Tag: Business Tips

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Panda, Penguin… How to Insulate Your Website from Google’s Zoo

Figuring Out What You Need

Pandas and penguins – so cute, so non threatening. Well, until now.

As the nicknames of Google’s new algorithms, Panda and Penguin have become powerful predators of the Internet, targeting websites for specific infractions. The purpose of these functions is to protect users from lower-quality; keyword-stuffed, ad-jammed, spammy search results.

  • Panda targets specific section or an entire site, rather than individual web pages.
  • Penguin focuses on the date of a web page as criteria for its quality control.

When Panda or Penguin identifies content that it considers keyword-stuffed, auto-generated, or linking to pay-per-click sites that add no value, Google takes action by flagging that site’s account.

And it isn’t just the fly-by-night or the fringe dwellers under the gun; according to Search Engine Watch, “Google penalized JC Penney, Forbes and Overstock.com for ‘shady’ linking practices.”

However, for all the benefits Google’s new algorithms purport to bring to the average user, nearly any content creator – you, for instance – may be caught in their grips. If either Panda or Penguin identifies your site as lower quality, it could jeopardize your ranking in the results.

Avoid Becoming Panda’s Prey

Fortunately, you can take steps to produce content that even a Panda or Penguin will love. First, follow a “don’t” list that includes three key tactics:

1. Don’t overdo the keywords. If you’ve ever been subjected to a blog with several instances of an awkward phrase like, “print shop services Bakersfield CA,” you know you’re looking at SEO-stuffed content. Some bloggers stuff keywords deliberately; others inadvertently; but to Panda, the outcome is the same. Keep the text geared toward the reader, not the search engine.

2. Don’t write similar articles on the same topic. Panda hates this, and is quick to identify look alike pages as inauthentic. Avoid the copy/paste and the repetitive phrasing. You can work a theme from page to page, of course – but strive to give every web page, every blog and every other piece of content a sense of uniqueness.

3. Don’t load up on ads and links. When Panda made its debut in 2011, one of the first things site owners noticed was that organic-oriented news sites and social networks climbed in the rankings, while ad- and link-heavy sites dropped. Included among the offenders are “doorway pages” that use keyword-stuffing to direct users to a single destination with no additional value; reciprocal links that arbitrarily connect one site to another with no value-added purpose; and sneaky hidden text of keywords that the eye can’t see but that search engines can.

Play Nice with the Google Zoo

As Google itself puts it, “One of the most important steps in improving your site’s ranking in Google search results is to ensure that it contains plenty of rich information that includes relevant keywords, used appropriately, that indicate the subject matter of your content.”
So to keep Panda and Penguin at bay, your “to do” list is at least as long as your “to don’t” list. It includes:

1. Offering transparency. A user should know immediately what your business is all about. Keep everything accessible, from your About Us, to your Terms of Service, to your copyright. By practicing such due diligence, you maintain a credible, authoritative image – one that could help distinguish you from competitors as well as satisfy Panda and Penguin.

2. Building content consistently. Blogs, e-newsletters, video, blog posts – you have plenty of quality choices when it comes to posting content. When you create a well-themed set of content that uses SEO wisely, you increase your online presence and provide your visitors with a valid reason to proceed to your landing page.

3. Providing meaningful content that’s pertinent to your clients.  Remember that today’s consumers search the Internet for answers, not ads. Clients and prospects are not interested in blogs about your new location, or links to coupons. They’re more likely to respond to industry-specific information that offers real value: a blog on how free shipping affects holiday purchases, for instance; or a report on the risks and advantages of using social media as test-marketing strategy.

Set Up Your Site for Success

Google’s new algorithms have thrown many marketers for a loop – but you don’t have to be one of them. By practicing basic SEO etiquette, you need not fear Panda or Penguin. And at that same time, you may notice enhanced web traffic and more qualified leads resulting from your credible content.

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If You’re Selling Online, You’ll Want to Become a Member of the Hot New Startup Pinterest

During the Coronavirus Pandemic Boost Sales with Free Shipping

With its traffic in the U.S. skyrocketing Pinterest, the new online scrapbook site, is now one of the top 10 social networking and forum sites. According to comScore, the website had over 11 million unique visitors in December, 2011. Time magazine included Pinterest in its “50 Best Websites of 2011” column. On Pinterest, users create online scrapbooks consisting of images and videos to share projects and coveted products. The images placed on a user’s page or board, produce an inspiration or collection of ideas. Pinterest is very popular with women, especially those in their twenties and thirties.

This new site is an elegant easy-to-use way to power social shopping. Businesses are using this new social photo website to promote their products and services, build a community, bring web traffic and drive sales. For now membership to the site is available to only by invitation. Businesses can request an invitation at www.Pinterest.com.

Pinterest Traffic is Strong

According to statistics provide by Shareaholic, a social sharing tools firm, Pinterest is driving almost as much referral traffic as Google and Twitter. In fact, Pinterest is driving more referral traffic than YouTube, Google+, or Reddit at this time. It’s one of the most popular social media portals for consumers to visit before they go to a retailer’s website.

Hitwise, a tracking firm, stated Pinterest is one of the Web’s top 10 social networks. People who visited the site in January, 2012 spent close to 100 minutes at the site, compared to 19 minutes on the professional social networking site LinkedIn.

It’s Easy and Fun to Create Boards

At Pinterest, companies have the opportunity to grab a visitor’s attention with images instead of words. The website and apps allow businesses to create image boards showcasing products and/or services. Businesses can upload an image or link to a board, pin links to videos they have at YouTube as well as add images related to the products or services they provide. Many companies are creating unique and interesting photo galleries just for use on Pinterest.

The most important thing on Pinterest is the pin. A pin is simply an image. Once an image is pinned it can be repined by other Pinterest users. Repining is how content spreads virally on this new social platform. Users can even follow other user’s boards and repin, comment or place a “like” on a pin. Companies can add a “Pin It” button to their product pages to lets users know they can pin items they find in their online store onto their own Pinterest board.

Businesses shouldn’t just place images of items they sell; the interaction on this hot new site about sharing the lifestyle associated with the brand. Pinterest wants businesses to engage in their community. Using pins from other sites on your own company’s boards show followers that you are not just using Pinterest to promote your own merchandise and/or service; you are promoting a lifestyle which builds trust and gains more followers.

Companies can also use Pinterest’s price display feature. When a Pinterest user pin an item on a board for their followers to see, the image of that item automatically includes the item’s title and a banner showing the price.

Pinterest is Driving Targeted Traffic That Is Buying Merchandise

Traffic to a company’s website coming form Pinterest has been highly targeted from the onset and is more likely to produce a purchase. Many businesses have found the traffic more targeted than Facebook or Twitter. Typically traffic from a person’s Facebook and Twitter pages consist of people who are interested in that particular person, what she did last night what she had for dinner and whether or not she is in a relationship but traffic from that same person’s Favorite Dress board at Pinterest consists of people who are interested in dresses. For example, a user finds a fabulous dress on a retailer’s board, using the “Pin It” bookmark in her web browser, provided by Pinterest, she pins the dress to her Favorite Dress board. This visual pin also serves as a direct link to the product page where other consumers can purchase the same dress from the originator’s online store.

Google Analytics Tie-in

Google Analytics keeps tracks of all pins on an individual basis. The information lets businesses keep track of popular items being shared by users and conversions which may result from the pin. Business can see every pin which has been pinned from their domain. This information helps a marketing team to identify sales and viewing trends on the most pinned items.

Some Ways You Can Use Pinterest

You may want to consider creating a contest on Pinterest where customers create boards and pin their favorite merchandise from your online store. The additional sales and brand awareness that is generated can easily outweigh the cost of providing a prize to the winner of the contest.

Companies are also using their Facebook pages to advertise their Pinterest boards. You can also encourage your Facebook and Twitter followers to pin your products on their Facebook and Twitter page. Innovative companies are also sending emails inviting people to see what they’re doing at Pinterest or have recently pinned.

Pinterest provides a new way for companies to build a valuable connection between their ecommerce platforms and consumers that are collecting and sharing content.  It’s a great tool for small, medium and large businesses.

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QR Codes: The Future of Marketing

What to Know About QR Codes

Make room for the next big thing — QR codes. What’s a QR code? It’s essentially a wacky looking, matrix barcode users scan with a camera-enabled smart phone. Scanning the QR code connects the user to a mobile-optimized web page, video or photographs or activates functions such as email, SMS and IM. The free QR codes are simple to produce, distribute and display.

QR codes, also known as Quick Response codes, were invented in 1994 by a Toyota subsidiary, Denson-Wave. QR codes are well known in Japan and South Korea. Recently, QR codes have created a buzz among US marketing specialists. In the US, well known companies such as Macy’s, Best Buy and Post Cereals use them to enhance their marketing campaigns.

The Nielsen Company forecasts, by the end of 2011, more than half of all US citizens will own a phone capable of scanning QR codes. The user just needs to add a phone app. QR codes are appearing in major print publications, on buildings and storefronts.  In the US, the demystification of QR codes has a ways to go but it won’t be too long before they’re immediately recognized, understood and scanned by US consumers of all ages, shapes and sizes.

Ways Your Business can Take Advantage of QR Codes

Savvy marketers use QR codes to drive customers to a specific web page. Simply placing a QR code in a print add is not enough. Grab the consumers’ attention with an enticing call-to-action statement placed next to the QR code. For example “scan for a great offer” or “scan to enter to win a prize.”  Don’t harm your brand with a disappointing offer or prize. If you do it right they’ll eagerly come back to your website. Something to think about: Why should the audience take the time to scan my code?

Americans like freebies. Entice consumers to complete your mobile-friendly survey with giveaways. What’s the objective? With their permission, gather their email addresses for additional marketing messages. Surveys can lead to sales.

  • Provide additional company and product information with Quick Response codes on product packages and literature.
  • Use QR codes in print ads to bring traffic to focused information on your website.
  • QR codes linked to videos can help bring your products to life.
  • It’s not common, but some companies design a QR code to automatically dial a predetermined telephone number. Before using this bold marketing technique, think about this: From the consumers’ perspective, what’s in it for me?
  • Linking a QR code to a desirable coupon entices users to scan the code. The coupon is automatically saved on the users’ mobile phone, providing the user an easy way to keep the coupon. They can also provide a copy to friends, aka other consumers.
  • Quick Response codes properly placed in retail stores make it easy for customers to sign up and become part of the store’s social community.
  • You can provide access to user manuals in an array of languages through a QR code link.

Where to Place QR Codes

QR codes can be printed on almost anything. Marketers incorporate QR codes with billboard ads, posters, in-store displays, business cards, contests, print ads, direct mail campaigns, coupons, email marketing etc.

For major events, put your QR codes on all your promotional material such as stickers, flyers, press kits, merchandise tags etc. Use a plug-and-play CMS to update the landing page throughout an event.

Create your own QR codes for free at websites such as at Kaywa.com and rasoftwarefactory.com. Learn how to make attention grabbing, attractive QR codes.

Analytics

Set up your QR code and the associated mobile webpage with analytics. Now you’ll be able to follow and optimize your campaign. You’ll learn how many scans a Quick Response code gained and how long the average user spends at your website. You can measure how advertisements containing QR codes are driving your sales.

Expand Your Social Media Audience

Design a QR code to connect directly to your company’s Twitter stream or Facebook page – it provides users the opportunity to “follow” or “like” your company.

Near Field Communication (NFC)

NFC is a wireless communication technology which lets devices exchange data over distances of about ten centimeters. Google uses a mobile payment system, relying on NFC. Google stated they’re “exploring new ways to enable customers to quickly and easily find information about local businesses from their mobile phones”. Some experts in the field suggest Google will someday push businesses to use NFC for some of their communications.

For now, the QR code is the hot marketing tool. When used effectively, QR codes gain the attention of customers and produce sales. They also help your company maintain a modern image.

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Four Great Tactics to Make Social Media Work for You

What to Know About QR Codes

Social media pages form one of the foundations of inbound marketing — they’re where you can post your valuable content, using a call-to-action to drive visitors to your landing page, where they may become qualified leads.

The challenge, of course, is making your social media pages stand out in the crowd.

You can find plenty of social media tips to boost your visibility on the web, but these four give you a range of options that suit your goals and resources.

Make it easy — then, fun. No visitor should have to search around to find your social media pages. Use naming standards for your home pages that make it immediately clear who you are.

Then, have some fun. Categorize your Twitter content — blogs, tweets and videos — with hashtags that engage, inform and contain relevant keywords – like these examples, which actually won “best hashtag” awards! (Note: hashtags are for Twitter or any other platform that allows for “click through.” They do not work on Facebook.)

Look beyond Facebook. While there’s no denying its paradigm-shifting impact on social media and personal relationships, Facebook is highly saturated — to the point where some analysts reported decreases in overall usage and app downloads in 2012.

That doesn’t mean you should shun Facebook, of course — it’s often the first choice for social searches. But you can also consider outlets that may provide a better fit for your services via a smaller, but more influential, audience.

  • For example, LinkedIn is the world’s largest business network for a reason — it’s highly credible, deep platform for making connections. If you are targeting B2B (business to business), some relevant connections from LinkedIn could put you in touch with influential people who may not otherwise pay attention to Facebook pages.
  • If you have B2C (business to consumer) goals and a product or service that is highly image-driven, Pinterest (which recently transitioned from invitation-only to all-access) draws millions of hits daily — particularly from women, who make up nearly 60 percent of its audience.

Find advocates. Most advocates of social media tips would agree: few marketing tactics enhance credibility like kudos from impartial third-party source. Satisfied customers, industry awards and good reviews boost your profile and are easy to link from Facebook, YouTube, Twitter, LinkedIn or other social sites.

You can go the extra mile by finding brand advocate — people who promote your products or services, but who are not on your payroll. Your best customer, for example, can star in a blog interview or host a how-to on YouTube. Such tactics would not only boost your credibility, they practically guarantee that the customer will be sharing the content on his networks.

Be a mensch. Not every message on your social site needs to be tied to sales. A company that reaches out to its community or the world at large is often seen as credible and trustworthy.  Use your media to publicize worthy causes; then put your money where your tweets are by donating products, services or money and encouraging others to do the same.

Want to get more personal? “Like” and share great posts from your customers’ pages, or those from your community.

Social Media Tips Can Work for You To Drive Links and Traffic
Yesterday’s marketing tactics have been largely eclipsed by inbound marketing, which reflects the way consumers behave today. Getting the most from social media will help you make your mark in this wide-open environment.

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Startup Suicide? Don’t Drink the KoolAid

Startup Suicide? Don't Drink the KoolAid
Startup Suicide? Don’t Drink the KoolAid

The business landscape in America has gone from the Age of Manufacturing to the Age of Information. Now we’ve moved into the Age of the Entrepreneur.

Each year, more individuals choose to forgo the secure paycheck but restrictive environment of the corporate world to strike out on their own. The American Dream has existed as long as our country has, but there’s never been a better time to pursue it.

Forbes says that a staggering 500,000+ new companies emerge each month. But you’ve probably also seen the dark underbelly of this shiny surface. According to Bloomburg, eight out of 10 startup businesses fail within the first 18 months. That stark reality can give even the most passionate entrepreneurs cold feet.

However, saying that these businesses “fail” may not be completely accurate. Inc. estimates that 90 percent of those that don’t survive actually commit suicide. The founder or founders get bored, neglects their homework or succumbs to self-doubt. For these and other reasons, their companies simply don’t go the distance.

Have you been nurturing a great idea or product that you’re ready to bring to life? As the saying goes, forewarned is forearmed. Knowing the odds of going under can help prevent you from becoming simply one of those statistics.

Before you drink the startup Kool-Aid, review this checklist for some valuable tips to help you become part of the two percent of success stories.

  • Do what you love. If you put money ahead of personal satisfaction, sooner or later it’s going to show through as a lack of sincerity. You’re going to put in an incredible amount of time and effort. Why would you want to do that for something you’re not really invested in? For example, a tech startup may sound exciting and lucrative, but if computers bore you to tears, you’ll be doomed.
  • Have a business plan. Yes, you’ve heard the stories of the hotshots like Mark Zuckerberg and Steve Jobs who just jumped right in and made it up as they went along. That’s still the exception, not the rule. You don’t need a comprehensive document that crosses every “t” and dots every “i”. What you do need is a financial blueprint that outlines factors including estimated costs, revenue projections and a break-even point.
  • Know what sets your product or service apart from others. Have you ever watched Shark Tank, the TV show where budding entrepreneurs make their pitch to potential investors? One of the first questions that always comes up is, “What’s different about your company?” The number of businesses entering the marketplace means that competition is tougher than ever. You have to know exactly what need, want or problem your product or service will solve for a customer.
  • Be flexible. Conditions in today’s business world change almost daily. Don’t be so in love with your own vision that you can’t adapt in order to satisfy your customer base or take advantage of a new opportunity.
  • Underpromise and overdeliver. New business owners often get this backwards. They’re so anxious to get those first customers that they promise the moon and get in over their head. If you make modest but solid promises and extend yourself to go the extra mile, you’ll look like a hero.
  • No man (or woman) is an island. Whether due to lack of funds or excess ego, many entrepreneurs try to do everything themselves. No matter how intelligent and capable you are, you’re going to have areas of weakness. Don’t be so proud that you won’t get help where and when it’s needed. You might satisfy your self-esteem, but your startup will pay the price.
  • Don’t be paralyzed by mistakes. Everyone makes them. You will too. What’s important is that you learn from them, readjust your course and keep going. Too many people end up throwing in the towel. Strive for perfection, but don’t give up when you hit those speed bumps.

You can join the ranks of entrepreneurs who make it past that 18-month deadline to build a successful company. Balance your enthusiasm and passion with a clear-eyed sense of reality and you’ll join that two percent.