If You Build It They Will Come - Part II

Your Website.

Make the Technical Structure of Your Website Web Crawler Friendly For Good SEO.

In Part I we discussed Keyword Density, but the technical make up and structure are also important. You see, web crawlers can not read certain types of technical content and you want to make sure that if you are using any of these technologies that alternatives for are put in place so that web crawlers can read and index your content.

1. Flash. It can look great, be dynamic and quite eye-catching. But, whose eyes will it be catching if no one is able to find it? See, web crawlers can't read Flash content. Only use Flash when there is a text version of the Flash content available on your site.


2. Frames. Content within a frame is generally stored elsewhere and therefore, is not available for a web crawler to index it. Only use frames if you do not want the content within the frames to be searchable.


3. Java (or AJAX) Menus. Again, web crawlers to read or execute JavaScript code and will therefore, not be able to index it via the menu structure. If you use JacaScript, be sure that there is an alternative method for communicating this text to the search engines.


4. Dynamic URLs. Some websites have pages that query and provide the visitor with a list of results. Each time this a results page is displayed a new (or dynamic) URL for the website is displayed. This again creates a problem for those search engines to know where to locate content changes and updates. Note, there are ways to make search result pages SEO friendly.


5. Images in Place of Text. Be sure that words that are important for searching on are in text format on your site and not an image. However, when you do use images include these important keywords in the ALT tags.

Note, that Flash, images and other technologies mentioned can be used. But in order for the search engines to find these for indexing and weighing, you must also have this information in text format.

Diane Wishart
Promotional Channels
A CT Web Design and Marketing Outsourcing Company
http://www.promotionalchannels.com/

If you build it, they will come... Part 1

Your Website.

Not without some nurturing and attention! If you build, no one may know about it so how can they come? What is your web strategy? What is its purpose? What will it take to get them to come. You want to determine this, before you plan your Search Engine Optimization project.

Yes, you hear a great deal about Search Engine Optimization or SEO. It is important, but there is no need for EVERYONE to come. You are looking for serious, not curious. Right? Those who are seriously interested in your product or service. Window shoppers are good - but more like a long term branding strategy... a future customer.

But, how do we get them to come? Who do you want to come? Yes, Search Engine Optimization - the S E O! There are several components and factors that help you increase your search engine rankings. One of the primary elements is "Keyword Density".

What does Keyword Density mean and what do I do? In a nutshell, Keyword Density is the percent that your chosen keywords make up the test on your website. So, you want a minimum of five percent and no more than fifteen percent, of all the words/phrases on your site to consist of your specific keyword or phrase.

Some quick tips on Keyword Density:

1. Home Page - Home page introduces your keywords.
2. Landing Pages - Primary page(s) for keyword(s).
   
   • For example, if your company has three major service lines like Guitars, Music, and Concerts you would have a page for each one. As mentioned, your home page introduces these keywords, and then each service or product offering concentrates on their respective keywords.
3. Each landing page should comprise of approximately 10 - 15% keywords.
   
4. Keywords MUST be in the following tags:
   
   • Meta Tag - Title
     
   • Meta Tag - Keywords
   • H1 and H2 Tags
     
   • ALT Image Tags
5. Bold your Keywords/Phrases within your Body Text
   

The navigation structure, tags and bolding effects are identified and indexed by the web crawlers. These have leverage when being indexed. Use them to help your keyword density.

For more information about this Web Design Connecticut company, contact our offices at http://www.promotionalchannels.com.

Next Blog Topic: Choosing Keywords and/or Phrases.

Is Direct Mail Still Effective?

Out the gate... Yes. Direct Mail is still an effective marketing promotional technique. The biggest reason more companies have moved away from direct mail has been because of the more cost effectiveness of email, blogging and article marketing. However, not all businesses have abandoned using direct mail in the promotional mix. Less frequently than ten years ago, but still being used.

With several of my customers we are including direct mail campaign(s) in their annual tactical marketing plan. We have long stopped the monthly mailings, but instead are running one or two mail campaigns per year. Also, instead of mailing 35, 000 pieces* we are sending approximately 17,000 - almost half of what used to be mailed. We are only mailing to households and businesses that are not customers or we have no email address for them. Existing customers receive our monthly newsletter or email advertisement. These always include the same offer(s) that a direct mail campaign does.

In the past twelve months, I have found that my customers are receiving on average, one and a half percent response rate. Ten years ago, a successful campaign was considered to be a one percent return. Without conducting a formal study, I am going to guess that since there are fewer pieces of mail that a person sifts through each day, direct mail pieces are not getting pitched into the circular file as fast. There not getting lost amongst the bills, the many offers, the coupons. So much of that has gone online. But we are still receiving some mail... But the amount is way down. Direct mail pieces to household are getting attention. But make them count - they still cost more than internet marketing tactics.

Diane Wishart
Owner
Promotional Channels
http://www.promotionalchannels.com

Marketing Messaging Consistency When Outsourcing

Its amazing really, how many small businesses need marketing support and services. From where I sit, 99.9% is a good estimation. There are many outsourcing choices that small businesses can choose from, but not all from a single source. A typical small business will use one company to manage and maintain their website; another may assist with designing and producing product literature; and yet another can produce or manage their advertising needs. The list goes on.

With multiple companies producing various marketing pieces and different venues for distribution, one wonders whether or not the messaging, branding and success measurements are consistent among their multiple marketing providers? As a business owner you should question whether or not it is production taking longer, perhaps costing more, because multiple companies are reinventing the messaging "wheel". Are they each applying their individual interpretation of the message that is being promoted. How is consistency being enforced?

These are real concerns when outsourcing to multiple vendors. Ensuring consistency of your marketing message, even when using more than one source, helps to keep your marketing costs at a minimum. The next question to ask yourself is how to get that consistency? How do you manage it?


Promotional Channels
380 Meridian Street, #16
Groton, CT 06340
http://www.promotionalchannels.com

Rewards for Referrals Program

Rewards for Referrals - Promotional Channels kicks off their rewards for
referrals program! Receive a $50 American Express Gift Card for every
referral that becomes a Promotional Channels customer or let us donate
$50 in your name to a charity of your choice!

For more information go to www.promotionalchannels.com!

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