Digitalia | Indianapolis Social Media Marketing

Too much flash turns google off

Search Engine Optimization: Flash doesn't entice google

Google is like a hippy girl. More likely to be into your substance rather than your flashy duds. Enjoy!

 

Duncan Alney Facebook | Twitter | Naymz | Blip.fm | Social Media Marketing
 

PR professionals: 6 things to help get your content found online

An interview with Lee Odden, CEO, TopRank Marketing

I caught up with Lee Odden recently, whose widely regarded as on of the most influential online marketers. We talked about the relevance of value of blogs especially in the context of public relations that is focused on traditional media, bloggers, analysts, and, increasingly, consumers. Lee makes some great points. Here's the recap. Watch the interview (recorded on the fly at a conference hence the somewhat hushed tone in both our voices).

1. Use blogging software as your newsroom CMS

2. Archive everything - press releases, case studies and more

3. Categorize your content by topic

4. Categorize your content by keywords

5. Use keyword rich tags

6. Use RSS feeds for the newsroom and categories

News rooms can be link magnets and can dramatically improve search results. While push marketing is still important, there are more and more situations where writers, editors and producers under deadline are mostly turning to the web to find information and people. Optimized content can make a world of difference - that is getting your content found on search!

Do you have questions? Do you have a story of how a journalist found you because of your optimized content?

Duncan Alney Facebook | Twitter | Naymz | Blip.fm

7 Things That Make Great Websites

1. Purpose

The purpose of a website is huge. It defines everything in the site. This is basically obvious with any website though. When you first make a website, 99.9% of the time you are going to have a purpose for it. It could be a website for your company, selling items, etc. This is important because you do not want to have a website that does absolutely nothing for no one.

*Screenshot Example: Worldvision.org

2. Graphics

Graphics can make a website aesthetically pleasing. Your graphics could include vector drawings, clip art style images, or real photography. Good graphics are eye popping, but not distracting. Ensure your site has a balance of copy and pictures. We are all kids at heart and a site without any pictures/graphics is just boring.

*Screenshot Example: Davi-t.com

3. Navigation

Navigation is often considered the most important part of your website. It helps the user flow through your site. With poor navigation, the user cannot easily get to the information they are looking for. You want to make your website navigation very easy to use and easy for users to get where they want to go (or where you want them to go) in the fastest way possible.

*Screenshot Example: Clearleft.com

4. Accessibility and Usability

I use Mozilla Firefox on a PC, a co-worker uses Safari on a Mac, another co-worker uses Mozilla Firefox on a Mac, and my mom uses Internet Explorer on a PC. People have different browsers, different computers, different screen sizes, and different Internet speeds. One of the most time-consuming parts of making a website is ensuring your site works in different settings. You cannot expect all of your users to have the same settings. This can be very time consuming, but when you look at big sites (Google, MSN, Amazon, etc.) you will notice the same site - no matter what you use (excluding mobile browsing). Making your site usable and accessible separates your site from the amateur sites on the web.

*Screenshot Example: W3.org

5. Color Scheme

A color scheme on your website is something similar to the icing of a cake. Like graphics, it pulls the site together. It adds something to the look of the site. A good site will have consistent colors throughout.

*Screenshot Example: Viget.com/extend

6. Content

Content can make or break your website. You need a good balance of copy and graphics to make up a site with good content. The content is almost a summary of the above. A lot goes into content, but as long as the aforementioned copy and graphics are really good, your content should be fine.

*Screenshot Example: W3-markup.com/order

7. SEO (Search Engine Optimization)

SEO is similar to usability. Just as we want users to easily navigate your site, you also want to ensure the search engine “spiders” can also easily navigate your site and find the appropriate information. Doing the necessary steps to optimize your site for search can ensure higher search engine rankings and increased traffic.

*Screenshot Example: Google.com

Article by: Zach Reed // Firebelly Designer (Follow me @bluetidepro)

SES NY Videos Posted

Check out how the best of the best do what they do!

 I had the opportunity to chat with several of the featured speakers at the Search Engine Strategies conference to learn about how the best of the best in the search and social media world do what they do. All of the interviews are now posted on our YouTube channel. Head on over and check it out!

Duncan Alney

Facebook | Twitter | Naymz

Sherwin-Williams Names Zig.marketing Digital Agency for Three Brands

Zig.marketing has been named the digital agency of record for three Sherwin-Williams brands, Dutch Boy®, Krylon® and Pratt & Lambert®. Zig is helping Sherwin-Williams make a commitment in the digital space to stay ahead of a changing media landscape, and do an even better job of talking to and inspiring new and current customers.

I must commend Sherwin-Williams for this move. While I don’t know the work of Zig.marketing, I applaud Sherwin-Williams for recognizing that standard advertising doesn’t work, and for understanding the value of reaching and engaging their customers. This is another major brand that has axed a significant amount of traditional media to move into a space where purchase decisions are being made.

And yet, so many mid-market brands, continue to resist the benefits of internet marketing. Of course, the marketing director who doesn’t understand it is afraid of it – but the advice I have for you is simple: Adapt or you will become redundant anyway. Its just a matter of time. Your internet marketing strategy should include micro-sites, landing pages, banners, organic and paid search, blogging and micro-blogging, and email.

The truth is mid-market firms are more mobile, should take more risks to compete with larger brands, and should use every advantage they can. What do you think?

- Duncan Alney Facebook | Twitter | Naymz

How about some results based blog posts? (I'm tired of theorists)

Show me your results please?

So it's not a rant, but I'm getting tired of all the theory talk by people that have never executed anything in the branding, search or social media world. You're not an expert (you know who you are) - you're an evangelist for yourself. You want to book seminars, you want to train people and you've never had a successful client engagement. But as I was saying to the Dalai Lama - you've got thousands of people that you don't know and never talk to on Twitter. Got that going for you. Wait that wasn't really the Mr. Lama. Even the Dalai can get his brand jacked.

So it's taken us a few months to realize this, and we've written our fair share of theory as well, but for those of you who read our blog regularly, we're going to be bringing you more results-based stories, although we do love a fluffy story and we'll still bring those to the table. Think of our blog like a cocktail - 2 oz. real experience based, 2 oz. analysis and 1 oz. fluff served in a martini glass.

- Duncan Alney Facebook | Twitter | Naymz

The evolution of black hat tactics and the skinny of twitter

Interview with Dave Naylor and Todd Friesen

I've had some interesting interviews - educational, academic, and oh-so-polite. This is a different interview. It's sort of exhilarating to listen to these two big dogs' almost stream of consciousness dialogue on what black hat was, and how its white hat now.

The activities discussed ranged from buying links, hacking .edu sites and placing links, 301 redirects from expired domains, resurrecting old sites with key word relevant content translated from English to German and back to English add some ad-sense blocks and more, DNS poisoning, spreading rumors about the competition, and much more. No question that what was black before is grey now, if not white; and that the eastern bloc and India are the churners and burners in 2009. I agree completely, by the way, with the declaration on full client disclosure. The take away point is clearly that smart marketers are here for the long term and don't engage in dangerous tactics that can get a site banned and even result in jail time.

Anyway, here's the background on these fellows:

David Naylor (DaveN) is a Search Engine Optimization and Search Marketing bad ass. He's led huge campaigns for all kinds of companies. He leads Bronco Internet. And he's an engaging guy - in a presentation or one-on-one.

Todd Friesen, Position Technologies, is considered by many to be an SEO pioneer. He's worked with top-name clients and is co-host of the popular SEO Rockstars on WebmasterRadio.FM, as well as a regular speaker at Search Engine Strategies, WebmasterWorld Pubcon, SMX and other conferences.

And, by the way, the video is mis-labeled. David is labeled as Todd and vice versa. Whatever. The content is what matters.

On a lighter note, Dave and Todd both "blame Google for everything",  theorize that "Twitter's in bed with Google" and agree that Twitter is the new instant messenger. Neither care to be assailed by rubbish third-party applications on Facebook.

Enjoy!

Duncan Alney Facebook | Twitter | Naymz

How to rank higher in search

Interview with Brian Halligan, CEO, HubSpot

Recently spoke with Brian Halligan, CEO, HubSpot. HubSpot is an internet marketing company and their product is B2B Inbound Marketing Software that helps their client attract more visitors using SEO, social media and blogs, as well as, capture more leads with landing pages, lead intelligence and marketing analytics. Whew what a mouthful! What's even more interesting is we're working with HubSpot on one of a project.

Both Brian's presentation (which I'd watched earlier) and our interview (which you can watch below) confirmed my strong beliefs in content. Its clear that companies that are leading in the search race are producers of great content. Great content includes copy, photography or illustrations, video, and applications. Good content can be on your website, your blog, and on other places on the web with links back. Brian actually believes in "remarkable content" (coined in this context by Seth Godin who coins everything that already exists with cool little phrases) which is content that people dig (pun only slightly intended) so much that they are compelled to remark on it. Yeah I know you didn't really need the explanation.

So, while I believe there is a place for paid search, invest in good content FIRST. Whether its on your website, blog or social media assets. Doesn't matter. If you know what you're doing, write it up, get some photos, get some video, develop an application. And if you've got chops - develop it yourself, if not, hire a professional. Remember your content is a reflection of who you are!

Duncan Alney Facebook | Twitter | Naymz

Being Found: The importance of Search

My top 5 realities of search

I wonder if you watched my recent interview with Jonathan Ashton from Agency.com. It's a short, yet thought-provoking piece. The subject matter really merits a longer discussion on the importance of being found online. It's not just about search. More importantly, its about being found!

Here are 5 realities of organic search marketing:

First page or bust. #1 or you're not a contender
If I'm looking for a product or service that your company sells. Your home page is no longer the main page on your website. Its whatever comes up on the first page of Google, Yahoo or MSN, and even YouTube. Are you represented? That's what people will read. My new friend Jon from Infinamic argues that if you're not #1 on the SERPs, you're not really a contender. Wow, not even first page but #1.

Create multiple interaction points on your website
The main page may not even be the most  important page. Especially if you're serving several markets with several products or services. A landing page approach with more content and functionality is a growing trend. The urgent need is to get people to the right "interaction point" - whether its to download a white paper, watch a video, read some important research and so on. That way you can measure it. Plus then you can market these different points instead of just one main page.

It is measurable
Even the most basic analytics packages can tell you which search engines are performing, and specifically which keywords are producing for you. So if you're trying to keep the boss of your back, here's an easy way. Especially if you've got a budget to protect - whether its search, social or email. Analytics can help you. Plus you can really breakdown keyword-based behaviors.

Conversion matters more when it leads to ongoing engagement
Regardless of whether you are selling products, services, or ideas – people need to come to your site or social media outposts. If you have a killer site that no one visits – its useless. Traffic leads to conversion. But, traffic is focused on a single engagement. Getting people to join your community is the beginning of a potentially life long relationship. So one time conversion isn't enough. The goal should be ongoing engagement.

Content is king
Regardless of who says what. Content rules baby. Whether its duplicate content across multiple sub-domains or unique content in different places across the web. Fresh, unique and relevant content is still preference #1. So compelling copy, vibrant imagery, and captivating video is a great investment. If this list was organized by importance, this point would be the most important. Different people absorb and scan content differently. So look at your users and think through their cognitive patterns. Then plan the site accordingly. That’s the good part. The best part is that the content will also help your company be found!

At the end of the day, search is about being found. If you're not being found, go back to the drawing board.  Or call a professional!

- Duncan Alney Facebook | Twitter | Naymz

Brand Control is dead

Social media optimization is about how to make your brand relevant

Talked recently to Jonathan Ashton, Vice President of SEO & Analytics at Agency.com. Now I should say up front that I've admired this company since the mid nineties. They're the digital marketing agency in my mind. Uncompromisingly dedicated to strategy, creative and technology, they've worked with some of the best clients in the business and have been rated as one of top 10 digital marketing players numerous times. Check out the interview with Jonathan. It's also amazing to experience Jonathan's quiet, accessible confidence. Definitely enjoyed doing this one!

In case you want a synopsis before you commit to watching the video - conversations are happening. Big brands have the option to get involved. Brand identity is being forged by the people that experience these brands. The challenge that the brand faces is how to bring relevance to these conversations

- Duncan Alney Facebook | Twitter | Naymz

Mobile SEO: Is 2009 the year?

Mobile Marketing Tips and Thoughts

Talked recently with Cindy Crumb from Rank Mobile about Mobile Search. Here’s an encapsulation:

• Start with traditional SEO and all the things you’d do normally.
• Don’t create a separate mobile domain, instead use a sub domain or sub directory OR have only one page and use multiple style sheets – so when you’re on a computer it pull a traditional style sheet and when you’re on a mobile phone – it pulls the mobile style sheet.
• Focus your content on what people need when they’re mobile. If you’re in the restaurant world, help people find you or order something. This bridges the gap between online and offline behavior.
• For 2009 – the iPhone has changed the mobile browsing experience and more entrants in the space. Browser handset combinations will affect the experience. Rendering standards will help standardize things across browser handset combinations.

Of course, we’re based in Indianapolis, home of ChaCha, the giant mobile search tool powered by humans. So hopefully this will be an exiting year for ChaCha as some of their new offerings change the mobile search experience into a mobile “find” experience that will offer next steps such as recommendations and the offer to purchase as well. They already have a robust advertising option that uses the “powered by XYZ” that is based on several variables.

We’re integrating mobile into everything we talk about and work on. So stand by for more on mobile marketing from me! Meanwhile if you’ve got thoughts on how you’re using mobile in your marketing mix, please do share your experiences.

- Duncan Alney Facebook | Twitter | Naymz

Viral Link Building: Content is Key

Lessons in SEO from SES Chicago: Duncan Alney and Peter Van Der Graaf

Everyone that is involved with SEO knows how important getting relevant links for your site is and also how, um, monotonous and tedious it can be. Several Firebellies were are SES Chicago last week and I had the opportunity to meet Peter Van Der Graaf, an advanced search specialist from the Netherlands, and presently with NetSociety. Peter's presentation was engaging and entertaining. Lets say he kept it real. And, in case you're thinking, Peter is not a black hat! What is he? He's smart, funny, irreverent, and strategic. And he's an idea guy. Peter emphasized the value of content above all else. He also talked about the most effective strategy in his arsenal - "viral link building" or the approach that creates link-worthy content that compels people to link to it. Here's my interview with him.

About our SES Chicago Coverage
Firebelly Marketing partnered with internet marketing strategy guru Sally Falkow, who was covering SES Chicago 2008 on behalf of Bulldog Reporter

FLASH SITES NO LONGER AN SEO NO-NO?

When not overly obnoxious and annoying, Flash websites can be great. They allow for rich, interactive Web experiences that standard HTML and CSS can't always muster. The problem, however, is that Flash sites are mostly invisible to search engines - until now.

This week Adobe announced that it is providing optimized Adobe Flash Player technology to Google and Yahoo! in order to enhance search engine indexing of the Flash file format and uncover information that is currently undiscoverable by search engines.

Google also announced that it has launched a "Flash indexing algorithm" which will result in better search results.

Searchable Flash you say? Looks like Flash sites will no longer be a search engine optimization no-no. Web developers and designers rejoice!

- Chad Richards

Make it Easy to Navigate

CNN had a story, today, on a little Parisian teashop called Chajin (the name means tea master). The report pointed out that the little business gets half of its business from its online store. Knowing that my husband is very interested in tea, I decided to check out the website. Understandably, the default language is French but it was hard work finding the language translation button – I found it after looking for several seconds and trying a couple of buttons unsuccessfully. Finally, I finally saw a tiny blinking American flag link to change the language to English.

 

I consider myself to be a pretty savvy online navigator and I was having trouble, which makes me think I am not alone. 

The point is that websites shouldn’t make their audiences work so hard. It’s a respect issue, but more importantly – it makes good sense to not risk losing a potential lifetime customer because of bad design. In our instant gratification world, people want to be engaged instantly and navigate the site to find the info they are looking for quickly. 

The Firebelly credo places heavy emphasis on design – engagement value and intuitive navigation being some of the key components. Besides, the website is an online manifestation of the real world entity. Thus, there are no templates or cookie cutters - everything is customized to each individual company. We’ve been accused of “monetizing our client’s needs poorly”. You’re right. But it’s our long-term relationships and good design that matter to us. That’s our secret sauce. Pun intended.

We’re not a group of nerds or a group of design snobs. We’re really a mixture of design, pop culture geeks, techies, and people that like to do business with respect and passion. This cocktail approach to team building has given us a useful fluency that we’ve extended into planning for engagement on other web-based planes – social media! And so we’ve added a dash of Search Engine Optimization and some analytics – so we can measure results. Just having an online presence is not enough anymore – passionate engagement is the only way to win and keep customer’s hearts and minds.

-Angela

DEVELOPING GOOD CONTENT IS KEY

When it comes to search engine marketing, it is still amazing how many firms, including some global corporations, don’t have good content. At then end of the day, content is still king. When visitors find your site, they are looking for solid information that is germane to your business. Messaging is important, especially in an age when traditional media is being used to drive traffic towards the web.

In addition, installing decent analytics on your site and reviewing them on a monthly basis (at least) will help decide what content is proving to be popular (and useful) and what keywords are being used in organic search to find your site.

- Duncan Alney

KEYWORDS ARE CRITICAL

When I want to find a product or service, I go online and type in some key words that best describe what I’m looking for. I usually check out the options in the search result and either find what I want or I’ll modify my search by using different keywords. This is typical behavior for people looking for anything from a restaurant to a high-end million- dollar machine. We don’t live in a world that is sales driven. Instead, it’s the Internet-based user driven marketing paradigm.

Here’s the question: Do you know what keywords people are using to look for your company’s website?

If you don’t your website will not show up when people search for companies in your space. So your competitor will get the business because they know what keywords people use to search for them. All you have to do is figure out what keywords people are using.

If you are using keywords, install a web analytics package so that you can verify that the key words you’re using correlate with ones that people are actually using in their searches.

Moral: intelligent use of keywords can help people find your website and increase your business.

-Duncan Alney