SEO does not always mean the same thing

April 28, 2012

A wise man once said that “all marketers are liars.”

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This couldn’t be further from the truth. It surprises me that business owners are still not savvy about online marketing. Many don’t see the need for a local search marketing strategy because they think, “only the big companies with huge pocketbooks” advertise aggressively online. They are the companies always at the top dominating search results. Sure this can be done to some extent by sinking yourself deeper into credit card debt with Google Adwords, but why keep going back to the World’s Largest Auction (bigger than Ebay!)

Organic search results get over 1/2 of the click volume.

Most small businesses don’t understand the concepts and strategies of content marketing. Then again, most SEO services and agencies tend to focus on the on-page website changes, business may or may not deploy a blog strategy depending on whether the website is built in a blog style CMS like WordPress. Unfortunately for businesses, they often can only afford a cheap SEO agency who typically fails to use content for building backlinks. I say you can’t afford not to. Stop going back to the auction! Organic and local complements PPC domination and also stretches a budget with recurring revenues from search engine result page share of voice and real estate.

I once SEO’d a “bookie service” website that took up 5 of the first 7 results with multiple websites and different business names

Some SEO firms optimize for Google Places and setup local listings, but do they include accounts with the data centers UBL and Localeze listings? Do they provide manual local listing optimization that focuses on creating as many local citations (mentions of your business name, address, and number?)

I recommend finding a transparent and holistic firm that focuses on a diverse approach to SEO, not just moving things around on a page and changing a few settings (how often you gonna change a Page Title?)

If someone calls and offers you SEO service you have every right to be skeptical. After all, “all marketers are liars” and SEOs are the biggest out there.

I have always said the minute you change a page title you are “gaming” Google.

Just stay away from link builders who use non transparent or blackhat SEO methods. While the potential short term business may be good for your wallet, getting kicked out of the search results or worse de-indexed is not something you can easily overcome.

I do recommend considering separate IPs and crazy aggressive tactics for local search niche domains though.

Hiring an outsourcing company or yellow pages type company for your online marketing is just crazy. Everything is proprietary and you won’t own a thing.

They should stick to what they do best…

20120503-195149.jpgpolluting door steps!

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What is the future of local small business advertising?

February 5, 2012

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With search marketing officially taking over traditional media marketing channels it is no surprise sleazy sales tactics still work for some Internet marketing providers.

check out what I got from ReachLocal recently:

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I will be sure to add some of the stats.

I just want you to understand that there is a difference between a backlink building content marketing SEO agency like SMB SEO and the product or platform specific Google Adwords reseller agencies and yellow pages.

In the month of July we created over 550 pages of content for less than 25 clients. This past January I had te responsibility for scheduling over 1,000 pages worth of offsite and onsite content marketing articles, blog posts, and pages for around 35 different businesses. Let’s see the yellow pages or ReachLocal folks provide that kind of Internet marketing strategy and schedules!

Just because my agency saves clients a boatload of money in PPC up charges by not paying anyone other than Google or Bing direct for clicks, doesn’t mean we are less effective or inferior to these larger marketing organizations. What they fail to offer:

Google Analytics
You own all the PPC campaign work
You own the PPC campaign account
CallMeasurement.com Call Tracking
woopra analytics
Custom Video Production
Web Ranking Reports Weekly
Niche Site Domain Development
Mobile Ads
Mobile Sites
PRWeb.com Press Releases
Local listing optimization
UBL Listing (universal business listing)
Localeze Data Center Listing


Why Paying a Monthly Retainer for Local SEO and PPC Makes Good Business Sense

November 16, 2011

In the old days you bought a display ad in the yellow pages to get calls from customers ready to buy.

These days you purchase a yellow pages ad so your established brand doesn’t lose potential phone calls to unknown and lesser quality brands who can afford the financing that the yellow pages offer. The bottom end churn for print YP is constant. Google doesn’t offer financing on pay-per-clicks and writers don’t finance content writing.

In 2002, 80% used the yellow pages to perform a local search. Today that number is less than 15% and phone book fragmentation (a way of looking at print competition) is at an all-time high.

Marketing dollar resource allocation has flipped over the years. The days of me giving Internet marketing advice to sell ads in phone books has been over for sometime.

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Businesses are struggling to dominate search the same way they dominated local search in the 90’s with big full-page and eventually double truck 2-page ads. The same style duopoly exists were you have a telco or main provider and second incumbent choice (AT&T + GTE/Verizon = Google + Bing/Yahoo Search Alliance.)

In the earlier days of search the businesses with names and domains that contained the product or service being offered including the city they served, such as “Dallas Auto Transmission LLC” naturally had an upper hand. It was easy to make a title tag match your business name. Optimization of a website required the efforts of a website coder and FTP access to the sites backend. SEO was all about meta-tags and links that were hard to come-by.

Today you will see:

  • 60,000 new websites will be added to the web
  • 2 million new videos added to YouTube
  • 1.6 million blog posts will be created (out of 150 million blogs)
  • 1.5 billion pieces of content will be added to Facebook
  • 200 million tweets will be tweeted on Twitter

Paid search ads with Google use to only costs pennies per click. Volume was low. Again things have changed. Paid search offers so much more than the past.

Things have gotten a bit more complex:
– mobile extensions
– local extensions
– site links
– retargeting
– promoted videos
– product feeds
– demographic targeting
– new channels of distribution
– new match types like modified broad match

It is easy to mistakenly dump hundreds of suggested keywords in a campaign and see quality scores never rise above a 4. Google makes it easy to spend your money or daily budget and target keyword searches via broad match types with non relevant ads. Buyer beware: You need an agency or consultant!

Great SEO starts with keyword research. Those keywords need to be put in a report and measures with rankings on search engines. You then need to create content, pages for the various keywords, both on your site and pointing to your site with anchor text. Social signals are also important. LoMoSo or local mobile social is the new Internet. NAP, or name address and number, mentions of your business are the key to local. This begins with data-center directory submission (the only real form of directory submission) which is not something you get from Outsourced India SEO providers.

Next, you must begin eating the elephant so-to-speak. Start with the low hanging fruit or keywords that have less competition and in many cases less volume. Quick rankings measured via Google Analytics as clicks. The short-tail competitive keywords take more offsite backlinks, more onsite content strategy, great NAP data, and the help of an experienced Internet marketer to reach success.

To build a successful Internet marketing campaign you need to have your SEO content strategy and PPC campaigns work together. PPC tells us what keywords drive impressions. Content marketing helps you rank for correlating keywords that you can add to your PPC Campaign and both help you test landing pages to perfection.

A SEO & PPC Monthly Retainer will allow you to gradually scale your efforts, rank for more keywords, and create great authoritative onsite content for your visitors. Mix in high volume with low competition keywords and you will monetize your efforts from the start.

Smb SEO’s retainer includes conversion optimization consulting, domain registration, quality hosting (not that slow GoDaddy hosting) and all the transparent reporting you need to make sure that you are not on a road that leads to nowhere. It also does not require a contract and the service is based on real-time and materials vs paying for the concept of SEO. You can only optimize a single page a couple of times before you must add new ones.

If this doesn’t sound like the services your “SEO company” provides, don’t walk…. RUN AWAY.

Call me at 214-267-9553 for a free ranking report and let’s see what is keeping you from making good business sense of your internet marketing.

Also, FYI, Tonight Google and Bing Representatives will Speak on “State of Search” at Dallas / Ft Worth Search Marketing Group…

Register at DFWSEM.org

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How to really screw up a pay-per-click campaign the easy way….

August 31, 2011

Let an AdWords reseller create a broad match campaign for your Air Conditioning company with the keyword “services” and actually pay them for the clicks.

In the old days people bought yellow pages. In the new days they purchased digital ads. Today and in the future they will buy conversions, or atleast expect to manage by conversions instead of just getting “traffic” to a website.

Checkout this search result for said A/C company for the search term “black at SEO services” on Google, notice how I wasn’t looking for air conditioning?

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This is a prime example why you don’t want a national ppc reseller to manage your campaign. Instead, hire an agency that is partnered with Google’s Engage program like smbSEO.


Dallas PPC Advertising Expert Will Speak at the DFWSEM Association on June 15th

June 15, 2011

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Dallas PPC Advertising Expert Will Speak at the DFWSEM Association on June 15th.

Come join our sponsor smbSEO and yours truly at tonight’s meeting. If you need a pass to tonight’s event you can email me for one.

Dallas, TX (PRWEB) June 15, 2011

Pay Per Click –Some Super PPC Advertising Tips and Secrets

With all the buzz about social media dominating the discussion over the past year or so, a person might think PPC was a lost art, but nothing could be farther from the truth. PPC remains a viable form of search engine marketing, and for many businesses it’s still the cornerstone of their online marketing strategy.

Join DFWSEM on June 15th as Jim Gilbert presents “Pay Per Click –Some Super PPC Advertising Tips!”

About Jim Gilbert:

Jim is vice president of KeyRelevance and one of the co-founders of the DFWSEM. He has been involved in both organic and paid search engine marketing since the early ‘90s and spent his early years working with a number of iconic organizations, including Sabre and EDS. As a highly sought after speaker, and author of numerous articles and published studies on the industry, Jim is uniquely qualified to share insights learned through years of critical analysis and real-world experience creating and managing PPC campaigns for some of the largest and most high-profile names in business.

The Presentation:
As the title implies, this presentation will focus on what the search engines don’t tell people about PPC, and will include:
■Some Super PPC Tips (for Google & MSN/Yahoo)
■Knowing what your company plans to do with PPC and the experience required to do it
■Measuring success and conversions
■Understanding and using the various keyword match types
■Understanding and using the various “negative” keyword match types
■Understanding and managing Quality Scores
■Managing Ad creative Rotations
■Understanding and utilizing “filters”
■Understanding and using Google Ad Extensions
■Brief introduction to Google’s “Product Listing Ads”

Top 10 Worst PPC Practices –

Jim will also give his list of the top 10 worst PPC practices to avoid.
PPC Account Reviews -Have Your Actual PPC Account Critiqued by an Expert Have specific concerns about an actual PPC campaign, or just want to show off PPC chops before the group? For the last 30 minutes of the meeting, Jim will be conducting live reviews of our members’ PPC accounts. If you would like to be considered for this PPC account review, please send an email to info (at) dfwsem.org with the URL of the site that you are using in your current PPC efforts (we will NOT need your account login information).
As is the case when DFWSEM does site reviews, the PPC account reviews will not be a collective “beat down” of the examples, but a way to find out what the audience is doing right and what someone might want to consider doing differently in order to deliver the best results for clients. Whether a PPC newbie or AdWords certified, folks will leave this meeting with a greater understanding of how to successfully create and manage highly effective PPC campaigns.

This month’s meeting is sponsored by smbSEO, a holistic Dallas area based local internet marketing agency dedicated to helping small businesses advertise on Google.

Where:
Renaissance Dallas Richardson Hotel
900 E. Lookout Drive Richardson, TX 75082
(972) 367-2000

When: June 15, 2011 –Mixer 6:30 –7:00 p.m., Meeting 7-8:30 p.m., Social 8:30-?

Join DFWSEM or Renew
Membership Membership Types:

Individual -$150 per Year
There is no Charge for Individual members to attend monthly meetings.

Corporate Memberships -$300 per Year

Three people from the company can attend each meeting.

Additional seats can be purchased for $50 per year.

There is no charge to attend monthly meetings.

Nonmembers -Nonmembers can attend monthly meetings for $35.

About the DFW Search Engine Marketing Association (DFWSEM):

The Dallas/Fort Worth Search Engine Marketing Organization (DFWSEM) is dedicated to education and promotion of the Dallas/Fort Worth search engine marketing industry, conversing various topics related to search engine optimization (SEO) and pay-per-click search (PPC), as well as other emerging media. The group meets monthly at the Renaissance Hotel in Richardson, Texas, and is open to anyone interested in search engine marketing, including in-house marketers, independent consultants, and agencies.


Google will be charging for some calls from PC ads according to Search Engine Land

April 28, 2011

This is awesome news for search marketers and internet advertisers.

http://searchengineland.com/google-begins-charging-for-some-calls-from-pc-ads-74935?utm_source=sel&utm_medium=scap&utm_campaign=email

Real question is “when do they cease to allow you to advertise your own number?” to make more money. All in the name of better conversion tracking, call quality attribution by keyword etc,right? I am sure a boat-load of other questions will come out over the next few months…. And changes!

Potential game-changer for small business local internet marketing. Google is already dominating local search share over local search directories.

Google already owns over 70% of total search volume and a commanding position in both mobile browser and local geo-location search results.

Google rocks!


NEW: Free Phone Support For Google AdWords Advertisers

April 5, 2011

Check this article from Search Engine Land about Google PPC help and support for SMBs.

NEW: Free Phone Support For Google AdWords Advertisers