What I appreciate about Jones’ book is that whether you are a search marketing guru or you work in another marketing/communications field, it paints things in a light that you may not have thought about before.  Besides a deep dive into keyword research and it’s overall impact on SEO, social media and content marketing, there is a little something in this book for everyone ranging from simple explanations of social networking sites to more detailed information on site migration and architecture.  Curious to know what useful tips I found in Ron Jones new book?

“Keyword Research is a Strategic Function”
To most professionals keyword research can seem like a monotonous task. Jones does a good job of really highlighting the importance of keyword research and how it should affect your overall Internet marketing strategy.   The position of the book is that much of your content creation should be based upon a list of tried and tested keywords that are meant to bring people to your site and draw them in.  A point about thinking big picture with keywords that hits home: “Without a strategy, you will become lost in the depths of random pages of web content without a core meaning or focus.”

“Setting up SMART Goals”
Goal setting should not be a new concept to Internet marketers.  An approach that Jones recommends is setting “smart” goals for each online channel you are using to market.  He says that these goals may take more effort to setup but they help to ensure quality.  SMART goals are defined as:

S= Specific
M= Measureable
A= Attainable
R= Realistic
T= Timely

A simple goal may be to increase the number of conversions that your site sees on a monthly basis.  If you are implementing SMART goal setting, you may focus on something more specific as increasing site conversions by 10% each month for the next six months on your contact page, about us page, and solutions page.

“Mind Mapping”
Keyword brainstorming can sometimes seem like an overwhelming task to tackle.  No more!  Jones suggests breaking down your brainstorming tasks into mini assignments which will encourage you to work on one level of keywords at a time.  Mind mapping is a great visual aid for marketers who tend to like to see plans illustrated.  You begin by selecting a seed term, draw a circle around it, and brainstorm additional words related to your seed term.

Below is an example of mind mapping that I started with my seed phrase being “Marketing”.

“Role of Keywords and Social Media”
We know that keywords are an essential part of an SEO or PPC strategy but many overlook the roll of keywords in social media.  An in depth analysis of keywords will help you pinpoint the specific needs and wants of your target audience.  A keyword plan for social media will help you communicate more effectively with your audience.  Jones does note that a strategy created for SEO or PPC may not translate exactly the same for social media so there are some differences to keep in mind. An example would be search query variances between Google and a social networking site.

“Developing a mobile strategy”
This section highlights the importance of considering the entire customer experience not just the optimized content that we provide.  Jones recommends a six step process for outlining your mobile strategy.  That process includes:

1. Define Target Audience & Personas
2. Conduct Your Research
3. Develop Your Mobile Solution
4. Design Your Pricing Model
5. Develop Your Support Model
6. Develop Retention or Loyalty Program

“Defining Metrics for Success”
One recommendation in particular that stuck out to me was his emphasis on the importance of defining success up front with any marketing campaign. Some of the goals that Jones recommends for a successful outcome include:

• Increased overall website visitor traffic
• Increased keyword rankings and top keyword placement
• Increased brand awareness
• Increased generated revenue and ROI
• Specific behavioral insights from your target audience based on keyword usage

In my opinion “Keyword Intelligence” does a great job of getting the reader to think intelligently and strategically about basic keyword choices.  By taking a moment to step back and analyze why keyword research and brainstorming is important, you are better able to see what a large impact it can have on your overall search and online marketing strategy. This is the only book that’s specifically focused on Keywords and for those that really want a deep dive on the subject, it’s worth checking out.

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© Online Marketing Blog, 2011. | Book Review: Keyword Intelligence by Ron Jones | http://www.toprankblog.com

One particularly effective way to get content ideas for blogging comes from reviewing web analytics for the kinds of questions people type in to search engines like Google or Bing that deliver visitors.

For example, with derivatives of ”social media” as a group of target keyword phrases for this blog, I noticed that numerous visitors each month literally typed in to Google: “what does a social media manager do?” and “what does a community manager do?” sending them to a post, ”A Glimpse at What a Social Media Community Manager Does” that ranked well for those questions.

After looking in our web analytics to see which pages those visitors viewed and any goal pages reached, it has served as inspiration to explore other related questions by providing content in the form of answers. ”

Be careful with chicken before the egg advice. I’ve heard advice from other marketers that looking at your own web analytics is the best way to find keywords to use for search optimization. Please understand what a “cart before the horse” idea that is.   This only works if a website is to some degree optimized and attracting a diversity of search traffic. That means it has numerous, relevant links pointing to it (with new links shared on social media sites on a regular basis) and new content is being published regularly. Without some kind of pre-existingrelevance to search engines in the form of new content and links, web analytics is only going to reveal what you already know in terms of keyword topics.

Give them what they want to get what you want. Using questions is simply a matter of literally finding out what information people want and giving it to them based on data that is easily discovered through web analytics.  This can be as simple as doing a search within your web analytics dashboard on the referring keywords that sent visitors to your website from search engines to find instances of words like “what” or “how” in conjunction with keywords and topics that are a reflection of the interests and needs of your target audience.  You could also just search for instances of “?” in conjunction with target keywords or “?” alone to reveal the kinds of questions people are using as search queries that result in visits to your blog.  I happen to use Clicky real time web analytics “filtering” options for this. All Clicky data is real-time, not just one report as is the case with Google Analytics.

Sourcing questions for new blogs. This particular tactic of extracting topic ideas is for refinement of a blog that has been in play for a while, not establishing a content plan for a new blog. For a new blog here are a few other ideas about how to leverage questions for developing a content plan:

• Survey your customers using a tool like Zoomerang or Survey Monkey
• Survey front line employees working in your Customer Service and Sales departments to get an idea of the common questions that come up in their interactions with prospects and customers
• Visit Q/A sites like Quora or Yahoo Answers for common questions related to keywords you’re tracking
• Tap into niche sites for aggregated questions. LinkedIn Answers and Focus Q & A are good examples for business and marketing related topics.
• Use Google Suggest as a way to anticipate what questions people are asking. Just start typing in a question in any Google search box to see how Google tries to complete it. What Google’s Autocomplete feature is a reflection of popular search phrases and potentially your own web history so be aware whether you’re logged in to Google or not when you do this. Since you can’t copy the text from Google’s suggested search queries, check out the free and easy to use Ubersuggest which will provide you with a txt file.
• Use SEO tools that compile questions like Wordtracker called Keyword Questions. This particular tool requires registration and I’ve not had the best luck finding suggestions for niche topics without a large search volume, but it’s an option.

Hopefully these suggestions provide you with some useful ideas for sourcing blog content through sourcing questions to answer. It’s a great formula that I’ve been using and advising clients to use for years. If you have an existing blog with some degree of diversity in new content and active inbound linking, then you may find a rich store of ideas in the keyword referring data from web analytics. If you have a new website, then start by literally asking your customers about their top questions and review some of the industry websites that aggregate Q & A to gain insight into what topics are hot and worth addressing in your content plan.

The fundamental takeaway: Create the kind of content (with SEO keywords as inspiration) that people are actively searching for and you can shorten sales cycles, inspire more social shares and be more useful to your community.

Have you used question sourcing tactics to build or complement your blog content plan? What have you tried that worked? What didn’t work?

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© Online Marketing Blog, 2011. | Need Great Ideas for Blog Content? Start With Questions | http://www.toprankblog.com

Keyword and topic research is a significant part of Search, Social Media and Content Marketing.  An understanding of what customers care about related to a brand’s offering and how that manifests as keywords, helps drive how marketer’s approach content, optimization and promotion.

Over the past 5+ years, the search landscape has evolved significantly and optimization has extended beyond the web page to digital assets like images, PDF’s and video, news, social media and mobile. The increased diversity of content requires internet marketers become more creative in their keyword research in order to fine tune the matching of optimized content with what and where consumers are searching.

There are a mix of standard keyword research tools that most SEO practitioners will use, ranging from WordTracker to WordStream. Here are a mix of keyword tools and ways to use them in order customize keyword research for the increasing diversity of content types and methods of search.

Mobile Keyword Research:

Mobile SEO is the probably the most underrated of SEO practice areas. According to a study by Google, 77% of smartphone users visit search engine websites and 90% of smartphone searches result in an action (purchasing, visiting a business, etc). That’s pretty compelling data and if you have mobile-specific content, it makes sense to understand what words mobile users are searching with, relevant to your mobile website.

Recommended Mobile Keyword Research Tool: Google AdWords Keyword Research Tool offers several filtering options for mobile: All Mobile Devices, Mobile WAP Devices, Mobile Devices with Full Internet Browsers.  Now you can leverage mobile-specific keyword insight when creating content that is likely to be consumed via mobile devices whether it’s a dedicated mobile site or a general website that is mobile friendly.

News Keyword Research:

News optimization can impact ranking of content within news search engines like Google News in addition to Google.com. Many marketers realize that the home page of the major search engines isn’t the only place target audiences are searching. News aggregator websites like Google News can provide an important source of relevant discovery and website traffic from end users and journalists.  Internet Marketers that have access to publishing and distribution of content through a trusted Google News Source (website, mobile site or YouTube channel) may want to better optimize their content by understanding what keyword phrases are being used by News Search readers.  The difference between popular searches on Google.com vs. Google News might modest, but for popular and trending topics, it could prove a worthy investment.

Recommended News Keyword Research Tool: Übersuggest provides a useful service by collecting the auto-suggested search words provided by Google News as you type. It can do this for Google.com as well. The Google Suggest feature tries to autocomplete user search keywords, suggestion words and phrases based on previous queries. By capturing an alphabetical sequence of the variations on your search phrase, you can get some good ideas about what’s popular and a whole range of variations.  The temporal nature of news topics provides an opportunity to identify news topics that Internet Marketers can act on by creating news keyword optimized content.  Optimizing news content means end users as well as journalists, analysts and bloggers that research stories will have an easier time of finding your content.

Video Keyword Research:

Video optimization is another hot area for Internet Marketers, especially since there are over 600 new videos published on YouTube every 60 seconds. Videos that rank well on Google have a good chance of also doing well on Google.com. If so, Google will display a thumbnail of the video, which stands out from the mostly text content that makes up most Search Engine Results Pages (SERPs).

Recommended Video Keyword Research Tool: YouTube Promoted Video Keyword Research Tool provides insights into what users are searching for on YouTube with options to source your suggestions from keywords, another YouTube video or a diverse array of demographic information.  This tool is intended to work in concert with ads on YouTube, but can provide some useful insight into words video content producers might use with titles, descriptions and even in the script.

YouTube’s Keyword Suggest feature of auto-completing your search phrase is another possible source of keyword ideas. Unfortunately, Google doesn’t make it possible to copy and past the list of phrases that are suggested as Ubgersuggest does above with Google.com and News search.

Social Media Keyword Research:

Social Media Optimization can mean a variety of content types from video to images to blogs, and that makes it a bit trickier to recommend one specific tool.  Social media content can be optimized for better visibility in public search engines like Google and Bing as well as the internal search engines that power closed networks like Facebook and LinkedIn. At a minimum, understanding trending social topics can help inform social content planning so marketers can create content that’s being discussed by the social community, “right now”.

Recommended Social Media Keyword Research Tool: socialmention is a general social media search engine that provides a downloadable list of keywords that most often occur in conjunction with whatever it is that you search on. Sources range from Twitter to comments to video to forums.

There are many other tag based sources that you can use for social media optimization keyword research as well including: Delicious, Technorati, StumbleUpon, and Bing Hot Social Topics. But those are simply lists or tag clouds, not in response to a query where you get results based on popularity. Despite that, they could be worth checking for trending topics.

Image Keyword Research:

Image optimization falls in line with the intersection of digital assets and social media. Every 60 seconds, 6,600 images are uploaded to Flickr. Images are often shared through social channels from Twitter to Facebook to Instagram. Images can also appear on certain queries made on Google and Bing as well as their respective image search engines. Well optimized images can provide a very relevant source of traffic to a website.

Recommended Image Keyword Research Tool: Google Insights for Search using the Images filter, provides  ”top searches” and “rising searches” relevant to your query.  You are also provided with regional interest over time that is presented as an animation highlighting different areas on a map as the popularity of the search term rises there. There are a number of additional filters including geographic region, time frame and industry category.  Additional top level filters include News, Web and Product search, so essentially this is another tool for news keyword research as well.

Of course there are many other creative ways and reasons to do keyword research and I’m stopping at my shortlist of 5 so that you might share a few of your own. Have you found keyword research tools specific to other types of search engines or media? Have you used the tools above to any significant effect?

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© Online Marketing Blog, 2011. | 5 Keyword Research Alternatives for Mobile, News, Social, Image & Video Optimization | http://www.toprankblog.com

Bringing insights about content marketing to light

Creating content alone isn’t enough to ensure intended audiences will read it, so researching search keywords and social topics related to your business is a helpful way to empathize with what customers are looking for and what they’re interested in.

Content and SEO go hand in hand, especially for improving discovery of brand stories and key marketing messages. SEO and content marketing best practices call for research into what language customers use when searching for your products and services so that content can be optimized for better visibility. The result of that research is a keyword glossary managed through a SEO Project Management tool and/or a spreadsheet. These phrases are a mix of broad concepts the company wants to be known for as well as phrases indicating more specific customer intent.

For example:  ”online marketing” is a very, very broad phrase we like this blog to be known for. At the same time, there are more specific phrases like “facebook marketing”, “twitter marketing” and “infographic marketing” that represent relevant sub-topics of interest to our readers. Even more specific phrases might include “b2b social media case studies” or “social media ecommerce examples” which are more specific indications of interest in the subject matter we cover for our target audience.

A fixed list of keywords is something that provides editorial guidance for content producers accross the organization. However, putting a keyword on a list and thinking the initial effort at producing content will result in a top position on Google for that key phrase is nothing short of naive. Broad topics that are highly competitive can take hundreds of posts and links to those posts before a search engine like Google will decide your brand is the best answer for a search query.

If I decided today that “internet marketing: was going to be a focus phrase, we might have some advantage because of an abundance of related content and numerous inbound links from relevant and credible sources, but we’d still have to work long and hard to achieve and maintain a top position. Companies that go after broad concepts from scratch will have even more of an uphill battle. That said, anything is doable with the right vision, expertise and resources.

The problem is, I’ve heard more than one new media or social media thought leader describe the notion of using keywords in an editorial calendar as “limiting” and pooh poohing the practice. They suggest that content creators write in the moment or focus solely on real-time monitoring for inspiration. Those perspectives come from a lack of implementation knowledge about SEO, especially within large organizations. That can be very costly for brands in terms of missed opportunity and allowing others to gain competitive advantage on important search terms.

Best practices SEO calls for a combination of fixed keyword lists and monitoring real time conversations for keyword and content opportunities. I’ve called this “Search Keywords and Social Topics” in numerous presentations over the past few years. These two types of keyword research and monitoring are not mutually exclusive. In fact, it’s essential they work together, especially in competitive categories  Fixed keyword lists aren’t really “fixed either”. They often get audited every few months with weekly or monthly updates based on trends observed from web analytics.

Dynamic keywords are managed with spreadsheets as well and focus on real-time and social media monitoring in combination with web analytics and public trending data sources to reveal conversational content creation and optimization opportunities.

Working together, a content marketing program that’s savvy about SEO and Social Media to inspire discovery will be far more successful that focusing solely on keyword sourcing from social media monitoring or fixed keyword lists alone.

• The cost of focusing solely on fixed list keywords is not producing and optimizing for content that’s current and trending,

• The cost of focusing solely on real-time topics is never dominating for more popular keyword phrases or general topics that represent the brand’s industry of focus. How important do you think ranking #1 on Google for “laptops” is for Best Buy? That keyword phrase represents an important product category for Best Buy and wouldn’t be possible without smart search engine optimization.

Hopefully, if you’re one of those social media rock stars, keynote speakers or agency heads that discounts SEO or the usefulness of managing the words that represent what customers care about, you’ll have a more open mind and a deeper understanding of the interplay between fixed list and dynamic keywords for managing editorial plans.

And if you do continue to think SEO and keyword insight isn’t useful, that’s OK too. Because Online Marketing agencies like mine will continue to take search market share away from your clients with smart  Social SEO & Content Marketing.

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© Online Marketing Blog, 2011. | Fixed & Dynamic Keyword Lists for Content Marketing: It’s NOT Either Or | http://www.toprankblog.com

The session starts with an inspiring quote on the projector “Keyword Forensics – Exploring the Hidden User Search Behavior for Keywords That Are Often Missed by Keyword Researchers.”

I research keywords!  What am I missing?

Here are some good nuggets from the presentation:

Understand the Difference Between Keyword Research vs. Keyword Forensics

Keyword Research: Researching identified keywords to determine which phrases will provide the most search traffic.

Keyword Forensics: Discovering keyword variations associated with a root word.  According to Alexander, keyword forensics does not begin with any assumptions.  The purpose is to uncover how people search.

Exploring User Behavior

Challenge: One of the challenges one encounters when researching user behavior for most people is the need to lose the “keyword hunt mindset”.  The more you tend to guess at the most logical keywords, the less likely you are to find exactly what phrases people are actually searching.

Solution: Don’t guess or assume search phrases.  Uncover popular keyword phrases in tools like Wordtracker by entering a root word and discovering how that word is most often being used.  For example, entering the root word “buy” will produce variations like “What do people buy?”

Wordtracker 101

Wordtracker is Alexander’s weapon of choice for keyword forensics. Here’s a little Wordtracker 101.

First, enter a root word into the search query. Second, sort by KEI and consider the following:

Keyword Effectiveness (KEI):  The higher the number here, the better. Use this metric to identify popular keyword phrases with little competition.

In Anchor and Title: Count of the number of pages for which the exact keyword phrase appears in both the title tag and as anchor text on the page. This metric gives you an understanding of what kind of keyword focused content needs to be generated to achieve a quality search engine rank.

Think Laterally About Behavior

A person searching for baby names=diaper purchasing prospect. A brand doesn’t need to sell baby names (although that would be an interesting business model!)  in order to provide relevant content. Imagine a diaper company that aggregates all common and uncommon baby names on one site. People searching for baby names, i.e. likely parents to-be, will be introduced to the brand in an organic manner. The diaper brand can then provide special offers or relevant links to visitors so they can learn more about the products or receive discounted pricing.

To wrap up the session in a nutshell, Alexander takes a very creative approach to keyword discovery and encourages others to do the same.  Put even more succinctly, SEOs should discover keywords and not assume them. If you’re in need, here’s a list of keyword research tools you might find useful.

Stay tuned for more posts from SES Toronto. Follow @TopRank and #sesto on Twitter for real time updates.

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© Online Marketing Blog, 2011. | SES Toronto: Keyword Forensics | http://www.toprankblog.com

I’m a SEO Account Manager at TopRank Online Marketing – which means I have the enviable job of developing and managing SEO programs for several TopRank clients. One of the many benefits of my job is that I have the opportunity to work daily with some of the most intelligent and forward thinking companies around (you know who you are).  As I head to SES Toronto, I go with my clients’ goals and needs at the front of my mind.

Now that I’m not a complete stranger, let’s get on to the good stuff.  SES Toronto is just around the corner and it’s time to start making the difficult decisions surrounding which sessions to attend.  Here are my 4 “Can’t Miss Sessions” for this year’s SES Toronto conference:

1) Content Marketing Optimization

This is a no brainer.  Although there are numerous SEO strategies, good content marketing is the engine that drives a successful online marketing program.  TopRank CEO Lee Odden (I call him “boss”) leads a presentation on unlocking the SEO potential of a brand’s content.   In the session, Lee will offer insight into how companies can elevate their content-based optimization strategies and increase process efficiencies for content creation and promotion.

My TopRank Account Manager Take: Content development and promotion is core to our work.  The minute I stop proactively looking for ways to elevate our approach to content marketing is the minute our content begins to lose its relevancy.

If you listened to Lee speak before, you know you will walk away with a ton of ideas.  If you haven’t heard Lee speak, you really should.

2) Keyword Forensics

Cleverly titled, this session seems to have the meat to support such a promising name. John Alexander, of SearchEngineWorkshops.com and Search Engine Academy, will focus the session on uncovering keyword variations overlooked by most Webmasters. Alexander also promises to dive into the hidden behavioral trends of different search personas. Understanding these trends will help determine what search results are REALLY most valued by your target audiences.

My TopRank Account Manager Take: This session immediately piqued my interest because I personally view the selection of keywords as the make or break point for a SEO program.  Why?  Keywords dictate strategies and tactics.  Keywords also represent different persona and audience needs.

To start a program with the wrong keywords is akin to heading north to go south=it’s not going to work out well.

3) Competitive Analysis

Search strategies cannot be developed in a vacuum.  Analyzing the competitive landscape and understanding the strengths and weaknesses of the competition is key to the development of a successful SEO program.  In Competitive Analysis, Chris Boggs moderates a panel discussion on assessing the competition to:

• determine link acquisition opportunities
• discover untapped types of content
• identify competitive keywords/identifying non-competitive keywords
• uncover avg. ad spend

My TopRank Account Manager Take: There are literally too many tools for surveying and analyzing online marketing competition.  The problem is that when one stops to consider all these options, it can likely turn into the classic: paralysis by analysis.

When a panel of pros meets to share the tools they use to assess the competition, I’m all ears.

4) Killer Facebook Targeting Tactics

As Facebook continues to evolve at an impressive rate, so too do the online marketing opportunities within this 700+ million member social network.  From Facebook Ads to Fan Pages, and Sponsored Stories to Groups; options to target and engages audiences are abound.   Marty Weintraub, President of aimClear, another fine Internet Marketing agency from Minnesota, hosts this Facebook targeting session, with a focus on reviewing some of the most successful Facebook marketing campaigns to identify their common characteristics.

My TopRank Account Manager Take: Too often companies view the success of their social media efforts in terms of Fans, Friends and Followers instead of affecting business outcomes.

The fatal flaw for many companies is the assumption that audiences can’t engage and transact with a brand through their social channels – that those interactions must happen on a corporate website.  Facebook may be the leader in providing companies with a variety of ways to create a rich user experience for their audience.  I can’t wait for this one.

Of course I’ll be sitting in on more sessions than 4, but these are my core.  Both Lee and I will be liveblogging sessions so be sure to watch for the #SESTO hash tag on Twitter, our Facebook page or just come back to Online Marketing Blog.

If you’re new to SES conference, I’d recommend reading this helpful post on how to get the most out of marketing conferences.

Here are the conference details:

SES Toronto
June 13-15, 2011
Hyatt Regency Toronto

There’s a 20% discount for TopRank Online Marketing Blog readers – just use the discount code: TRB20.

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© Online Marketing Blog, 2011. | 4 Must See Social Media & SEO Sessions at SES Toronto | http://www.toprankblog.com

Online retail websites face a unique set of obstacles when it comes to improving sales through better search engine visibility.  Repetitive product descriptions, a lack of content and frequent churn of products can all be hurdles to overcome. But with these specific tips for retail search engine optimization, online retailers can turn those challenges into opportunities and maximize their organic search traffic.

1. Add fresh content to the website. Many online retail websites focus on selling products rather than informing and providing value to customers, and hence severely lack content. It’s a good idea to include pages on a retail site that are purely content-based. Not only will informative, optimized content improve search rankings, it can help retailers sell more products by engaging customers.

Try these ideas for adding fresh content to an online retail site:

• Add customer success stories and case studies to the website.
• Create a blog to provide relevant industry news, tips and product offerings.
• Incorporate a resource section on the site with relevant white papers and other content.

2. Eliminate repetitive copy. Another issue online retailers face is that many of their products are significantly similar, with only slight variations. As such, product descriptions tend to use very similar copy. And if other retailers sell the same products, their descriptions are likely similar as well.

Avoid being penalized by the search engines for duplicate content by writing product descriptions that are as unique as possible. Highlight the most distinguishing characteristics of products to avoid duplicate copy. Lastly, ensure keyword phrases aren’t repeated too many times throughout descriptions. It’s an easy mistake considering target keywords are likely found in the name or description of most, if not every, product.

Not only will this technique contribute to improved search rankings, but user experience will be enhanced as well.

3. Draw traffic to static pages. For many online retailers, products are frequently added and removed from their website, some as often as every month or every week.  Adding fresh content to a site provides SEO benefits, but removing it can quickly negate any advantages, as it takes time for search engines to index content.

To maneuver around this roadblock, draw traffic to more static pages, rather than revolving pages. For example, instead of focusing SEO on individual product pages, focus on product category pages.

4. Don’t forget to optimize PDF product catalogs. For many retailers, it’s a common practice to offer a product catalog in PDF format on their website. When devoting time to optimizing HTML pages on a website, it’s essential not to forget about the catalog or any other PDF files. Remember these key points when optimizing PDF files:

• Create text-based PDFs, rather than designing them in an image-based program, so that the search engines have text to read.
• Optimize as you would an HTML page, incorporating keywords in headlines, copy and meta descriptions, and including anchor text hyperlinks.
• Post a smaller sized PDF to avoid search engines – and customers –  deserting the PDF before accessing its content.
• Remember to complete the document properties, particularly the title.

5. Optimize images for search engines. SEO doesn’t end with HTML pages and PDF files. Online retailers’ sites are full of images. Why not leverage those images to gain better search rankings? Including alt text and optimized captions can all contribute to improved rankings in the search engines. Plus, images found via the search engines have the potential to be shared and linked to across the web, also contributing to improved rankings.

Have you implemented creative SEO tips for ecommerce and online retail web sites? What tips would you add to this list?

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© Online Marketing Blog, 2009. | 5 SEO Tips for Online Retailers | http://www.toprankblog.com

Critical? Yes.

Difficult? It certainly can be.

But simplify the task and reduce the risk of losing your readers by following these 5 tips for avoiding the deadly sins of SEO copywriting.

HINT: Make yourself a checklist based on these tips and your own. Refer to that checklist at the end of every writing project.

1. Stop going on and on…and on and on. As a writer, one of the biggest challenges is removing yourself from your story in order to determine when enough is enough. To make your writing more concise and to the point:

• Read each paragraph one by one, asking yourself “Do my readers care?” after each.

• Search for repetitive or similar words throughout the copy to avoid repeating yourself.

• Ask an uninvolved, unbiased person to read your copy and offer feedback.

2. On the other end of the spectrum, make sure you’re providing enough detail. As the writer, you know everything there is to know about your story. But keep in mind that your reader doesn’t. Ask yourself these questions:

• Have I answered the old 5 Ws of news reporting: who, what, where, when and why?

• Have I included real-world examples to support my premise?

• Do I have specific numbers to back up my premise?

• Is industry jargon well defined for the reader?

3. Recognize that spell check isn’t the end-all, be-all quality-assurance mechanism. We’ve all read a cringe-worthy misspelled headline or two, and thought, “Didn’t they spell check?” Spell check features are no doubt handy little tools. But they may not alert you to grammatical errors or use of wrong words. (Wait, is it principal or principle?) Include multiple steps in your quality-assurance process:

• Read your copy aloud.

• Have a set of fresh eyes give your story a read.

• Conduct one last spell check and read-through before publishing.

4. Don’t be a bore! When was the last time you read an article or a blog post that put you to sleep? Ensure your readers stay entertained and engaged by:

• Using the active tense instead of the passive to bring your copywriting to life. Instead of “He was honored by the organization at the banquet,” use “The organization honored him at the banquet.” Quick hint: Avoid using “is,” “was” and “were” followed by an “ing” verb form.

• Keeping your sentences short. To create easy-to-read copy that won’t lose your readers, try keeping sentences no longer than 1.5 to 2 lines. And unless you’ve got a long list, try using no more than 2 commas per sentence.

• Varying your words. It’s easy to get into the habit of using verbs like “has” or “is.” Instead, think of alternatives like “owns” or “marks.” A quick find and replace will show how many times you’ve repeated these common words.

5. Remember your keywords. Many writers, especially those with a print background, get caught up in constructing the most original, catchy headline possible. But with SEO copywriting, clever headlines that don’t take keywords into consideration are all but useless. So:

• Try writing a catchy headline first, then revise it to include your keyword.

• When you’re determining your targeted keyword, already have a general headline in mind.

• Do a quick Google search of your targeted keyword to gain inspiration for what others have done.

What do you consider a deadly sin of SEO copywriting and how do you avoid it?

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© Online Marketing Blog, 2009. | 5 Tips for Avoiding the Deadly Sins of SEO Copywriting | http://www.toprankblog.com

Bob Tripathi, Search Marketing Specialist at Discover Financial, reinforced the need to understand your brand as it relates to SEO/SEM.

Brand Recognition: Do searchers recognize your brand?
–ex. McDonalds’ arches are recognized worldwide

Brand Perception: Do searchers know what you do?
–ex. Discover Financial doesn’t just offer credit cards, but they offer a slew of other financial services

Brand Loyalty: Are searchers loyal to your brand?
–ex. Google and its VERY loyal followers

Brand Affinity: Are searchers aspiring to be part of your brand and culture?
–ex. Mercedes and the status associated with the brand

Not every searcher will know your brand, be loyal to it or want to be part of it. But you have a better chance of influencing how prospects and customers view your brand by ensuring you target the different types of searchers.

Bob introduced the audience to 4 Types of Searchers that should be targeted using Discover as an example to show the types of searches they have a chance to engage with if they are found for the correct types of keyword phrases:

Type of Searcher & Example Keyword Phrases
1. Searcher: Research
–Keyword: no annual fee credit card

2. Searcher:  Purchase-Oriented
–Kewyord: credit card application

3. Searcher:  Brand
–Kewyord: Discover credit card

4. Searcher:  Generic
–Kewyord: credit card

Are your keywords currently taking into account these 4 search groups (research, purchase, brand, generic) ?

If not, it might be time to take another pass at the list.

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© Online Marketing Blog, 2008. | SMX Session: Branding and the 4 Types of Searchers to Target | http://www.toprankblog.com

In the first of a series entitled ‘Conversations About the Future of Advertising’, Jan Leth from Ogilvy & Mather gave a presentation entitled ‘Dada, Data, Alpha and Beta’ in which he highlighted how marketers can take advantage of the digital age.

In particular I found interesting, the idea of momentgraphics versus demographics. Marketing of years past would have concluded that we need to know the age, race, income and interests of each of our prospects.

Momentgraphics focuses on the periods of time in which we need to target prospects. For example, someone searching for the phrase ‘cold medicine that works in less time’ is the prime target for a company producing cold medicine. The demographics of that person are irrelevant because we know they are in a ‘target moment’ making them the target market.

To take advantage of momentgraphics, keyword lists must incorporate pain point keyword phrases. Pain point keyword phrases are those that a prospect thinks of in the moment, such as ‘cold medicine that works in less time’ but also keyword phrases that they think of after having experienced a pain.

For example a company that experiences data loss due to a power outage, may hone their search after experiencing such an event. The keyword phrases may then include phrases such as ‘preventing data loss’ or ‘recovering from data loss’.

Including such may very well bring you into contact with a new set of prospects.

If you’re local and interested in joining in on the fun, visit the MIMA website and attend the next event featuring Valeria Maltoni of ConversationAgent.com

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© Online Marketing Blog, 2008. | MomentGraphics More Important than Demographics? | http://www.toprankblog.com

Social Media Keyword Research is Here
Whether it’s a phrase entered in a search box on a standard search engine, on a video sharing site or tags assigned to your friends’ shared social bookmarks and shared images, the meaning and intent inferred by keywords is paramount to any kind of “pull” online marketing effort.

For search marketers, that means using keyword research tools on an ongoing basis in order to adapt to trends, seasonality and changes in what’s important to the target market.

With the “participatory web”, consumers expect not only to be able to go online and search for information and products, but they fully expect to be able to contribute content and socialize as well. Keywords come into play with search engines that crawl and rank content as well as with the folksonomy of content organization that comes with consumers tagging social media with words that are meaningful to them.

Start Your Keywords (Research)
Researching keywords helps anticipate the demand for topics and to reveal the particular phrases being searched on. Applying keyword insight into the optimization of text, images, video and other media formats published to the web allows a business to cast wider and smarter web from which to capture future customers.

Free tools such as Google AdWords Keyword Tool can be useful in generating initial keyword ideas through the “Keyword Variations” tool. The “Site-Related” tool associates the content of a page or an entire web site into groups of similar concepts, each with a specific list of related phrases. Both tools offer an indication of advertising competition and search volume (popularity) for each phrase which are useful in deciding which phrases to target. Keyword research tools such as those listed at SEO Book provide a wide variety of options.

Keeping Up With the Jones’ Keywords
Reviewing competitor web sites that are already ranking well for the phrases being targeted can be useful in gaining competitive advantage. A shortcut to this kind of research can be found with tools like seodigger.com and spyfu.com, which are not 100% accurate, but then again no free tools are. Seodigger allows you to identify the phrases that competitors are ranking for organically and SpyFu displays what phrases are being used with Pay Per Click advertising.

Searching for Keyword Gold
Often times there’s a gold mine of keyword data that can be found in the logs of a web sites’ site search utility. Offering open text search on a web site gives visitors the opportunity to bypass typical site navigation in favor of search terms that are meaningful to them.

Reviewing the logs for the search terms visitors are using after they arrive on the site can reveal topical search trends, insights into demand for new product/service offerings or variances in search phrases from which site marketers can further refine content creation and optimization.

Additionally, a review of the web site visitor statistics will show high volume and long tail phrases that drive traffic. Knowing which search phrases are actually driving traffic is a critical component in making ongoing content optimization effective.

With conversion analytics in place for organic as well as paid search, the phrases that most often result in sales or other measurable outcomes as well as their sources can be identified as targets for future content creation and advertising. Google Analytics is one of the most popular free tools for this kind of data tracking.

Keywords, Social Media and Folksonomy
For web sites that are involved with marketing through optimizing social media, the use of tags as keywords can reveal the concepts consumers most associate with the kind of content being promoted. Knowing what words interested audiences associate with content can be leveraged as social media is optimized in the same way traditional keyword research is used to optimize web pages.

The most popular tags, or keywords, are often reported on the respective social media sites such as on the del.icio.us tag page, StumbleUpon popular tags or the Technorati blog search engine tag page.

Social media monitoring tools can also provide tag/keyword insight based on communities that develop within social media web sites. Content related to monitored keyword concepts that goes viral can be visualized along with the keywords used in tags and links between blog posts, comments, trackbacks and forum posts. Monitoring tools of this type are not free, but include: Radian6, Collective Intellect, BuzzLogic as well as a variety of others. One consideration for marketers on that teeny tiny budget is that you might be able to co-op the cost with your corporate public relations departments because these tools, while expensive, really are amazing.

Check it at the Keyword Glossary
The result of conducting such extensive keyword research should start with a keyword glossary. Excel spreadsheets work well to document lists of keyword phrases and mapping them to content on the web site. Keywords should also be mapped according to content format and promotion channel.

For example, product and services oriented keywords are mapped to web pages or categories being optimized. Tag-derived keywords are mapped to media being promoted such as images, blog posts or video.  The keyword glossary is a living document that provides anyone in the organization tasked with creating and/or promoting content a reference for the types of words to use.

Whether you’re conducting keyword research for web page optimization or promoting images and videos on social media sharing sites, it makes sense to do your keyword home work. The challenge is, knowing exactly where to look.

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© Online Marketing Blog, 2007. | Keyword Research Tools for SEO & Social Media | http://www.toprankblog.com

A true benefit of this job was experienced by friends of mine, met through occasional dabblings in the local comedy scene, who turned to me to get the word out about an upcoming show via a line ad on our back page.

Anyone familiar with an alternative news weekly’s back page is certainly no stranger to the type of ad typically represented there. Without providing too much in the way of detail, let’s just say that anyone – ANYONE – will say anything – ANYTHING – just to get found.

It was this type of environment that fostered a good friend’s idea for an ad regarding his upcoming sketch comedy show – which appears word for word, minus identifiable info, below:

“Free Porn…Bring Your Own Chair…Stick Around For Comedy…This Friday.”

Getting found is half the trick, right?

What happens, then, when someone shows up early with their own chair, and doesn’t get the joke? (Note: This happened, by the way. Exactly as described. It was an unpleasant situation for the group, the venue, the embarrassed patron, and probably the chair).

What does this story have to do with search engine marketing?

While this story comes courtesy of a more traditional communication channel, it serves as an example of the methods employed, or suggested by, those with an inadequate or corrupt understanding of effective SEO. With adequate resources and/or the right connections, black hat flavored tricks and blatant use of highly popular yet unrelated keywords can serve to drive the occasional online traffic spike. However, is this good SEO practice? More importantly, is this effective marketing?

SEO is not just about getting found and SEO is not a means to an end within itself. Rather, it lives within a full marketing framework – a framework about more than just driving traffic, whether it be brick & mortar or online.

Marketing at its core ensures the right people find you for the right reasons. It’s about ensuring the strength your messaging deserves resonates throughout the language of each of your tactics whether they be marketing with social media, email or public relations.

An objective marketers should hope to achieve with their branding and promotion efforts is a message so resonant that it will migrate from the communication channels your prospect frequents all the way to their thoughts and dreams. In the end, they will not be able to think of your industry without remembering your message.

But does this really apply to search engine optimization, where we pull a prospect in using a relevant keyword phrase as opposed to a full board message?

Of course. While a television commercial trying to “pull” customers in to a big sale may be easier to dissect in terms of the message and outcome being communicated, of equal importance is that anything we use to “pull” a prospect leads them somewhere with just as expected of an outcome.

To reflect back on the traditional media example shared earlier in this post, what good is bringing customers to your show expecting “porn” if you’re only selling comedy? In the same sense, what good is driving traffic to a blog post about marketing using the keyword “online poker” if poker is the farthest thing away from what you are talking about?

(Note: I’m taking a chance that regular readers will understand the joke. For casual readers that do not, even in online poker – nothing beats a royal flush, pictured above. Hence, your relevance.)

Search engine optimization is a set of tactics that can significantly increase the likelihood your message will be discovered in any of a variety of communication channels. It should be handled with the same level of importance, and message reverence, as any other tactic marketers employ. No more, no less. To think otherwise is to resign yourself to sort through an infinitely random number of errant searchers who will soon overwhelm you. On the plus side, they’ll probably bring their own chair.

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© Online Marketing Blog, 2007. | ONLINE POKER or The Marketing Folly of Using Highly Popular Yet Unrelated Keywords to Drive Online Traffic | http://www.toprankblog.com

Christine Churchill of KeyRelevance led part of the discussion on search term targeting at this year’s SES.

Perhaps the most important message of this session, one often overlooked by clients and SEOs alike is the idea not to choose solely what you would like to be found for, but also to select phrase for which you are being found by your target audience.

There’s more to selecting keywords than comparing popularity and competitiveness scores. It’s important to be aware of the needs of your target audience and the service offerings of your website. It’s also important to consider the terms that fall beneath the three types of searches.

We want to consider the following:

• Navigational Search: Audience is familiar with website and directly inputs the URL
• Informational Search: “How To” keyword phrases
• Transactional Search: Interactive phrases near the end of the buying cycle i.e.”purchase hybrid cars in MN”

The bottom line is to optimize for your audience as well as the search engines.

The session also suggests frequent keyword glossary audits, taking into account the seasonality of keyword phrases. The search volume of particular keyword phrases may increase or decrease according to the season- this particularly affects paid search campaigns.

Keyword evaluation is the final phase in keyword research (preceded by the discovery phase, and expansion phase respectively) and it is ongoing.

Its important to keep in mind the internet is driven by humans whose behavior is constantly changing search marketing campaigns should accommodate these changes.

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© Online Marketing Blog, 2007. | Session: Search Term Research & Targeting | http://www.toprankblog.com

What surprised me was how popular the old Overture tool continues to be despite not being updated since January 2007. Perhaps that should spell an opportunity for Yahoo to somehow use the url for a new and improved keyword tool with ads for Panama on it.

• Keyword Discovery (18%)
• Wordtracker (18%)
• WordZe (15%)
• Google Keyword Tool (14%)
• SEO Digger (12%)
  
• Overture Keyword Selector (6%)
• SEO Boook Keyword Tool (3%)
• KeywordSpy (3%)
• SpyFu (3%)
• Digital Point Keyword Suggestion Tool (3%)
• NicheBOT (2%)
• Hitwise Search Intelligence (2%)
• Google Suggest Scraper (1%)
• comScore qSearch (0%)
• AdGooRoo SEM Insight (0%)

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© Online Marketing Blog, 2007. | Winner Best Keyword Research Tool | http://www.toprankblog.com

With any kind of online marketing you need a place to start. Find out what kinds of search queries people are typing into the search box and you’ll know what kind of content to optimize, create and get links to.

For the most part, keyword research software and tools fall into a handful of categories. Paid and free are two as well as those that are specific to SEO or for PPC. There are a few dominant players in each category but with some interesting innovations in the past year or so it’s worth re-visiting what’s out there and which tools our dear Online Marketing Blog readers prefer.
Note: There is a poll embedded within this post, please visit the site to participate in this post's poll.

You really don’t need to look down here until you’ve voted. Now scroll back up and vote thank you very much

For reference, here are links to each tool mentioned above along with some commentary:

• Wordtracker – Subscription fee and fairly reasonable – an “OG” of keyword research tools
• Keyword Discovery – Subscription based and prices have increased within the past 3 years, GRRR, but very popular amongst the natives on SEO island
• NicheBOT – Search an array of keyword research tools at one time
• WordZe – A pay for service with options like keyword difficulty and trends – interesting
• Google Keyword Tool – Free from Google – ’nuff said
• Spy Fu – Free and paid options available with an interesting way to research competitor keyword ads and the CPC prices they’re paying
• SeoDigger – Free and kinda cool way to see what phrases your competitor sites are ranking for on at Google – that’s right, you heard me
• Hitwise Search Intelligence – You will pay and then pay some more for this best of breed keyword and competitive intelligence service
• comScore qSearch – Sell all that you own as well as your mother’s retirement and kids college fund so you can afford this top shelf, yet amazingly featured service
• AdGooRoo SEM Insight – A paid for service and a pretty popular competitive research tool for keywords on PPC campaigns
• SEO Book Keyword Tool – Free and way more information than you’ll likely need – but that’s the kind of guy Aaron is
• Google Suggest Scraper – Free but isn’t there an ethical cost?
• Digital Point Keyword Suggestion Tool – Free unless you donate, in which case, it is a paid for service
• KeywordSpy – A paid for service and too new for me to write anything more
• adCenter Labs Keyword Tools – Free except there is the cost of your fake privacy from all those Hotmail accounts you’ve set up
• Overture Keyword Selector – Free but virtually worthless since it’s no longer updated

Are there niche tools you’ve used that other search marketers should know about? Please mention them in the comments.

Also for reference, here are the last two poll winners:

Poll: What’s Bugging You About Search Marketing? – “Disinformation, Rumors, Divisions, That Sort of Thing” received 26% of the votes with quite a bit of commentary and notice from prominent blogs such as Bruce Clay.

Poll: Best Search Engine Marketing Email Newsletters – A bit of late competition between Search Engine Land and WebProNews on this one. Search Engine Land’s SearchCap came in as the winner receiving 46% of the votes.

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© Online Marketing Blog, 2007. | Reader Poll: Best Keyword Research Tools | http://www.toprankblog.com

• Keyword Database Update: The KD global database now has 35 Billion searches and the premium database has 10 Billion searches from the last 12 months. This is in contrast to 300 million queries in the past 90 days with WordTracker.
• Plural Search Feature Release: KD should have had this feature a long time ago.
• Import to any KeywordDiscovery keyword database: Another long overdue feature recommended by KD users.

Upcoming enhancements to Keyword Discovery include:

• More keyword databases, such as French, Spanish, Italian and Portuguese
• Wildcard and “contains” search functions
• Adult search term database
• KEI improvements

Based in Australia, Keyword Discovery is a product of Trellian Software. I’m looking forward to visiting Australia later this year for the Search Engine Room conference where Trellian is speaking along with Hitwise and many other Australian based search companies – and a few of us Yanks too.

Wordtracker and Keyword Discovery seem to be the most popular paid tools with Google AdWords Keyword Tool, Yahoo’s Keyword Selector and Aaron’s keyword tool as the hip free tools.¬† What keyword research tools do you use?

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© Online Marketing Blog, 2007. | Keyword Discovery Updates Features | http://www.toprankblog.com

A new keyword research tool called WordZe has launched this week and here is a quick review:

WordZe is a keyword research tool that shows detailed keyword searches, plus ways to track keywords well past their estimated daily search volume. The user data that powers WordZe comes from Internet portals and ISP logs from around the world.

“The tools that WordZe provides do more then just give users a general idea of how often a keyword is being search for, they also allow the user to track daily trends as keywords or industries fall and rise in popularity due to seasons or events in the news.”

WordZe also offers insight into the difficulty of ranking for certain phrases through a tool called WordRank.

Keyword Research Tool

The Keyword Research Tool is where most of the work is done within the site, much like a dashboard. From there you can search keywords and find their count in the search engines, the estimated count and KEI (Keyword Effectiveness Index).

WordZe also has a feature that allows you to filter questionable keywords (adult, warez, gambling and drugs) out of the results so that you’ll be on the level with ad networks like Google Adsense and others.

Historical Keyword Data

Once you’ve got a keyword narrowed down, you can check its keyword history. You can even break the data down as small as daily trends. I like the fact that this is done visually with bar graphs. This adds for a quicker synthesis of data at first glance. Because the service is so new, you can only go back to August of 2006, but it’s still very useful.

WordRank

WordRank is a patent pending tool that will analyze the leading sites for a keyword and will return the ranking difficulty, as well as the monthly links the websites are building. This gives you a handle on just what you need to do to become a contender in the SERPs.

Other notable features that WordZe incorporates:

Keyword Import- The ability to copy/paste long lists of words to analyze and track later.

Search Engine Digger- Download a deep analysis of over 10,000 websites to find related keywords. A quick check of the term “seo” had 10,000 terms in excel format.

Download Top Keywords- Download the previous week’s top 1,000 searches or last month’s top 5,000 searches.

Unlimited Keyword Manager- Manage as many keywords as you need in the Keyword Manager. You can even save the results by date or topic.

WordZe is a paid service, with plans starting at $35/month, or a one-day trial for $7.95. However, all TopRank blog readers have been given a chance to take $10 off the original price to drop it down to $25/month. This offer lasts only until Friday night, however, and you have to follow this link to redeem it.

The developers at WordZe have provided a well thought-out application for keyword research. It’s a straightforward, well documented and inexpensive tool for fundamental keyword research.

Other popular keyword research tools include: KeywordDiscovery, WordTracker, Overture Inventory, Google Keyword Tool, SEOBook Keyword Suggestion Tool.

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© Online Marketing Blog, 2006. | WordZe Keyword Research Tool | http://www.toprankblog.com

In the late nineties and ’01 it was pretty much a process of mapping keywords to web pages, citing popularity and competitiveness. We used the KEI information provided by the WordTracker keyword research tool to uncover opportunities with ideal keyword popularity to competitiveness ratios. Things like keyword density, prominence, position, etc were mulled over for each search engine in excessive detail.

Considering trends, seasonality and making keyword level optimzation more user friendly became more important as we took on more retail clients and as the realization that, as easy as ranking was to measure, it simply didn’t matter compare to clickthrough rates, traffic and conversions/sales. However, not many clients were doing a very good job at tracking web conversions and sales, especially BtoB companies with long sales cycles.

So now we spend a lot more time on developing keyword glossaries for segments of web sites based on the kind of content and where it fits in with the visitor’s stage in the buying cycle. Content producers on the client side can easily reference glossaries developed for their part of the web site (product / service categories, business units, etc) and take into account the kind of content and where it fits in with guiding site visitors towards the desired outcome.

For example, a top level category page(s) would be optimized for broader concepts intended to attract visitors conducting research or who are evaluating options and offer multiple options for the visitor to engage (white papers, newsletter, webinar, blog).

More specific product or solution pages would be optimized for specific phrases and copy designed to engage the visitor that is further into the buying cycle and looking to make a decision soon. Offers of a free consultation, direct contact with the sales team or similar calls to action are more appropriate here.

Our increasing responsibility as a SEO firm to provide usability and conversion consulting really makes the best use of the variety of talents required to be good at search marketing. How is that you ask? Good SEO benefits the user as well as the search engines.

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© Online Marketing Blog, 2006. | Keyword Glossaries and Conversions | http://www.toprankblog.com

• “First tool on the web as far as I know that allows you to view what keywords a site receives in search engine traffic.”
• “First time you can see how much organic traffic every site gets from a search engine.”
• “First opportunity the public can see how many clicks individual SERPs get.”