Monthly Archives: April 2009

Social Search Optimisation – optimising your online assets


There’s a sea of change in the search engine optimisation world, those that embrace it will survive the change and those which continue to offer the old school search engine optimisation will become extinct.

What am I talking about? Read on and I’ll explain all.

There’s been a rise in the use of social media sites by businesses, but they see to be doing it in a haphazard way – a blog here, a you tube channel there, twitter here, flickr there. To get the optimum out of using these channel you need to ensure that they are linked up and optimised.

Optimising your Blog
Rather than posting to your blog and hoping people find it and read it. Go to Google Keyword tool and look up the niche key phrases around. Then think about what blog posts you can do around those niche search terms. That way your blog articles will rank in the search engines, and hence will drive traffic into your site……BUT integrating your blog into your company website is crucial, as that way they can then navigate into your website and look at your product and services.

Commenting on blogs and participating in forums will generate inbound links into your website. Getting your blog articles re blogged or commented on other peoples blogs would be another step in the right direction.

Gone are the days of getting your website listed in a directory (as anyone can do that!). Getting inbound links from the community you are involved in is not as straight forward and shows that you are involved and committed. Over the next few months, I can see that Google will be putting more emphasis on inbound links from social media sites as compared to directories.

Optimising your You Tube videos
You Tube listings are now appearing in the search engine listings – so when you upload your videos, ensure that you are putting a targeted description and tags on the video.

Optimising your Tweets
Tweets are now appearing in search engine listings, especially around searching for an individual. So make your tweets count – don’t waffle about your dinner or that you are walking the dog. Talk about your passion and what’s important to your business. Don’t just broadcast the information, engage with other people in the same space and start those conversations.

Put your Twitter account on your email signature so your contacts can start following you on twitter as well.

Optimise your Linked In Profile
If people are searching for you by name, make sure your Linked In profile is up to date and as complete as possible – as that also gets indexed by the search engines. Ensure that you have put in your company URL and your twitter account.

Finally…….
Sticking your head in the sand and saying ‘I’m just not doing the social media stuff’ is not an option. I remember when Google was launched and people said ‘who’s going to use a search engine with no advertising on it?’. Weirdly, the search engine has now got the largest market share. But those companies that saw the search engines as another sales channel and started using it effectively, soon got good rankings and driving new sales leads from there site.

The rise of social media resonates so much with how search engine marketing became an established and proved form of marketing.

What historical figure would you like to discuss your business with?

On the blogging course that I’ve been doing were we discussing the different types of blog posts you can do and someone suggested this one which really appealed to me. It really got me thinking who would I like to show around my business.

I would like to show Alexander Graham Bell around my business. He’s the inventor of the first practical telephone in 1876.

Technology has advanced since the beginnings of the early telephone. I think he would be amazed at the sophisticated the telephone is compared to the invents! Not only that as a visionary of technology I think he would embrace the world of the Internet, blogging, twitter, search engines, TV, DVDs, microchips and the list goes on.

Which historical figure would you discuss your business with?

Twitter spam – it hasn’t taken long

Did you know that 95% of email is spam, that’s an incredible percentage. I truly hate spam and phishing is even worse.

So when I logged into Twitterfox and looked at my messages I was intrigued to see that I had 2 messages from people who were not following me. The messages were offering information /service or promotions around subject matters that I had twittered about.

It was obvious to me that these people obviously had a Twitter alert of some form on specific key phrases and they were then sending these people messages and offers.

In the world of permission based marketing, I am not sure how I feel about this. The other week I tweeted about looking for a 1:1 yoga teacher in Leeds and some people that I don’t know sent me some great links. As I had asked for the information I was grateful for their recommendations.

One of these spam messages was around promoting their networking group. Personally I really do object to this. Just because I go to networking events and Twitter about where I am, does not mean that people who are not following me can promote their events to me.

How to use Twitter as part of a promotional strategy

Dell
has been running an effective campaign to drive sales through Twitter. They have set up a Twitter account called http://twitter.com/DellOutlet and the followers receive messages when discounted products are available the company’s Home Outlet Store.

Using Twitter this way to allows the user to get permission based promotions, rather than getting spam messages promoting the offer / service.

To turn this around the companies should be using Twitter to drive traffic to the site, rather than using a Twitter alert service and sending direct messages to users. I can see that there will be a growth in Twitter spam, and it’s then about how you can manage this.

The question is – when it’s email you can get spam filters to block the junk email that you get – is there an application which will filter the junk Twitter messages.

On The Web

Your online credibility is an increasingly important way of showcasing your specialised knowledge and expertise which will build your online credibility. As more people engage with the social web differentiating yourself become imperative

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