Writing by Brick Marketing on Tuesday, 29 of January , 2008 at 2:39 am Leave a comment
Choosing the right domain or domains for your product is one of the most important aspects of your website branding. Sure, people can find their way to obscure websites, but it will be tough for them to find their way back if your domain is difficult to remember. Here are a few quick domain name tips to help you with the process of website branding.
- Choose the right domain extension. The big domain extensions are dot com and dot net. Other extensions have yet to really take off. One that you might want to consider if you offer a lot of video content, however, is dot TV.
- Cover as many domain extensions as possible. You don’t need to worry about the non-core domain extensions, but try to snap up the dot com, dot net, dot org and dot info if they become available. The more of these you have the better for your website branding.
- Choose simple domain names. Most one word domain names are taken and cost big bucks to acquire. You can still find plenty of good two and three word options out there. Here is a tip, blend two words together to make your own word. If it is catch and intuitive, people will remember it and it will be a real boost to your website branding.
- Choose many and choose often. Once your website takes off, you can make a bigger effort with your website branding. Purchase related domain names as they become available.
- Choose content appropriate for the domain name extension. This is more about image than about website branding. A business related website should be dot com or dot net. If you have an informational blog to go along with your website use dot info and if you have a ton of video content that you want to share, you can use dot TV. Having multiple domain names lets you keep everything on top level domains.
Domain names are a crucial part of your website branding, do the right thing and you will be able to build a powerful brand.
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Writing by Brick Marketing on Monday, 28 of January , 2008 at 3:20 am Leave a comment
Website marketing content can make or break a website and it has the potential to wreak havoc on your page rank. Most people fail to realize what an impact bad website marketing content can have.
Your website marketing content is a reflection of business. Why would anyone purchase goods from a company with sloppy content. I am not talking about the occasional spelling or grammar error here or there, I am talking about content that is of poor quality in general. Keep the quality of the writing up if you want to maintain a professional image.
Plagiarism will kill your page rank. There really is no excuse for duplicate content. You can quote from other pages but don’t copy other pages. Scraper sites don’t appear in most search results for a reason. That content came from somewhere else first and the brains behind the search engines are powerful enough to figure that out. Most of the material in your website marketing content should be your own, even if you are quoting someone else.
Writing for robots will not sell product. With website marketing content there is a happy medium that some writers seem to find and others do not. Getting too trigger-happy with keywords and key phrases makes website marketing content read loudly. People don’t like to see a keyword on every line. Spread them out if you want to encourage human readers with your website marketing content.
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Writing by Brick Marketing on Sunday, 27 of January , 2008 at 9:50 am Leave a comment
Website customer management is something that some websites struggle with and it is not because webmasters are unaware of the needs of their customers. The trouble that most webmasters have with their website customer management is one of articulation. Poor communications breed misunderstandings. A simple misunderstanding can lead to all kinds of problems and severely tarnish the reputation of a business. Not all customers are vindictive, but some of them can be. Blogs are a dime a dozen these days and the last thing you want is a disgruntled customer posting bad experiences on their blog, no matter how small the readership. If the readership is more than one, it is too many.
Website customer management techniques for dealing with nightmare customers are many and varied. The most important thing to remember is to be as thick skinned as you possibly can. If a customer becomes offensive do not retaliate, take the high road. Meet any of their needs that are reasonable, but none of the needs that are not. This is as true in regular customer management as it is in website customer management.
Keep your communications as professional as they can be. Many people will choose to pre-write communications for delicate situations. Cut and paste material to suit. The goal of this is to avoid misunderstandings. Read and reread anything that you write before you send it. If you have someone else that can read it as well, pass the writing through as many sets of eyes as is feasible. If you are too used to reading your own material, it is a possibility that you will overlook something.
Avoid saying no directly. In many cultures a blatant refusal is exceedingly impolite. Rather than saying no you could say something like, “Unfortunately we are unable to concede to your request at this time.” If an unreasonable request is made, an indirect refusal can be a great way to effectively say, “no,” without upsetting the customer.
Website customer management can take a great deal of time to master. Every once in a while, you will get a nightmare customer that takes exception to something. Defuse the situation as much as possible and talk things over with the people that you work with. Sharing website customer management techniques is the best way to develop effective procedure.
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Writing by Brick Marketing on Saturday, 26 of January , 2008 at 9:48 am Leave a comment
The potential benefits of affiliate marketing are well understood by many, but some people are not comfortable with the thought of giving up profits on potential sales that they might have made anyway. As always, it pays to look at affiliate marketing from a broad perspective in order to identify what it is likely to accomplish for your business.
Affiliate marketing is not free; you do need to pay out a certain amount of money to the people that sell your products. This is an ongoing expense that never goes away unless you decide to dissolve your affiliate network. One needs to think very carefully whether affiliate marketing is the right approach to take for their business. They will need to determine the percentages that they will need to pay, how they will pay and they may need to adjust their prices in order to cover the additional expense.
There are some downsides to affiliate marketing, but there is an enormous upside as well. Think of an affiliate marketing network as sales force that only gets paid when they sell. You do not need to come up with money for wages; you only need to pay commissions. They can take your product to a wide audience and you will not need to pay a penny for promotions. Given a large enough network, you will likely be able to scale back on your advertising as well. Affiliate marketing can be tricky to set up, but for most businesses it makes great sense. A good affiliate marketing network can send your sales through the roof and see you enjoying a healthier, more dependable bottom line.
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Writing by Brick Marketing on Friday, 25 of January , 2008 at 9:51 am Leave a comment
Website branding encompasses various aspects of a site’s unique and defining characteristics. Everything from the choice of colors to the style of a site can be part of its branding. Even the domain name is part of the brand. When it comes to website branding, one thing that is commonly overlooked and underplayed is the website logo. Why do so many people skimp when it comes time to create a logo? I have a few theories, but I think in most cases, this is how it happens.
These days, it is possible to put together a website with very little effort and very little expertise. With a little practice, anyone can install a functioning script. There are hundreds of thousands of free templates out there that can be tweaked ever so slightly to become part of a brand. The vast majority of webmasters are do it yourselfers. They have figured out that they do not need to pay a great deal of money for a simple website. They can get their blog or their content management system up and running without calling in the pros. Many of them have an idea about website branding and can handle the basics. They can come up with a great uniform color scheme, they can procure a domain name that has a bit of zap, and they can set the tone of their site to make it their own. It all takes a lot of time but costs a relatively small amount of money.
The website logo gets overlooked as a part of the website branding process because most people are not able to create their own attractive logo. This is a shame, because a good logo has so many other uses. You can use it for signage, stationary and business materials as well. Your logo does not need to be limited to mere website branding; it can become a part of your total brand as well. So what if it costs a few bucks, it is a worthy investment.
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Writing by Brick Marketing on Thursday, 24 of January , 2008 at 11:17 am Comments (1)
In a recent article on the SEO Book blog, Aaron wall wrote an interesting post regarding Yahoo’s recent troubles. In many ways, the major search engines are similar to much smaller website marketing ventures. Search engines succeed and fail in website marketing just like any type of business. What makes Yahoo of particular interest to me and no doubt so many other people is that there was a time that they were number one. I do not think that Yahoo went wrong with their website marketing, I think that they failed to adapt to the times. Google marketed aggressively from day one and after clawing their way to the top, went on to take progressively more of the search engine market from their competitors.
The following is a series of ten suggestions that Aaron Wall made in his article, that do merit quoting:
1. Increase the relevancy of their directory by actually featuring it (the directory looks like a sidebar to a blog that occupies most of dir.yahoo.com), and by becoming more selective with what sites they accept. You can appreciate their bad marketing of the Yahoo! Directory by the fact that the Google Directory (a DMOZ clone) has a higher PageRank.
2. Yahoo! is testing integrating Del.icio.us data in their search results. Brand Yahoo! search as human edited safe search and find a way to pay end users for their contribution. Payment does not need to be monetary. Take a look at the success of Yahoo! Answers and Del.icio.us and apply those toward search. Google gives Checkout advertisers free ads and a higher ad CTR (which leads to a lower ad cost). Win search marketshare from your users by giving them rebates on your other products as well.
3. Create a branding and awareness campaign around the new Yahoo! Search. Hire someone to do a fake study proving that Yahoo! Search is more relevant than any of the other players. Make sure Ask or Microsoft is ranked #2 ahead of Google.
4. Let users comment on search results AND on listings in search results. Controversy surrounding this will lead to more people talking about and evaluating Yahoo! Search for quality.
5. Launch a new toolbar with a meter like PageRank in it…call it YourRank (or something the emphasizes to the user) that it is their web and what they like. Heavily push that branding message to users locked into Yahoo! email, Yahoo! Stores, and other verticals they interact with.
6. Create a well branded specialty search for bloggers with innovative features that make it easy to follow the conversation both ways. Also launch creative ideas to buy mindshare with other high authority communities (universities, open source projects, etc.).
7. Easily allow advertisers to do keyword research on Yahoo! outside of while they are setting up search campaigns. Create a reliable publicly accessible keyword tool which actually markets the Yahoo! Search product.
8. Give away a lot of useful search market data (like Microsoft recently did with their Ad Intelligence plug-in).
9. Put the Yahoo! brand on the millions of syndicated domain landing pages they power each day.
10. Increase the relevancy of their contextual ad product and increase payouts to 100% (buy marketshare) BEFORE Microsoft openly launches their network. Perform case studies with publishers who saw their Yahoo! monetization go up AFTER switching from AdSense (and other inferior networks) to the NEW Yahoo! Publisher Network contextual ads program. Perhaps pay key leading bloggers 150% just to get them using, talking about, and giving feedback on your ads. Buy marketshare…
While I do not agree with everything in the article, Aaron Wall does have some very good points. Right now Yahoo needs to be particularly mindful of not just Google, but also Microsoft. Microsoft is getting its website marketing right, and it is entirely possible that Microsoft could start wrestling more of Yahoo’s market share away in the not too distant future.
While Yahoo does still have a healthy percentage of the website search market, jobs are on the line. If they continue to slip as they have been, then they have some very dark times ahead. Better application of some common website marketing techniques is all that it would take to get Yahoo headed back in the right direction. The longer they take to implement some aggressive new website marketing strategies, the further they will fall behind and the harder it will be for them to catch up. Variety is the spice of life and I do hope that Yahoo is able to do something about its performance before it is too late. Google taking over even more of the search market is not in the interests of the average website marketer. One could argue that they already control too much.
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Writing by Brick Marketing on Wednesday, 23 of January , 2008 at 9:04 am Leave a comment
When it comes to website search engine optimization, protecting parts of your site from search engine spiders can be just as important as making sure that your pages are properly indexed. Why would anyone not want traffic to parts of their site? There are plenty of good reasons. The “noindex.nofollow” meta tag is particulary useful if you want to keep part of your site off the grid. As it also contains the “nofollow” tag, the spiders on the page will not follow any links from that page. If you have a site that is well laid out, this is not really an issue as long as the search engine spider can access all of your other pages from other pages, your hidden content will not have a negative impact on your level of website search engine optimization.
- To protect information that you would prefer to be private or semi-private.
- To keep test pages from being indexed.
- To allow legitimate duplicate content to exist without being penalized.
<meta name=”robots” content=”noindex.nofollow”>
The following passage is taken from an article on SiteProNews, I think they give a very good explanation of this powerful set of tags and the full article is worth a read if you have time:
Obviously, noindex and nofollow are powerful tags – and in combination, they can make a page and the subsequent pages to which it links invisible to nearly all search engines. This combination command tells search engine spiders, “Do not read this page; do not follow any of the links on this page; do not include this page in your index.”
This command has its beneficial uses. For example, it can be placed on pages on a site that have duplicate content for legitimate reasons. A website might have both a page for the United States and a page for England that cover the same product with exactly the same content. However, nearly all search engines would see this as duplicate content and could devalue both pages. So placing this command on one of them means that search engine spiders will walk on by and you won’t be penalized.
Remember, search engine spiders can help or hurt you. Website search engine optimization is all about getting those spiders to do what you want and not do what you don’t want them to. All it takes is a few simple little tags for some great website search engine optimization fine tuning. Turning off the robots can be just as important as any other aspect of website search engine optimization, especially if you have a large website.
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Writing by Brick Marketing on Tuesday, 22 of January , 2008 at 3:10 am Comments (1)
One can argue the virtues of robot commands in meta tags until they are blue in the face and still not be able to convince people that they remain useful in website search engine optimization today. It is a fact that the efficacy of these meta tags has diminished somewhat, web spiders index pages automatically now, but there are times that a well placed meta tag can be extremely useful; especially when you want to tell a robot not to do something.
<meta name=”robots” content=”noindex”>
Before I give you my analysis of this meta tag, I will give you the SiteProNews take on it:
The noindex command, the opposite of the index command, tells search engine spiders not to index the content of a page. It’s important to note however that search engine spiders will still follow the links on a page that uses only this command.
When not used for legitimate purposes, this tag can be dangerous because it can put you at risk for penalization by most, if not all search engines. This is because you can use a noindex tag to hide pages with multiple links that you don’t want visitors to see but that you do want all search engines to index.
There are however some legitimate uses for the noindex command. For example, if you have a dynamic site and you’ve created static pages to replace some of your dynamic pages, which can make them easier for search engine spiders to access, you could put a noindex tag on the dynamic version.
There are legitimate reasons why you might not like a particular web page indexed. If it contains personal information that you do not want to share with the entire web, you can shield it from indexing with the “noindex” tag. Part of website search engine optimization is keeping people on the right parts of your site and off the wrong parts. Not everything needs to be or should be searchable. It is often better to use this in combination with other robot commands in order to avoid penalization.
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Writing by Brick Marketing on Monday, 21 of January , 2008 at 7:13 pm Leave a comment
For the first time since I can remember a month went by that Google didn’t gain search market share. In fact, Google slipped and it was quite a slip at that. Between November and December of 2007, Google lost 1.4% of its search traffic. While Google does control over half of search traffic, 1.4% is a significant loss. Many would assume that the points have gone to Yahoo but they haven’t. Microsoft has been the big winner with the latest figures. Considering how new they are to the search game, Microsoft’s gains are significant.
The following passage is from an article that recently featured in Web Pro News and is well worth checking out if you have the time:
In November 2007, Google held 57.7 percent of the search market, as they handled nearly 4.3 billion queries.
In December, Google’s nearly 4.1 billion queries occupied only 56.3 percent of search. Yahoo saw a smaller search drop, from 17.9 percent (1.3 billion queries) in November to 17.7 percent (1.27 billion queries).
Microsoft’s MSN and Live Search brought in 996 million queries in December, good enough for 13.8 percent in December. These represented a gain from 881 million November queries (12 percent.)
What does this all mean for website search engine marketing? Microsoft is a real contender. They are getting massive search traffic of late and for website search engine marketers that means ads on more sites. Microsoft offers great value for money and with the launch of their affiliate program, you can bet they will develop an army of loyal affiliate marketers in a very short amount of time. My prediction, if I might be so bold, is that by this time next year Google will drop a few more points to Microsoft who we might see slip into the number two spot. If Microsoft does not make number two by the end of the year, I will be surprised.
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Writing by Brick Marketing on Sunday, 20 of January , 2008 at 9:18 am Leave a comment
If you are dabbling in website marketing content writing, then you will already be aware that things can be very tough at times. Writing high quality website marketing content is not particularly difficult to do, but writing high quality website marketing content is. If you want to learn a few tips to speed up your website marketing content, read on.
- Plan your content well - While it might seem illogical that adding an extra step to the process could save time, it does work. Seriously folks, if can put together a quick plan for each website marketing content article that you write it will go much more smoothly. Each paragraph that you write will express a different set of ideas relating to a theme. Pick those paragraph ideas before you get started and you will find life gets a lot easier.
- Write a lot and write often - The more writing experience that you get the faster the process will become. You will learn a few tricks to stretch out a word count if you need to. If you are writing to a particular word count a lot of the time, you will find that your style adapts to that length. If you produce a lot of longer work, the shorter work becomes easier.
- Don’t take long breaks - A day off here or there is great for getting refreshed, but too much longer and you will find that the writing is hard going. There are times when website marketing content writing dries up and there are times when you have more than you can handle. The trick is to keep up your writing in the downtime by whatever means you have at your disposal. Why not keep a blog? You can use it to promote your work.
- Set goals and push your boundaries - Writing is an area where you really have to break out of your comfort zone. If you are comfortable producing eight articles of website marketing content in a day, then you should shoot for ten. Push yourself and you will get stronger.
- The customer is always right, even when they are wrong - Customers will ask you to rewrite articles from time to time. Don’t let it get to you. Nine times out of ten the rewrite will be for a mistake on your part. Maybe you failed to understand the product properly. Don’t point fingers and don’t lay blame, fix it. There are times that this can be a real chore, you will even find customers that ask for a second rewrite, or to add things that they didn’t tell you about the first time. If you grin and bear it, they will appreciate you for it. If one customer is monopolizing your time, or excessive in their demands, you might wish to rethink the relationship, but often you will find that you learn what the individual wants and that the miscommunication diminishes as time progresses.
Good luck and good writing; website marketing content writing can be tough at times, but if you stick with it, it can be a very rewarding career.
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Writing by Brick Marketing on Saturday, 19 of January , 2008 at 9:03 pm Leave a comment
Call me an optimist, but I really do believe that the quality of website marketing content writing is improving. I think that search engines are largely to thank for that. As algorithms have become more complex, smarter webmasters have turned to professional writers for much of their website marketing content. You still see poor writing around, but the amount of high quality website marketing content has increased substantially.
The following passage is from an article that was featured in Web Pro News yesterday:
Seventy percent of consumers use the Internet to research consumer packaged goods before visiting a store according to a survey from Prospectiv “2007 Consumer Packaged Goods survey.”
When conducting research for consumer packaged goods (CPG) online 27 percent of consumers say they prefer e-newsletters followed by 25 percent who favor search tools. Fourteen percent said they used general saving and shopping sites along with branded product sites.
Just in case you were considering scrapping the e-mail delivery system in the wake of the news that e-mail is now dead:
When asked what online resource they would most likely sign up for/join to receive product information and promotional offers 47 percent said branded CPG e- newsletters, followed by branded CPG Web sites (39%) and online community/forum (14%).
What this means is that quality writing is selling and that it is not necessarily website marketing content that is doing it, but also newsletter content. If you are doing these jobs in house, it really pays to take care that you are producing professional results. Whether you think they do or not, people read what is on websites; even those obscure little pages that are lost behind so many links. Make sure that your website marketing content is up to standard, more people are online than ever before.
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Writing by Brick Marketing on Friday, 18 of January , 2008 at 8:56 am Leave a comment
According to an iCrossing article that was featured in Web Pro News yesterday, more than half of Americans look to the Internet for health related information.
More than three quarters of people said health care professionals are their most trusted health resource but Internet resources are considered more trustworthy than friends/coworkers, pharmaceutical companies and television.
What are health sites getting right about their website marketing?
A lot of medical and dental clinics have their own blogs or informational websites these days. It is not a substitute for the competent medical advice, but sometimes it is enough to satisfy niggling doubts that people have with their health issues. Many law firms do the same thing with regard to their website marketing.
Educating one’s clients, customers or patients can build up a great deal of customer goodwill. Not every person that visits a medical site needs to see a doctor. They might be looking for information on weight loss. They might be exhibiting some symptoms that are troubling to them. They might be researching an existing medical condition. If such people have a doctor in their area that dispenses reliable advice there is little doubt where they will be going the next time they get sick. This is website marketing at its most basic.
What precautions do health sites need to take with regard to their website marketing?
Health sites need to take special care in relation to their website marketing. It is possible to slap together a pile of search engine optimized articles and watch the hits roll in. The trouble is, there is a huge amount of pressure on medical sites. If their information is inaccurate, the consequences could be dire. At the very least, these sites have a duty of care to ensure the accuracy of the information on their websites.
What can non-medical search marketers learn from health sites?
Educating your client or customer is a wonderful thing. While you might miss out on a few mistaken sales, people will appreciate your business ethics. Ethical businesses attract a great deal of goodwill and positive word of mouth. Do not lose site of the bigger goal of your website marketing. If you want to build a thriving business, customer goodwill is vital. That so many people turn to the Internet for their health related information reveals that there are a great many trusted medical websites.
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Writing by Brick Marketing on Thursday, 17 of January , 2008 at 9:57 am Leave a comment
Most of us struggle when it comes to writing code. While it is possible to learn a bit of simple programming language to take care of the little stuff, there is a good reason why computer science degrees take four years. There is a lot to learn and most people just don’t have the time. You can only multitask so much before things start to become a waste of time. Learning programming might save you a few bucks, but you will lose a great deal of time. GetAFreelancer.com is a great way for you to get a programmer on board to take care of your programming needs.
GetAFreelancer.com puts you in touch with a vast pool of skilled freelance programmers. You will be able to find someone there that can perform just about any programming task that you require. If the price is right, they will sign on and you won’t have to muddle through the job while fumbling through a copy of Java for Dummies.
Whether you are using GetAFreelancer.com or any other similar service, you do need to remember to price appropriately. If you browse the jobs there from a programmer angle, you will see plenty that are going unfilled. The vast majority of projects that go unfilled are under-funded. Think about it, if you are a programmer with college loans to pay off, would you really want to commit to a ten hour project that pays $100? Offer a reasonable amount at GetAFreelancer.com and you will see the talent roll in.
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Writing by Brick Marketing on Wednesday, 16 of January , 2008 at 7:38 am Leave a comment
Website lead generation is a less fine science than many people give it credit for. The trick to website lead generation, as it is with a lot of website marketing technique, is to put yourself into the mind of a customer. Don’t put yourself into the mind of just any customer, you want to step into the shoes of the most technically inept website visitor that you can imagine. Your site should be geared to the lowest common denominator when it comes to computer aptitude. The fact is, many people were born and grew up before the Internet. While a large number of those people now brave the web, skill levels are quite often very basic.
Stick to basic themes
I am not saying that you should not have a slick color scheme. By all means go for it, but make sure that your customers are able to identify the links on any given page. There is room for variation on the standard blue, but make sure that links are identified at the very least with an underline (blue is better in most cases). I have seen sites where links are pale gray or other colors and bold instead of underlined. With most people this will work, but there are some that will not identify the links.
Make a site map that people can find
A site map will allow your traffic to find its way around your site more easily. It also allows search engines to better index your site. Both have benefits in the website lead generation department. If you have a truly enormous site, then the website map makes it easy for people to find their way through it, they are relatively simple to create and there are a few website tools that can help you with the process.
Spare a thought for the visually impaired
It is always a plus to keep things optimized for screen readers. While the vast majority of visitors to your site will be able to read it with their own eyes, there are people that can’t. Screen readers allow such people to interpret what is on the page. For this reason, it is always a good idea to provide accurate descriptions of your images. You don’t need to go overboard, just enough for people to understand what is in the picture. As a bonus, this will also optimize your images for image search. Additional traffic and goodwill can provide some welcome website lead generation. It takes two minutes to optimize an image and it is well appreciated when it is done.
A common problem with websites is that webmasters forget that they are writing for people first and computers second. In chasing the top Google spots, many people overlook the fact that while search engines drive traffic, it is people that buy products. If your website search engine optimization is too obvious; if your content is too spammy, people will leave without buying. Keeping the quality up will boost website lead generation potential.
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Writing by Brick Marketing on Tuesday, 15 of January , 2008 at 9:44 am Leave a comment
For those of you that have read some of the news relating to Network Solutions black hat tactics involving domain registration, the thought that the sites that we depend on for something as simple as domain registration could be compromised, might have shocked and alarmed you. It is important to be able to trust the companies that we rely upon for such basic services. Fortunately, word of such tactics is soon to spread and that in itself discourages many registrars from taking the black hat route. If you are looking for a place that is safe, secure, and will handle your requests confidentially, Go Daddy is one such place.
Many people use Go Daddy because of the simplicity of their registration process. There are cheaper services out there, but Go Daddy is good in the service department and sometimes that can make an enormous difference. Go Daddy is very easy to use and you can take care of mass registrations very quickly. Their hosting packages are also quite impressive, especially in the Linux lineup. Costs are middle of the road, they are not as high as some places, but they are not the cheapest either. They are reliable, deal with problems promptly and most importantly, they are honest. If you are concerned about where you do your domaining, and it seems that you should be, you can feel safe with Go Daddy.
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