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 25th, 2008
If you want to rank prominently in organic search results you’ve got to write copy. There’s no getting around it. Whether your site is a blog or a more traditional website, search engines primarily recognize content in the form of text.
To write it certainly helps to be knowledgeable in domain area of what you’re writing about, though in creating copy it’s also important to be aware of how search engine ‘see’ and ‘think’. Much of this information is available online and in various publications. SEO copywriting expertise also comes from experience, experimentation to some degree, in finding the optimal combination of factors that bring about favorable search engine ranking. And even once it’s found, there’s no guarantee that what you’ve discovered will work indefinitely or uniformly across the board since search engine algorithms are not static.
In many instances the domain expertise needed to write online copy can be found by doing research. If the ‘researcher’ is skilled in SEO methods, this can be a workable approach to creating website or blog copy. Affinity Track provides search engine optimized copywriting services on a variety of speciaized topics. For information about these services, feel free to give us a call or drop us an email.
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 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
