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…

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How Much Has Yellow Pages Usage Really Decreased?

November 21, 2011

News is that SuperMedia, the company that prints the Verizon Yellow Pages, is planning to discontinue publishing the Greater Dallas Yellow Pages after 2012. The reason for doing so is declined usage and very high costs to print and distribute.

The decline of yellow pages is not news to consumers, but tell that to the folks buying and selling the ads and you will get mixed opinions.

The companies are laying off headcount to save expenses, while investors are seeing -20% year over year decline in ad sales and little results since Google moved Marissa Mayer to Local Search User Experence years ago.

The big companies that are buying the big ads want you the smaller business to think that it generates a nice profit.

It only helps them squeeze you more, just like big PPC bids.

One of my clients actually said that he believes he breaks even on his ads but hoped they made his competitors keep spending to keep up.

For most small companies generating a profit is a challenge. The smallest margin is significant. Money wasted on ads that do not perform have a bigger impact on the smaller operations than the companies with the double double truck plus size ads.

So, how much has usage if the yellow pages really declined?

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More than 55%. The costs of the ads just took a little bit longer to come down the same. They still haven’t.

Might be why big banks and hedge fund guys like Paulson own stake in them, shorting the stock and playing the same game they did with home mortgages and derivatives.

The decrease in print distribution has even taken longer. In urban areas less than 20% of people will use the yellow pages for a local search. Mobile search via Google is the new phone book. You will see less and less big bulky books soon. SuperMedia and AT&T will begin focusing on rural market books once again. Day late if you ask me.

I expect SuperMedia to discontinue publishing other Metro area books as well as decrease distribution.

I do not expect them to share these new distribution or opt out of delivery numbers any time soon.

Btw, we are offering mobile sites that include a nice commission for my former media consultant coworkers.

Take a look at Lewisville Divorce Lawyers Mobile Website that my Dallas Internet Marketing Firm built.

Hammerle Finley used to spend big bucks on phone book ads. They are the small town general practice firm who made others spend big bucks. Hammerle probably doesn’t feel the same about what became of GTE Yellow Pages from the 90’s.

They are David to Goliath if you ask me.

Who uses the yellow pages?

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7 ways to get an internet marketing job

September 19, 2011

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Unemployment has hit an all time high. Businesses are not hiring. Those that are highering are paying lower wages. The world economy has not recovered from the economic collapse of 2007/2008, especially the job market. In the US nearly 1 out of 9 are unemployed and 1 in 7 live in poverty. Just 5 short years ago only 1 in 4 were unemployed. Now more people than ever are looking for work. Despite all this doom and gloom news, digital marketing agencies are sprouting out of the woodwork. There is one industry that continues to grow at a rapid pace, this industry is the internet marketing business.

The internet provides many career opportunities for folks who otherwise might not have a job. This has been the case since the internet .com bubble.

Internet marketing related jobs in high demand include the following areas of skill:

° web design
° content writing and content management
° paid search analyst
° internet marketing sales and business development
° social media marketing managers
° SEO experts
° videographers

These positions maybe in-house for a big brand or with an internet marketing agency that works on behalf of a brand or company.
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What skills do some of these positions require?

Web content writers must understand the importance of authoritative quality content on a company’s website. Businesses will pay money for unique content that can be added to the company’s website. Great content is also used to create links that point back to the company’s website from other sites, this is referred to as “backlinks” and this is an important factor in high search engine results rankings. If you are a decent writer or copywriter, there may be many opportunities for you to get a job as a web content manager.

SEO Experts may have a lot of different roles depending on the company. They may focus on linkbuilding from various websites to client or company websites, they may strategize an SEO budget and schedule for a client, and also be responsible for submitting content to blogs, article sites, and press releases. Some SEO skills might also include forum posting and website commenting. Social media marketing and content distribution is also an important area for an SEO strategist to understand. A strong knowledge of how the web works, how content management systems are used, and how automation tools can be used to improve a websites visibility are crucial to the success of an internet marketing SEO specialist. One thing is for sure, SEO strategy requires you to have an A.D.D. type approach, a short term memory (so you do not dwell on your failures and keep moving forward,) and plenty of time to attend conferences and training sessions or meetings like the Dallas Search Engine Marketing Association or http://www.dfwsem.org.

Paid search marketing experts manage PPC ad budgets on Google AdWords, Bing AdCenter, and other contextual ad networks including display and retargeting ads. This skill is especially suited for analytical data crunchers who have a knack for testing, analyzing, and filtering paid search ads and campaigns. These sort of skills and traits are not the same as SEO specialists. For most businesses, over 40% of internet marketing budgets should go towards paid search marketing.

Web Development and design, like SEO, is a skilled profession. Some corporations hire in-house website developers and others hire agencies to build websites for them. Web developers redesign or maintain existing sites as well as building new ones. Website design requires experience with Adobe Illustrator and PhotoShop. Designers create .psd design comprehensives and covers convert these graphic files into PHP/html/CSS. This is sorta lime taking a scalpel to a graphic file and making all the elements work and respond to the website visitors mouse and actions on the site. Great website designers understand SEO and website usability. Having SEO knowledge will give a web developer a huge advantage on the competition.

The number of SEO and internet marketing related jobs will continue increasing over the next few years. More and more businesses are looking for ways to make money online. Even if you have a modest knowledge of internet marketing topics, you have a great shot at landing a job in SEO work.

Of course probably the easiest and fastest way to make the most money in internet marketing is sales and business development.

I spent years making over SIX FIGURES a year selling, designing, and strategizing with small and medium-sized local businesses on print yellow pages advertising solutions for Verizon Directories. Sales reps almost always received more money from a sale than the fulfillment department made from processing the order. Of course it didn’t hurt that yellow pages companies had profit margins in the 60+% range and could afford big commission rates.

Internet marketing sales consultants can make more money than the yellow pages sales reps of yesterday. Yellow pages reps typically earn 7 to 15% of the total sale. Internet marketing sales consultants at my agency, smbSEO, earn upwards of 20% residual commission and unlike yellow pages sale reps they do receive continuity on accounts they sell. If an agency has a $1,200 minimum retainer, after just 30 total clients a sales rep is making over $6,000 in residual income. What is required from a sales rep? Facilitating SEO schedules including graphics and content strategy, communicating with clients, and working with members of an internet marketing team to discuss KPIs (key performance indicators) results and client expectations.

In my opinion the best internet marketing job is the sales consultant one. How many businesses need help strategizing internet marketing efforts? How much money is being wasted? Are they using analytics and call measurement services? Do they have a holistic approach that ultimately means they rank multiple times on the search engines? The odds of you knowing a business owner or manager who needs help with internet marketing are very high. Due to the complex nature of an effective internet marketing strategy, most companies are dissatisfied or looking to improve their internet marketing strategy.

If you would like more information or to sign up for an internet marketing job in your area, visit my website at http://www.smbseo.com/new-sales-person and I will send you a referral link to have your clients sign up for my internet marketing solutions at http://www.smbseo.com/store. When they sign up for services from the link provided to you on the /new-sales-person page you will get paid residual commission. You don’t even have to quit your current job (although you are likely going to after you see how much money you can make.)


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.


SEO Prices: Why some SEO companies charge by how much you can afford vs time and materials.

August 22, 2011

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How much can someone charge for SEO.

For some SEO companies it depends on how  big your company or wallet can afford. Does the owner drive a Mercedes out front? Do you have a fancy office?

For us it comes down to our onsite and offsite seo schedule, where you currently rank on a ranking report, and how competitive your target market keywords.

We also charge for the meta tag and title work for existing pages inside the schedule, but have a limit to the number of pages per month.

We charge extra for posting content not going into a CMS (content management system like WordPress.)

We also charge extra for AdWords invoices, etc. Standard reporting is included in the schedule and everything we do our clients own.

We also charge for each additional niche site.

The real crooks charge by keyword. I would steer clear of those folks.

Also stay away from the $100-$200 per page folks.

Do they offer topical blog, one-way site, news, video, and article link building? Real SEO includes link building, afterall 60% of your ranking is offsite SEO and 40% is onpage!

If the company doesn’t include content, call metrics, or conversion optimization, don’t walk…. RUN!!!!

P.S. You can signup to resell our services at http://www.smbseo.com/new-sales-person or signup for service at http://www.smbseo.com/store


Cool WordPress Plugins and Site Management Tools

August 17, 2011

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I firmly believe that small business websites should almost always be built on a holistic, transparent, and cost effective website management system like WordPress.

Why?

When you build a site with WordPress you own the sites backbone and won’t lose your site should you have a fallout with your website developer or manager. Proprietary CMS tools are seldom expanded or updated (including security and hacking prevention) by thier creators. WordPress does not have this problem.

What I like most about WordPress are the plugins.

My favorite WordPress plugins:

All-In-One-SEO

XML and HTML sitemaps

Broken Link Checker

Facepress II

Related Posts

Thank me later – sends an email

Popularity Contest

WordPress Backup Buddy

Optimization for Speed

Automatic SEO Links

Contact Form 7

Gravity Forms

WordPress Shopping Cart (WPSC)

My all-time favorite WordPress Themes are:

StudioPress
Thesis

Why is WordPress the best web content management system available?

WordPress originally began as a blog platform. There are now over 54 million sites using the WordPress CMS. Site developers once recommended Joomla or Drupal for enterprise sites or sites with multiple users. Today WordPress supports massive scaleability. In fact, both CNN and Jay-Z use wordpress.

WordPress is an open-sourced content management system ans has thousands of contributors who offer resources, tips, tools, and plugins for free. WordPress has tons of support. Plugins allow you to add customized functionalities that expand what you can do with your site without having to hire the resources of a developer or coder.

WordPress is FREE.

With WordPress you have a SEO friendly site that you can upload new content to just as you would a simple blog. Much of the.content can be added to the site without a coder who knows .html.

If you want more information in WordPress just shoot me a message via my www.smbSEO.com contact page.


Greatest Call Count Research Statistics on YellowPages Ever…

June 12, 2011

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Imagine if I could use the power of this blog, with all the wonderful targeted keywords that it ranks for, to produce the greatest collection of yellow pages call tracking and call count results ever?

According to Gregg Stewart with TMP Directional Marketing:

Telephone tracking can be accomplished by setting up a dedicated call-tracking line, whereby a unique phone number (local or toll-free) is placed on a Web site or local search advertisement. The ad is suppressed from directory assistance databases, as well as other advertising sources such as Yellow Pages and White Pages. This enables the marketer to cleanly track the exact calls coming from the specific ad campaign.

To gather and then share great stats I would ask for the following data points from over the last decade from small to medium-sized business owners:

Year:
Number of calls per day, week, or month:
Directory:
Monthly Ad Cost:
Estimated Cost Per Lead:

I would then compare the years and see if the cost decreases while print usage gives way to digital local searches.

Can you share some call count information?

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Let’s go Mavs!

With the Dallas Mavericks winning the NBA Championship today, I want to do something extra nice…

How about giving away a FREE Call Tracking service for your print or ppc ad via CenturyInteractive.com and CallMeasurement.com? This is valued at over $1200.00 each! I have got 3 to give. Just give me some great call count data on your print yellowpages or ppc ads!

If you want to be anonymous, just let me know that too!