Spinfield: Powered by IdeaStar, Inc.

We've Moved!

2008-04-23T17:14:00.003-04:00

We've grown -- and so has our blog -- so we created a new space!

Please visit our new Web site at http://www.spinfield.com.

You will be redirected to our new site within 10 seconds. If this does not happen, or you have JavaScript turned off, pleases click on the link above to visit our new digs.

Oh -- one more thing: our new RSS feed is located at http://spinfield.com/feeds/ -- don't forget to change your RSS Reader!

Is A/B/C really as easy as 1/2/3?

2008-03-17T15:16:00.004-04:00

Maybe for the Jackson 5, but in the web, it takes a lot of time and effort. I am talking about what is normally referred to as A/B testing. It is the science of testing multiple versions of something in order to achieve the most optimal results from your web sites visitors.

There are many things in which we do A/B testing for. From simple things like buttons and graphics on the web page itself, to more complicated things like pay-per-click ad text, landing pages and forms.

It takes time and effort, patience and investment to do A/B testing but it is definitely worth the rewards. For example:

Proper landing page testing can actually decrease your cost-per-click in Google.
Optimizing the ad text for your pay-per-click campaign can help you to get quality traffic to your web site and increase your return on ad spend.
People might react differently for a different color button on your web site, therefor increasing the click-through rate into your shopping cart or application.
A different way for your visitors to fill out a form might influence them to complete the transaction more, there by increasing the conversion rate of your web site.

As you can see, there are several different ways to conduct A/B testing. Give some of these a try on your own site and see how the results vary. You'd be surprised at the results that some little changes can make.

Adding Google Search To Your Websites

2008-03-06T11:49:00.004-05:00

As a search engine optimizer, I am always looking for information of how people are searching for information. I've read all the reports, I study analytics and I have my sites registered with Google's Webmaster tools. Recently, I came across the Google Mini search appliance. The Google Mini is an actual server that you can buy directly from Google and it comes loaded with all the Google search functionality. With this little piece of hardware heaven, you can configure your sites search functionality to run from the Google Mini's server.

The statistics you can get from the reporting on the Google Mini is priceless. It tells you all the ways people are searching for information on your own site, what keywords they used, searches where results were found and even searches where no results were found. This information can help you optimize your site and give you great insight to how actual users are looking for information.

Visit the Google Mini web site for more information on the Google Mini.

Searching a site within Google Search Results

2008-03-06T10:38:00.014-05:00

Google revealed a new way to make searching for exactly what you are looking for a bit easier. They now include a site search box within some of their search results. Based on research, Google found that often when a person is searching for a specific site, such as the Internet Movie Database, the first thing they do when they get there is to conduct a more refined search within that site. By including a site search box directly in their search results they give users a convenient way to find exactly what they are looking for within a site. Find out more at the official Google Blog.

Yahoo developing a unified ad platform

2008-03-03T15:08:00.000-05:00

Yahoo's President Sue Decker announced that they are working on creating a new ad platform this past week at the IAB conference in Phoenix. Apex, or Advertiser Publisher Exchange, will bring together several of their ad products for an all-in-one platform. With this new platform Yahoo is “trying to revolutionize the online advertising industry."

Ms. Decker explained:
"We are building a cutting edge ad platform that runs across all formats, whether it is search, display, video. It is capable of harnessing the power of Yahoo and the power off Yahoo. But it will also take advantage of emerging formats like mobile, all in an easy to use system."

Yahoo did not reveal specifics of the new platform, and the announcement is not a launch. Apex is still in development and will “involve many releases over several years.” Ms. Decker also discussed the announcement on the Yahoo Blog, explaining that the new platform "simplifies the process for advertisers when buying targeted, guaranteed and non-guaranteed advertising inventory across Yahoo!’s owned and operated network, partner sites, and other advertising networks. And furthermore, this new platform will be a web-based, hosted application that harnesses the power of collaboration across the Internet."

Depending on how intuitive the new platform really is, this release could be very exciting for the future of online advertising. We will be watching for additional announcements and are looking forward to seeing what Apex has to offer!

Google Working with Cleveland Clinic

2008-02-25T16:02:00.000-05:00

An interesting new move for Google is their partnership with the Cleveland Clinic to make health records available online for patients. Last week Google announced that they were working with the Cleveland Clinic to test and implement Google's new secure model for sharing health records online. The patients must give permission for their records to be added to a Google account that they can then access. Google says this is their test run but they have been working with several other insurance plans, medical groups, pharmacies and hospitals.

This new process would give the patients access to their records safely and options to manage them, when this can normally be a difficult or lengthy procedure. Many patients work with different doctors, insurance companies, or pharmacies. This new online initiative would give them the opportunity to contact and interact with these different entities through a simplified process.

At this point the option is not open to everyone, only a select few for testing the system. It is something to keep an eye on as we all know how quickly Google's endeavors can spread! They always seem to be coming up with ways to make our lives easier!

Marketing Trends for 2008

2008-02-13T11:53:00.001-05:00

We found a list of the top marketing trends to watch in 2008 from MediaBrains, Inc. We wanted to comment a little bit on each of their trends for the online marketing world.

1. 'Green is Growing'
As global warming and the environment become hot topics these days, companies are changing their habits to be more 'green'. There are sites dedicated to green topics, social networks for green promoters, and organizations of green enthusiasts showing up everywhere. 2008 should be a big year to promote environmental changes and making a difference.

2. 'Social Networks: Join the Club'
Social networks keep popping up all over the internet on any topic you can imagine. They are groups of people that create an environment to share ideas and opinions and express themselves. There are social networks that embrace the masses (ie. MySpace and Facebook) or social networks that focus on a certain niche (ie. Care2, Last.fm, Flixster) or social networks for career networking ( LinkedIn). Social networks continue to grow and help marketers more specifically target their consumers.

3. 'Capitalizing on Online'
Online marketing has been growing every year. There are new mediums and developments making it easier to reach consumers. Marketers for many companies have been allocating more funds to their online marketing budgets. According to Forrester Research, interactive marketing spend will more than triple over the next five years, reaching $61 billion by 2012.

4. 'Mobile: The Hottest Web 2.0 Yet'
Mobile Web has always been a topic of conversation. The platforms used on cell phones always looked different than the format on a computer screen. However, now with the Apple iPhone for example, mobile Web technology is developing and becoming a more viable option.

5. 'Video Content is King'
Video content provides the option to present a much more personalized experience for the user. Videos allow you to not only tell the user what or how to do something, but actually SHOW them as well. This creates a more interactive and personal experience for the consumer. With sites like YouTube videos are accessible to anyone on almost any topic imaginable.

6. 'Lead Generation'
Lead generation relates back to being able to reach a more specific market through online mediums. The ability to reach the consumer that is interested in your product is a major value-added option and saves valuable resources in the process.

7. 'Targeted Messaging'
The ability to see a significant ROI of marketing relies on being able to target the right consumers. Instead of wasting money on marketing to the masses that may not be interested in your product/service, online marketing helps narrow the field. You want to be able to reach the consumer at the right time, whether they are in the process of research or ready to purchase. Whether it be through pay-per-click, SEO, banner ad placement or social networks targeting can be much easier online.

8. 'Segmentation'
Along with targeting, is being able to segment your consumers. You need to develop your messages based on the audiences you are trying to reach. You may have several different audiences you want to reach with your product and online marketing allows you to segment different messages. Again, whichever online mediums you may be using, you need to keep in mind the consumers' wants, needs, and position in the purchasing process.

We think that these trends will be very apparent in the upcoming year. They are all important to the future advancement of online marketing. It will be very interesting to see how they all develop! Keep an eye on these items in 2008!

SES Chicago!

2008-02-05T14:11:00.000-05:00

Several of us here at IdeaStar had the opportunity to attend Search Engine Strategies (SES) Chicago back in December. There was a lot to learn in four days! Our schedules were packed with knowledge from experts in the field.

There were many interesting facts that we learned to help shape our online marketing approach for clients. We learned that search from '05-'06 increased by about 20 billion searches/year and from '06-'07 it grew by about 35 billion searches/year! The average internet user submits 74 queries per month in search engines. Another interesting tidbit is that about 85% of 'online consumers' buy offline. They go online to research or compare products but actually make purchases offline. These facts are essential when it comes to devising an online marketing plan for your business.

During the week a large emphasis was placed on what the difference is between traditional and online marketing, so I wanted to explain this for others to understand. In the past, through traditional marketing and advertising products were pushed out to the consumer. It was most important to see HOW MANY consumers could be reached.
Online marketing changes things. Advertisers need to figure out what consumers want before creating their message. It allows them to be in the right place at the right time, when the consumer is actually looking for their product! Therefore, the most important question becomes WHO you are targeting. Search allows the marketer to be there at the exact moment the consumer is searching with targeted keywords.
So, even though all forms of marketing have the same goals and ideas online marketing introduces many new aspects to consider.

Google also announced many new concepts as they continue their search dominance. They have added tracking for internal site searches, event tracking and outbound link tracking (to see where people are going from your site). They have also been testing all different forms of advertising through their AdWords application. What began as simply pay-per-click campaigns has grown to placing ads on television, radio and in newspapers through the same interface.

The world of online marketing and search continues to evolve, with new ideas surfacing all the time. By attending conferences such as SES, we ensure our team is up to date on all the latest marketing trends to provide the best experience and knowledge for our clients.

Great Search, Bad Functions Result in Wasted Effort

2007-07-25T09:53:00.000-04:00

Imagine having a credit card in hand. You search Google, or Yahoo, or whatever, and several promising sites pop up above the fold. You go to the sites and discover a perfectly optimized page.

All the titles and keywords are there, strategically placed throughout the copy. Everything is as it should be for good placement in the search engines. And you are HOT TO BUY!

But you don't, because the site is not set up for easy shopping. Where are the prices? Where are the descriptions? Where are the pictures? Where is the easy check-out? Where is the intuitive organization? Why can't you find what you want?

It's clear the owner of the store spent time, effort, and funds to have the store appear toward the top of the search engines. It's too bad he or she didn't invest the same in how the store would be used. That's too bad. It leaves a bad mark for e-business, with the owner thinking "this online shopping thing just doesn't work."

Well it does. Just make sure your have all your ducks in order - with a well-designed Web site - that is convenient for shoppers to use. Then, combined with a good search effort and competitive pricing, a store has to succeed.

Where Have I Seen That Before?

2007-06-05T16:18:00.000-04:00

At a recent SMX Conference in Seattle members asked panelists questions about issues they had been having with duplicate content. Panelist Danny Sullivan offered his insight into this matter.

He began by telling his own anecdote when he went looking for a laptop model on the Web and found ten different sites with the exact same description. Sullivan then offered suggestions and went into how these solutions may help fix or in some cases only add to the problem at hand. Click here to listen to the intriguing conversation and hear what he feels may be some answers to the issue of duplicate content.

A New Look for Google Analytics

2007-05-24T16:08:00.001-04:00

Google Analytics, that wonderful FREE service designed to help you learn about where your Web site visitors come from and how they interact with your site, recently released a new version of its reporting interface.

Most of the information data collected and presented remains the same, but all under a shiny, more easily read look. Google states in the new version, “reports have been redesigned for clarity, greater visibility of important metrics, and ease of use.” Some of the new features include:

"• Email and export reports: Schedule or send ad-hoc personalized report emails and export reports in PDF format.
• Custom Dashboard: No more digging through reports. Put all the information you need on a custom dashboard that you can email to others.
• Trend and Over-time Graph: Compare time periods and select date ranges without losing sight of long term trends.
• Contextual help tips: Context sensitive Help and Conversion University tips are available from every report."

The new design is awesome! It’s easy-to-use and easy-on-the eyes. So if you haven’t already signed up for Google Analytics, now is a good time to get started. Thanks Google! Take a tour of the new version.

Location. Location. Location. Where to Build a Blog

2007-05-17T15:29:00.000-04:00

To blog or not to blog is no longer the question in the business world. The advantages of a good corporate blog are many. They are great for online reputation management, getting visitor input, maintaining focus, presenting a human face, and a little bit of search engine encouragement.

The main question now seems to be where to blog. If you have the resources, the best option is a custom blog solution that can be customized for your users. Integration of comments, feeds, archiving, sub-pages, and categories should be considered. And, blog users will thank you everyday if the content management system is easy-to-use. OpenSourceCMS has options to help you along the way, if you decide to build a custom blog.

But for most people, online blog services seem to meet the need. Choose from Blogger, WordPress, Movable Type and Typepad. Simply follow the instructions and you will be up and blogging in no time.

Linking Within Your Web Site is a Good Thing

2007-05-09T16:12:00.000-04:00

When it comes to search engine optimization, a lot has been written about the importance of solid, relevant links coming into your Web site. But what about linking pages within your site? Is it just a waste of time? Or is it a valuable tool? Let's take a look.

Some search engine optimizers say no. A link within the page simply serves as a self-reference. Why would a search engine count your self-promotion?

But other search engine optimizers say yes. Pandia Search Engine News writes, “Admittedly, such links will not boost the ‘prestige’ of the whole site vis-a-vis the search engines, as they cannot be counted as a vote of confidence from other sites in the Web community. But we believe that they may help the page you are linking to when it comes to particular search phrases.”

Apparently, search engines look at the anchor text of inbound links when they are determining a page's subject. That could be a nice little boost for the search engine ranking of that page, especially for more obscure niche terms. Just be sure the word or phrase appears in both the anchor text and on the linked page.

And let's not forget about site users. Yes, search engine rankings are important. But you want the site user to stay within your site as long as possible. Linking from page to page keeps them there longer. And, those links can make navigating a Web site so much easier.

So I'd say yes! In-site linking is useful not only for the search engines, but your Web site users. That's gotta make it worth the time and effort.

Naughty or Nice? It's Better to Stay Nice.

2007-05-01T13:11:00.000-04:00

By Susanne Svette, IdeaStar Search Engine Specialist

Thinking of being just a little naughty in your search engine optimization practice? Don’t! You really could go to Hell. Google Hell, that is.

Forbes.com posted an article April 30 entitled Businesses Scramble to Stay out of Google Hell. Actually, Google refers to it as the supplemental index, created with the best intentions.

It seems the search engine has so many pages to index, it developed a special place for questionable Web sites. The only problem is they won't tell you the rules so you can avoid ending up there. And, once placed in the index, it could be months before your Web site is allowed out, if ever.

The Forbes article mentioned skyfacet.com as one site stuck in the Google backwater. The diamond and jewelry sales site suddenly dropped from the search engine last year after a search engine consultant made changes, resulting in a substantial loss of traffic and sales.

It seems Google is becoming even more stringent. So it's best to stay as clean as possible – no duplicate copy, buying unrelated links, keyword spamming, etc. – and try not to anger the Google gods.

Avoiding Click Fraud

2007-04-25T15:48:00.000-04:00

By Susanne Svette, IdeaStar Search Engine Specialist

Click fraud can be defined as the act of purposely clicking online ad links without intending to buy from the advertiser. Anytime somebody clicks on an ad, it costs the advertiser money.

Some suspicious clicks may be from people seeking legitimate information. The clicks which cause concern, however, are from those clicking to increase their revenue or to deliberately use-up an advertiser’s pay-per-click campaign fund. (Your competitors wouldn't do that. Would they?)

So what’s a pay-per-click advertiser to do? Major search engines like Google, Yahoo, and MSN take click fraud seriously, and have detection and prevention systems in place. For instance, Google only counts one-click per day per address for any given ad. But as an online pay-per-click advertiser, there are a few things you can do to avoid paying for click fraud.

• Be alert! Watch your ad campaigns and keep track of your daily budget. A large spike in clicks, or repeatedly depleting a daily budget may indicate click fraud.

• Address click inflation issues as soon as possible. Google has been kind enough to grant a refund when suspicious clicks have been pointed out.

• Track your return on investment carefully. The number of conversions or leads produced through your pay-per-click campaign indicates whether or not it is a success.

• A third-party auditing system can be used, but be sure to include a careful selection process.

Yes, click fraud does happen. Fortunately the major search engines can filter invalid clicks out before an advertiser is billed for them. And, they are quick to respond to reports of click fraud and either offer an explanation or credit your account. The main thing is to be vigilant, and watch your ad campaign for anything suspicious.

A Few More Voices

2007-01-12T14:17:00.000-05:00

By Susanne Svette, IdeaStar Search Engine Specialist

IdeaStar’s Spinfield Search Engine Marketing department is growing. While I've appreciated providing a few glimpses into search, I've decided it's time to expand.

Starting next week, I'll share the pages of the Spinfield blog with my new team members Brent Williams, Andi Hoppes, Steve Lamb, and maybe even Becky Rawlings. We'll be sharing online marketing information, as well as a few snippets about life in general. After all, we can't think about search all the time. So stop back next week. Online marketing Manager Steve Lamb is first in line for his comments and observations.

A Little Zeitgeist for 2006

2007-01-02T16:49:00.000-05:00

By Susanne Svette, IdeaStar Search Engine Specialist

Zeitgeist is defined at "the general intellectual, moral, and cultural climate of an era." Google has taken a look at 2006, and come up with a list of the most searched on subjects - all combining to project the Zeitgeist of the closing year.

Learn what was hot and what was not at the 2006 Year-end Google Zeitgeist.

Google Really Doesn't Work This Way

2006-12-20T13:37:00.000-05:00

By Susanne Svette, IdeaStar Search Engine Specialist

At DigitalPoint Forums, a blog owner wrote he received an e-mail from a Web site owner requesting he lower his ranking for a keyword phrase. Obviously, the Web site owner said, his online store was more important than the lowly blog.

Well, anybody who knows anything about search engine rankings knows it does not work that way. Simply asking Google or Yahoo to change your rank - up or down - won't get you anywhere.

Subsequent recommendations are a hoot. Read all about it at Search Engine Roundtable.

See Your Web Site the Way Google Sees It

2006-12-08T11:49:00.000-05:00

By Susanne Svette, IdeaStar Search Engine Specialist

Want to see what your Web site looks like to the search engines? It may or may not be a pretty picture. The Smart Consulting IT Web site has a free Googlebot-Spoofer which allows a glimpse into what a search engine reads.

Type in the URL for any Web page, select a search engine, and it will show what that search engine "sees." Don’t be alarmed if there are a lot of red 404 messages. They just indicate image URIs. They're OK.

I often mention the importance of text on a Web page, and the importance of keeping the content fresh. It gives the search engines something to index, and written properly, can increase your rank. So use the Googlebot-Spoofer to see if there is enough text to feed the search engines.

Clickriver Offers Sponsored Search on Amazon.com

2006-11-14T15:04:00.000-05:00

By Susanne Svette, IdeaStar Search Engine Specialist

There is a new option for running online pay-per-click advertising campaigns. Amazon.com, the largest online shopping site and one of the most widely known e-commerce sites on the Web, just launched its own sponsored search product, Clickriver Ads.

The new online advertising program, currently in beta, "allows businesses to place sponsored links on Amazon.com®, next to search results and on product detail pages. Clickriver Ads presents a unique opportunity to advertise services and products that complement the selection on Amazon.com, an online marketplace with tens of millions of active customer accounts."

Sponsored links, simple text ads, will be strategically placed throughout related Amazon product pages. Advertisers only pay if somebody clicks on their link. And because of the ad location, the people who click are most likely interested in your product or service. Sounds a little like the highly successful Google pay-per-click business model.

But that's OK. Google will remain the "Big Daddy" in the search market. Clickriver just offers the opportunity to reach another segment of consumers searching on Amazon and ready to buy.

Adwords Anybody?

2006-11-09T17:11:00.000-05:00

IdeaStar Google AdWords Professionals (L to R): Susanne Svette, Steve Lamb, and Becky Lovejoy.

Need a few good AdWords? IdeaStar can help.

IdeaStar's Spinfield online marketing team now has three Google AdWords Professionals ready to run your search engine marketing campaign. To earn the distinction, each passed the Google Advertising Professionals Exam - a comprehensive test for all things Google ad-campaign related.

They not only know the nuts-and-bolts of running an AdWords pay-per-click program, but some of the more quirky aspects as well, such as:

What happens with Chinese or Japanese characters in the Ad Title, Ad Text and Display URL.
What Google Smart Pricing is and how it works.
What the EU VAT tax is. (Come on Steve. You remember.)

Susanne, IdeaStar's general manager and long-time search engine expert, was first to earn the title several months ago. Steve, who recently joined IdeaStar as online marketing manager, and SEM specialist Becky just passed the test. Three SEM experts at IdeaStar ensures a well-run AdWords campaign.

Google AdWords allows you to advertise your business on Google and its advertising network. The best part is you only pay if people click on your ads. You can't beat that.

If you want to know more about Google Adwords or search engine marketing in general, give Business Developer Laurel Baldwin a call at 216-674-1600 ext. 110. She has a lot of good search engine marketing tips to help your business, and she can put you in touch with our Google AdWords Professionals.

Make Them Shop Until They Drop

2006-11-03T15:47:00.000-05:00

By Susanne Svette, IdeaStar Search Engine Specialist

You've spent a lot of time and effort getting people to your Web site. Your pages are all optimized to attract attention, and your pay-per-click program is up and running. You've got a good amount of visitors for you Web site.

But the next - and maybe biggest question of all - is how many of those visitors are buying your product or service? How do you know if those Web site visitors become customers? And if not, why?

The Google AdWords blog recently announced the release of the Google Web site Optimizer to help promote your landing pages. It allows you to test various changes on your pages, such as different headlines, positioning, etc., to see what works best.

So visit the Adwords Web Site Optimizer overview section to see what goodies it has in store for you.

Something New at Yahoo!

2006-10-27T10:30:00.000-04:00

By Susanne Svette, IdeaStar Search Engine Specialist

Yahoo! Search Marketing has a new search advertising platform, and a new blog to keep you informed.

The new service is touted as “a completely new, completely redesigned ad platform that provides businesses with an easier way to connect to customers, and will provide more tools and capabilities to advertisers, along with an enhanced, more relevant experience to users.”

Some of the enhancements include:

Automated keyword bid management - saves time and frustration
New marketing console - helps track the success of your online marketing campaigns
Geo-targeting - Allows targeting of customers for specific areas, large or small, helping to control ad costs
Fast ad activation - Most ads go live in a few minutes
Redesigned control panel - Easy-to-use features help keep track of campaigns
Easy ad testing - Allows testing of multiple ads to find out what works best
Campaign budgeting, forecasting and scheduling - Take control of your online ad budget and advertising campaigns.
Product submission - Easy entry into Yahoo! Shopping
Travel submit - Easy submission into Yahoo! Travel

The new blog is designed to help advertisers get to know and use the new Yahoo! Search marketing system. So if you are looking to learn more about search engine marketing, you may want to visit often or sign-up for an RSS feed.

We all know Google is THE major search engine, but Yahoo! gets a fair share of searches. Google users tend to be much more technical and business oriented. While Yahoo! users tend to be more casual Internet users. However, they still have great buying power and you may want to include them in your search marketing plans - especially now that they have a shiny new search adversing platform.

Wow! SEOBOOK has Great SEO Tools Online

2006-10-18T12:52:00.000-04:00

By Susanne Svette, IdeaStar Search Engine Specialist

SEOBook is a blog written by leading search engine optimization consultant Aaron Wall who writes "a new chapter everyday." It's a great resource whether you are just learning about SEO or are an old pro.

One of my favorite sections of the site is the FREE tool page and particulary the SEOBook Keyword Suggestion Tool. Just enter your main keyword or phrase and watch what happens. SEOBook cross references Yahoo! (Overture), Google, WordTracker, Keyword Discovery, regional search volume estimates, and various bid prices. The feature I find most helpful is "Google Synonym" which presents you with, what else, synonyms! This has come in handy many times when I just can't come up with alternatives to some of those more broad keywords and phrases.

I love that I can go to one place to access the information quickly and accurately. Thanks Aaron.

SEOBook is always coming out with new tools to keep up with the trends of the search engines. Enter your e-mail address to be alerted about the latest and greatest. And don't forget to check out SEOBook daily at www.seobook.com.

Big Fish and Search Engines

2006-10-05T16:42:00.000-04:00

By Susanne Svette, IdeaStar Search Engine Specialist

As you may know, Google is the Big Momma of search engines. When people are looking for information on the Internet, most turn to Google for the most relevant results. But other search engines do exist.

So if your Web site is not ranking well in Google, perhaps you should try one of the others. After all, some people say it is better to be a big fish in a small pond, than a small fish in a big pond.

The other major search engines are Yahoo, MSN, and Ask. Some of the criteria is the same, but you should still optimize your site according to Google rules, including incoming links, content, metatags and titles.

What's the difference? Yahoo and MSN allow a longer and more specific title tag, and both allow submission. While Google will eventually pick up your site on its own, you can submit your URL to Yahoo for $299 per year, encouraging a quicker listing. MSN listings are free, but if you would like help in posting, they charge a minimal fee.

You may also want to consider your audience when posting your Web site in a search engine. Google draws the most technically literate crowd. Yahoo tends to draw searchers from its e-mail subscribers. And MSN draws a less Internet savvy group who are drawn there mostly for the news. As for Ask, it has been undergoing a lot of changes lately, so I'm not sure what their focus will evolve into.

Still, many people use all four search engines. So build your site for Google, and submit it to the other search engines. Even if Google is getting 60 percent of the searches, that still leaves 40 percent going to the other three.

Spam, Spam, Spam, Spam....

2006-09-25T15:18:00.000-04:00

By Susanne Svette, IdeaStar Search Engine Specialist

The word Spam has several meanings. One is the product name for that famous canned mystery meat which my mother used to keep on a shelf "just in case." The original can may even still be there….

Another meaning for spam is un-requested and unwanted e-mail. We all receive enough of that.

Today, let's consider another meaning for spam - keyword spam that is. Keywords are designated words and terms for which you want your Web site to be found. If written correctly, your content will include a smattering of those words intricately woven into the copy, well enough for the search engine spiders to notice, but not the reader.

If written incorrectly, it seems every other word is a keyword, repeated over and over. That might be good for the search engines, but terrible for the reader.

Would you really expect your Web site visitors - say for pickled beets - to wade through something like, “Our pickled beets are the best pickled beets which anybody looking for pickled beets would find in the pickled beets isle. So when you are looking for pickled beets, consider our pickled beets. They are the best pickled beets in town.”

The search engines will definitely understand your site is about pickled beets, but anybody visiting the site will probably move on before they find out about your pickled beets. And, there is also a good chance the search engines will drop the site for keyword spamming, defeating the whole point. So when writing your Web copy, include your keywords, but include a little common sense on how and in how often they are used.

Buzz, Buzz, Buzz. Drawing Attention for Web Sites.

2006-09-05T09:51:00.000-04:00

By Susanne Svette, IdeaStar Search Engine Specialist

Need visitors for your Web site? Create some buzz. That's word-of-mouth marketing with a modern edge through e-mail, links from other sites, online advertising and even traditional marketing. It's anything you do to get people talking about and visiting your Web site. It may not lead to an immediate conversion or sales, but it increases brand awareness for your company.

For instance, we're thinking of doing some buzz marketing for www.bowmanlamps.com. Right now it's a pretty straight forward Web site for the sales of compact fluorescent lights. But what if we added some interesting videos or even (dare we say it?) a dancing light bulb? Soon people will be saying “Did you see the amazing stuff at www.bowmanlamps.com?” A few might even purchase a bulb now or even later when they need one.

Buzz marketing and search engine optimization go hand-in-hand. They're both all about getting people to your Web site. Both generate link popularity, links to your site. Buzz marketing, however, can be a lot of fun. For instance, I love www.kayak.com. I was first attracted to their site by a hilarious television commercial. So I went to the site to watch it again, and several other commercials posted on the site. I had no intention of making vacation plans. But a few months later when I needed to make travel arrangements, I was there in a click.

A television ad may not be in your budget. It certainly isn't for most of my clients. However, you can use your sense of humor to generate a little bit of buzz. I just loved this on e. Take a look at www.buzzoodle.com to learn a little more.

A Little Bit of Search Engine News

2006-08-30T14:49:00.000-04:00

Here's a little bit of Search Engine Marketing News for your listening pleasure. IdeaStar President Jim Fisher and General Manager Susanne Svette share some brief, interesting news from the search world. Take a few minutes to listen to the podcast (and learn whose birthday it is).

Why Pay-per-click is Better than Natural SEO; Why Natural SEO is Better than Pay-per-click

2006-08-24T16:33:00.000-04:00

By Susanne Svette, IdeaStar Search Engine Specialist

Yes. The title does seem to contradict itself. But not really. Here's why.

I love pay-per-click search engine marketing. In pay-per-click:

You are charged for the number of times a site visitor clicks through your ad on a search engine into your Web site – all based on keywords you select.
You optimize your Web site for conversions as opposed to optimizing for search engines in natural SEO.
You don't have to fear changes in search engine algorithms, which have instantly plummeted high-ranking naturally SEO'd sites to the bottom of the list.
You determine where your customer enters your Web site, allowing emphasis for sales and selected information.
You select your ranking based on your pocket book. On one day you may be willing to pay to be in the first place position. On and other, second or third position will do.
You can test to see what works best.
You can optimize Flash Web sites (even though I strongly caution against Flash sites). The all-graphics sites cannot be read for natural SEO by search engines.
You are a paying customer to the search engines and are treated as a partner. The search engine companies are making money off of you, so they want to keep you happy. Natural SEO, however, seems to be treated as a second-class citizen, with search engines often changing algorithms which turn your search world upside down.

I love natural search engine optimization. SEO is:

Cheap!
Easy to use.
You don't have to track everything, such as clicks per page, etc.
There isn't any "natural fraud," But there is "pay-per-click fraud."
Helps search engines establish relevancy.
SEO helps drive down the cost per conversion.
And did I mention it is cheap?

So you see my problem with "Pay-per-click is Better than Natural SEO; Natural SEO is Better than Pay-per-click?" At some point, each is better than the other. The best option is to combine both "loves." Cover all your bases by combining pay-per-click SEM and Natural SEO.

What's Good for the User is Good for the Search Engines

2006-08-18T14:59:00.000-04:00

By Susanne Svette, IdeaStar Search Engine Specialist

Many people think there are two choices when having a Web site built. One is to design for the user. The other is to design for placement in the search engines.

But you do not have to make a choice, simply because what's good for the user is good for the search engines too. For instance, most people couldn't be bothered with a long, drawn-out flash introduction on the home page. They just frustrate users, and search engines too! And, thoughtfully written content – written for the reader – will have just the right amount of keywords, so over-stuffing shouldn't be a problem. (Good content makes good search engine "spider" food.)

One way IdeaStar has found to ensure easy use of its Web sites is to follow the Section 508 requirements. The law requires that federal agencies must ensure information technology, including Web pages, is accessible to employees and members of the public with disabilities. Although the law only applies to federal institutions, the guidelines are also helpful in the private sector.

There are a number of sites which discuss accessibility. Here are two: W3C and Usability.gov. You'd be surprised how much common sense is involved. Have your Web developer put these ideas to use, and not only will your users be happy, but the search engines will be too.

Blogging for Search Engine Opportunites and Other Benefits

2006-08-10T13:53:00.000-04:00

By Susanne Svette, IdeaStar Search Engine Specialist

Blogs, defined as frequently updated online journals or newsletters intended for general viewers, can play a major role in search engine placement.

Originally created by network administrators to record and share systems changes, blogs have grown to become an active form of personal opinion as well as marketing. Blogging really caught on when Google purchased Blogger. That and similar blogging sites allow quick, easy, and FREE access. Now anybody with a connection to the Internet can blog (short for Web log).

And businesses are catching on. 25% of internet users say they read blogs, according to a PEW report, and that's a lot of people. So why not use a blog to increase the search engine ranking of your Web site, as well as provide information about your company, product, or service?

Search engines love business blogs. They are frequently updated, provide plenty of pertinent keywords, and offer many ways to link to your home Web site. For instance, my company IdeaStar uses its Flipside blog to provide a more casual look at IdeaStar and the people who work there. It's a way for the reader to get to know us, and then they can click over to one of our corporate sites and get the nitty gritty on exactly what we do. Our Vice President of Insurance Technologies, Mike Wise, has established himself as a leading expert in online insurance marketing through his blog, InsuraTech.

I always tell my clients that they are the best expert at what they sell or do. Establishing and maintaining a blog is a great way to build your reputation, while getting more people to your main Web site. It only takes a little time, and the rewards can be tremendous. If you are interested in starting your own blog, go to Blogger or another blog site, and follow the instructions. It’s easy to do. There are many templates to choose from. And if you want, IdeaStar will be glad to help you design a page to reflect your company image.

So what are you waiting for? Get your two cents (er… product or service) out there!

IAB, Google, Yahoo Defining Clicks

2006-08-03T14:31:00.000-04:00

By Susanne Svette, IdeaStar Search Engine Specialist

I read an interesting article this morning in WebProNews about what Google, Yahoo, MSN, Ask etc. are doing to combat click fraud. Thought I would share:

IAB, Google, Yahoo Defining Clicks
By David A. Utter
Staff Writer
Published: 2006-08-03

As mentioned in my previous article, the pay-per-click engines recognize there is a problem, it's nice to hear they are taking steps to correct it.

Clickety Click Click. Click Fraud Not as Bad as You Think

2006-07-31T19:36:00.000-04:00

By Susanne Svette, IdeaStar Search Engine Specialist

A lot of people – and we just met with one last week – avoid pay-per-click advertising campaigns because they are afraid competitors will repeatedly click through, decimating their budget.

In theory, that could happen. After all, you pay for each time somebody clicks through your ad in a search engine to your Web site. And, it’s been reported click fraud cost advertisers $800 million last year.

However, the major search engine companies say that number is wildly exaggerated. They are aware of the problem, take measures to monitor clicks and provide refunds.

I run really large campaigns on down to really small campaigns, and I keep a good watch on each. If I seem to be spending too much, or something just isn’t right, I write and ask for a refund. And I receive it. On other occasions, the search engine company has found anomalies and reimbursed me for them. And Google, Yahoo, and MSN allow only one click per IP address per day. It just doesn’t work to have somebody sit down and click, click, click.

Every month I receive a line item statement from the major search engines. There’s lots of good data – and it is expanding. Google now includes additional data on all clicks and what keywords produced them.

Click fraud does happen. But the bottom line is you have to keep your eyes on the campaign or hire somebody to do so.

Content is King

2006-07-21T10:53:00.001-04:00

By Susanne Svette, IdeaStar Search Engine Specialist

When it comes to recognition in search engines, content is king. So cut out the fluff! Your Web site should tell visitors what you do, where you do it, and why. Be sure to incorporate a few market specific keywords, and the search engines will easily be able to determine what your Web site is about, and place you appropriately.

But how do you find those market specific keywords – niche terms – that attract the traffic you want. If your search terms are too broad, you’ll get a lot of traffic, but it will quickly leave because they won’t find what they are looking for. You need to narrow the focus.

Adding locality and specialty to a search phrase helps. For instance, NextHome, a real estate company which allows you to sell your home by owner or realtor, would be lost under the term real estate. But narrow that down to a location - full service realtor Cleveland - and you start to attract more focused visitors. Adding specialty– open houses columbus ohio – and it becomes even more clear what the site is about. The company appears higher in the search listings under those specific terms, than it would under the very broad term, real estate.

Finding those niche terms can take a little time, but it is easy. There are Web sites which give you the number of times a word or phrase was searched on in a search engine. Some cost while others are free. Two respected tools include Wordtracker and KeywordDiscovery. There are many more. Just type “free keyword tools” into your favorite search engine. You'll find many sites where you can try different words and terms to fine tune your Web site.

The Joys and Sorrows of Search Engine Marketing

2006-07-13T16:28:00.000-04:00

By Susanne Svette, IdeaStar Search Engine Specialist

The Wall Street Journal ran a very interesting article July 10 entitled Wisdom for the Web. It highlights the joys and sorrows of search engine marketing. How true that article is!

First, let’s define search engine marketing, or SEM. Search advertisers bid in online auctions to allow their online adds to appear anytime somebody searches on the purchased keyword or keyword phrase. For instance, a marketer my bid for top ranking for the keyword phrase “dog rain coats.” Marketers pay the search companies when and if somebody clicks through the ad to their Web site. That’s how the search engine companies make their money.

There are a number of “joys” in the system. Mainly, it allows first page placement in main search engines such as Google, Yahoo, and MSN immediately, as opposed to natural search engine results which can take months to acquire. It is easy and inexpensive to sign up for keyword placement. Top ranking for many keywords or phrases may be purchased for as little as 10 cents. And generally, only people truly interested in your service or product click through to your Web site. In depth statistical packages let marketers know how the words are being used, so campaigns can be adjusted accordingly.

There are also some significant “sorrows” in the search engine marketing system. Although many keywords can be purchased for a few cents, some highly competitive words or phrases can require a much higher cost per click through. Click fraud is always an issue. And although the search engines police for such actions and offer refunds, competitors can repeatedly click through and deplete a marketer’s budget. Search engine companies also frequently change the rules of the game, shredding previously successful campaigns. It becomes very time consuming to manage your list of key words ( many times in the hundreds and in some cases the thousands) and keep on top of the latest search engine changes.

So yes. Search engine marketing is a quick and affordable way to promote your Web site before and after it achieves rankings naturally. Just watch out for those little pitfalls.

Google's Conversion University

2006-07-07T09:46:00.000-04:00

By Susanne Svette, IdeaStar Search Engine Specialist

I found something that you, as a relative newcomer to search engine marketing and optimization, might be interested in. Conversion University, the latest offering through Google Analytics, is a great place to learn search marketing and Web analytics.

Usually I focus on getting people to your site. Conversion University tends to focus on what happens once they get there. Still, there is a lot to learn. There are four main areas.

Driving Traffic (Getting people to your site.)
Converting Visitors (Getting them to do whatever it is you want them to once they are at your site - From making a purchase on down to just becoming a regular visitor.)
Tracking and Testing (Making sure everything is working the way you want it to.)
Analytics in Context (What happens once people get to your site.)

Conversion University essentially offers tips on how to make your Web site a success. So go ahead and spend some time there. You'll be amazed at the thought that goes into a successful Web site.

Promote Your Web Site in All Forms of Media

2006-06-30T10:12:00.000-04:00

By Susanne Svette, IdeaStar Search Engine Specialist

Search engine marketing is one way to get your Web site noticed, but don’t forget the old tried-and-true methods.

Promoting your Web address on your company literature will attract visitors to your site. Use a prominent space on your business cards, brochures, fliers, etc. Readers will be encouraged to visit your site next time they are online. Or if you’re really lucky, they’ll sign on just to learn more about you and your company.

Take advantage of partnerships and associations. They may have online and/or print directories in which you can post a link to your site. Many listings are free or cost a minimal amount.

How many e-mails do you send per day? Add a link to your Web site underneath your signature. How convenient. E-mail readers can instantly transfer to your Web site to learn more about you or your company.

Been in the news lately? Whether it is local or regional coverage, the mention of your Web address in a news article/broadcast can generate a good response.

Don’t forget traditional forms of advertising. Print ads, TV ads, radio ads, bumper stickers – even billboards. Make sure your Web address is on there.

And you may want to try a nontraditional route. Blogging has become a popular marketing tool. It’s free and it allows you to present your expertise in an informal manner not necessarily suitable for you Web site. A predominant link at the end of each article, sponsored by...., will take readers directly to your Web site. (See my link below.)

There are many ways to get people to visit your Web site. Try a few mixed together, and your site will be getting noticed in no time.

A Proud Graduate!

2006-04-10T15:40:00.000-04:00

By Susanne Svette, IdeaStar Search Engine Specialist

It's official! I am a Qualified Google Advertising Professional. That means I’ve passed the Google Advertising Professionals Exam – proof that I know a thing or two about search engine marketing. It gives me recognition for being knowledgeable about the Google Adwords system.

Google Adwords is one of the most effective means of drawing specific attention to a Web site. I’ve been managing accounts for many years, and the results have been great. But passing the test means I know every little detail, including the answers to questions such as:

Do you know what happens with Chinese or Japanese characters in the Ad Title, Ad Text and Display URL?
Do you know the policy for image ads on Google partner sites?
Do you know what Google Smart Pricing is, and how it works?

If you want to know the answers, give me a call. I’d be glad to discuss Google Adwords and other search engine marketing tactics, all designed to help your company or organization.

BREITBART.COM - Web Site Files Complaint Against Google

2006-03-20T09:15:00.001-05:00

By Susanne Svette, IdeaStar Search Engine Specialist

In an effort to attack the spammers, it seems Google may be penalizing sites that have done nothing wrong.

KinderStart, a Web site dedicated to children, claims Google dropped their pages from the index with no warning which equated to traffic plunging 70%.

I am interested to see what Google has to say about this one.
Read the story here:
BREITBART.COM - Web Site Files Complaint Against Google

Google Removes Black Hat SEO Company

2006-02-22T11:00:00.000-05:00

By Susanne Svette, IdeaStar Search Engine Specialist

Google is really starting to pay better attention to those SEO firms that practice techniques to deceive the search engines. They have recently removed a rather i nfamous "black hat" SEO firm and all of that firms clients from the Google index. Matt Cutts (Google employee) confirmed on his personal blog that Google removed the firm and those companies promoted by that firm because they violated Google's webmaster guidelines .

Can imagine being one of those clients? There is a lot of leg work in getting your site relisted in Google. Who do they trust?

What's the lesson?

Know the practices of the SEO firm you hire. Do not risk your brand for immediate ranking. You want long term results.

Is it Natural or Sponsored?

2006-02-13T09:07:00.000-05:00

By Susanne Svette, IdeaStar Search Engine Specialist

If you search in Google for NBC Olympics the first result is from Google Video. Did they pay for placement? I don't see the standard "Sponsored Listing" text that we have become so accustomed to but there is the blue background that is normally very evident for Google's paid search results. So how did nbcolympics.com get the honorable first place listing?

According to MediaPost Publications, "The placement was the result of a partnership that NBC announced with Google on Thursday, along with a host of other initiatives to promote the Torino Games. Under the agreement, NBC will provide Google Video with hundreds of pre-game previews and in-game 15-second previews of NBCOlympics.com that will link to NBCOlympics.com for full highlight clips, as well as post-Games clips and highlights of individual sports."

What is this going to mean for the rest of us? Can "we" partner with Google to receive the Gold Medal of search engine results?

BMW Germany's Big SEO Faux Pas

2006-02-07T09:03:00.000-05:00

By Susanne Svette, IdeaStar Search Engine Specialist

Driving to work this morning I was surprised to hear on National Public Radio that BMW Germany had been blacklisted in Google! Blacklisted?! BMW?!

Here's what happens when you hire an overzealous Search Engine Optimization firm who uses unethical search techniques to improve rankings:
Matt Cutts gives insight on what BMW did to get banned

Good Luck BMW. I've never had a Web site get blacklisted and am very interested in seeing how this gets resolved. I will keep you updated.

SEM Podcast

2006-01-24T11:31:00.000-05:00

By Susanne Svette, IdeaStar Search Engine Specialist

The world of search engine marketing (SEM) is always growing and changing. I recently returned from the Search Engine Strategies Conference in Chicago with a lot of fresh information. I wrapped up a few important areas, including Successful Site Architecture and SEM Best Practices, in a presentation to our IdeaStar staff. So press the button below and sit back and listen. And keep in mind, I’m always happy to answer your questions.

Click here to download Susanne's podcast (27.8 MB)

What is the Google Sandbox?

2006-01-20T22:35:00.000-05:00

By Susanne Svette, IdeaStar Search Engine Specialist

If you have a new web site which you built according to Google's optimization policies and yet aren't even showing in the results page for your company name, don't worry. You are not doing anything wrong. Google has put you in the Google sandbox.

Google's sandbox is a filter that appeared to be put in place back in March of 2004. The sandbox filter seems to affect nearly all new Web sites placing them on an initial "probation" status. The filter prevents new Web sites from having immediate success in the search engine result pages. Brand-new web sites with new domain names can take 6 - 8 months to get top rankings on Google.

Google indexes new Web sites, lists them for some less important keywords and then the Web pages drop from the search engine result pages for several months.

Why? Search engine spammers would setup Web sites that were in clear violation of Google's policies with the knowledge that eventually their Web site would be banned from the listings.

If a search engine spammer could get their Web site to rank well in Google for even one month, the profits they could make from that one month would justify the cost of building the site in the first place. All they needed to do in the future was to rebuild their spam Web sites with different domains and slightly different content.

Is there a way to get out of the sandbox? Yes, wait. The sandbox filter is not permanent and is only intended to reduce search engine spam. It isn't intended to hold you from succeeding. Eventually, if you continue to build your site as it should be built, you will leave the sandbox and join the other established Web sites.

In the meantime, to ensure your web site is visible for your important keywords, consider participating in Google's pay-per-click program AdWords.

Postscript: There is much debate on whether there really is a "sandbox." Google won't admit to it, but they do say Google's algorithm requires some historical data regarding a Web site.

Taking the Web with You

2006-01-13T15:06:00.000-05:00

This is cool. As the Web world gets bigger and bigger, the related tools get smaller and smaller.

Major search company Google announced today its entry into the mobile phone search market, Google Mobile Personalized Home. This cell phone friendly version of Google’s popular search engine allows users to preview Gmail, read news headlines, get weather forecasts, stock quotes and movie show times, and choose from a variety of RSS and ATOM feeds. According to the Google Blog, the service offers your Google home page to go. I think I’ll give it a try. The blog post includes a link to let them know we like it. No signs of advertisements yet, but I’m sure they aren’t far behind.

Google Doodle Result

2006-01-04T09:47:00.000-05:00

In case you missed the Google Doodle in it's completion check out Google Doodle

I hope you had a very nice holiday and a happy new year!

Google Doodle - Happy Holidays

2005-12-22T10:01:00.000-05:00

By Susanne Svette, IdeaStar search engine expert

Each year Google creates logos to commemorate the holidays. Check out past Google Doodles and some theories on this years Doodle - Google Doodle 10 Is Upon Us

Have a safe & happy holiday season
Susanta

What is Google Base?

2005-12-20T14:17:00.000-05:00

By Susanne Svette, IdeaStar search engine expert

"Google Base is a place where you can add all types of information that we'll host and make searchable online. Based on the relevance of your items, they may also be included in the main Google search index and other Google products such as Froogle and Google Local." - Google Base

This is nothing more than good old fashioned classified ads. Google Base is a way for Google to let anyone upload information to Google about anything. The overall goal seems to be put this tool out there and see what people make of it. So take a look and see what Google base can do for you.

SEO vs. SEM

2005-12-14T12:55:00.000-05:00

What's the diff?

SEO, or Search Engine Optimization, is the act of altering your web site to perform naturally in the search engines.

SEM, or Search Engine Marketing, is the practice of marketing and advertising through SEO and purchasing paid listings.

Just a little difference in lettering, but a world of difference in definitions....

Webopedia defines SEO "as short for search engine optimization, the process of increasing the amount of visitors to a Web site by ranking high in the search results of a search engine. The higher a Web site ranks in the results of a search, the greater the chance that that site will be visited by a user. It is common practice for Internet users to not click through pages and pages of search results, so where a site ranks in a search is essential for directing more traffic toward the site. SEO helps to ensure that a site is accessible to a search engine and improves the chances that the site will be found by the search engine." SEM, Webopedia notes, is short for Search Engine Marketing. "SEM is often used to describe acts associated with researching, submitting and positioning a Web site within search engines to achieve maximum exposure of your Web site. SEM includes things such as search engine optimization, paid listings and other search-engine related services and functions that will increase exposure and traffic to your Web site."

Have your rankings been fluctuating in Google? Blame Jagger.

2005-11-08T09:24:00.000-05:00

By Susanne Svette, IdeaStar search engine expert

If there is one thing that keeps search engine marketers up at night, it is a major algorithm update, especially by Google - which recently completed a major overhaul.

The last major Google algorithm update, called the Florida update, happened in November 2003 and created quite a stir with Web site rankings - just in time for the holiday shopping season. Now Google has done another major algorithm update, nicknamed “The Jagger Update.” The update rolled out in late September but had its greatest impact in early October and continued throughout November.

What did Jagger do? It seems Jagger had many purposes, including allowing for indexing other types of files (like video and audio). But what we witnessed and heard from other industry experts is poor results from some of the most widely affected on-page elements, including:

· Hidden text, especially text that is hidden in CSS or DIV layers

· Paid linking or reciprocal linking that is considered outside of “Google Guidelines”

· Use of internal links or anchor text as one’s sole source of optimization

The Jagger Update was introduced for many reasons, but the most obvious seems to deal with manipulative link-network schemes. Google wants to make its search engine results pages more relevant by removing spam. Google is judging sites on who they link to along with who links to them. But beware, as stated in Google’s Guidelines, “Don’t participate in link schemes designed to increase your 'Page Rank'."

So what are you to do? If you’ve been following best practices and aren’t engaging in any scheming link practices, you should be fine. You may have even seen your rankings increase.

But what can you do if your Web site rankings have dropped? Don’t panic.

· Make sure that you have links from the right Web sites. While it is not important if a link is a reciprocal link or not, it is very important that the links are from related sites

· Contact your Search Engine Optimization firm and ask them to check if your web pages use elements that might be considered spam and work to correct.

After having removed the spam elements from your pages, continue an ongoing optimization campaign and consider participating in pay-per-click advertising. Chances are good that your high rankings will return.

Search Engine Optimization Basics by Google

2005-10-06T08:49:00.000-04:00

As mentioned in my previous post, IdeaStar has found the best way to rank well for your keywords -- and that is to follow the guidelines provided by the search engines. Google posts them clearly on their site (http://www.google.com/webmasters/guidelines.html).

Referencing Google’s guidelines, here are some very simple things you can do (or ask your SEO firm to do) to improve your rankings:

Utilize text links on your web site versus graphic images. Search engines can’t see an image. IdeaStar understands the importance of a graphically pleasing web site and incorporates text as well as image navigation into search engine optimized web sites.
Make sure you have a sitemap. Not only is it helpful for your site visitors, it provides easy access to all of your pages for the search engine
Make sure your pages include “Keyword rich” and relevant content! TMW Systems has done a great job optimizing their site for the phrase -- trucking software. They are very clear about who they are and what they do. This has led to their high rankings for many of their keyword terms like dispatch software, logistics software etc.
Make sure that your TITLE and ALT tags are descriptive and accurate – don’t try to stuff all your keywords into these tags. Have them make sense so when someone finds your listing in the search engine results pages (SERPS), they are clear on where they are going and why.
Check for broken links and correct HTML. Your web site is part of your company image. Sometimes it is the first impression – make sure it’s a good one.
Contrary to popular belief, Google WILL index dynamic pages (i.e., the URL contains a "?" character), but keep the parameters short and sweet.
Don’t overdo the number of links on a page, not only is it confusing for your site visitors, spiders don’t like it.

I won’t get into the technical guidelines but make sure your programmers are familiar with them.

When you are ready to go live, tell your partners, affiliates and customers to link to you using your keyword phrase. For example, Search Engine Optimization by IdeaStar, Inc.
If you have a large site, consider submission to Google Sitemaps. Although still in beta, it increases opportunities for Google to index more of your pages.
DO NOT participate in the “we will submit your site to a billion web site for $9.95 but do submit to relevant directories like ODP and Yahoo!

If there is nothing else you take away from this remember the basic principles and there is hope for your improved rankings.

Create your web site for your users, not for search engines.
Don’t trick anyone – users or engines
Don’t participate in link schemes designed to increase your “Page Rank”
Avoid hidden text an links
And don’t be afraid to tell! If you believe that another site is abusing Google's quality guidelines, please report that site at http://www.google.com/contact/spamreport.html.

Until next time....

Why Search Engine Optimization?

2005-09-29T12:06:00.000-04:00

By Susanne Bailey Svette, IdeaStar Search Engine Marketing specialist.

Are you being found? It’s a serious question. Millions of people look to the Internet daily to find products and services they want or need. Whether you are selling online or off, if a potential customer cannot find your Web site through the major search engines, YOUR PRODUCTS DON'T EXIST!

That’s where I come in. I’m Susanne Bailey Svette, and I know search engine marketing. Through experience, I know what works and what doesn’t when it comes to getting your Web site strategically placed in the search engines.

I’ve been a part of the search engine optimization (SEO) team at IdeaStar Inc., a full-service Web development company, since 2001. We were practicing SEO long before it was commonly known, long before standard practices were set, and long before most companies gave it any credit.

There are a lot of companies out there who promise to get your Web site top-listed for $9.95. That’s just another instance of “buyer beware.” Maybe they can get you top-listed for a few days, but more often then not, you’ll be seriously penalized or even dropped completely!

I’ve found the best way to achieve a high, consistent ranking is to follow the guidelines for the major search engines, including Google, Yahoo, MSN, and Ask-Teoma. That might sound simple, but those guidelines are constantly changing. I spend hours each week making sure I am up-to-date. And, I try to attend at least one major search engine conference a year.

The results have paid off for IdeaStar customers. From small locally-owned businesses to large insurance clients, the sites IdeaStar optimizes consistently rank well. They have survived changes and remained at the top of the search engine lists.

So, as a business owner or somebody who just wants to promote a cause, how can you make sure your Web site ranks high? Well, you can spend hours learning about search engines and applying the guidelines yourself. Or, you can hire somebody who has already done all the “homework.”

I suggest you:

Look for a company with a proven track record; with several sites that have ranked well for over a year.
Look for customer referrals
Look for a company that is up front with its practices, and does not use any hidden techniques (which could ultimately end up getting your site dropped from the search engines).

And you can always call me! There are no guarantees. You are always at the mercy of the search engines. But I would love to talk to you about how IdeaStar can help your site be found.

I get a great deal of satisfaction when a client calls to say they found their site in the top 10 for a certain search term. Search engine marketing, natural or pay-per-click, is so much more cost effective than other marketing methods. And, it offers the ability to track a campaign from search to sale.

So bookmark this blog. Upcoming posts will include simple topics (including what is SEO), to the more technical (including black-hat tricks to avoid, finding the best keywords, and major changes in the industry.) Or just give me a call and we’ll talk SEO.