When looking at great how to guides on SEO, there appear to be, at least for I, some very important factors missing. These are aligning a campaign to the objectives and then making the content to support this. Many guides already and probably already rightly assume this has been done.
Last blog I mused about getting richer content on-site. I proposed using testimonial and rich content especially with Google snippets web masters can now dream to conquer shortfalls in already optimized content.
Let's look at this a little deeper. Let's use an example that actually inspired this article. The author is looking for a net book. Now early along the way in research I found problems such as short battery life, disk space, RAM differences, screen glare and weight.
Of course, but even complex terms are not really finding what I need. In short, the whole Web 2.0 experience centers search and content to a simple statement. They address, "I want to find people like me". The nearest I'm going to get is a large portal like cnet.com, if I am lucky an independent review site. But search on these portals is limited. If I know already the make, model and RAM, then I can make an informed decision. So how about a lower spec machine running Linux to a higher one with XP?
Adding syndicated or embedded reviews, or even better adding comments, word clouds and rich snippets, I could find something in the decision buying phase. Now think, how could I have got people from the first research to my site? I'd say providing content with user experience and reviews adding real life examples of success stories. These could include an amateur writer taking it to the beach, watch movies, get free Wi-Fi, extra light with lots of batteries as the person is always out.
Sure, one can create this, but don't surfers look for something a bit more dynamic? Searches change through time. For I search for easy answers to the questions I have. Still, if there's another hurdle if price or service is my bane for bounces maybe one can addresses this via the potential conversions I could have got.
In SEO one part is to get people to your site, effect the decision of yes and convert. The shopping process is another aspect of conversion and best left to another posting.
Lucky SEOing all.
Saturday, May 30, 2009
Tuesday, May 26, 2009
What's Dangerous About Twitter....
Recently Jonathan Ross tv and radio presenter accidentally published his email on twitter with another user. In essence, this is really easy to do. For I, now getting used to all the functionality of twitter [or lack of], it's not hard to confuse the buttons. For web masters and marketeers this is quite dangerous. I have seen many corporates, like Cisco use Twitter for B2B networking. Imagine email addresses from present leads being exposed.
At least going for Jonathon it shows his postings are in fact real and not some invention of some clever SEM company in his agents employ.
I think twitter ought to change a background or at least name the type of reply one is making. Having a simple @ or D I think is party confusing [for someone like my Dad].
Although twitter did react quickly burying the post, it is showing the high risks of trying to bury twits. Indeed if you use any synchronising software across portals, a higher one. One is still able to find Jonathan Ross's email using advanced search. I guess it will be a matter of time before removed altogether. Now for Ross, he is hoping their tech guys are not Fawlty tower fans!
With any form of on/offline libel at steak it is not hard to imagine this happening again.
This is a wake up call to webmasters who have got past the phase of burying bad web pages, but now syndicated and posted content that lies between b2b and c2c life its a risk that all good SMO'ers ought to be addressing in their process flow client documentation.
Recently Jonathan Ross tv and radio presenter accidentally published his email on twitter with another user. In essence, this is really easy to do. For I, now getting used to all the functionality of twitter [or lack of], it's not hard to confuse the buttons. For web masters and marketeers this is quite dangerous. I have seen many corporates, like Cisco use Twitter for B2B networking. Imagine email addresses from present leads being exposed.
At least going for Jonathan it shows his postings are in fact real and not some invention of some clever SEM company in his agents employ.
I think twitter ought to change a background or at least name the type of reply one is making. Having a simple @ or D I think is party confusing [for someone like my Dad].
Although twitter did react quickly burying the post, it is showing the high risks of trying to bury twits. Indeed if you use any synchronising software across portals, a higher one. One is still able to find Jonathan Ross's email using advanced search. I guess it will be a matter of time before removed altogether. Now for Ross, he is hoping their tech guys are not Fawlty tower fans!
With any form of on/off-line libel at steak it is not hard to imagine this happening again.
This is a wake up call to web masters who have got past the phase of burying bad web pages, but now syndicated and posted content that lies between b2b and c2c life its a risk that all good SMO'ers ought to be addressing in their process flow client documentation.
At least going for Jonathon it shows his postings are in fact real and not some invention of some clever SEM company in his agents employ.
I think twitter ought to change a background or at least name the type of reply one is making. Having a simple @ or D I think is party confusing [for someone like my Dad].
Although twitter did react quickly burying the post, it is showing the high risks of trying to bury twits. Indeed if you use any synchronising software across portals, a higher one. One is still able to find Jonathan Ross's email using advanced search. I guess it will be a matter of time before removed altogether. Now for Ross, he is hoping their tech guys are not Fawlty tower fans!
With any form of on/offline libel at steak it is not hard to imagine this happening again.
This is a wake up call to webmasters who have got past the phase of burying bad web pages, but now syndicated and posted content that lies between b2b and c2c life its a risk that all good SMO'ers ought to be addressing in their process flow client documentation.
Recently Jonathan Ross tv and radio presenter accidentally published his email on twitter with another user. In essence, this is really easy to do. For I, now getting used to all the functionality of twitter [or lack of], it's not hard to confuse the buttons. For web masters and marketeers this is quite dangerous. I have seen many corporates, like Cisco use Twitter for B2B networking. Imagine email addresses from present leads being exposed.
At least going for Jonathan it shows his postings are in fact real and not some invention of some clever SEM company in his agents employ.
I think twitter ought to change a background or at least name the type of reply one is making. Having a simple @ or D I think is party confusing [for someone like my Dad].
Although twitter did react quickly burying the post, it is showing the high risks of trying to bury twits. Indeed if you use any synchronising software across portals, a higher one. One is still able to find Jonathan Ross's email using advanced search. I guess it will be a matter of time before removed altogether. Now for Ross, he is hoping their tech guys are not Fawlty tower fans!
With any form of on/off-line libel at steak it is not hard to imagine this happening again.
This is a wake up call to web masters who have got past the phase of burying bad web pages, but now syndicated and posted content that lies between b2b and c2c life its a risk that all good SMO'ers ought to be addressing in their process flow client documentation.
Monday, May 25, 2009
ISP based marketing models - Smarter Web Marketing
Some aspects I believe are missing from search per se are the words used during the buying cycle. Of course analytics provides various timelines, but as internet and the buying cycle is associated with different IP addresses for various searches now on various devices. Thus, heavy browsing may happen at home, some quick searches during the daytime at work and the adhoc reminders using mobile devices/notebooks.
A personal change in search, adverts etc could be changed to match business and consumer isp adsl packages. Indeed for isps to provide this information to ad searches is invaluable information. For advertisers it could mean different ads to business in the day to home an work isps, with an opt out option if their business model is for sme (ie a remote worker or sole business might use a personal email account for home and work). Isps might use this info to target users from different isps for acquisition for adsl and advertisers could find out which home domains provide the most conversions or type of customer.
For isps and email providers it is both a keen monitiser as well as risk. However from the leverage providing this information to analytic companies who in turn sell this onto the marketeer, this form of targetting will make email campaign analysis of domain openers a cost saving benefit. Wondering why gmail openers are less interested in your offers, well then separate via isp and then make a model for home users from btinternet who use gmail, brand up your campaign and make more sensible partnerships with their own campaigning. It provides another outlet and will help with locating the natural language of the recipient.
A personal change in search, adverts etc could be changed to match business and consumer isp adsl packages. Indeed for isps to provide this information to ad searches is invaluable information. For advertisers it could mean different ads to business in the day to home an work isps, with an opt out option if their business model is for sme (ie a remote worker or sole business might use a personal email account for home and work). Isps might use this info to target users from different isps for acquisition for adsl and advertisers could find out which home domains provide the most conversions or type of customer.
For isps and email providers it is both a keen monitiser as well as risk. However from the leverage providing this information to analytic companies who in turn sell this onto the marketeer, this form of targetting will make email campaign analysis of domain openers a cost saving benefit. Wondering why gmail openers are less interested in your offers, well then separate via isp and then make a model for home users from btinternet who use gmail, brand up your campaign and make more sensible partnerships with their own campaigning. It provides another outlet and will help with locating the natural language of the recipient.
Google Snippits, A B2C Web Master's Dream
Rich snippets for I, grabbed my attention to create a new advancement in syndicating reviews, products and prices from various areas. I will need to investigate further if it can be integrated into a personal favourite of mine, Google Base. The best is the extra links within content that add relevance and user ranking to a product or service. If integrated with adsense a marketeer could mark up comment keywords which show up, adding a new dimension to PPC. As well, these snippits can add a long tail aspect in SEO searching.
Saturday, April 18, 2009
Google Street View Truck
Caught the infamous video capture wagon in the reflection here: Look in the windows to see the truck.
As well, there's a red car which hasn't had it's number obsured: http://maps.google.co.uk/maps/ms?hl=en&ie=UTF8&msa=0&msid=102418814097969820952.0004346f7007198e83c49&ll=41.414966,2.177653&spn=0,359.990344&z=17&layer=c&cbll=41.414903,2.17773&panoid=soV7MGDAQ2FYHz23AB5wKw&cbp=12,153.88003366422294,,1,19.4525
Enjoy. I was expecting a truck laden with Google advertising. No, it's a grey car with a camera on top!-+
As well, there's a red car which hasn't had it's number obsured: http://maps.google.co.uk/maps/ms?hl=en&ie=UTF8&msa=0&msid=102418814097969820952.0004346f7007198e83c49&ll=41.414966,2.177653&spn=0,359.990344&z=17&layer=c&cbll=41.414903,2.17773&panoid=soV7MGDAQ2FYHz23AB5wKw&cbp=12,153.88003366422294,,1,19.4525
Enjoy. I was expecting a truck laden with Google advertising. No, it's a grey car with a camera on top!-+
Wednesday, March 11, 2009
What is SMO or SMM with Web 2.0 and SEO together... are you confused?
Let's talk about the world of SMO, [Search Media Optimisation] SMM [Search Media Optimisation] the re-aligned SEO [Search Engine Optimisation] and new marketing efforts by people such as myself.
Although it's not a black and white picture I saw the first development of the Web, or Web 1.0 s it's now known as the following:
Why are Facebook et al famous?
Well, we always want to know what people who we worked with once are doing or even follow someone from afar who we knew was right or wrong but never really wanted to confront. So.. what does this mean commercially?
It meant that:
It's hard to say, even the world's best can't answer that one. I think it's best to find the truth in the language game, i.e: language in use.
It seems clear to me that SMO or SMM encompasses the following elements:
Not easy to answer... Let's look at how people make a buying decision [for b2b or b2c].
So are you offering it all? I personally think many firms don't. Why do I think this?
Bottom line: One has to consider entering Web 2.0 infact any form of elevated CRM with an:
As well, responding and engaging to me is something that is marketing and PR focused. Indeed, I would say a lot of Web 2.0, SMM, SMO is about safeguarding reputation online. Maybe as I had found in some agencies I'd worked for and networked with, online PR was always scoffed at. Now it seems to have come into central play again. For this reason, I think the BEST people to speak to would be an internet savvy PR agency and to learn ALL the basics of responce media.
Although it's not a black and white picture I saw the first development of the Web, or Web 1.0 s it's now known as the following:
- SEO: Remember link farms and Google bombing! This then later went into best practice as people became very aware of the difference between a good looking site and site rankings changed dramatically. This effected the suppliers of SEO at that time, moving towards a better practice. In essence, all SEO agencies are behind what the next strategy or Google 'Algorithms' would be. But that's the nature of the game.
- Website structure, then later heat-maps and navigation ease
- CMS: Content Management and later dynamic and user specific content, like Amazon's personalised logged in pages. This for me was crucial for a major player to move into Web 2.0 with personalised CRM as it's leader and starting point.
- Booking engines, search portals [like Lycos with special offers]
- Email marketing [never forgotten]
- PPC, PCM, banners and affiliate campaigning
- Consistent pricing , price parity, terms and conditions and then back to web structure [as in part one].
Why are Facebook et al famous?
Well, we always want to know what people who we worked with once are doing or even follow someone from afar who we knew was right or wrong but never really wanted to confront. So.. what does this mean commercially?
It meant that:
- Customers had the right to talk, critise as well as SHARE their thoughts with business.
- This created a rise in customer to business [c2b] then later.. customer to customer [c2c] and user generated content [ugc] took off!
It's hard to say, even the world's best can't answer that one. I think it's best to find the truth in the language game, i.e: language in use.
It seems clear to me that SMO or SMM encompasses the following elements:
- Blogs: The good, the bad and the ugly. They all have something to say. Are you listening?
- Photos and pictures: By the User
- Videos: By the User
- Rating and review sites: These include consumer reviews
- Networking sites: To on-line end players beit business or consumer or even a potential new buyer whos looking around at other possibilities and wants the real bottom line.
Not easy to answer... Let's look at how people make a buying decision [for b2b or b2c].
So are you offering it all? I personally think many firms don't. Why do I think this?
- Web 1.0 to 2.0 lesson: 24% of sites do not allow customers to enlarge the product image
- 1 in 3 sites so not offer customer reviews: No feedback, no credibility!
- 61% do not offer any information on the product/service
- Web 1.0 lesson still not learned... 58% correctly answer an e-mail question within 24 hours.
EIAA Online –Shoppers Europe 2008
Bottom line: One has to consider entering Web 2.0 infact any form of elevated CRM with an:
- Understanding the audience: What are their motivators. Think about what they'd say about your brand exposure and make it right!
- Think less corporate and more risky point of view. This aims at being transparent, credible and valuable. Why, as I've heard your 10 second sales pitch, you're saying you're the best now why.. and without all the jargonised business power speech. Talk to me in my language and how I LIKE IT [most important element of SMO: Personally this is I believe an element it can never fulfil when push comes to shove].
- Take in, feed-back attitude to all learn to repeat.. truthfully!
As well, responding and engaging to me is something that is marketing and PR focused. Indeed, I would say a lot of Web 2.0, SMM, SMO is about safeguarding reputation online. Maybe as I had found in some agencies I'd worked for and networked with, online PR was always scoffed at. Now it seems to have come into central play again. For this reason, I think the BEST people to speak to would be an internet savvy PR agency and to learn ALL the basics of responce media.
TravelCLICK Social Media Optimization Solution at ITB in Berlin.
TravelCLICK announce that they will launch Social Media Optimization Solution at ITB in Berlin. Good for them. I will be interested if they'll follow some great advice for review sites: By adding Rich Media this has a knock-on affect to conversion: Why is this?
* People want to see what the hotel is like, what they expect and value from their stay.
* Using SMO studies have stated that site visitors tend to go further on a site and stay on their longer offering videos
* A case study by Jetair.be conducted landing page A/B testing. There was a 200% increase in online conversion using video. Additionally site stickiness [people staying on-site] radically increased
So, where is the value in SMO and using Web 2.0? Well, using something like Google streetview to a hotel site adds something? Why is this then?
* Hotels can demonstrate it's closeness to shops or include user generated content of great views show a truthfulness to their claim. For example Marriot did actual views OUTSIDE the windows showing the Eiffel Tower. This adds a show me, don’t tell me and credibility to any website promise.
These easy to miss facits adds credibility and does not lessen the quality or brand value of a site Why addressing reviews on places like TripAdvisor is a good thing?
* In 2008, 75%+ of reviews were good on leading review sites. There's also very goodhotel managers and staff, like those at the Pulitzer in Barcelona Spain as seeen on TripAdvisor . This increases the increase conversion rate as satisfaction post-stay, even a loose to win situation is a good example of smart marketing.
* One can also learn from the comments what are the hotel’s USPs and fall-down points..
* Finally a hotelier can find out about their USPs and benchmark these to trained staff on the phone. Thing is, where TravelCLICK fall down with this, is that the competitive benchmarking vs competitors, I'd be very surprised if they offer a ABC toolkit saying you're better than X hotel coz of this or that! This waits to be seen.
What's going on at present:
* Many hoteliers are arguing with people who had a problem WRONG! Be honest and admit mistakes!
* Stay with core review sites, get your ratings up and then move on elsewhere!
* Larger hotel chains have been known to get lawyers to the publishers of UGC. Wrong, embrace it and move it to your USPS
What Web 2.) can do for you?
* Web 2.0 can add to site stickiness. How about integrating content rom new sources. If you're offering value, don't overstate your brand, compliment it with relative values to yours!
Web 2.0 and UGC adds credibility to a hotelier's website. Your visitors won’t click-away if they feel the site is unbalanced. If they feel the reviews, testimonials sum up the hotel, they tell it on trust if the reviews hit the mark
So what about... video? Man do I cringe at many hotel promo videos. It's like having ice-cream with 29 flakes in it and calling it a diet version... come on get over it already! What should I do?
* Offer a range of videos. Not all your punters are going to be rich or looking for the best rooms... but sell them in their league. As well, if the situation, location and communication is good... showing the options helps with UPSELLING!
* Do you hate it when you go to a myspace page and music you hate blares out. How do you think visitors to your hotel feel? Don’t automatically play videos. Let the user decide.
* Make sure ALL videos are concise and fulfil what they were designed for. Don't take a person on a long journey. They want to see the room godammit! They migh be looking at work and son't want 30 secs of montages. People get disinterested fast, aim at the lowest common demoninator and offer a 30 sec and a 2 minute one. Offer - OPTIONS!
* Ensure that the video clearly supports the conversion goal and is well located on the site. If I can see it and it's well labelled I'll click it....
Anyway.... let's hear from TravelCLICK on what they see as an optimisation strategy using Web 2.0 rich media integration and development of facebook and myspace pages to give a true encompassing taste of hotels, world wide! I for one am very interested!
* People want to see what the hotel is like, what they expect and value from their stay.
* Using SMO studies have stated that site visitors tend to go further on a site and stay on their longer offering videos
* A case study by Jetair.be conducted landing page A/B testing. There was a 200% increase in online conversion using video. Additionally site stickiness [people staying on-site] radically increased
So, where is the value in SMO and using Web 2.0? Well, using something like Google streetview to a hotel site adds something? Why is this then?
* Hotels can demonstrate it's closeness to shops or include user generated content of great views show a truthfulness to their claim. For example Marriot did actual views OUTSIDE the windows showing the Eiffel Tower. This adds a show me, don’t tell me and credibility to any website promise.
These easy to miss facits adds credibility and does not lessen the quality or brand value of a site Why addressing reviews on places like TripAdvisor is a good thing?
* In 2008, 75%+ of reviews were good on leading review sites. There's also very goodhotel managers and staff, like those at the Pulitzer in Barcelona Spain as seeen on TripAdvisor . This increases the increase conversion rate as satisfaction post-stay, even a loose to win situation is a good example of smart marketing.
* One can also learn from the comments what are the hotel’s USPs and fall-down points..
* Finally a hotelier can find out about their USPs and benchmark these to trained staff on the phone. Thing is, where TravelCLICK fall down with this, is that the competitive benchmarking vs competitors, I'd be very surprised if they offer a ABC toolkit saying you're better than X hotel coz of this or that! This waits to be seen.
What's going on at present:
* Many hoteliers are arguing with people who had a problem WRONG! Be honest and admit mistakes!
* Stay with core review sites, get your ratings up and then move on elsewhere!
* Larger hotel chains have been known to get lawyers to the publishers of UGC. Wrong, embrace it and move it to your USPS
What Web 2.) can do for you?
* Web 2.0 can add to site stickiness. How about integrating content rom new sources. If you're offering value, don't overstate your brand, compliment it with relative values to yours!
Web 2.0 and UGC adds credibility to a hotelier's website. Your visitors won’t click-away if they feel the site is unbalanced. If they feel the reviews, testimonials sum up the hotel, they tell it on trust if the reviews hit the mark
So what about... video? Man do I cringe at many hotel promo videos. It's like having ice-cream with 29 flakes in it and calling it a diet version... come on get over it already! What should I do?
* Offer a range of videos. Not all your punters are going to be rich or looking for the best rooms... but sell them in their league. As well, if the situation, location and communication is good... showing the options helps with UPSELLING!
* Do you hate it when you go to a myspace page and music you hate blares out. How do you think visitors to your hotel feel? Don’t automatically play videos. Let the user decide.
* Make sure ALL videos are concise and fulfil what they were designed for. Don't take a person on a long journey. They want to see the room godammit! They migh be looking at work and son't want 30 secs of montages. People get disinterested fast, aim at the lowest common demoninator and offer a 30 sec and a 2 minute one. Offer - OPTIONS!
* Ensure that the video clearly supports the conversion goal and is well located on the site. If I can see it and it's well labelled I'll click it....
Anyway.... let's hear from TravelCLICK on what they see as an optimisation strategy using Web 2.0 rich media integration and development of facebook and myspace pages to give a true encompassing taste of hotels, world wide! I for one am very interested!
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