Search Engine Optimization Fundamentals | Stacey Morgan Smith

SEO, like so many things in life, is always changing. The best practices of today may be optional tomorrow and obsolete next week.

The best way for me to stay on top of the changes and the latest news is to attend training, read blogs, and listen to other industry professionals. Because I spend 90% of most days working on customer SEO work, I have to squeeze a lot of learning into fairly restricted blocks of time. To get the most out of my time, I schedule training where and when I can.

I take advantage of conferences

Conferences squeeze a lot into a few days, but they give me the benefit of studying with different specialists in in my field, and because there aren’t many held in my area, they generally require me to devote a few days of my time. The rest of my team ensures our customers don’t feel my absence, and I dedicate myself to picking up as much new information as possible.

For instance, next week I am attending Search Marketing Expo East in New York. I’ll have the opportunity to meet and learn from people I respect in my field, including Danny Sullivan of Search Engine Land, Rand Fishkin of SEOmoz, and Bruce Clay of Bruce Clay, Inc. In addition, representatives from each of the big 3 search engines will participate in sessions. Sessions cover topics such as duplicate content, PageRank sculpting, and local search.

I read industry blogs

I listen to the people who put time and money into researching SEO tactics, tips, and tools. There are a lot of blogs to choose from, so I’ve put 1o or so of my favorites on a dedicated tab of my iGoogle page. I spend a little time each morning, at lunch, or when I take a break from customer work to read the blog headlines from Graywolf’s SEO Blog, Pepperjam Blog,  and Search Engine Land News Blog. Recent topics include SEO testing, Google features, and information about conferences.

I follow respected peers

I’m on Twitter, and I follow posts by some extremely talented SEO specialists. If I miss a new Search Engine Land News Blog, you can bet one of my circle of Twitter friends will see it and post about it. @janetdmiller, @SEOptimizer, @SteveWeber, and @leeodden are a few of the informative Tweeters who help me stay current on SEO news. Recent tweets discuss search engine history, linkbait, and hosting.

You CAN do your own SEO inhouse. It takes a lot of time to learn best practices, to stay on top of the latest news, and to actually do the work. Effective study-time management will help you succeed.

– Stacey Morgan Smith

The social media sandbox might feel a tad intimidating at first – especially if you are not a 20-something, fresh out of college, tech-/Web 2.0-saavy go-getter. Before your eyes glaze over and that Twitter-twitch sets in, relax! You too can use social media to cross promote your content or event.

While this post will not provide a specific fill-in-the-blank formula for how to promote your event or product, I want you to expand your thoughts about targeted cross promotion.

Let’s take an example event and explore ways to promote it using social media: Your business is participating in a tradeshow to promote its latest product.

Ways to Use Web Sites for Publicity
First, use your own company Web site to highlight your participation in the tradeshow. You can do that in a number of ways…maybe you add a news release, make a calendar note on your home page, discuss it on your product review…you might want to add a downloadable .pdf file to your site that highlights the tradeshow…you certainly want to link to the tradeshow’s Web site and ask them to link back.

Blog to Spread the Word
If you blog, write a post or two about your upcoming participation. Consider adding a special offer to those who read your blog. This could be an incentive to attend the event and redeem the code for a discount or free gift. Establish Google and Twitter alerts to track conversations about the tradeshow and your product. If you see other people blogging about the event or your product, jump in and remind them of your participation and booth number. (You can set up alerts through Twitter when you type a word(s) into Search and then Save This Search, or use a separate program like TweetBeep.)

Are there appropriate industry blogs you can read and submit comments about the tradeshow and your participation? Remember that the idea is not to spam by simply adding your company link. Rather, you want to listen to relevant conversations and add valuable input whenever possible.

Video Makes it Visual
Video is another form of social media. Create a video that highlights your new product and invite customers to personally check it out at the tradeshow. Remember to distribute your video in places like YouTube and TubeMogul, as well as on your Web site.

Jump into Facebook and Twitter
Ask the tradeshow organizers whether they established a Facebook page and Twitter #hashtag for the event. If so, participate in those social media forums. You also want to create your own Tweets and Facebook status updates within your profile discussing your participation and product. Once again, these are both great places to make a special offer to create buzz. Tweet a discount code to be redeemed in person…or a special gift code available to Facebook fans. Remember, the value of cross promotion is to get your message out in as many targeted outlets as possible. In this case, you want to draw people to the tradeshow and to your booth where you can meet them face to face.

Delve even deeper into Facebook and Twitter by finding local businesses or people that are potential customers. What I mean is, maybe the tradeshow is in Chicago and your product is for restaurant kitchens. Search out Facebook fan pages for Chicago-based restaurants, the Chamber of Commerce, Chicago small businesses, etc. Become a fan of those pages and leave status updates about your participation in the upcoming tradeshow and how those fans can benefit from your product. Then, invite them to stop by your booth.

Likewise through Twitter’s advanced search…find appropriate Twitter profiles in Chicago and become a follower.

Participate in Forums
Search for appropriate forums and start commenting. Using the previous example, it might make sense to find forums that discuss Chicago restaurant reviews and join those discussions…even better, find a forum for restaurant owners!

I hope this discussion about using social media to cross promote sparked a few ideas and helps you find a way to integrate this neat medium into your publicity plan. Read the NetStrategies blog or watch Internet Marketing TV to learn more ways to improve your online presence and drive measurable results to your Web site.

1. Do interview your existing clients and see what blogs they read. Start reading and commenting in those blogs.
2. Do not write meaningless comments just to get your Web site link attached. Do lend your expertise.
3. Do start blogging with relevant content.
4. Do not be inconsistent once you start blogging. Keep it up!
5. Do find out whether your customers Facebook, Twitter, or use some other social media platform. Open accounts and participate.
6. Do not Tweet or Facebook off topic. Your potential customers do not care that you are off to bed. They do care if you are testing a new and improved solution to their problem.
7. Do submit your news releases to Digg, Delicious, and a newswire (paid or free).
8. Do add RSS feeds to the content on your Web site and blog.
9. Don’t ignore negative comments about your company or product in social media.
10. Do address negative comments and see whether you can help solve the problem.

11. Do cross market your organization using many different media formats. After you write your blog, turn it into a video, a Podcast, and a slideshow.
12. Do submit your blogs and video blogs to a variety of directories.
13. Do ask your friends, neighbors, co-workers, and business contacts to take a look and your blog and leave a comment or rating.
14. Don’t use someone else’s material and “forget” to give them credit. First, it’s stealing. Second, you miss the opportunity for a link! (FYI, this list is compiled from helpful blog posts and Tweets I’ve learned from over the months, plus some life lessons I’ve figured out on my own!)
15. Do Tweet the praises of others.
16. Do check your social media writing for typos and grammar before you post.
17. Do use your own voice in social media.
18. Don’t forget about search engine optimization in social media.
19. Do look for tools to help your social media efforts. Many are free.
20. Don’t use foul or raunchy language when socializing online. You never know whom you might offend.
21. Do remember social media postings are long-lasting and far-reaching.
22. Don’t diss a customer, business associate, co-worker, boss, or competitor in social media. It will come back to haunt you.
23. Do use social media to share your expertise with others.
24. Don’t use social media to overtly sell your product or service. Social media is social!

What do’s and don’ts do you follow? Add your own do’s and don’ts and together we can build the social media list of all lists!

It’s the simple things in life we sometimes take for granted. For example, the view from my desk of the Occoquan Marina in Northern Virginia is lovely, even on rainy days. Without question it puts me into a better frame of mind for writing. No matter how many times I see a bald eagle swoop through the sky, it never fails to give me a thrill! My poor husband works from a windowless cubicle deep within the Pentagon. How can I forget how fortunate we are at NetStrategies to see such beauty while working?

Likewise, I seldom give a second thought to the great tools at my disposal for work like Google Reader and HootSuite.

I use Google Reader for reputation management, brand and keyword monitoring, and blog consolidation. It is really a wonderful application that helps with efficiency. As an added bonus, Google, a company that never sits on its laurels, continues to improve and expand its features.

These are a few ways to use Google Reader for business:
1. Set up Google Alerts (another great tool not yet available in Bing as of this posting) and feed into Google Reader. I follow a number of alerts including NetStrategies staff members, our company name, and terms like Internet marketing. If someone mentions our company name, I can follow the link and see the context. It allows me to stay on top of discussions involving our company, staff, product lines, etc.

2. Send all RSS feeds you follow to Google Reader. For example, I follow several blogs and scan them through Reader. This is the simplest way to breeze through the many blogs I follow and open ones that really pique my interest.

3. Google Reader shows me any Tweets mentioning words I set as search terms in Twitter. This is a quick way to monitor Twitter talk, retweets, and replies.

4. You can now share posts through social media platforms right from Google Reader through the new “Send to” feature. Simply open the settings page and enable the services you want to use. If your favorite service isn’t listed you can create your own “Send to” link with a URL template.

HootSuite Makes Twittering Much Easier
HootSuite makes my job of managing multiple Twitter accounts a snap. Log into HootSuite using your Twitter account email and password, then add to your profile any additional Twitter accounts you use. I manage my own profile lauriedunlop as well as NetStrategies and InternetMktgTV. The Hootsuite dashboard (newly improved) lets me toggle between the different accounts and see retweets, replies, direct messages, Twitter stream, and more. I like that I can schedule Tweets through HootSuite, too. You can also track Twitter statistics.

What tools or programs do you use to simplify your workflow? Leave a comment and share your favorites!

It happens. You make a short-tempered comment with your outside voice, wishing at once you had kept that statement to yourself. Yes, perhaps the auto mechanic is an idiot, or the cable company customer service rep should solve your problem sooner. But I know your mother taught you long ago, as did mine, take the higher road and never lower yourself. You’re better than that, right?

Your Tweet IS your outside voice. In fact, it’s louder and never fades away with the breeze. The Internet’s ability to remember is eternal. Like those dead sea scrolls, people can dig up your Tweets and anything else you write online for posterity.

Tweet responsibly. The New York Times recently reported that author Roberta Silman, upset by a negitive Boston Globe book review, Tweeted her displeasure and even posted the reviewer’s phone number and email, asking fans to “Tell her what you think of snarky critics.” Silman later issued a statement through her publisher, explaining “… in the heat of the moment I responded strongly and I wish I hadn’t. I’m sorry if I offened anyone.” She reportedly terminated her Twitter account.

CareerBuilder.com writer Rachel Zupek highlights a number of workplace firings that recently occurred as a direct result of Tweets and Facebook postings that the author forgot the reach of social media.

Remember to use your grown-up filter when you participate in the world of social media. Think of it as a face-to-face conversation with your most valued customer, future employer, and mom all wrapped up in one. Tweet with dignity and respect!

Blog Directory

<

internet marketing, social media, NetStrategies, Northern Virginia, blogging, public relations
5gu7z6ecr3

If a tree falls in the forest but no one is there to hear it, does it make a sound?

If someone complains about or compliments your organization online, but you have no social media presence, is it like that tree?

Nope! The forest now listens and one falling tree can cause quite a stir.

I recently spoke with Alison Chander, marketing manager for the American Association for the Advancement of Science (AAAS), about her association’s social media presence, especially on Facebook and Twitter.

AAAS launched its first page on Facebook in June 2007.

It uses a number of group or fan pages for different activities. Science Careers currently lists just shy of 5,000 members. This fan page complements one of AAAS’s Web sites, Science Careers.

Alison sees AAAS Facebook fan pages as an outreach effort to let people know about the association and what it does. She also likes that the fan page is open to anyone, so even non-members can learn about the advancement of science and segue into membership.

“We get different types of messages through Facebook than through the Web site,” said Alison. “The Facebook page is a wonderful opportunity for people to interact. It alleviates us having to come up with our own social networking system.”

For example, prior to a recent AAAS conference, one Facebook fan posted a question regarding affordable housing options. AAAS fans responded with suggestions. This interaction between association members was made possible by Facebook’s interactive social media platform.

Alison also sees the future potential of Facebook as a way to organize its members around a cause. “Though we have not tried this social strategy yet, we hope to!”

AAAS uses LinkedIn but has not seen much activity yet. “Our LinkedIn page is restricted to members, and LinkedIn has only just started to implement features that encourage people to participate in discussions,” Alison explains.

Twitter is another form of social media AAAS relies on. Alison recommends, “Even if you don’t tweet on a regular basis, set up a Twitter search. I occasionally find tweets I can reply to. In one instance, I direct messaged a potential unhappy customer who was very pleased I cared about what he had to say.”

An active presence in social media is a benefit to AAAS members. I applaud this association for meeting their members when and where they are online. What a great example of a successful social media strategy!

Blog Directory

<

internet marketing, social media, NetStrategies, Northern Virginia, blogging, public relations

Everyone agrees that you must define your customer profiles before you can market your product or service. Those profiles can include a wide range of detail from basic demographics to spending habits and hobbies. Watch a great instructional video that describes creating marketing personas at the SEOmoz Web site.

Once you establish those profiles or personas you can develop a strategy to find, get, and keep customers through content. Part of your content plan might include social media and Twitter.

Now here’s the question: do you establish multiple Twitter accounts so that content is focused on individual customer profiles? That depends!

If you have different kinds of customers and want to use Twitter to make them smarter on a topic, multiple accounts might work for your organization. This way you streamline your Twitter messages and elevate their relevance to your followers. You can even target your followers.

Let’s say you are a business to business provider of Internet marketing optimization services in Northern Virginia. One of your customer personas is a trade association chief exectutive officer. Why not create a Twitter profile that follows trade associations and Tweet about about Internet marketing strategies for associations? (Check out Twellow to find followers by category.) Those association followers can then benefit from the tips and knowledge you share. Down the road when an association looks for some B2B help with their online optimization, your company is already familiar and hopefully, viewed as an expert.

That same Internet marketing company might follow other Internet marketing experts to share insights, discuss industry topics, and earn respect among peers. You can imagine several positive outcomes from a focus on this Twitter profile including, but not limited to relationship building, recognition as an expert, professional development, and potential link building.

You can read my post Twitter Toolkit for Beginners for a list of applications that manage multiple Twitter accounts. I use HootSuite, but there are many.

Would multiple Twitter accounts work for your business? I would love to know.

Twitter icon courtesy of Webdesign.fm.

Blog Directory

<

internet marketing, social media, NetStrategies, Northern Virginia, blogging, public relations

The shear number of Twitter tools to make Tweeting “easier” is somewhat overwhelming! You can discover thousands of programs that do this and do that. How can you stay on top of it all?

Take a deep breath and realize that you cannot. Rather than feeling overwhelmed by Twitter, create some categories for your Twitter use and then find the applications that work best for you. (Even better, find the freebies.)

These are my categories and the programs that I use. If they work for you, fantastic! If you want to share your suggestions, I’d love to check out your favorite Twitter tools too!

Manage Multiple Twitter Accounts

HootSuite is a neat little application (free) that allows you to manage multiple accounts. Your business might use separate Twitter accounts to communicate with your different customer profiles. Logging in and out of Twitter every time you want to Tweet under a different profile is time-consuming, but with Hootsuite you can manage them all at once. Best of all, you can schedule Tweets in advance. This ensures a few Tweets per profile go out throughout the week.

To see what others are available, read this Mashable blog post authored by Jennifer Van Grove.

Find Followers

Who says the Yellow Pages are dead? Not users of Twellow, the Twitter Yellow Pages. Register for a free listing and find oodles of people to follow by category. If you want to follow people Tweeting about growing roses, type it into Twellow’s search box, then every Twitter profile that discusses rose growing pops up into a list. Choose to follow as many as you’d like.

WhoShouldiFollow is an application that offers suggestions on people to follow that mirror those already in your profile.

FriendorFollow shows within your profile who follows you that you do not follow, those you follow not reciprocating, and mutual followers.

Organize Your Followers

I use TweetDeck to organize the people I follow in Twitter. Set up as many categories as you like and follow those Tweets in separate columns. My columns are organized to follow my full Twitter stream, another by industry experts, one by the topic SEO, etc. You can also see a column of replies, direct messages, etc.

Tweepler is a handy little program that makes following and ignoring people a bit easier. Whereas before I tried going into Twitter and manually looking up every new follower and either keeping or ignoring them, this app is much quicker!

If you would rather block than ignore, use MyTweeple. It is similar to Tweepler, but offers the block function. Once you upload your Twitter followers, MyTweeple shows you whether they follow you, you follow them, or it’s mutual. This app allows you to block and it is a huge time saver for me!

Dainis Graveris compiled a great list of Twitter tools for finding and managing followers. I suggest you give it a read.

Get Questions Answered on Twitter

Many people use Twitter as a surveying tool. It’s a wonderful use of this social medium. Rather than spending a bucket of cash on a focus group to test customer response to a new product or service, ask thousands of Twitter followers. Mashable posted a useful blog post on this topic. It lists and describes five Twitter apps for posting questions including iknowtweet, Twttrstrm, twtpoll, and twitQA. (The author Stan Schroeder also lists toanswer.com which as of this posting was no longer a working link.)

How Well Do I Twitter?

Whether you are a new Twitter user or a more seasoned expert, it’s nice to monitor effectiveness. I ran across three applications that do just that.

Visit Twitalyzer. Simply enter your Twitter user name and then wait for the results. Categories include influence, signal, generosity, velocity, and clout. Each category is explained on the site. There is also a search function and a way to see what brands are Twittering.

Another program from Chitika, analyzes your Twitter echo, or influence factor. Once again, enter your user name and wait for the results.

HubSpot offers a number of free graders including Twittergrader. Enter your user name and this app ranks and grades your account. Another section I found interesting was the Tweet Cloud which lists the terms you Tweet most often. I was pleased to see in my cloud words like Web, useful, analytics, RT, marketing, and thanks!

If You Twitter, They Will Come

Once you start Tweeting on a regular basis your following will increase. It takes time, but stick with it. Remember to monitor your brand, name, industry terms, and even competition through search. Add your “Follow me on Twitter” icon to everything you send out. Select a fun Twitter icon. This TwiTip blog post offers hundreds of free Twitter icons.

Twitter icon courtesy of productivedreams.

Blog Directory

<

internet marketing, social media, NetStrategies, Northern Virginia, blogging, public relations