing catch up. Marketing effectiveness is cumulative.
Since internet search engine marketing targets those who are actively seeking information about your product(s) and company … at the precise time they want it … in today’s ‘flat world’ economy it remains a great value, and an excellent long term investment.
Affinity Track Internet Promotion
357 S. McCaslin Blvd.
Louisville, CO 80027
(303) 404-8699
Moderator June 6th, 2008
Affinity Track announces standard lineup of search engine marketing services for 2008 including both organic and paid search programs and strategies
Denver, Colorado, June 6, 2008 – Search engine marketing company Affinity Track today announced its continued service offerings for 2008 including:
1) keyword research
2) website design
3) keyword-rich news releases
4) landing page creation
5) business blogs
6) pay-per-click advertising management
7) e-commerce solutions
For many local businesses the major search engines such as Google, Yahoo, and MSN have become the ‘new yellow pages’. For them it’s vitally important to be seen. For organizations with national and international reach, if they’re not recognized in the major search engines in connection with strategically important keywords and phrases, they effectively don’t exist, i.e., won’t be discovered, by the millions of daily search engine users.
For additional information please contact Affinity Track Internet Promotion at 303.404.8699 or info@affinitytrack.com, or consult the company’s website at www.affinitytrack.com.
About Affinity Track
Affinity Track Internet Promotion is a leading Colorado-based search engine/internet marketing company. Affinity Track works with businesses to improve their positions in the major search engines and promote them online. We plan and implement both organic and paid search engine promotional programs.
Affinity Track Internet Promotion
357 S. McCaslin Blvd.
Louisville, CO 80027
(303) 404-8699
Moderator June 5th, 2008
We can think of any number of jargon words/phrases and otherwise confusing terminology that intersects at some level with the discipline of ‘search engine marketing’. Do most business people need to know them … probably not. For many people in business it’s challenging enough to stay abreast of what’s current within their particular profession (not to mention finding time for your family, getting a little exercise now and then, pursuing personal interests, et. al.).
Whether your company can benefit from the use of an internet marketing specialist may depend on several factors. How much does a prominent search engine presence mean to your business? Does your company have the internal expertise and other resources available to systematically promote yourself online? Do you have a plan?
In our experience there’s no one-size-fits-all internet marketing plan that works for all organizations. While our company offers several standard plans, they’re typically used as a starting point in the process of creating a customized program that best fits the needs of each client.
If you’re considering such a program, feel free to request information on our standard services. If it looks interesting, there’s always more to talk about. You can email us at info@affinitytrack.com or call us at 303-404-8699.
Affinity Track Internet Promotion
357 S. McCaslin Blvd.
Louisville, CO 80027
(303) 404-8699
Moderator June 1st, 2008
The real estate business in Boulder, Colorado, is competitive. Looking for a basis to compete may mean analyzing where there’s an opening relative to others in the field.
Internet marketing is one option. Many have heard the analogy that the internet search engines have become the new yellow pages. It’s true. And while many Boulder real estate professionals have representation in one way or another on the inernet, via web pages and such, how many are systematically developing their online presence to set them apart competitively? On the basis of our observation, not many. Therefore there’s a competitive gap or opening that can be exploited.
Affinity Track works on an exclusive basis in each of the business categories we operate in. This means, we work with only one Boulder real estate professional/broker/agent etc. at a time to promote their online presence.
Interested? Contact us to receive information on standard and custom search engine marketing/optimization plans for real estate professionals.
Affinity Track Internet Promotion
357 S. McCaslin Blvd.
Louisville, CO 80027
(303) 404-8699
