Win an Apple iPad and Access To Blogging with John Chow

16 Nov

To celebrate my upcoming launch of “Blogging with John Chow” where I show you exactly how to blog your way to the Dot Com Lifestyle, I wanted to give you guys something cool. I’m running a contest to give you […]

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Source: http://feedproxy.google.com/~r/JohnChowDotCom/~3/s7zjsrXW6Pg/

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Why should I visit your website?

14 Nov

One thing we often recommend in our site analyses, is the use of introductory content on a homepage. We get quite a lot response on that, with people being unclear how to do that. “Where should I put that content?” or “How long should that content be?” or the one I dislike the most: “I…

Why should I visit your website? is a post by on Yoast – Tweaking Websites.A good WordPress blog needs good hosting, you don’t want your blog to be slow, or, even worse, down, do you? Check out my thoughts on WordPress hosting!

Source: http://feedproxy.google.com/~r/joostdevalk/~3/um_-AjHfIe4/

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Video SEO just became a lot easier!

12 Nov

The Video SEO plugin I have been talking about for far too long has finally been finished and released. The short version is, it’s for sale for $89, find out more here. Keep on reading for a bit of backstory. Video SEO is probably one of the most technically challenging aspects of SEO. There are…

Video SEO just became a lot easier! is a post by on Yoast – Tweaking Websites.A good WordPress blog needs good hosting, you don’t want your blog to be slow, or, even worse, down, do you? Check out my thoughts on WordPress hosting!

Source: http://feedproxy.google.com/~r/joostdevalk/~3/j–NgCN8Fr4/

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Clickbank Landing Pages Made Easy with Pitch Magic

8 Nov

One of the more profitable ways to make money online is to sell Clickbank products. You could develop your own products, like e-books and video courses, but it’s even easier to act as an affiliate for other people, earning a […]

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Source: http://feedproxy.google.com/~r/JohnChowDotCom/~3/1YSyVEauwZE/

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Business Lessons From Pumpkin Hackers

6 Nov

Working nine to five can suck.

You might be working for a boss who is an idiot. You know he makes stupid decisions. When he’s off making yet another stupid decision, it’s you left doing all the work. As for job security – that’s a joke these days. He can fire you on a whim.

So why not cut out the weak link? Why not go into business for yourself?

The reality, of course, is that starting a business isn’t as easy as saying it. You’ll likely work longer hours, for less money, and there are no guarantees. While your friends are looking forward to the weekend, you might not see a weekend for a while. Most small businesses fail in their first five years, taking dreams and savings along with them.

Everything has a downside.

However, many businesses not only survive, they prosper. They make their founders wealthy. Even if they don’t make fortunes, they can provide lifestyle benefits that are near impossible to achieve with a regular job. There’s a lot to be said for being the master of your own destiny.

To achieve that, it’s best to start with some good advice.

Makin? Mistakes

I’ve been running my own small business for a decade now. Whilst it’s been rewarding, and I achieved the goals I set for myself, there has also been a fair few missed opportunities and inevitable wrong turns. I jumped in blind, and like many in the search marketing industry, pretty much made it up as I went along.

Not that there’s anything wrong with that.

But I wished I had understood a few fundamental truths first. I wished someone had imparted some profound wisdom, and I wished I had been smart enough to listen. Come to think of it – they did, and I wasn’t.

Such is life.

I?m in the process of setting new goals for the next few years. I’m restructuring. So I decided to reflect on the past, examine the good and the bad, and try to do more of the former, and less of the latter.

One of the problems I identified was that I was spreading myself way too thin over many projects. I have a *lot* of sites. I have domains I?d even forgotten I owned. I have domain names I keep renewing, vowing to do something with one day, yet never getting around to it.

In short, I was growing an awful lot of small pumpkins.

Getting The Fundamentals Right

I?ve decided to ditch almost all of what I have been doing in the past, and focus on a very narrow range of activities, one of which is working with Aaron on SEOBook.

One book I really wish I’d read when I was starting out – had it been available, which it wasn?t – is called “The Pumpkin Plan: A Simple Strategy To Grow A Remarkable Business“. I’d like to share the central theme of the book with you, because I think it’s a great lesson if you’re thinking of starting a business, or, like me, optimizing an existing one.

It?s the lesson I wished I?d understood when I started. I certainly hope it?s of help to someone else 🙂

If You Want To Prosper, Learn To Grow Pumpkins

There are geek farmers who obsess about growing huge pumpkins. They are the hackers of the vegetable world. In order to grow a huge pumpkin – weighing half a ton or more – you can?t just throw seeds on the ground. You can?t grow a whole lot of pumpkins and hope one of them turns out to be huge.

You?ve got to follow a process.

And here it is:

  • Step One: Plant promising seeds
  • Step Two: Water, water, water
  • Step Three: As they grow, routinely remove all of the diseased or damaged pumpkins
  • Step Four: Weed like a mad dog. Not a single green leaf or root permitted if it isn?t a pumpkin plant
  • Step Five: When they grow larger, identify the stronger faster growing pumpkins. Then, remove all the less promising pumpkins. Repeat until you have one pumpkin on each vine.
  • Step Six: Focus all of your attention on the big pumpkin. Nurture it around the clock like a baby and guard it like you would your first Mustang convertible
  • Step Seven: Watch it grow. In the last days of the season this will happen so fast you can actually see it happen

What?s this got to do with business? It?s a process for growing not just pumpkins, but businesses. Let’s apply it:

  • Step One: Identify and leverage your biggest natural strengths
  • Step Two: Sell, Sell, Sell
  • Step Three: As your business grows, fire all your small time, rotten clients
  • Step Four: Never, ever let distractions – often labelled as new opportunities – take hold. Weed them out fast.
  • Step Five: Identify your top clients and remove the rest of the less promising clients
  • Step Six: Focus all your attention on your top clients. Nurture and protect them. Find out what they want more than anything and if its in alignment with what you do best, give it to them. Then, replicate the same service or product for as many of the same types of top client as possible
  • Step Seven: Watch your company grow to a giant size

In essence, it?s about focusing on those things you do best. It?s about focusing on your very best customers, and ditching the rest. It?s about creating your own niche by identifying and solving the problems that no one else does.

None of this is new, of course. There are plenty of business advice books that say similar things. However, this is one of those great little stories I wish I had internalized earlier. Rather than grow a lot of small pumpkins, focus on growing those that matter.

Given recent changes at Google, I dare say a lot of SEOs – particularly those who run their own small sites – may be rethinking their approach. Unfortunately, the small guy is being squeezed and the rewards, like in most endevours, are increasingly flowing to large operations. Search conferences, which used to be the domain of the lone-wolf affiliate guy and mom and pop businesses are now jammed full of corporates and their staff. The entire landscape is shifting. New approaches are required, not just in terms of tactics, but in the underlying fundamentals.

It would be interesting to hear your lessons in business. What are the things you know now that you wished someone had told you when you started? Please share them in the comments.

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Source: http://www.seobook.com/business-lessons

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Blacklist Database to End Demand for Stolen Cell Phones

4 Nov

The first phase of the FCC PROTECT initiative went into effect this week. PROTECT was started in April to combat the theft of mobile devices like phones and tablets and protect the data they contain. AT&T and T-Mobile now have a blacklist database in place to help further that initiative. The database contains information about cell phones […]

The post Blacklist Database to End Demand for Stolen Cell Phones appeared first on Search Engine Journal.


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Pitching Search Marketing In Traditional Marketing Terms

31 Oct

For those selling search marketing to customers, especially those customers new to the concept of search marketing, it?s often useful to pitch search marketing services in terms the customer already understands.

A lot search marketing theory and practice is borrowed and adapted from direct marketing. Direct marketing concepts have been around since the 60s, and may be more readily understood by some customers than some of the arcane terminology sometimes associated with SEO/SEM.

Here are some ideas on how to link search marketing and direct marketing concepts.

1. Targeting & Segmentation

A central theme of direct marketing is targeting.

On broadcast television, advertisers show the one advertisement to many people, and hope it will be relevant to a small fraction of that audience. Most television advertising messages are wasted on people who aren’t interested in those messages. It?s a scattergun, largely untargeted approach.

Search marketing, a form of direct marketing, is targeted. Search marketers target their audience based on the specific keywords the audience use.

Search marketing is concerned with the most likely prospects – a small fraction of the total audience. Further, if we analyse the visitor behavior of people using specific keyword terms post-click, we can find out who are the hottest prospects amongst that narrowly defined group.

The widely accepted 20-80 rule says that 20% of your customers create 80% of your business. An example might be “luxury vacations France”, as opposed to “vacations France”. If we have higher margins on luxury travel, then segmenting to focus on the frequent luxury travel buyer, as opposed to a less frequent economy buyer whom we still might sell to, but at lower margins, might be more in line with business objectives. Defining, and refining, keyword terms can help us segment the target market.

2. Focus

Once you get a search visitor to your site, what happens next?

They start reading. Such a specific audience requires focused, detailed information, and a *lot* of it, or they will click back.

It is a mistake to pitch to an “average” audience at this point i.e. to lose focus. If we?ve done our job correctly, and segmented our visitors using specific keyword terms, we already know they are interested in what we offer.

To use our travel example above, the visitor who typed in ?luxury vacations in France? wants to hear all about luxury vacations in France. They are unlikely to want a pitch about how wonderful France, as a country, is, as the keyword term suggests they?ve already made their mind up about destination. Therefore, a simplistic, generalized message selling French tourism is less likely to work.

Genuine buyers – who will spend thousands on such vacations – will want a lot of detail about luxury travel in France, as this is unlikely to be a trivial purchase they make often. That generally means offering long, detailed articles, not short ones. It means many options, not few. It means focusing on luxury travel, and not general travel.

Simple, but many marketers get this wrong. They go for the click, but don?t focus enough on the level of detail required by hot prospects i.e. someone most likely to buy.

3. Engagement

One advantage of the web is that we can spend a lot of time getting a message across once a hot prospect has landed on a site. This is not the case on radio. Radio placements only have seconds to get the message across. Likewise, television slots are commonly measured in 15 and 30 second blocks.

On the web, we can engage a visitor for long periods of time. The message becomes as long as the customer is prepared to hear it.

4. Personalized

The keyword tells you a lot about visitor intent. ?Luxury travel France? is a highly targeted term that suggests a lot about the visitor i.e. their level of spend and tastes. If we build keyword lists and themes associated with this term, we can personalize the sales message using various landing pages that talk specifically to the needs of the visitor. Examples might include ?Five Star Hotels?, ?Luxury Car Hire?, ?Best Restaurants In Paris?, and so on. Each time they click a link, or reveal a bit more about themselves,we can start to personalize the message. Personalized marketing works well because the message is something the prospect is willing to hear. It?s specifically about them.

We can personalize the journey through the site, configuring customized pathways so we can market one-to-one. We see this at work on Amazon.com. Amazon notes your search and order history and prompts you with suggestions based on that history. One-to-many marketing approaches, as used in newspapers, on radio and on television typically aren?t focused and lack personalization. They may work well for products with broad appeal, but work less well for defined niches.

5. Active Response

We?re not just interested in views, impressions, or reach. We want the visitor to actively respond. We want them to take a desired, measurable action. This may involve filling out a form, using a coupon, giving us an email address, and/or making a purchase.

Active response helps make search marketing spends directly accountable and measurable.

6. Accountable

People either visit via a search term, or they don?t.

Whilst there can be some advantage in brand awareness i.e. a PPC ad that appears high on the page, but is only clicked a fraction of the time, the real value is in the click-thru. This is, of course, measurable, as the activity will show up in the site statistics, and can be traced back to the originating search engine.

Compare this with radio, television or print. It?s difficult to know where the customer came from, as their interaction may be difficult to link back to the advertising campaign.

Search marketing is also immediately measurable.

7. Testable

Some keyword terms work, some do not. Some keyword terms only work when combined with landing page X, but not landing page Y. By ?work? we tend to mean ?achieves a measurable business outcome?.

Different combinations can be tried and compared against one another. Keywords can be tested using PPC. Once we?ve determined what the most effective keywords are in terms of achieving measurable business outcomes, we can flow these through to our SEO campaign. We can do the reverse, too. Use terms that work in our SEO campaigns to underpin our PPC campaigns.

This process is measureable, repeatable and ongoing. Language has near infinite variety. There are many different ways to describe things, and the landing pages can be configured and written in near infinite ways, too. We track using software tools to help determine patterns of behaviour, so we can keep feeding this back into our strategy in order to refine and optimize. We broaden keyword research in order to capture the significant percentage of search phrases that are unique.

Further Reading:

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Source: http://www.seobook.com/pitching-search-marketing-marketers

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