Categories
Book Reviews Quinnipiac SEO Social Media Class

Optimize by Lee Odden, A Book Review

Optimize by Lee Odden

Optimize by Lee Odden was not an unfamiliar concept. I have read about search engine optimization on countless websites and in any number of books already.

Optimize by Lee Odden, A Book Review
Lee Odden presents on SEO through blogs and feeds (Photo credit: toprankonlinemarketing)

But I don’t think I ever truly understood it until now. Lee Odden has taken an almost mysterious concept and made it comprehensible. I definitely liked Optimize.

SEO, According to Lee Odden

Google doesn’t have a lot of options for its spider bots when it comes to reading your content. It can read your text. And that’s about it. While there are, I am sure, plans to try to make it so that Google can better read flash, PDFs, PowerPoint slides, Images, and Videos, the truth is, it’s currently pretty much all letters and numbers.  That will eventually change, but right now that’s it.

Hence Google doesn’t know that the picture you added to your blog is an image of, say, Dame Judi Dench. It needs a caption. Sounds obvious, right? But I wasn’t doing that, not with this blog and not with my writing site or anywhere else.  Oops. And that caption should be obvious, in order to serve the search bots, and informative and conversational, in order to serve your human readers/audience.

Who or What Should You Optimize For? Bots or People?

Both. And fortunately, they don’t conflict. Hence if you add keywords, tags, or categories to your webpage, blog post, etc., then if you can reiterate the keywords, etc. within the content, you’ve got it made. And you need to look around wherever you are posting, and use every available square inch for your optimization efforts. This does not mean that you cover every single pixel!  Rather, it means that, if you have a space for a caption, use it. If you have a space for tags, write them. Blogs have categories. So make them meaningful, and use them. Hence I finally feel I get it. And that is a wonderful feeling.

Rating

Review: 5/5 stars.

Categories
Facebook Social Media

… And Facebook for All — Company Pages

… And Facebook for All — Company Pages

Company pages have become spots you put together on Facebook to support a business (not the same as a fan page).

... And Facebook for All -- Company Pages
Neuron Robotics (Photo credit: Wikipedia)

However, like everything else on Facebook, these pages and their settings do evolve, and they’ve gotten simpler these days. Currently, the following features are available:

  • Change Background Image/Avatar
  • Edit Page
  • Promote with an Ad
  • Add to my Page’s Favorites
  • Suggest to Friends
  • Information
  • Insights
  • Friends Who Like the Page
  • People Who Like the Page
  • Favorite Pages
  • Photos
  • Links
  • Events
  • Wall
  • Info
  • Photos
  • This Week
  • Notes
  • Videos
  • Post Scheduling
  • Various Apps

Change Background Image/Avatar

This one is rather self-explanatory. Furthermore, a good, bright background image is good, as it shows up when you share the page. In addition, you might want to change these on occasion as that generates an update.

Edit Page

Manage permissions, add an address or business hours, etc. here.

Promote with an Ad

This is fairly self-explanatory. Note that Buffer has said that Facebook ads are a mixed bag.

Add to my Page’s Favorites

So here’s where another company you can link your page to your event pages.

Suggest to Friends

Fairly self-explanatory.

Information

This is basic information such as the company’s location.

Insights

First of all, this provides basic click information, including the number of Likes and Views. In addition, you can also see information on age and gender demographics and, most importantly, when people are online.

Friends Who Like the Page

Fairly self-explanatory.

People Who Like the Page

Fairly self-explanatory, except this includes people you are not, personally, friends with.

Favorite Pages

This goes back to adding a page as a favorite. And it shows which company pages your company has favorited.

Photos

Fairly self-explanatory.

Links

Fairly self-explanatory.

Events

I’ve found adding events to be hit or miss. First of all, not everyone RSVPs, and not everyone shows up even if they’ve said yes. However, it provides more exposure and it will bring your page up to people as the event date rolls around. Because even people who are clicking “No” are still looking, at least a little bit. So use with discretion and don’t overdo this. Because not every activity is an event, and not everyone should be invited to everything. Since that’s just plain annoying.

Wall

Fairly self-explanatory. In addtion, you can control who can add to your wall. However, keep in mind that if you are free and easy with this, you’ll get more posts but you might also get spam. Although if you shut this down, you end up with Posts to Page. And it’s easy to miss these!

Info

Here you add more detailed information. Hence this includes the company’s address and its business hours.

Photos

Fairly self-explanatory. Posts with images nearly always do better than those without, so upload an image if the link you’re sharing doesn’t have one. Make sure you have permission to use the image!

This Week

For administrators, you can see what’s going on at a glance. However, this no longer seems to exist on Facebook.

Notes

Fairly self-explanatory. Hence add notes like you would on your own personal page. E. g. these are almost discussions. However, the responses are relegated to subordinate comments versus the kind of back and forth that comes from the wall or the discussions page. And this is, admittedly, a nitpicky distinction without much of a real difference. I would, though, suggest that you not use the Notes section for blogging. Instead, get a blog through WordPress (yay!) or the like and do it that way. Because the Notes section ends up a rather poor substitute for that.

Videos

Fairly self-explanatory. Hence if you’ve got videos uploaded, they can show up here. However, this is not the same as linking to a video hosted online elsewhere.

Post Scheduling

Fairly self-explanatory. So just post to your wall but pull down on the post button and select Schedule Post. In addition, if you’ve been looking at your Insights, you should know when people are online. And of course you want to try to post when people will see your posts.

Various Apps

Finally, go to Edit Profile and there is an option for Applications. However, these days, the only ones are Notes and Events.

Next: Offsite Sharing

Categories
Analytics Opinion Social Media

Jell-O on the Wall: Social Media Perfection is Fleeting

Jell-O on the Wall: Social Media Perfection is Fleeting

Social Media Perfection? Every few months or so, a new study comes out which provides what are purportedly the perfect times to post on various platforms.

Jell-O on the Wall: Social Media Perfection is Fleeting
The Damsel of the Sanct Grael, by Dante Gabriel Rossetti: medieval romance. (Photo credit: Wikipedia)

Or it might outline the perfect number of words or characters or images. All of this relentless pursuit of social media perfection is, of course, is for the Holy Grail of social media, the conversion.

I don’t argue with the idea. Certainly everyone wants to minimize time spent and maximize conversions which, presumably, lead to profit or fame or some other personal or corporate milestone or achievement.

What amuses me, though, is that sometimes the advice is a bit conflicting.

Social Media Today posts a lot of articles like this, and here’s an example.

Articles

So back in May of 2014, four great and interesting (certainly helpful) articles appeared on that site. Let’s look at how they stack up.

Ideal Lengths

The Ideal Length of Everything Online, Backed by Research – this rather helpful article indicates, for example, that the ideal blog post is 1,600 words long. This figure puts it into more or less direct opposition to Yoast’s Social Media Plugin for WordPress, which, if all other conditions are ideal, starts to mark blog posts are having good SEO at 300 or more words in length. Now, the Social Media Today article is more about engagement, so I understand that this isn’t exactly apples to apples. But regardless of how ‘ideal’ in length a post is, it’s still got to be found. Fortunately, these aren’t mutually exclusive conditions.

In addition, that article lists perfect tweet length as 71 – 100 characters.

Twitter

The Perfect Tweet  – speaking of perfect tweets, this article, posted four days after the first one listed above, spells out that tweets with images are ideal. Again, it’s not a true contradiction, but it is a bit of an inconsistency, particularly as this article didn’t talk about tweet length at all.

Yet isn’t ideal length a part of tweeterrific perfection? It seems like it should be.

Quick Management

How to Manager Your Social Media in 34 Minutes (or Less) a Day –  this article does a good job in outlining the basics. And it adds a bit of a reminder to try to engage the audience, provide good content, etc. However, they don’t include time blogging. And perhaps they shouldn’t. Because if you prepare a 1,600-word blog post (or even a Yoast-approved 300 word wonder), you won’t write it in less than 34 minutes. At least, you won’t be doing so if you want to (a) include images, tags, and other extras and formatting touches and (b) credit your sources properly. Furthermore, you don’t want to even inadvertently commit plagiarism.

The idea of using HootSuite, Buffer, and/or Facebook’s own post scheduler is, of course, a smart one.

Marketing Campaigns

9 Fresh and Effective Ideas for Your Social Media and Content Marketing Campaigns  – this article provides some quick tips on how to change things up. And this includes an idea about engaging in a debate with competitors, and another about collaborating on content with customers.

I wish I knew how to do that in 34 minutes or less.

Be that as it may, we are all pressed for time these days, and it’s only going to get worse. Undoubtedly, a new study will come out soon enough with new standards and ideals and concepts that are touted as social media perfection. Will they be? Maybe, but probably not forever.

Categories
Career changing Content Strategy Facebook SEO Site Development Social Media Twitter

CLUMPS of SEO

CLUMPS of SEO

Huh? CLUMPS is an ugly acronym and I apologize profusely for that. But if you want to build and promote a website and improve your SEO (Search Engine Optimization), you should think in CLUMPS.

CLUMPS of SEO
A clump of day lilies

What are CLUMPS?

I will explain.

Content

C stands for Content, and Content is King. Don’t believe me? Try looking at a site – any site – and picture it instead as a framework with lorem ipsum written all over it. Kinda silly, eh?

How to Search Engine Optimization
How to Search Engine Optimization (Photo credit: SEOPlanter)

So, people need something to read. Or listen to. Or download. Maybe to play. Or discuss. Or purchase. And it could be any other of a number of things that they would want to do with a website. And they need it from you! So make up your mind as to what you want. Plan your content and work on it. Brainstorm what you want to cover, and keep records of that. This helps when the rubber really meets the road and you get writer’s block.

For Instance

For example, let’s say you want to create an episode guide for the old television show, Quantum Leap. The show aired 97 episodes. If you post a new episode every single day, you run out out of content in less than three and a half months. If you instead post twice per week, that covers 48 and a half weeks – almost a full year. Good, but what do you do after that?

So there are a few options. One is to post less frequently. Another is to churn up the content and repost it. However, what you could also branch out. Therefore, post about the actors’ work before and since the show aired. And cover convention appearances. Add photographs. Post or critique fan fiction. Open up the floor for discussions of the show’s philosophy. Maybe you can find a related show to write about, and compare it to the original. It doesn’t matter. Just, recognize that your content might have a finite end to it, so you’ll need to work on extending that.

Furthermore, it can also help to look around the online world. What do others say about your topic? Make a Google Alert for your topic or, better yet, make several, with variations. Follow the news and see what you can comment on. Don’t copy others’ work outright, but commenting on it, linking to it, and expanding on it are all fair game. Always, always, always link back! Speaking of links ….

Links

L stands for Links. You’ve got to get your link out there, and have it linked back to by other sites. Now is not the time to keep it to yourself.

This does not mean spamming! Rather, you need to launch a bit of a campaign. Find like-minded individuals and ask for them to link to you. Offer to link to them in return. Now, it’s better if you’re linked to by pages with good, large followings. How do you find these sites? One way is to do a search on the backlinks for your closest competition. Who’s linking to them? And target those sites.

And be patient! Rising in search results takes some time, although you can promote yourself by buying search, if you like, by using Google AdWords. But if you don’t have a budget to buy listings, don’t worry.You can still have good external visibility. What matters is not being number one. What does matter is getting onto somewhere on the top three pages of search results and then working from there. Of course, the higher the better. But the difference between page 100 and page 1000 of search results is a moot one.

Usability

U stands for Usability. If people cannot find what they are looking for, if your site is slow and unresponsive, or you’re just missing too many vital things, people may come, but they will not stay.

Case in point. I spent some time a few years ago investigating linking certain nursing job sites to various places where backlinks would be welcome. I did research, and of course nursing schools are a prime potential source of backlinks.

However, for some colleges, finding the link to either their nursing school or their placement office was akin to searching a hay field for sewing implements. I had, more than once, to resort to searching on Google rather than inside a particular school’s own pages, in order to find what I wanted. Sometimes, the pages were poorly named or written (e. g. placement office pages which didn’t have the word “jobs” anywhere in sight). Others had too many unrelated or poorly related or obscure keywords (e. g. referring to such an office as the painfully generic  “Student Services”).

It would have been far better to make sure that these pages were dense with correct words that people would use when searching, such as jobs, placement, careers, employment or internships.

Search Issues

Other sites had what I wanted but were painfully slow (that was often a server issue). Or the web developer was so in love with flash that the site has pretty scrolling pictures but it was hard to find where I was actually supposed to be clicking.

So look over your site. Or, better yet, have others do so. And find out from them what works, and what doesn’t. It’s not an occasion for them to tear you down or give you unstinting praise. Rather, it’s an occasion for you to learn what works, and what doesn’t.

Formal Checks

And for formal investigations, try using A/B testing methodologies. A/B testing means essentially serving up one version of a site to one person, and another version to another. And then you check their click behaviors. If these are people you know, talk to them. The difference between the “A” and the “B” versions of a page can be as small as a new color for the background or a different location for the logo versus a complete site overhaul. But it’s the smallest changes that are the easiest to process. Make small changes before you commit to larger ones.

This also goes into the idea of keywords. Keyword stuffing is, of course, a black hat strategy, and it’s the last thing you want to do. But white hat strategy isn’t just setting up a site for the benefit of search engines – it’s also setting it up for the benefit of people.

Metrics

M is for Metrics. If you’re going to do A/B testing, or if you care about whether anyone is visiting your site, you need to start looking at all of that. The best and easiest to use such analytical site is Google Analytics. Google Analytics provides all sorts of data, everything from which is the most popular page on your site to how long users are hanging around. Like many other things, take a little time and get to know the program but also allow it to gather some data. You aren’t going to get a terribly good picture of your site in a month. You need to let this percolate for a while.

Promotions

P is for Promotions. Again, I never advocate spamming. However, I do suggest that you put your link out there via your own Twitter stream, your own Facebook account, via Reddit, etc. For this hypothetical Quantum Leap site, you might want to find like-minded tweeters using a service like Triberr. You could look up science fiction, or television nostalgia, etc. and join tribes (groups of tweeters) with similar interests who would be likely to retweet your content. Use HootSuite or a Google Alert to run regular keyword searches on Twitter for various related terms. For people who are using those terms, they might have an affinity for what you’re doing. Perhaps you can follow them, and see if they will follow you back. And if they are reading your tweets, they are seeing your links. Look for reasonable hashtags and follow them, and start using them.

Check Your Metrics

But check Google Analytics after a while, and budget your time accordingly. If most of your time and effort are going into Twitter, but you get most of your readers from Facebook, you may need to rethink your Twitter strategy. Or, you could even try dropping it for a while, and only concentrating on Facebook.

Again, this is an exercise in patience. These things do take time, particularly if you have a shoestring budget and are essentially only using free services. For not paying, you will need to, instead, invest time.

Shiny New Stuff

S is for Shiny New Stuff. What I mean is, sites that stay the same, year in, year out, are just not that interesting. Plus, things change. Development proceeds at a far rapider pace than most of us know. Take a look at what’s out there, and see if making some changes will help.

For me, I started off creating a site completely from scratch, using HTML. I wanted to learn the language as well as possible, on my own. However, one area where I certainly needed help was in aesthetics. This went on for a couple of years as I had a site with good content, I was working on promotions and garnering linkbacks, and I was keeping it usable and was checking metrics.

I eventually moved the site to WordPress, and used their templates (the content, of course, is wholly my own). The site looks better and functions better. It also gives it a newer look. Plus WordPress fixes a lot of issues with key words. So long as your post is on point and mentions the keywords you want to tout, those key words will be in the page, and will be searchable by Google’s spiders.

Upshot

CLUMPS is still a lousy acronym. But I hope you’ll find it continues to hold true. The way to get your site out there, noticed and loved, is to make it as good a site as possible. Consider the sites you love. What they look like, how they work, what content they deliver and how they keep things fresh and interesting. Follow the metrics for your own site but take a leaf from those other sites’ pages. Not to out and out copy, of course, but rather to be inspired. And you can make your own quantum leap to better SEO.

CLUMPS of SEO
Quantum Leap
Categories
Community Management

Community Management – Corralling Cats

Community Management Tidbits – Corralling the Cats

Community Management Tidbits – Corralling the Cats – Oh, they can be the bane of your existence, particularly when you’re just starting out. You want them to zig, they zag. Or you want them to go off topic, they stay on it. You want them to return to topic, and they continue digressing. They are the cats.

Community Management Tidbits - Corralling the Cats
my cats (Photo credit: Wikipedia) (not mine: I’m allergic)

And you, you lucky Community Manager, you! You have to herd them.

Don’t Feel So Bad; We All Get This

There is an ebb and flow to natural, organic conversations. The problem is, online communities and forums aren’t, truly, natural or organic conversations. There is, at bottom, some form of a purpose to them, even if that purpose is simply to get your users comfortable with one another.

Therefore, in order to strain the ebb and flow metaphor so far as to break it, the best way for you, as a Community Manager, to keep from tearing your hair out, is to go with the flow. But you must have a plan in the background.

A Fer-Instance

So let us assume that your site covers German Shepherd dogs. Your users talk about care and feeding, but they also go off on tangents where they discuss what they’re having for lunch (your users, not, presumably, their dogs). You can either get upset about the lunch topic, provide other, more appropriate topics as alternatives, direct the lunch subject back on topic (kibble for lunch, anyone?), or scrap the subject altogether. Or, you can join the subject.

Your Move

What you do is going to depend upon not only how much on-subject content you’ve got, but also on your relationship with your users. What sort of tone has been set? If your relationship is a relaxed and whimsical one, then adding to the topic or directing it back on message can both work. If your relationship is more authoritarian, you may find yourself either deleting the topic or restricting user access to it (and users may leave for good over this. Regardless of what your relationship is with your users, use this kind of nuclear option sparingly.). If your relationship is somewhere in the middle, redirection to other topics can work. Creating on-message topics (or encouraging your super users to do so) has the added benefit of adding keyword-rich topics for the purposes of promoting SEO.

It is best to use all of these options. And, get an idea of just how much overall off-message chatter you will permit. If you are going to allow 40% of your topics to be off-message, then that is four out of every ten topics. Some days it will be all ten. Others, it will be one or two, or even none.

Keeping Users Happy

Allowing for these kinds of natural variations will go a long way toward keeping users happy. And it will add to a more organic rhythm and flow on the site. If the percentage of off-message topics goes too high, you can always pull users back by making good, keyword-rich, on-message topics. Not all users will go. These are volunteers and you cannot make them stay on topic. Some people will never go on topic, let alone stay there. It is up to you to decide whether that is tolerable. You may need to cut your losses with some of them.

The more you let the cats decide where they want to go (or, at least, the more you let them think they are deciding such things), the easier they are to herd. They decide where to go; you won’t need to convince them.

As the Community Manager, some times you just have to be the shepherd.

Next: Freshening up a stale forum

Categories
Book Reviews

Michael Fleischner’s SEO Made Simple, a Book Review

Michael Fleischner’s SEO Made Simple

Michael Fleischner‘s SEO Made Simple is a terrific book about search engine optimization.

SEO Made Simple

First of all, written in a straightforward and engaging style, Mr. Fleischner makes his point: in order to dominate search engine listings, you need to make yourself known. Furthermore, you need to get your keywords into your website (but not stuffed there!) in a logical and natural manner.

Yahoo and MSN

Mr. Fleischner’s sole focus is Google but he does talk a bit about Yahoo and MSN. Furthermore, the reason to zero in on Google is made immediately apparent by the fifteenth page: Google is dominant. Here’s how the percentages of search stack up (he got his numbers from comScore for SearchEngineWatch.com)

  • Google: 43.7%
  • Yahoo: 28.8%
  • MSN: 12.8%
  • AOL: 5.9%
  • Ask: 5.4%
  • Others: 3.4%

Hence Google matters – but so do Yahoo and MSN, particularly when you consider that, combined, their share is nearly identical to Google’s. Yet don’t worry: many of the techniques Mr. Fleischner advocates will help with your placement on those search engines, too.

White Hat

White hat techniques abound, everything from adding unique keywords on each page to making sure that your page’s overall design doesn’t keep the spiders and crawlers from doing their thing. And that’s just on-site optimization. In addition, he also covers off-site optimization, e. g. writing and distributing articles, or generating press releases.

Furthermore, interestingly enough, there is little to no information on working the social media angle, e. g. Tweeting the existence of new blog posts or announcing page updates, adding similar information to one’s LinkedIn or Facebook statuses, or creating a fan page for your work (or, better yet, getting someone else to do that). However, that is, in part, a function of this being a book and not an e-book – there’s a time lag between going to press and the actual production of a paper book. Hence information is sometimes not as fresh as desired.

Instincts

However, there’s still plenty in here, for the serious web entrepreneur and the hobbyist. In addition, for someone like me, one great piece of it was some validation that I’ve got pretty good instincts when it comes to my own social media website. Oh, and if you’re paying attention – you’ll see that I just practiced two of his techniques in this very paragraph.

Dominate Google and get noticed. It’s that simple.

Rating

4/5

Categories
Community Management

Community Management – Look at Me!

Community Management Tidbits – Look at Me! Look at Me!

C’mon and look!

Look at Me!

Ah, marketing.

We’ve all seen it done well, and we’ve all seen it done not so well, and even downright poorly. Now let’s look at applying it to your extant community.

Look at Me
English: a chart to describe the search engine market (Photo credit: Wikipedia)

A poorly executed marketing strategy cannot only turn off your preexisting users; it can also get your site marked as a Spammer. And the scarlet S can get your site unceremoniously dumped from Google. And that means, essentially, the equivalent of the death of the site.

Long Story Short: Don’t Spam

In order to effectively market your community, you need to cover three kinds of SEO/Marketing. Those are onsite, offsite and offline. Onsite will be covered later in this series, and that information will not be repeated herein. Plus, it may seem a tad counter-intuitive, but onsite SEO is not that big of a deal. Yes, you need good keywords and you need good content. But after that, your optimization and marketing efforts need to move offsite.

Offsite Marketing

Offsite can be (mainly) divided into three areas:

  1. Directories and Search Engines
  2. Social Bookmarking and Networking Sites and
  3. Linkbacks.

Directories and Search Engines

Let’s start with directories and search engines. You must submit your site to Google. However, don’t submit to any other search engines. Why? Because others’ share of the market is virtually nonexistent. Hence this is a waste of your time, and they will likely pick up your site from Google anyway. So don’t use a blasting service. Heavens, no. You don’t need it and it is absolutely not worth it.

Directories are even easier. For general interest sites, you can start with only submitting to two.

  1. Technorati – only use this if you have a blog. Just submit your blog and copy in the code they give you, and
  2. Alexa – this is less vital than the other one and the metrics are not that great, but it is a free and easy thing to do.

Other directories you can submit to (depending upon your site’s overall purpose) include places like Universal Business Listing, Google Places, CitySearch and Yelp. It can be best to do well locally and rise to the top of the search engine rankings for specific search terms like, say, Indiana Relationship Forums, than to attempt to break into the top rankings for a more general terms, such as Relationship Forums. Consider directories in other languages, too!

Social Bookmarking and Networking

Social Bookmarking and Networking are different animals. Much like for search engines, there is a huge panoply out there, plus it’s tempting to just blast out information. Don’t. You don’t need to.

Only submit your site (and your blog, if you have one) to the following social bookmarking sites:

Forget the dozens of others unless there is a very specific and perfect match between your site and what they bookmark. Because they are mostly tiny, they can be spam factories and they are generally just not worth your time and effort.

Look at These Social Networks

Social networking implies more interactivity, and not just voting links up or down, perhaps laced with the occasional comment.

While there are international ones (and if you’ve got a perfect match between your content and their focus, then by all means establish a presence thereat), you really only care about the following:

  • Facebook – an official fan page helps for any number of reasons. First of all, it can make your site known to friends, family members, business colleagues and any other connections to your site’s currently existing users. And you can use it to post photographs and links directly back to your site. Furthermore, you can use it as a rallying point during both expected (and unexpected) site outages.
  • Twitter – even if your users are not, generally, on Twitter, it is still a useful marketing tool. Try feeding in a slice of the site via RSS. Just like with Facebook, this can expand the network of persons who know about your site.
  • LinkedIn – if your site is attached to a going concern, then at minimum make sure the company listing on LinkedIn is correct. And make sure all of the company’s employees directly linking their profiles to it. Furthermore, make sure your site’s blog and Twitter stream are configured to feed it updates.

Look at More Social Networks

  • Pinterest – demographics skew heavily female and over thirty-five. Got a restaurant? A shoe store? Wedding products or services? A women’s health collective? A feminist bookstore? Go to Pinterest – but only if you’ve got excellent images.
  • Got great images but less of a female-centric slant? Consider Instagram instead.
  • Tumblr – demographics skew heavily under thirty-five and even under twenty-five. Got a video game? An indie film? Go to Tumblr.
  • Snapchat – demographics skew toward teens and tweens? Consider this fast-moving site for everything from soft drinks to acne cream to fashion.

BackLinking

Backlinking is where you get others to add your site link to their own websites. Back-links help a great deal as Google gives them weight when determining your site’s importance. And that is directly linked to search placement. You always do better when more trusted sites link back to you. Don’t get spammers to link to you.

Blogs

For your blog, add a blogroll of other sites you admire. Just as importantly, post comments on those sites. This provides value to those other people, so they are more likely to spontaneously wish to link back to you. In addition, don’t leave it all to happenstance. Put a link on your site and approach the webmaster of that site and politely ask for a back-link. Some people are happy to oblige. Others are not, so remove their links from your site after a reasonable amount of time. Some may simply think about it, so give them a little time.

And be reasonable, but also be reasonable with yourself. If you’re not getting link-backs, try to figure out why. Are your requests too aggressive? Or do you ask people with wholly unrelated sites? Do you, perhaps, have no content (or no meaningful content) for them to associate with? Look at your site with a critical eye before throwing in the towel.

Offline Marketing and Optimization

Offline marketing and optimization means going back to techniques used before – shudder – there even was an Internet. Before computers even existed.

Depending upon your budget and your site’s overall purpose, offline marketing can range from something as simple as business cards or baseball caps or tee shirts with the site’s logo to a 30-second spot during the Super Bowl. It can even be completely free. After all, any time you mention your site to someone else, didn’t you just market it?

Look, sitting back and waiting for your site to take off will almost never work. You need to market it, particularly in the beginning. Get your name out there!

Next: Snakes in the Garden

Categories
Community Management

Community Management – Let’s Get this Party Started

Community Management Tidbits – Let’s Get this Party Started

Let’s Get this Party Started! You’ve made the decision to have a forum on your website. Great!

"Party

It can be for any number of reasons, such as to cut the number of lower level technical support calls, to generate buzz for various advertising campaigns, to generate sales leads, or maybe to bring together people interested in a common cause. And you have a site with forums, done up in Drupal, or maybe using a PHP application out of the box. Or it might exist on Facebook exclusively. Or perhaps you’ve conjured up your own proprietary software.

And … nothing.

You’ve got no users, no content, no conversations. The community should be a hubbub of activity, a virtual village. Instead, you’re stuck with a ghost town.

Whaddaya do now?

Don’t panic.

Recognize that no one wants to be first attendee at a party. So, you’ve got to get the party started. But how?

Success?

For any website to succeed, you need to be strong in four areas:

  • Design
  • Metrics/Measurement
  • Contentand
  • SEO (Search Engine Optimization)

So let us operate under the assumption that you’ve got the first two set (and, if you don’t, make sure you fix, perfect and beautify your design as much as possible). If you’re not already getting metrics, go get Google Analytics and Yahoo Site Explorer and get started on Compete (Compete takes a few months to gather data, so get cracking now). Add Alexa and Quantcast if you wish, as well.

Now with those two set, you can, fortunately, work on the other two together. First of all, let’s work on some elementary Search Engine Optimization. SEO divides into optimizing onsite and optimizing offsite. So start with a few basic offsite measures. It used to be that you had to submit your site to the DMOZ Directory. Yahoo runs this human-edited directory. At this point in time, that advice is out of date. Don’t worry about it. You can do just fine with social media and indexing on social bookmarking sites instead.

Submit your site to the follow social bookmarking sites:

There are any number of others but these are the really big ones and give you the most bang for the buck (most readers) versus others out there. You don’t need to pay some service to do this. It will all take you less than half an hour, no lie.

Content

For onsite SEO, let’s move onto Content. Because the two are intimately intertwined. Furthermore, your future users are going to want to see topics. And they are going to want to see them started by a number of different people. You’ll need to pull in some friends for this, and divide the new topics up as much as possible. Be sure to start with topics like this:

  • Welcome to the New Members/Getting to Know You
  • Basic News from outside your company, about you (if you’ve got a company blog or press page already, link to them here and
  • A few (say, half a dozen) topics showcasing your best keywords but are written for humans to read

Keywords

That brings us to keyword research. Go to your competitors’ sites, right-click and select “View Source”. Which keywords are they using? Consider using similar if not the same ones. So if your site is about, say, infant and child care, your main keywords and key phrases are probably going to be words and phrases like infant, child, child care, childcare, children, baby, babies, pregnancy. Do Google searches using these keywords and key phrases, with and without the words forum or community added. Look at those sites’ keywords and key phrases as well. Because you want to keep thinking of terms that your target audience will use for their own searches. Incorporate these words into your site and into the titles of some of your first topics.

Look at synonyms! If baby works better than infant, then use baby in the title but you can still put infant within the body of the post. Think like someone searching. What are they really looking for?

Specifics

Don’t be afraid to be specific, for the child care site, try topics on such subjects as teething, sibling rivalry and readiness for kindergarten. Keep the keywords in the titles if you can logically and grammatically put them there.

Consider some really niche topics, such as handling siblings who are acting out because one child has special needs or a terminal illness. Because searchers are looking for those answers as well.

Now, you’ve got some content, and you’re getting some SEO, even if you are still low in rankings (don’t worry, it’s percolating). But you still need users. Here’s where invitations come in. You, me, all of us – we have online networks. We’ve got friends on Facebook, followers on Twitter and a network on LinkedIn, and a whole host of other groups of online acquaintances. Plus we’ve got friend and family email addresses.

Invitations

So craft an invitation. Make it polite, pleasant, simple and short. Be definite about what your forums are about (e. g. write more than “Please check out my site.”). In particular, if you know people who like forums (perhaps you already regularly post on some other forums site, even if the main subject is radically different), invite those people. And do this in small doses, say, 30 people at a time. This will keep an influx of new members from overwhelming you. And you can greet everyone personally, at least to start. Furthermore, it will add to the feeling of exclusivity that a small site can engender. Don’t worry if people start inviting others to your site, even people you’ve never heard of before. Because this is a good thing. You want them to do this.

So look for sites to link to you, and be sure to get reciprocal links. Consider adding Google News Reader, and a blog to provide directed quality content if you don’t already have one. Furthermore, it will keep your users updated as to outages and new features as you add them. Add a Facebook fan page for your site, although I’d recommend waiting at least a little while after launching. After all, if no one likes you on Facebook, you’ll have the same issue. It’s trying to attract people who don’t want to be first. Furthermore, you’ll need at least 30 Facebook fans (that number may rise in the future) to get metrics. And then you can really get this party started.

But above all, have fun. And get this party started!

Next: Look at Me! Look at Me!

Categories
Book Reviews

Google Advertising Tools by Harold Davis, a Book Review

Google Advertising Tools by Harold Davis

Google Advertising Tools by Harold Davis is one of those O’Reilly books, so it’s got an animal on the cover. This one is some sort of lemur or monkey. Not that that has anything to do with the subject matter but it ends up much nicer than the O’Reilly books with scary insects on their covers. Ick.

Cover of "Google Advertising Tools: Cashi...
Cover via Amazon

But I digress.

The book concerns, unsurprisingly, Google AdWords and AdSense, but it also talks about SEO (Search Engine Optimization) and the process of driving traffic to a website. Davis dispenses with the idea of adding significant article marketing-type content. So he instead focuses in on getting your site onto directories. He also does not seem to get behind requests for backlinks. He does not seem to go for the other kinds of authority enhancements which seem to go in and out of style these days.

Davis also covers affiliate programs, such as Amazon and the like. For example, if you happen to check out the link to purchase the book from this blog entry, you will see an affiliate link in action. He also covers sponsored and contextual advertising.

Hence the book probably would have been better titled Advertising on the Internet. Because it explains far more than Google’s offerings. And it goes into far more detail.

While this book was not strictly about Social Media, any Social Media Marketer worth his or her salt should at least make a concentrated effort to understand online advertising. Because optimizing sites for advertising often helps to optimize them for other purposes as well. And these include important to tasks driving web traffic and even making conversions or sales. Important to the bottom line? Absolutely. Google Advertising Tools by Harold Davis is a worthy addition to the web developer’s library.

Rating

Review: 2/5 stars.

Categories
Book Reviews Site Development

Designing for the Social Web by Joshua Porter, a Book Review

Designing for the Social Web by Joshua Porter

Joshua Porter had some interesting ideas.

Designing for the Social Web by Joshua Porter was recommended to me by Kevin Palmer as a good read about the fundamentals of creating and perfecting online communities and social software.

Designing for the Social Web by Joshua Porter

Not How, But Why

The book is less of a how-to and more of a why-to, if that makes sense. If you’re looking for code examples, look elsewhere. Instead, the book covers theory and explains how and why certain tasks need to be done.

Essentially, any social site, whether in the shape of forums or something else, faces the following user hurdles:

  1. Pay attention – users need to have an idea that they want your software, product, services, etc.
  2. Decision to sign up
  3. Input personal information
  4. Pay money (if applicable)
  5. Decide for someone else (if applicable)
  6. Give up the old way of doing things

Back Up a Second

Frankly, there’s even one item before #1, call it #0 if you will: the potential user must understand that he or she has a need. And, hand in hand with that, the potential user also needs to decide to fulfill that need online. Hence if a potential user, say, decides that they want support because they’ve just gotten a cancer diagnosis, but they further decide to only get their support via an in-person group and not an online board then, so far as you’re concerned, it’s game over. After all, not everyone “gets” the social aspect of the web.

Get Over Those Hurdles

Joshua Porter covers the handling of some of these basic hurdles, such as designing to favor signing up and hanging around. One main point he makes is: don’t make signing up too arduous a task. And its corollary: don’t ask for information you don’t need. Far too often, sites ask for what ends up being ludicrous levels of granularity of detail. After all, when was the last time that anyone, really, needed your middle name for you to apply for a job? Yet sites ask for this trivial piece of data. And, even if they don’t require it, that begs the question even further. Why is the field even there in the first place if the site so openly acknowledges that it’s just plain unnecessary?

Eight Seconds to Impress

Porter makes the point all too forcefully: the decision to sign up for an online service is made in eight seconds. That’s an awfully short window of opportunity to convince a potential user that his or her time and attention should go to you and not your competition.

The book abounds with these kinds of helpful nuggets, and is also chockful of references to blogs and books to support the author’s recommendations. The generous sprinkling of citations was helpful as it was a clear signpost suggesting online readings. It can seem counterintuitive to learn about designing for the web by reading a completely offline book. Porter’s work bridges the gap back to the web and lets the reader in on where to find more information situated a lot closer to where the reader is going to be placing new social software or services.

A Quibble

Finally, Designing for the Social Web does not seem to draw an overall conclusion. Rather, the book instead seems to simply run out of gas in the end. It’s as if the author had run out of what to say. Hence a final upshot or even some words of encouragement would have, I feel, helped. But that’s a small issue with an otherwise interesting and eminently practical work.

Rating

4/5