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Getting Honest With The Search Engines

discussion forumsDiscussion ForumsI spend a lot of time reading newsletters and forum postings about Search Engine Marketing. More often than not, people are asking about methods used to improve Search Engine rankings: what works, what doesn't, and what will get you in trouble.

Search Engine*:

A program that searches documents for specified keywords and returns a list of the documents where the keywords were found.

Algorithm*:

A formula or set of steps for solving a particular problem.

Frankly, no one can predict what will happen from day to day with the Search Engines. Only the Search Engine companies themselves know if the algorithms will change from one day to the next. Even the Search Engine rules change from month to month, sometimes daily. Think of the changes that have happened since pay for inclusion and pay-per-click have taken over the market for Search Engine results.

It seems so simple to try and comply with the Search Engine rules. Even though optimization adds to the basic content of a site and source code, there are ways to approach this without stepping over the line.

We personally do not use the methods mentioned below (methods to avoid, methods to be wary of) in order to play it the absolute safest way, using a long term plan in providing you optimum ranking in the Search Engines.

Keyword stuffingAvoid Keyword StuffingMethods to avoid

Keyword stuffing. "Stuffing" keywords into places where keywords don't belong, such as comment tags, image ALT tags where the keywords have nothing to do with the specific image

Invisible text. Text color the same as background color

Automated submissions. Using automated tools to deliver huge numbers of pages to submission pages of Search Engines

Submissions to "thousands" of Search Engines. A waste of time, since the major Search Engines/Directories drive the majority of the traffic to websites

FFA (free for all) links. Link popularity is good, but only when the links are relevant; a link from a page of random links is not worth nearly as much as a link from a site that is relevant to your site

Search Engine Marketing companies hosting your pages on their server. The marketing company "owns" your pages, and if you decide you want to move them, you may have a hard time wresting them away. (This is not always the case with marketing companies that also provide hosting, but you need to carefully choose when using this option.)

Methods to be wary of

  • Cloaking
  • Doorway pages
  • Maintenance programs

Cloaking*:

Also known as stealth, a technique used by some Web sites to deliver one page to a Search Engine for indexing while serving an entirely different page to everyone else.

Cloaking is very difficult to do correctly, if you do not have an expert providing this service you could well be banned by the Search Engines. There are ways for this to be done that are accepted by some Search Engines. In general, cloaking is not always accepted by the Search Engine rules and can be a gamble unless you are certain your service provider knows what they are doing. Check credentials and get referrals from people who have used their services.

Doorway page**:

A page made specifically to rank well in Search Engines for particular keywords, serving as an entry point through which visitors pass to the main content.

Doorway pages are not accepted as they used to be by the Search Engines. A carefully crafted doorway page done by hand is entirely different from an automated doorway page generated by software. A few well-designed pages are a far cry from mass generated automated pages sent in large numbers through the Search Engine submission page, which are often considered as spam. Again, check credentials and get referrals from people who have used their services.

website maintenance2Website MaintenanceMaintenance programs

There are times when a page drops from the Search Engine listings or you re-design the page which might give you a reason to re-submit the page to the Search Engine. Re-submitting your pages every month is not always necessary. Having a log stats program in place will help you see which pages are still listed, along with a monthly ranking report. If you have these tools you should be able to see if any of your pages have changed. Be wary of people who consistently re-submit your pages, since re-submission can sometimes cause your pages to be dropped if they are already listed in the database.

My own experience with a very large website I did Search Engine marketing for, showed that the older (longer) the pages were in the Search Engine results, the better for link popularity and ranking. Of course, paid inclusion can give you more security in having your web pages stabilized in the Search Engine results.

A good maintenance plan will include providing a ranking report, tweaking keywords in your source code as needed for a monthly/six month/yearly fee and may also include log stats so you can see where your traffic is coming from and what keywords your visitors are using to visit your website.

Methods that work

Good content

Content is one of the most important items you need for your website. Once visitors arrive, you need to keep them there. Adding keyword-rich text that makes sense and serves the concept of the web page improves your ranking and keeps your visitors interested. The more text, the better for Search Engine spiders when they index a website.

Good navigation

There is nothing worse than arriving at a website and having difficulty understanding where to go for the information you are seeking. Have easy to use, clearly marked navigation so your visitors click through instead of click-away in frustration. Search Engine spiders (robots) index text and links; having good navigation is important to the indexing of your web pages.

Title TagTitle TagsTitle/META tags

Individualized Title and META tags for each of your important web pages gives you the best chance for optimum success in ranking. Title tags are necessary for Search Engine ranking, in particular with Google's Search Engine. META tags have decreased in importance, but are worth using for clarity and search results. The META description is still used by some Search Engines as the default text indexed by Search Engine spiders for the search results. The keyword tag is the least important but is still used by some engines. My theory is, you never know when the rules of the Search Engines will change, or a new engine will want them, so take the time to include these tags in all your web pages.

Link popularity

Links from other popular websites back to your website are one way of increasing your site's popularity. Finding websites with similar content (but not your competitors) and high link popularity, then trading links to be posted on each site, is one way of increasing your site popularity. Good content is vitally important because visitors who stay longer while visiting a website help measure the popularity of the site in the Search Engines.

Paid Inclusion

Paying a one-time fee or (as is most recently the case) a yearly renewable subscription fee to be included in the Search Engine results. Directories also use this style of service to accept submissions. Paid inclusion does not guarantee that you will be listed with the Search Engine or Directory, but gives a shorter time-line of acceptance if they do.

PPC (Pay-Per-Click)

Overture is the most popular PPC engine. You bid an amount per keyword phrase to get the highest ranking in the Overture search results compared to your competitors.

Google AdWords Select

Google AdWords is a program that uses your chosen keywords in an ad in the Google Search Engine results in order to promote click-throughs

Log Stats programs

Having a log stats program is very helpful in tracking your visitors, finding which keywords they are searching on to enter your website, tracking which pages they leave from and much more. Analog is a good free log stats program. WebTrends is a popular paid logs program used by many businesses.

free or paid submissionsFree or Paid SubmissionsFree submissions take patience

After paying for inclusion, try submitting to some of the secondary Search Engines and directories. Long before Google was a household word, I thought it might become popular and submitted the company website. It certainly paid off a year later when Google became the best of the upcoming Search Engines.

Another avenue to venture down are specialty directories. As the web grows larger over time, specialty directories (also known as vertical portals or "vortals") focused on your business area may help you get more link popularity and your company name out to the public.

Stay Honest

Stay honest, create good content and do your homework when hiring for services.

Using affordable Search Engine Marketing services you will add to your audience exposure on the web. In this way you will always be ahead of the game and hopefully, ahead of your competitors.

If you would like a free quotation, or more information, please contact us today

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How to Avoid the 12 Common Web Design Mistakes

Website Redesign ChecklistWebsite Redesign Checklist

Are people visiting your web site, but not buying? This may be a sign, and the time to do some redesign of your web site. Often you are so close to what you have created, that you can’t see obvious design mistakes. I have done the same when writing an article – everything looks fine when I have finished, yet when I review it the next day, I am amazed at how many mistakes I have made.

Let’s take a look at some of the most common Web Design mistakes:

1. Sloppy Web Site Copy – your heading and first paragraph should clearly indicate the purpose of your web site. “Content is King” on the Net, so make sure there is plenty of focused information for your visitors. The content should draw the visitor through the site, to take action in the end. Include contact information on every page in case people have questions..

2. Bad Colour Coordination – avoid using dark text on a dark background. Use dark text on a light background, such as black on white. Use colours that blend well together.   Observe nature, or look at paintings to get some idea of good colour combination's.

web design coloursWeb Design Colours3. Pages Load Too Slowly - using too many images, or inserting large images on a web page, slow down the loading times of your web page. Optimize your images, (reduce their size) before you insert them on your site, otherwise your visitors will leave before your site is loaded.

4. Poor Navigation – this means visitors can’t easily find the information. They experience broken links, error pages, or discover too many moving objects (animations, flash, scrolling text, marquees) – all these will annoy the visitor, and cause him to click elsewhere. Keep your navigation simple by creating clear links on all web pages.

5. Orphan Pages – these are pages other than your homepage, where the visitor has no idea how it fits in with the overall structure of your web site. You should always have a link to the homepage, so that visitors know where they are on your web site.

6. Long Scrolling – the visitor has to scroll horizontally, or many pages vertically to view them.

7. Meta Tags Missing – without optimizing your web page with a description or keywords, people can’t find you on the search engines. Research key words or phrases relevant to your site content. Include them in your title, description, and Web Site copy.

8. Lack of Marketing Strategy – a beautiful lawn without sun or water, will soon die. A Web Site without visitors will soon die too. Visitors are the life blood for your website. Create numerous marketing strategies to attract visitors to your web site – you never know which one will be the most effective.

9. Poor Layout and Design – create an aesthetically pleasing design to keep the visitors on your site. Create enough white space between your text and images by using margins. Don’t overlap text and images, and avoid capitalizing all text – it gives the impression you are shouting at your visitors. Use font type such as Arial, or Verdana, to make it easier to read on your computer screen.

web frameWeb Frame10. Avoid Using Frames – frames don’t allow you to bookmark the page or return to it, and sometimes the URLS stop working.

11. No Cross Browser Compatibility – you may be losing many customers, if your Web Site is not compatible to the browsers most people are using. Internet Explorer (IE 4, 5, 6) is currently the dominant browser, and most users are displaying 800x600 pixels or more, with a colour depth of at least 65K colours. .Therefore check your design with these statistics in mind.

12.Outdated Information – your web site is like a garden. If you allow weeds to block out the sun and take over your garden, it will be destroyed. Attracting, and keeping web site visitors, means continually adding new information (i.e. latest news), deleting irrelevant, outdated information, and removing broken links.
Continuous maintenance of your web site is crucial to attracting, and retaining Web Site visitors, as without visitors your web site will soon die. They are the life blood for your website. Remember to create numerous marketing strategies to attract visitors to your web site – you never know which one will be the most effective.

For more information, or a free quotation, please do not hesitate to contact us

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7 Marketing Mistakes to Avoid when Promoting your Business

businessman rushingBusinesman RushingMany people rush into business thinking it will be easy to run, but very soon they realize that it is not as easy as it looks. A successful business is a finely tuned machine. In order to keep your business running smoothly, it is important to avoid making mistakes.

Here are the 7 most common mistakes to avoid:

keep your business running smoothlyKeep Your Business Running Smoothly

 

 

 

 

  1. Not having clear objectives:

 Many business people start a business without clear objectives. They fail to set realistic goals for their marketing, and consequently set themselves up for failure. It is important to make a list of goals and objectives, based on a quarterly time line. If you do not have company goals and objectives, you are like a car driving without a road map. Make sure all employees are briefed on company objectives. When your employees are not properly prepared, you will not be able to achieve company objectives.

2. Neglecting to analyze your potential customers

Neglecting to analyze your potential customers is a dangerous mistake. It can lead to many problems. When you do not analyze your customers wants and needs, you do not know what products and services to develop for them. This will lead to targeting the wrong market, and neglecting to understand your own niche market. It is important for any business to do your marketing analysis, so that you can target your market, and maximize your sales

3. Not testing:

By not testing your sales copy, and places you advertise with split testing your advertising, you will be losing sales. Split testing is simple to do, but many businesses fail to do this. This results in a lot of wasted time and effort. If you do not test your ad copy, and marketing promotions, you will not have a proper idea of the ads and promotions that are pulling, and what is not working. It is simple to do by placing 2 ads for the same product in a publication or website etc. You can then see which one is performing the best.

budgetBudget4. Not budgeting:

Budgeting is extremely important in business. Your business should never run out of money. This is especially true with your marketing and advertising ventures. It is important to have a monthly or quarterly budget for your marketing. Within that budget put aside money for each promotion you will be doing. Start small, test, and then build on successes. This will allow you to always stay solvent, and have enough for promotions.

5. Giving up too soon:

Companies go out of business at an alarming rate these days. One of the reasons is that the owners give up too soon. Just when success might be just around the corner they give up and decide to close the business down. In exactly the same fashion, marketing promotions can fail. You need to give your promotions at least 3 months before you decide to scrap them. Some promotions will take longer than others to bring results. As always, test all marketing tactics before you launch a larger promotion. Patience is one of the

hallmarks of business, and you need to implement it.

6. Poor sales copy:

How often have you wanted a product, but when you read the sales page, you had serious doubts? Poor, unprofessional ad copy will cost you sales. In fact, without good sales copy, you will not be able to sell effectively at all. It is critical to your business to get this right. If necessary get an experienced copywriter to do this. It is worth the investment, as you will see returns when you make sales.

Pre Employment checksPre-Employment Checks7. Not screening your employees carefully:

To handle the extra load for the Christmas season, you will need to hire new employees. It is very important not to rush into this. There is no dearth of people needing employment, but you need to screen them carefully, before hiring. One rude customer service agent can cost you customers. Do not take this type of risk. You want to preserve the integrity of your company at all times, and screening employees is the way to achieve this. You will then be able to build a core of loyal professional employees, that will be an asset to the company.

The golden rule is to diversify. You should always use multiple forms of marketing promotions in your business. Do not just do one or two promotions, and then wait for results. This will slow company growth, and your business will stagnate. The last thing you need is to slow down your marketing in the Christmas season. So remember to diversify, and enjoy the increase in sales.

By avoiding these mistakes, you will take your company to the success you deserve. You will be able to have year round success for your business, and really be able to cash in on the Christmas season. So plan ahead and be careful not to make these common mistakes.

For a free quotation, or more information....please contact us

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The Importance Of A Good Header

city skylineCity SkylineFirst impressions are important - when you first see a city you've never been before, what do you notice? That's right, the skyline. Similarly, the first thing you see in the newspaper is the headline, and whenever you think of a TV show, you most likely think of the opening credits.

People tend to assess things based on these first impressions of them. Your website is treated just as anything else people see, they will tend to make a judgment based on the header at the top of your page. If your visitors see a header which has a professional appearance, they will assume that the content of your site is also of high quality.

wildlife website headerWildlife Website HeaderThough it isn't usually a functional part of the site, the header of a web page is one of the most important parts. With a professional and engaging header on a web page, visitors to that site will want to stay, because they will have been assured that if the header is up to a certain level of excellence, then the content they'll read there will be too.

While this may, or may not be true, it is what the reader will assume from seeing a well designed header. This reassurance will benefit you, in that the visitors to your site will not only stay to read your content during that initial visit, but will also return for future visits, and hopefully recommend you to others, and possibly link to you as well.

The header performs two basic functions on your website. It gives the viewer a quick overview of what your website is about, and it also provides an idea of the quality of your site.

Website headersWebsite HeadersEach of these functions are greatly important, but the second may be even more important than the first. There are millions of websites out there, and possibly hundreds or thousands compete with yours. If the style, or make-up of your header gives your website the look that it lacks quality or professionalism, your traffic will go to your competitors instead.

You may not realize exactly what is getting more traffic to your site, and increasing the length of the stays of visitors to your site.

Keeping visitors coming back, and staying on your site longer, is something which you can ascribe to many factors: content, better search engine rankings, new features and the like. However, in many cases it is your header which is doing all of this work: out in the open, yet behind the scenes.

For more information, or a free quotation, please contact us

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Why Accessibility Is Easy

discriminationDiscriminationAnti-discrimination legislation did not happen overnight. Indeed, the process of inclusion for citizens of all demographics has been on the agenda of governments, and human rights activists the world over for many years.

It’s not a new agenda, most policy makers and corporate watchdogs actively encourage the employment and inclusion of all people regardless of ethnicity, social or economic standing, religion, mental capacity or physical attributes. Some countries also enforce these policies to create a fair and socially responsible business climate. Private and public organizations likewise have long understood the importance of providing facilities for staff members and visitors with special needs, particularly in their legal place of business or operations. Not providing such amenities would likely result in litigation, and so, in many cases, these companies feel compelled to address any inadequacies as a high priority business agenda.

braille displayBraille DisplayWhat about the Internet?

Surprisingly many companies had not even considered the idea of ensuring their business’ Internet premise was also accessible. After all, why would a person that has vision impairment use the Internet? Well of course they would want to use the Internet, just as any sighted person would want to access such a vast and rich resource. Vision impairment is also only one of many other conditions that can potentially inhibit the use of information resources like the Internet. Many people who have difficulty using digital or interactive media may not necessarily be technically classified as having a disabling condition either. Thankfully, there are now various technologies to aid users with special needs in their use of media. Included in a large variety of assisting technologies are items such as screen readers or Braille machines for people with vision restrictions, subtitles for those with hearing difficulties, and speech recognition for those without the full use of their appendages. In spite of the existence of these tremendous technologies, the ability of a machine to accurately render content in a meaningful way often relies on that content being formatted with careful consideration of accessibility standards.

Why is this suddenly so important?

The issue was not really even on the corporate radar until a recent lawsuit mounted by the US National federation for the Blind (NFB) on behalf of claimants with disabilities, stated that they were being discriminated against because a well known company’s online content was only accessible by able-bodied people. The NFB had raised concerns with the Target corporation (a major US-based discount retailer which operates more than 1,300 stores in 47 states) more than ten months before, and stated:

“The website is no more accessible today than it was in May of last year, when we first complained to Target.”

The issue bubbles away in boardrooms even now as legal teams scramble to advise their clients on the best way to conform to changes in the Disability Discrimination Act, Section 508, and other such legislative decrees from various governments of the world.

disabled equalityDisabled EqualityWhose problem is this?

Website developers have long known about the technical requirements and specifications as determined by the World Wide Web Consortium (W3C). Any developer that has been in the industry for a length of time has already acknowledged and adapted to changing technological standards, both in hardware and software design. Why aren’t website companies just building accessible sites anyway? Yet many website developers felt that the stringent requirements of the Website Accessibility Initiative (WAI) would restrict their design capability too much, when in essence the real issue, was a reluctance to subject their working practices to higher standards that are easily measurable by anyone with a browser and a little bit of knowledge.

Their previously ‘easy’ way of doing things was in their opinion much quicker, cheaper, and visually more interesting. The truth however was that this new (and improved) way of doing things would require busy agencies to take the time to retrain. They do say that you ‘can’t teach an old dog new tricks’. In this case, there are now quite a few old dogs in the maturing digital media industry.

legal actionlegal actionAre there any other benefits besides avoiding legal action?

Actually not only is designing accessible websites easy, it makes a lot of sense on many different strategic levels. Consider the following insights as documented in the “Guide to good practice in commissioning accessible websites” (British Standards Institute 2006, ISBN_0 580 46567 5):

  • The Family Resources Survey [2] found that there are almost 10 million disabled people in the UK with a combined spending power in the region of 80 billion pounds per annum. Furthermore there are millions of other individuals that are affected by sensory, physical and/or cognitive impairments, including those resulting from the ageing process.
  • Research undertaken by the DRC “The Web: Access and inclusion for disabled people” [3] has confirmed that people without disabilities are also able to use websites that are optimised for accessibility more effectively and more successfully.
  • Content developed upholding World Wide Web Consortium (W3C) guidelines and specifications can be more easily transferred to other media, such as interactive TV, mobile phones and handheld computers.
  • Accessible content, for example where a text equivalent is provided for graphical elements, is highly visible to search engines, often leading to higher rankings.

digital mediaDigital MeadiaCertainly these benefits will be of interest to executives considering the perceived expense associated with building accessible interactive content, yet there are also other benefits in the form of corporate social responsibility and public relations.

What does the stakeholder need to do about accessibility?

Whenever a digital media project is commissioned by a company the only consideration to be made by stakeholders is to what level of compliance the content should adhere. There is a small amount of flexibility in this context because there are some elements within the standard which are considered compulsory, some which are recommended yet are not necessarily essential, and others which are desirable to create something which has the maximum possibility of being viewed by any user, regardless of their situation. Ultimately, a design or development company can adopt a more stringent approach depending on the design criteria set by executives.

Should the stakeholder be reading more about the standards?

There are a lot of technical and specification documents full of jargon that can be overwhelming to conscientious companies attempting to embrace the need for accessibility. In reality all of this content should instead be assimilated by the agencies that intend to create the content rather than the corporations who simply want to develop an interactive strategy.

business consultingBusiness ConsultingWhy is everyone trying to sell consultation about accessibility?

Given that there is suddenly some confusion amongst the corporate world as executives scramble to become legally watertight, many so-called consultancies have sprung up to exploit these vulnerable companies by charging great sums of money to analyse current websites or digital content for accessibility inadequacies. There are certainly tools available that can easily interrogate the code of a website and examine the structure to identify any obvious ‘rule-breaking’. Some consultants will go as far as to use these free tools to create reports on accessibility, when this is only one component of whether a website is usable and “friendly” for people with special needs. These same ‘consultants’ would like to also have large corporations paying them to help with search engine optimisation (SEO), which should not really be an issue if a website is built correctly in the first place.

What alternatives are there to external consultancy reports?

Actually, corporate executives may be surprised to know that money spent on consultancy reports could be better spent simply paying some users with actual disabilities to visit the website in question and offer constructive feedback through a usability workshop.

So what about Usability?

web devlopmentWeb DevelopmentIf the website is accessible, is it also a good website?

It is possible to check all the boxes of the W3C Website Content Accessibility Guidelines (WCAG) and yet have a layout and content that actually makes very little sense to users of the site. Usability on the other hand benefits everyone, which ultimately translates into a positive experience for all users as they interact with a company’s branded presence. A positive user experience logically leads to results, such as increased sales, brand interaction, positive word of mouth, and other business benefits.

Isn’t accessibility a bit complicated?

Although there can appear to be some complexity (and therefore consultancy work) involved in building highly accessible or usable content, this is actually a fundamental service which should rather come as a standard inclusion with any development proposal that is worth its salt. Indeed, commissioning an accessible website should be no different to commissioning any ‘ordinary’ website. They are certainly the same thing in the eyes of an accomplished website development company. It is really as simple as making sure the site is built correctly in the first place. This means a good foundation, standards compliance, craftsmanship, good project management, together with attention to detail and great build quality.

website designerWebsite DesignerBuilding a website is like building a house

The process could be compared to building a new house. As the homeowner you would want an architect and builder who are abreast of the latest trends, techniques, standards and processes to build your house. You would not expect them to charge you a consultancy fee on top of the house design and build fees. How would you feel if you then found your brand new home was illegal because it did not adhere to the current building code? The enforcement agents would instruct for your house to be razed to the ground. Likewise, building a new website in the new millennium should take all current design and technical specifications into consideration by default.

What if I have existing websites that need to become accessible?

As opposed to building, renovating an existing house can be considerably more problematic. What can seem like a single simple task may end up becoming five other quite complicated tasks. This can make budgeting quite difficult, and milestones seemingly without a definitive end. In the same way the processes used in the original construction of an older website will be dated and likely no longer compliant. This often means that major re-engineering may be required to bring the site up to the standards set in legislation. Sometimes, it can be easier to knock down the outdated house (or website) and start again. Are there any websites that can be easily updated to conform to accessibility requirements? Fortunately database driven dynamic websites have a distinct advantage over static websites when it is time to ‘renovate’. If the content is being loaded into a browser from a database, it is then also possible to modify the way that content is displayed (or rendered by aiding technologies) through page templates. These templates can be updated or replaced with greater ease to create an entirely new website that is completely accessible.

old building set in concreteOld Building Set in ConcreteWill renovating an old database driven website be expensive?

Perhaps most importantly, this renovation process need not be tremendously expensive as there is no complete website rebuild, nor the creation of hundreds of new web pages manually as in the case of a static website rebuild.

Which websites will require a complete rebuild?

If a site has been built statically, it could be compared to a building that was originally set in concrete with steel reinforcement. Unfortunately in these cases it is better to simply demolish and start again. Of course this also affords the opportunity to use the latest trends and building techniques to create something fresh and contemporary, perhaps even prize-winning. In these circumstances, the work (and therefore expense) involved in making the website accessible could be compared to a new build website project.

Recommendations for stakeholders

Certainly it could be said that if there is any one recommendation to be made in the design and building of websites, stakeholders should make sure that all content is dynamically driven from a database. By doing this the company can ensure that the site can be continually modified as Internet technologies and standards change. The content will at the end of the day always just be content. Businesses that are maintaining websites with a content management system (or CMS) will have this functionality built in already and are a step ahead of the game. That’s not so hard, all in all. So accessibility is not complicated after all, nor is it necessarily expensive.

website optimizationWebsite OptimizationThe foundation of a great interactive and accessible project that returns measurable results is starting with a great interactive strategy.

  • Define the market, milestones, means, and measurement methodology.
  • Direct the organization to ensure company-wide commitment, content, continuity, and contribution.
  • Design the technical and aesthetic solution.
  • Develop the content and assets in keeping with the latest thinking in website design and construction.

Deploy optimised and accessible content, and then enjoy the added advantages of creating a resource that people all over the world can enjoy…regardless of their accessibility constraints.

For a free quotation, or to discuss your website requirements, please contact us today.

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