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How to Soar in Your Search Engine Marketing, in the Post Google Era Part 2.

 by: Kamau Austin

‘Are Google’s Days in the Dominant Position in Search Technology Numbered?’

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In an aggressive attempt to get SEO under control, perhaps for its new IPO, Google is evolving into a less relevant search engine losing market share to Yahoo! Furthermore, on the horizon is Microsoft’s launch into the search business, which will integrate search some how into the Find feature of your operating system (it is the system used to find files in Windows). It other words, with the new Windows you will be able to search files on your computer and also the Internet. This new functionality of being able to search computer files and web files, from the operating system of Windows, has to eat into the market share of Google’s future Search Business.

‘The Google Brand will Survive Albeit in other Advertising Businesses.’

This would explain Google’s ambitious plan to expand beyond search, to become a major ubiquitous brand like Yahoo! Google has expanded into email advertising with Gmail , and positioning itself to be a major partner with countless numbers of web site publishers with the revenue producing Adsense program. Google’s Adsense is probably the most effective associate or affiliate program for web site owners available. It provides significant revenue out of one of the webs 3 main killer apps - clicking on links. With a major IPO to raise cash and these visionary positioning strategies, I am sure Google will leverage its brand into other things. In short, the Google brand will survive albeit in other advertising businesses.

However, the fact remains I don’t think it will retain its dominant position in search. Are Google’s days in the dominant position in search technology numbered?

‘How Will the Savvy SEO Survive in the New Search Engine Marketing Landscape?’

Gone are the days that SEO’s not long ago, could optimize clients sites for Google and influence 2/3rds of the search queries online, for targeted keyword phrases.

My results have been affected also however, I suspected that this was in the works, and buffered my ebusiness from the latest series of Google updates my taking a more harmonized and balanced approach to web marketing called the Tao of Search Engine Promotion. So sit back and relax, and forget the stress of the Google’s barrage of Updates. Refocus your energies. visualize a high traffic site without the dependence on Google, the new MSN Search Engine, or anything else on the horizon… probably created by Yahoo! Lets use this time to reflect on the basics of synergistic web marketing harmony.

‘Introducing the Concept of Tao to Search Engine Marketing’

Why I use the Eastern Philosophy of Tao to Search Engine Promotion is because in Search Engine Marketing I feel we have to be open to harmonizing with the major opposing forces in search engine visibility going forward: 1 Pay-Per-Click (PPC) Advertising; and 2 Search Engine Optimization SEO.

My Personal Philosophy is that you will need to Have Harmony between Hard and Soft techniques, like Ying and Yang or Male and Female Principles to restore balance in search engine marketing in this uncertain post era of Google dominance.

Search Engine Advertising - represents the Yang or Male Principle, in that it is very proactive, aggressive, and in your face advertising. Your PPC advertising copy has to fire the imagination of the web visitors to get a good response. Pay-per-click (PPC) Advertising is paying for the click-troughs to your site by the search engines. PPC is putting your message out to the www in no uncertain terms, to make your statement about your business.

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In PPC advertising you control the ranking, message, and cost of your campaign by bidding against others for your specific search engine key terms. The major players in pay-per-click advertising are Google, Overture, and Find What. While on the other hand…

Search Engine Optimization - represents the Ying or Female Principle in that it is more fluid and receptive to the algorithms of the search engines, which of course you - do not control. SEO promotion is using known conventions, and in some cases deconstructing the algorithms of the developers of the search engines - and working with them. In other words it is like Judo where you use the momentum and power of the search engines to build your business. You will have to be constantly vigilant, in order to try to stay abreast of the latest developments in SEO promotion.

You have to employ both strategies at times - and both have their place, in the media mix of your search engine marketing strategies. We will explore how both can help you drive traffic to your business. First let’s explore some ebiz basics.

Why People Use the Internet?

A - Read Email and communicate

B - Find Information (not entertainment)

C - Find information to buy something

The Net is Text-centric right now - with the 4 killer apps being E-mail, Instant Messaging, clicking links and searching for information. Without these four basic functions the web would not work. This is important to remember because, some people think that Flashy animation, or graphics are the keys to a successful e business. This is just not the case. You have to have good textual information on your site, that is optimized to be search engine friendly, if you want to achieve high search engine rankings. It Part 3 I will explore other basic SEO principles to share how I have been able to sustain high rankings in a Post Google era.

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About The Author Kamau Austin, helps small and minority business make more money, by creating, search friendly web sites. He is the owner of http://www.Ebizbydesign.com, http://www.Einfonews.com, http://www.carolsartshows.com and the creator of the Free Search Engine Promotion Tele-course. See the free telecourses at: http://www.SearchEngineplan.com.

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Copyright 2005 David Frey

Yes, I admit it - I hate asking for referrals - don t you? Be honest. Doesn t your heart start to pump faster and hands start to sweat even thinking about asking a customer for a referral?

If you re like me, you hate to impose on others. Asking for names of friends or family members almost makes you feel as though you re selling a multi-level marketing opportunity.

Not to worry. There are many ways to get a continual stream of qualified referrals without having to go through the painful process of asking for referrals face-to-face.

The secret to getting referrals without asking for them is to develop referral systems that do the asking for you. Here are six innovative systems for getting referrals without asking.

Referral System # 1

Make a list of people / businesses that sell complimentary products and services to your own product or service. If you sell athletic shoes your list might include health clubs, running clubs, basketball teams, or podiatrists. Now create a referral program that pays referral fees for people that are sent to you by your referral partners.

To make this system more effective, give your referral partners customized coupons, tickets, or cards that the referral brings with them to your business so that you can correctly track each referral source.

Referral System # 2

Approach charities in your local area to get a list of donors that already give to the charity. The United Way is a good place to start. Most United Way donors make advanced pledges or set goals to give a specified amount to the United Way.

Now approach the executive sponsor of the United Way donation drive and make a proposal. Propose that for every referral that is sent from their organization to your business, you will take a percentage of your sale and donate it to the United Way (or whatever charity they are affiliated with) in their name.

Referral System # 3

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Local churches are always looking for innovative ways to raise money to sustain the programs they offer to their members. Most churches would be enthusiastic about the opportunity to receive a donation from you or your business.

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Simply call up the ecclesiastical leader and ask if you can meet with him/her to talk about a potential fundraising activity. Propose that for every referral (church member) they send your way, you will donate a percentage of the sales to the church. In return, the church should agree to promote your business.

This same referral tactic can be done with the booster clubs of local sports teams, Boy Scout troops and other organizations looking to raise money.

Referral System # 4

The fourth referral system is very simple. Give your products or services away (or significant discounts on your products or services) in local raffles. In my hometown of Friendswood, Texas the local Ford dealer gives away a brand new truck in a 4th of July raffle through the local Chamber of Commerce.

The tickets sold in the raffle go towards paying for the cost of the truck and the dealership gets to display the new truck for several months leading up to the raffle in high-profile areas provided by businesses that are members of the Chamber of Commerce.

In fact, we found our financial planner through a raffle offered through the local Boy Scout troop. We “won” a full financial analysis and eventually purchased some of his products as a result of the raffle.

Referral System # 5

Most everyone has a barber or hairstylist they use on a frequent basis, especially if you have children. I don t know about you, but my barber always engages me in conversation during my haircut. And most barbers and hairstylists are very happy when you give them a $2 - $3 tip. Do you see where I m going with this?

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Why not approach the local barbers and hairstylists and offer them $1 for every referral card they pass out to their customers. You might even motivate them to talk up your business by promising them a percentage of each sale that results from their referral.

Referral System # 6

The last referral system will not only bring you referrals, but will also create a lot of goodwill. I learned this tactic, strangely enough, by Princess Diana and a local real estate agent. When Princess Diana died a close associate of hers was interviewed and revealed that Diana always carried a set of “royal” thank you notes.

Every time she met with someone she would remember their names and as soon as she got in her car she would write a short thank you note to them. The people cherished the thank you notes they received from the Princess. After hearing that, I started to carry around my own box of thank you notes.

But here s what really will make this referral tactic take off. Not long ago I received an email from a subscriber to my Marketing Best Practices Newsletter that had this phrase under the man s signature:

By Referral Only

By Referral Only…means: We invest 100% of our time and energy to delivering first-class service to our clients. As a result, our valued clients, suppliers, and friends refer their family, friends and work associates to us for advice on buying or selling real estate. We’re interested in building strong life long relationships one person at a time.

You see, its not enough to send a thank you note. People need to know that you want and appreciate their referrals. The phrase, in essence, answers the question, “What can you do for me in return for this nice thank you card?” Immediately, I had this phrase printed on the bottom of my thank you notes and my referrals took off.

Conclusion

Each of these referral tactics that I have shared with you are s-y-s-t-e-m-s. They motivate others to generate referrals for you without you having to play the role of the beggar and asking for referrals face-to-face.

The best thing you can do to excite your referral partners is to get them to experience your product or services themselves. Then they can talk about it with first-hand knowledge. It will not only make them more credible to others but once they’ve experienced the benefits of what you have to offer, they will be more excited to tell others about it.

In the referral systems that require you to pay referral fees, make sure you pay quickly, honestly, and with gratitude. Always give your referral partner the benefit of the doubt. If you treat them right, you will be the benefactor.

About the Author

David Frey is the author of the best-selling manual, “The Small Business Marketing Bible” and the Senior Editor of the “Small Business Marketing Best Practices Newsletter.” To get your free lifetime subscription visit http://www.MarketingBestPractices.com

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When to Hire a Professional SEO Firm?

 by: Corey Wenger

In efforts to increase sales and profitability, more and more companies are turning to online marketing initiatives specifically, search engine optimization. Search Engine Optimization or (SEO) is the art and science of blending technical and marketing skills together into a finely tuned website that is both search engine-friendly, ranks well for specific keywords and phrases, and is tailored to your audience from a buyer and seller perspective.

According to a recent U.S. study, only 20% of all businesses outsource search engine optimization programs to professional SEO firms. The remaining 80% either do not conduct search engine optimization at all or they believe they have the resources and skills to do it in-house. Of this 80%, it is probable that 90% of these companies can t be found on the web they don t exist. In order to generate any amount of significant web visibility, your website must typically rank within the top-30 results.

So, the question comes down to what is in your company s best interests?

Conduct your SEO program in-house or out-source it. To answer this question, let s first take a look at the knowledge, skills and resources necessary to implement and maintain a successful search engine optimization program.

SEO knowledge and skills required

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1) Basic understanding of how search engines and directories work.

This may seem overly obvious, but you would be amazed how many people do not understand how they actually work. This knowledge provides the foundation for your SEO program.

2) Website design

Although SEO is not completely a technical marketing process, it does require a fair amount of technical knowledge of what constitutes search engine-friendly web design. Certain web design elements can either help your search engine rankings or hurt them. You simply have to know which is which.

3) SEO experience

This is the most important and most difficult knowledge to obtain. If you have never implemented a SEO program, then you are in for a big surprise. Search engine optimization programs require a lot of research and are extremely time consuming. Most importantly, they require actual SEO experience. This means knowing what SEO strategies and tactics work and which ones don t.

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In-house vs. out-sourced SEO programs

If your company is considering conducting your search engine optimization program in-house, here are some questions to consider.

• Who will be responsible for analyzing, developing, implementing and measuring the success of your SEO program?

• Is this considered the role of your IT department, Marketing department or some other individual(s) within your company?

• Do they have the time, knowledge, and resources to successfully implement and maintain your search engine optimization program? And do they really care if it works or not?

IT Department

Typically your IT department handles multiple daily tasks from trouble-shooting your company s LAN or WAN to fixing the sales department s laptops? Out of a busy IT person s day, what priority and focus do you think he or she will commit to for your SEO program? And even if your IT department has some skills in web design or development, these skills make up only a small percentage of the knowledge required for a successful search engine optimization program.

Marketing Department

Typically, your marketing department juggles many marketing projects at once and faces strict completion deadlines. From handling new print collateral campaigns to getting ready for new product or service launches, marketing personnel s time is spread very thin. In addition, how knowledgeable is your marketing department in the technical aspects of web design and search engine optimization? Do they have the time to become well-versed? Do they have sufficient internal resources? Often the answer to both questions is no, they do not.

Other individual(s) within your company

Ok, so the responsibility falls onto someone outside of your Marketing or IT department. Who will that be and why are they responsible for your SEO program? Providing these individuals with a new project of the month, will typically result in another check mark off of their monthly to-do list and frustration by top management of why their website is not producing any sales results.

Summary

From a business standpoint, it makes sense to try to leverage internal resources to maximize your company s productivity and profitability whenever possible. However, there must be a line drawn in the sand between knowing what your organization s capabilities are and what they are not.

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As you can see, there is more to search engine optimization than meets the eye. In order to implement and maintain a SEO program, you must acquire the necessary knowledge, skills, and resources. This can be done by hiring a professional search engine optimization firm. Professional SEO firms have dedicated resources and experience to support your company s web marketing initiatives. By leveraging their experience and know-how, your company can quickly and more efficiently implement a successful search engine optimization program.

About The Author Corey Wenger is owner of Key Position Web Marketing and is a professional Search Engine Optimizer and Consultant who has over three years of experience in helping companies increase sales and profitability through strategic web marketing programs. For more information, please visit www.key-position.com or email him at corey@key-position.com.

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Internet Marketing for Small Businesses - A Guide in Plain English

 by: Gordon Goodfellow

Have you ever been intimidated at the convoluted, jargon-ridden information about Internet marketing available on the Net? What exactly is search engine optimization anyway, and can I do it myself?

Often it results in many companies becoming confused and therefore reluctant to put into practice what would be a valuable and simple business resource when understood and applied correctly.

Market Researcher and Internet marketing consultant, Gordon Goodfellow, who is also an English literature graduate, decided it was time for a change. Part of this desire to make web marketing more accessible was due to his past experience as a teacher.

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“I was sick of all the gobbledygook that surrounds web site promotion and web marketing, even today,” he explains. “Website marketing isn’t rocket science and should not be presented as such. Everyone should have access to affordable website promotion.”

Having spent four years researching and assessing the best way of getting an effective message across on the Internet, he began to design a basic introduction to Internet marketing. The result of this hard work is Applied Web Marketing. AWM is a comprehensive beginner s guide to marketing on the Internet, covering everything from domain names, through search engine optimisation, search engine ranking and search engine promotion, to e-commerce and merchant accounts (and their alternatives), all refreshingly written in plain English.

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The guide also has useful links to many resources, and to the submission pages of the major search engines and directories, making it an unmissable companion to those seeking affordable Internet promotion for their own web sites.

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The reaction to this new venture has been swift and positive. In the few months Applied Web Marketing has been available online, many influential names have given their approval and thanks. Both the Department of Trade and Industry (DTI), and Goodfellow’s local MP have been in contact. Stephen Timms MP, Minister for E-Commerce, wrote that “it looks like a very useful resource…I wish you well with this very interesting and relevant offering.”

Applied Web Marketing is free to access at www.Applied-Web-Marketing.com and is also downloadable as a free ebook from the site.

About The Author Gordon Goodfellow has worked in the market research industry for many years and is a professional Internet marketing consultant and practitioner. You may freely use this article as long as you include the following active link. http://www.applied-web-marketing.com admin@applied-web-marketing.com

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Copyright 2005 Rok Hrastnik

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RSS is a technology that has the potential of overcoming many of the internet marketing challenges we are facing today and becoming a preferred tool to get 100% of your content delivered to your subscribers, as well as a tool to help you achieve top position search engine rankings.

The simple RSS explanation from the marketing point of view is that RSS is a simple to use publishing tool for marketers and publisher. It allows you to get your content delivered to end-users, without the fear of spam filters stoping your messages, and to other content consumers (other websites, search engines and so on).

RSS gets your content delivered, period. And it helps you increase your search engine rankings and drives new traffic to your sites.

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But some marketers are still afraid that not enough internet users are using RSS feeds. Think again

While achieving not more than marginal penetration, its usage is growing with astounding speed.

Actually, according to a report from the Pew Internet & American Life Project, 5% (6 million) Americans online consume news and information through RSS aggregators. So the market is already out there!

>> BUT WHAT ARE RSS FEEDS?

RSS content is delivered through RSS feeds — simple files structured in a specific way.

These files include some basic information about the RSS feed (such as RSS feed title, logo, description, URL etc.) and the actual content you want to deliver to your readers.

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These content items are individual stories or articles (usually just descriptions of articles actually published on the internet publisher s web site), presented in a linear list.

But RSS is not only about text. You can easily use it to deliver audio content, video content and even PowerPoint presentations and PDF files.

>> WHAT DO YOU NEED TO SUBSCRIBE TO RSS FEEDS?

The point of RSS feeds is to get people to subscribe to them, so that they can constantly receive fresh information from you.

It s just like subscribing to e-mail newsletters, only that there s no e-mail involved and consequently no spam or spam filters.

But to subscribe to your RSS feeds, your visitors need a special tool, called an RSS aggregator.

RSS aggregators are special tools that can take an RSS feed and display it to the end-user. They come in many different forms and flavors, but the most popular are desktop applications and web readers.

In the case of desktop RSS aggregators (example: http://www.awasu.com), end-users need to download them to their computers and install them there. Web-based RSS aggregators (example: http://www.bloglines.com) on the other hand are websites where users can create their own accounts and then use those websites to view RSS content directly from their Web browsers.

After installing an RSS aggregator or registering at a web-based RSS aggregator web service, the user needs to proactively add the link to your RSS feed in to the aggregator to view your content.

Every time you update your RSS feed by adding new content items to the RSS file, the user is notified of that through his RSS aggregator, making the content immediately available to him, without it having to face any SPAM filters and other barricades on the way.

And, for the best part, most RSS aggregators are free to use, so there s really no excuse to not get started today. And by the way so are quite a few RSS publishing solutions!

Yes, RSS is the free way of getting your content delivered every time.

About the Author

Rok Hrastnik is the author of Unleash the Marketing & Publishing Power of RSS , acclaimed as the best and most comprehensive guide to RSS for marketers by leading RSS experts. Discover the true marketing power of RSS: http://rss.marketingstudies.net/index.html?src=sa5

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Bigmouthmedia, the award-winning Search Engine Marketing Company, today scooped a second award in just two weeks when it picked up a Best Performing Company award at the Business Excellence Awards run by the Edinburgh Evening News.

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The agency beat off stiff competition from other Scottish companies to win the award which was announced at a lunchtime ceremony in the Scottish capital on Friday.

Steve Leach, bigmouthmedia s MD said We re delighted to pick up our second Business Excellence Award, and our second award in under a fortnight. Edinburgh has a wealth of business talent so we re very proud to have come out top. This has already been an amazing year for bigmouthmedia with a five-fold increase in turnover predicted this year. It s fair to say that business is booming. I d like to say a big a big thank you to my excellent team. It s all down to them really

The award comes at an exciting time for bigmouthmedia, in a year which has already seen the company double the team based at their Edinburgh headquarters, and win the public and industry vote for Best Use of Search at the prestigious digital marketing awards, the Netimperatives.Bigmouthmedia is based in Leith, Edinburgh, with offices in London and Madrid, and is headed up by Steve Leach and Lyndsay Menzies.

The company specialises in search engine marketing for big brands boasting an impressive list of clients, including Sony PlayStation, the Bank of Scotland, Marks and Spencer, British Airways, Sony Ericsson, King Sturge, National Express, Laura Ashley and MTV.

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Bigmouthmedia doubled its turnover in the year to October 2004 and is on course to see a five-fold increase in the current financial year.

Bigmouthmedia recently acquired established Search Marketing agency, optimiser.co.uk to operate under the bigmouthmedia umbrella, offering a cost-effective solution for smaller companies whilst using the same renowned bigmouthmedia ethical practices and benefiting from bigmouthmedia s eight years at the forefront of the industry.

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Top Ten Basics on Internet Article Writing to Promote your Book
Judy Cullins 2005 All Rights Reserved.

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Ah. Be free in bringing out your views on this stuff of .

Don’t forget to explore the pages on . They would be advantageous for you. Towards the last paragraph, don’t skip to find out the material on .

Follow these ten steps to write an article top Web sites and ezines will clamor for with a link back to where your book is sold.

1. Choose a topic that relates to your book. Make sure this article has useful, needed, and original information. One site, which markets to professional speakers, published an article “What Makes One Book Outsell Another” that relates to the eBook Write your eBook or Other Short Book Fast.

2. Know your article’s thesis. The thesis is your point of view–what your article will prove. It is the major answer for your audience’s major challenge your book will solve. In the introduction above, the thesis is stated in the last line, “Follow these ways to write an article top Web sites and ezines will clamor for with a link back to where your book is sold.”

All right. Just refrain yourself from the other colloquial resources of facts as this write-up is among the best of the bests. If you go on reading further, we guarantee that your curiosity in this would be reinforced.

Author s Tip: Remember to write on only one topic for each article. Save the other related ideas for another article.

3. Know your preferred audience. Just as your book has a target audience, so should your article. “Sell More Books with a Powerful Back Cover,” and “Titles Sell Books articles are aimed at professionals, authors, and small business people who want to write and sell books fast. You may want to include your audience in the title.

4. Write a sparkling title and opening. Like a headline in a press release, on your Web site, or on your book’s back cover, your title and your first sentence should grab your readers by the collar, so they will keep reading. Include a benefit in your title and keep it fairly short.

Your first paragraph opening can use a shocking fact, a question or two of where your audience is now, a benefit, or a compelling story right out of your book. Make the opening a short paragraph, even a single line. Readers want concise, digestible information, especially on the Internet.

Author s Tip: Readers want concise, digestible information, especially on the internet.

5. Illustrate a need or benefits. Whatever your article s topic, show your readers why they need your information. If you have written a book on listening for couples, in your short article, discuss how much is at stake for not listening, such as divorce.

6. Give a brief background of the problem or situation you will solve. One book-coaching client wrote a book, The Cure for Multiple Sclerosis. In it she shares that over 2 million people worldwide with Multiple Sclerosis are diagnosed incurable, that doctors are pressured to use pharmaceuticals, and that the health industry is not about getting people well, but about making money. One of her article s openings included this background.

7. Share the problems that result. In The Cure for Multiple Sclerosis, the problem is that most people rely on western medicine, which does not have the answers. Big money is not spent on alternative or complementary ways to prevent and cure chronic diseases, so people with problems get drugs that deplete the immune system.

8. Give the solutions. Your book offers solutions to problems, just as your article must. Show your readers how to get excellent health, how they can write a book, make more money, or have better relationships. You may write a tips article with numbered short tips.

9. Show them where to get the solution and how. The article, “How to Listen at Work to Raise Career Success,” needs to suggest where to go or what to do next to learn the skills. You may name a quality book to read (maybe your book!), mention a seminar or training, or recommend a coach. You may even mention a Web site address or 800- number.

10. Place your article on as many high traffic Internet sites and opt-in ezines as you can. People are looking for free information. That’s the major reason they visit Web sites and subscribe to online ezines.

So, now that you know major points on how to write a short article, put it to work for you to promote your book.

About the Author

Judy Cullins, 20-year book and Internet Marketing Coach, Author of 10 eBooks including “Write your eBook Fast,” and “How to Market your Business on the Internet,” she offers free help through her 2 monthly ezines, The Book Coach Says…and Business Tip of the Month at http://www.bookcoaching.com/opt-in.shtml and over 170 free articles. Email her at mailto:Judy@bookcoaching.com.

The hindmost word of this article, would let you recognize the worth of it. Let me articulate that folks who do study till the conclusion are the ones who really benefit from the article.