My non-profit friend Emily asked me for advice on setting up a blog.…
My Search Marketing Expert friend Dan Rosenbaum was kind enough to let me share a summary of the SMX conference he attended recently.
Here are 5 Search Marketing Tips he learned from the conference:
1. Don’t bother creating separate site to appeal to Bing and Google.
Back in the Bad Old Days, it was considered a good idea to code your website in such a way that it would appeal to the half-dozen or so search engines — each of which wanted to see something different.
Now that Google gets the majority of searches, people don’t do that so much anymore. But with the rise of Bing, there was some concern that Bing might be focusing on different signals than Google.
Rand Fishkin, of SEOMoz, showed some experimental data that implies that although Bing and Google are probably weighting their results somewhat differently, the differences are not enough to warrant any particular effort to change the way you’re producing your site.
2. Post a Video Sitemap. Really.
If you have much video on your site, Google was very clear on this point: create, post and maintain an XML video sitemap in addition to your standard XML sitemap. This is, frankly, in Google’s own self interest, as the launch of Google TV nears.
But if Google is telling you that it will be indexing video sitemaps aggressively, why wouldn’t you make the minimal effort to post one?
3. Relevant content is more important than ever.
In late April, Google made some significant changes to its algorithm in what it’s calling its “May Day” update. Perhaps the major change is a greater emphasis on content relevance, especially in the “long tail.”
Put simply: if you want to rank for “frigidare bar drawer refrigerator”, it will not be enough to use some overly SEO-ed boilerplate or even a manufacturer-supplied product description.
Relevant, helpful, original content will rise to the top faster than before.
Or so they say.
4. Content farms and paid links are in great peril.
As part of May Day, Google reps went our of their way to say that links from mass content generators like Demand Media — or any form of paid links — will have their relevance reduced to near zero. (I’ve heard anecdotal evidence about paid links.).
If you’re relying on either one as a source of backlinks or content, expect your rankings to drop severely, if they haven’t already.
5. Expect more “real-time” results in SERP pages.
You may have heard about Google’s “caffeine” update. Caffeine is more an change in the speed that the index is updated than it is a change in the way relevance is calculated.
Where 10 years ago, Google updated its index every few months (yes, really!), the Caffeine update now puts changes into the index as soon as the crawlers detect them — which can be quite fast indeed.
The change has been being rolled out over the past year; it is now active in all data centers in all regions globally. It’s one way that Google can now include tweets in its SERPs.
There was more, of course: a ton of information presented about interesting social media tools, advanced techniques in SEO-friendly site architecture (of special interest to e-commerce sites), real-time search (and the importance of fresh content), and link-building.
If you’d like to discuss any of this, or any other search or content issues you may be facing, please don’t hesitate to work the keyboard or your phone.
If you’d like to find out more about Search Marketing Expert Dan, go check out Danrosenbaum.com.
Did you know that one domain name could easily get you 5-times as much search engine traffic as another similar-sounding domain name!?
Picking the best domain name for your business is an important decision…especially given that search engines will examine your domain name to determine how much traffic to send it.
To pick the best domain name for a search engine, you’re gonna have to consider:
I read a great interview with Ray Kurzweil in the San Francisco Chronicle.
Kurzweil is a visionary (reading machines for the blind, text to speech technology, music synthesizers, a bunch of artificial intelligence stuff) and he had a few nuggets of valuable insights/data points in the interview.
I encourage you to read the entire article, but here were my favorites:
…”technologies will be another billion times more powerful per dollar in 25 years and 100,000 times smaller in size.”
“We’ll reach a tipping point in about 15 years where we will be adding more than a year each year to your remaining life expectancy.”
“There has been 18 percent annual growth in every form of information technology for the past half century as measured in constant dollars, despite the fact that you can get twice as much of it each year for the same cost.”
“…there are 5 billion cell phones for 6 billion people…”
“Information-based technologies are affordable only by the rich at a point in time where they don’t work very well. By the time they are perfected, they are almost free.”
“The number of bits we are transmitting on the Internet is doubling every year.”
I got asked today how you track links on your blog or Web site.
The simplest way to track your Web site/blog usage is to use Google Analytics.
I like it because it’s free and it gives you massive amounts of data in fairly easy to use interface.
You’ll need a Gmail email address to get started. This is free and you can create one from here:
Next, you want to install Google Analytics. Again, this is free and here’s a great tutorial on setting up Google Analytics.
You will have to wait about 24 hours for Google Analytics to start working (to show you stats).
Twenty-four hours after you’ve installed Google Analytics, you can start seeing your data come in.
There’s a lot of data that will help you track such things as:
Here’s a good tutorial on how to use Google Analytics:
If you want a more complex look at analytics, you might try reading my How To Use Marketing Analytics posting.
I hope you found this useful!
If you lead a person or team, have peers you work with or even are managed by someone else (with no team that you’re managing), the Sandwich Method of Feedback is an effective communication tool.
I was reminded about the Sandwich Method in my Toastmasters public speaking class the other day.
Every speech in Toastmasters is evaluated and the delivery of criticism needs to be done delicately — I and others use the Sandwich Technique on a regular basis.
The Sandwich Method (or Sandwich Technique or Hamburger Method) is so named because the pieces of bread represent positive feedback/compliments while the meat of the sandwich (or innards if you’re vegetarian) represents constructive criticism.
I find this method of sandwiching the constructive criticism between two compliments to be an effective/disarming way to help improve/correct behavior.
“By the way, John, I have to hand it to you on that deal you closed yesterday…that goes a long way towards helping us reach our goal.”
“Anne, I really appreciate you chipping in for Nicole this week while she was out of the office — that type of teamwork exemplifies the values I’m trying to instill at our company.”
Be brief (yet clear and thorough) in your delivery of the meat of the matter — the criticism you want to share.
Ideally you are giving them constructive criticism on just one thing (at most two things)…I find criticism of 3 or more items is too much for a person to handle at one time.
Additionally, try to give them the criticism in the context of how it can help THEM reach their goals.
“Jon, you’re so good at what you do that it’s hard to ever find suggestions on how you can improve. That said, I know you really want that promotion to Director of Sales. One skill you’re going to need in that position is analytics, and your weekly reports are currently pretty light on analytics. For you to earn that Director of Marketing spot, I recommend that you gain some mastery over analytics.”
“Anne, I know this is tough for you to hear, but you are perceived by some on the team as cocky. And I know that you mentioned that you wanted a transfer to Customer Service — well, we certainly don’t want them hearing that you have a reputation for cockiness. I recommend that you and I work together on making sure you’re not perceived as cocky.”
Caution About “Feelers”
Be especially careful about giving criticism to sensitive people or”feelers” as many of us call them in Carl Jung personality type speak (e.g. they would have the following personality types: INFP, ENFP, ISFP, ESFP, INFJ, ENFJ, ESFJ, ESFJ in the 16 Carl Jung Personality Types.
If you’re dealing with a sensitive/feeling type, I recommend you put in extra time on the Sandwich Method.
Ideas on how to end with positivity include
“Jon, that deal you closed was really important and I’m thrilled with the fact that you and I can have an open conversation about working harder on analytics.”
“Jon, I really admire your enthusiasm about developing yourself. You were already making headway and this analytics thing can be icing on the cake. I think it’s a huge benefit in you progressing towards the Director of Sales position you covet.”
“Anne, you’re really on the right track here. This cockiness thing is just a bump in the road and I’m looking forward to working on it with you.”
It should go without saying that all of your criticism (positive or negative) should be authentic and well thought out.
That’s the sandwich method…good luck with it!
I was discussing ‘recharging’ with some friends over pizza in the Italian North Beach neighborhood of San Franciso the other night.
The concept of recharging caught my eye when I read the amazing book: The Power Of Full Engagement by Tony Schwartz & Jim Loehr.
I was captivated by the stories that Tony & Jim told of how they studied professional tennis players.
I must have lent my copy of the book out so I’m going by memory here…as I recall, Tony & Jim studied two groups of tennis pros:
When they studied videos of the two groups of tennis pros, they noticed something odd: there was no real difference in the talent of the two groups (a guy ranked 200 had essentially the same quality serve, forehand, backhand, etc. of a guy ranked #1).
So, what WAS the difference between the two groups
Answer: careful analysis showed that the main difference was the way the two different groups “recharged.”
Examples of recharging were:
What the players did between points
Group A had a a nice steady breath and a casual glance at their racket (perhaps adjusting a string or two) or looking up at place in the crowd or sky
Group B, on the other hand, spent time in between points getting angry with themselves or an umpire (e.g. about the last point they may have lost), distracted by someone in the crowd, or were otherwise fidgety.
A look at what the players did in between games and sets was similar: Group A player was relaxed and regrouping while Group B player was talking to himself or a fan or the umpire.
I recall that the authors may have also mentioned that they observed differences between how the two groups acted (or recharged) between matches too.
So, how does this relate to you?
Well, Tony & Jim pointed out that business-folks need recharging even more than athletes (because we typically don’t have coaches to help us out, structured training or dedicated time off (such as Spring/Summer for most professional basketball players or Winter for baseball players).
Reading Power Of Full Engagement inspired me to be more conscious of how I recharge my batteries.
So, I set up a new recharging strategy…it’s been a couple of years now and I thought I’d lay out my schedule of recharging.
Here’s a typical day for Rob Kelly:
I’m also trying to apply consistent recharging to longer time periods such as:
I’m really happy with the results so far. A consistent recharging has made me feel healthier and more balanced.
You may periodically see or hear about a job you’d love to have — so what do you do next?
I believe that the best way to approach a job you want is to get the senior most person at the target-employer to refer you so that you get on the fast track for the interview process (with the hiring manager).
If you’re interested in that, here’s some advice I gave a colleague recently on how to do that through LinkedIn:
First, go to LinkedIn and search for the senior most person at the target-employer (I recommend you go for the CEO).
Note: If you’re not familiar with LinkedIn, read this LinkedIn For Beginners Article.
When I search on LinkedIn I use the “advanced search” and enter in the name of the target-employer in the “Company” field (I start with “Current” in the drop-down) and then “CEO” in the title field.
Hopefully, up pops the CEO of the target-employer. If the CEO doesn’t pop up, then re-do the search by trying out other senior titles such as “founder” or “president” or “vice president.”
Now you should have at least one senior person at the target-employer. …