August 11, 2008
Thanks for attending the workshop this morning, here are the Keyword Research Tools that I mentioned in the session.
Google Adwords Sandbox:
https://adwords.google.com/select/KeywordToolExternal
Google Insights for Search:
http://www.google.com/insights/search
SEO Book Keyword Suggestion Tool:
http://tools.seobook.com/keyword-tools/seobook
Wordtracker:
http://freekeywords.wordtracker.com
Keyword Discovery / Trellian:
http://www.keyworddiscovery.com/search.html
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August 10, 2008
When most people – especially novice SEOs talk about keyword research, the term refers only to using a few tools online to give you a basic statistical estimate for what people are searching for and relying on those as Gospel. For instance, by using one of these tools, I can determine that people using Google search for “public relations firm” MUCH more (12,100 vs 9,900 / month) compared to “public relations agency”. I can also learn that “pr firms” has a higher search frequency than “pr firm”.
However, at the end of the day, these terms are all just words and you shouldn’t rely on them blindly when creating your web copy, adsense campaigns, or other Internet marketing efforts.
Instead, you should use a combination of three types of keyword research: Statistical, Real World, and Logical.
Statistical Keyword Research:
Statistical Keyword Research is that method I described above … it relies on tools provided by search engines like Google as well as private marketing firms like SEO Book, Trellian and Wordtracker.
These tools are fantastic at providing relative numbers, and even providing alternatives to the words you might be thinking of. However, all of the major tools get their data somewhat differently, so each will have subtle differences and they don’t tell you anything about how competitive a specific search phrase might be.
As a result, you might actually get more traffic from a less popular keyword than a more popular but more competitive one.
An example of this is how on Yahoo, mhn Internet Marketing and PR is ranked #9 for “public relations firm in chicago, il” but #11 (and on the second page) for “public relations firms in Chicago, il”.
This subtle difference of only three positions results in more traffic, despite the fact that it is a far less competitive term.
Real World Keyword Research:
Real World Keyword Research consists of asking your friends, family, business partners etc. what they would search for when looking for the services you provide. The major flaw in the statistical keyword research method is that you only find what you are looking for. You might not consider words outside the box.
By asking real people you may be suprised - not just at “what” they search for, but why.
Another flaw in relying on statistical keyword research too much is that not all search traffic is created equal. For instance, I know that people are searching for “Marketing FAQs” and “Press Release templates” but these people aren’t really looking to BUY services … they want the stuff for free. I have no problem with this, I try to get as much free stuff as possible too. However if you optimize your site for this you aren’t going to convert the traffic as effectively.
That’s why talking with real people can both shed light on terms other than you were thinking of, as well as educate yourself on what keyword phrases bring in what types of search traffic.
Logical Keyword Research:
Logical Keyword Research consists of taking the above two methods and looking at things logically, what fits your website best. For instance, I could have made the URL for my Public Relations Services page say “public-relations-firms.html” instead of “public-relations-services.html” but it just wouldn’t make any sense – despite the fact that it would probably bump it up a spot or two for that search term.
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July 27, 2008
As a business owner, one of the most valuable investments you can make is to join your local chamber of commerce and participate actively. As for our company, mhn Internet Marketing and PR, we are strong supporters of the Elgin Area Chamber of Commerce in Elgin, Illinois. We are very active in attending networking events as well as generally communicating with Elgin Chamber staff as well as fellow chamber members. However, despite this, I found that there are many opportunities that are easy to miss. Also, there are many businesses in Elgin that simply don’t take advantage of the main opportunities, much less the smaller marketing opportunities.
That’s why I prepared this overview of Internet marketing opportunities available to chamber members.
1. Elgin Chamber Online Profile:
This is probably the biggest benefit that most business owners consider when they sign up, especially the small business owner.
However, when you create the profile, think of how people might find you. For instance, if you are a salon owner, don’t simply write “full service salon” … include keywords that reflect your expertise and that people might be searching for. So, instead of just “full service salon” try, “Full service salon including waxing, hair coloring, and manicures.” This way when someone searches for “hair coloring” you’ll be there for them!
2. Online Events Calendar:
The Elgin Chamber’s online events calendar is a free service for members and people really do read it! It is quick and easy to submit events and while there is a bit of delay as the chamber staff check to make sure it is appropriate, they are very quick about getting updates posted.
Pretty much anything related to your business that is available to the public is allowed the calendar. Some ideas might be talks and presentations, fundraisers, parties and events, and if you have specials such as Thanksgiving buffet dinner at your restaurant you can post it here too.
3. Elgin Chamber News Section:
Just like with the online events calendar, the chamber website’s news section is a free service for chamber members and you can post press releases and news about your company. Possible news posts include new additions to your company, awards and accomplishments, even major press coverage about your company.
4. Building an Email List of Elgin Business Owners:
The Elgin chamber is exceptional in regards to the number of events that are available to its membership. There is literally an after-hours event nearly every week as well as other events periodically. Don’t simply look at these events as opportunities to get some free food and check out another company’s digs. These are great opportunities to build your email list too!
At very least, you should follow-up with people you meet by email, if not also via phone. Make sure you send them your contact info and website address so they can learn more about your business.
5. Host an After-Hours or other Event
Attending a business after-hours event is great, but if you host one it can help your business tool. Design something about the event to highlight your website, build your email list, or maybe get people to sign up for your email newsletter.
At very least, you should send a thank you card or letter to each attendee and include your website address on the thank you note so they can learn more about you. You should also take this opportunity to once again invite them to join your email newsletter.
6. New Member Orientation
Introduce yourself at the New Member Orientation Even if you aren’t a new member. You might even provide something that promotes your website such as a handout, swag, or even a white paper. At very least, you should leave your cards on the table for people to pick up during the networking portion of the orientation. It is very possible that someone might be looking for your service and this is a great way to connect.
7. Members-Only Specials:
Members-Only specials are a great way to show good will towards fellow Elgin Chamber members. But don’t simply say “20% off your next order” you might also include your URL in the newsletter, so people can learn more.
8. Local Search:
The Elgin Chamber’s online directory helps your website rank well in Search Engines, even if you don’t have a website already! Many chamber or geography-based membership organizations tend to be considered “authority sites” by search engines like Google. By being a member and being listed in their membership directory online, it may help your site rank well in geographic search queries. For instance, “public relations agency, elgin il”
9. Online Business Directory
You may only consider the online business directory to be a resource that potential customers can use to find you, but what about using the Online Directory to search for new business partners as well? Not every business is going to want to partner with you. However, if you are looking for a service for your business, or maybe a business that operates in a similar space but doesn’t compete, the Elgin Chamber’s online business directory can absolutely help.
10. Online Advertising Opportunities:
The Elgin Chamber, like most professional membership organizations offers a variety of marketing opportunities in their weekly email newsletters as well as banner advertisements on the website. For the Elgin Cham
While these ideas are tailored specifically for Elgin Chamber members, you will probably notice similar opportunities in most professional membership groups. Does your group have an interesting opportunity available to your members that you would like to share?
Tell us about how your group helps members market online …
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July 23, 2008
This is the next topic in our series of Free Internet Marketing seminars held at the mhn Internet Marketing and PR office in downtown Elgin, Illinois. Next Monday morning we’ll be discussing how business owners can improve their Internet Marketing efforts through participation in Professional Membership Organizations.
Specifically we’ll be looking at two organizations in Elgin, the Elgin Area Chamber and the Downtown Neighborhood Association, and the unique opportunities available through both organizations.
Time: 7:30 a.m.
Date: Monday, July 28, 2008
Location: 40 DuPage Ct. Suite 410, Elgin, IL
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July 8, 2008
A friend of mine forwarded me an article today, titled “Blogs: “Hot-air” or must have business tool?” that examines the value of blogging for SMBs in Chicago, but has a fatal flaw - they don’t look at the forward value of the blog, being ahead of the curve and not looking at the intrinsic value of blogging.
The three questions the reporter asked were:
- Do you read blogs?
- Do you think of blogs when you need to solve a problem or find information?
- What are your thoughts about blogs?
Not suprisingly, her sampling of 100 business executives in the Chicago area replied overwhelmingly (98%) that they didn’t read blogs and didn’t consider blogs when they needed to find information. To the third question, the responses were more mixed.
The fatal flaw with looking at blogs is that a blog isn’t by its nature any different from a website, except that it is more connected, easier to publish, easier to subscribe, and often has a more personal nature, including the ability to comment on articles.
For myself, I don’t nessisarily think of “reading blogs” but YES, I do search for “tips on <topic>” and other queries … more often than not, these cutting edge topics are found in the format of a blog.
When I discuss with our clients the benefits of blogging and the requirements / commitments required to maintain a blog I stress that it is not a magic tool that will “poof” get them business. Instead, what I try to explain to them is that “blogging” is a way for them to easily communicate their information to the public, potentialy build links back to their website, and also use as an outlet to share their thoughts. In this way, it gives consumers an opportunity to get to know the business better, instead of relying on paid marketing materials such as advertisements or brochures to make a decision.
Is a “blog” the right tool for every business? No, probably not. HOWEVER, I can share one very good example recently of where a blog would have been very valuable in making a purchasing decision.
My wife and I are getting our driveway done and it is nearly impossible to sort out which bids are better than others - the range of bids from low to high is well over $1,000. Ultimately though, the bids are all about the same work that will be done. So it is up to us to try and make a decision based on a little prayer that we make the right decision.
I did some searching on google, yahoo, etc. to see if I could find SOMETHING about any of them and most had nothing out there.
This would have been a perfect opportunity for the paver to have a blog - show some of his work, share some tips on how to select a paver, and other similar topics that probably would have made me select that person, rather than one of the competitors who I couldn’t find anything about.
Would I have “read his blog” or “remembered the name” ? Probably not, but it would have been VALUABLE to him. For the incremental cost of less than $100 year (or free with blogger!) and maybe an hour a month, this potential paving company could have landed a $5,000 contract. How many other customers over the course of a year could he win over other companies because they got to know him and his crew?
How many other people out there similarly search for service providers - electricians, plumbers etc? and find nothing?
In addition to not looking at blogging as what it is, the author misses the point that you have to be ahead of the curve to succeed in business. It would be like business owners in 1996 saying that they didn’t see the value of having a website or that only the big companies need to have one. Blogging and social media marketing in general are in their infancy and as the “kids” get older they will EXPECT that businesses have blogs or at least a strong personal presence on the internet.
In defense of the author, she is right, not all businesses “Need” a blog, and most can probably get along just fine without one, but it is absolutely an important marketing tool to discuss with your CMO or marketing agency so you can make an informed decision.
Ultimately, this post in itself shows the value of a blog. Because I have this blog, I can respond to business news or articles that otherwise I wouldn’t have a platform to discuss.
What are your thoughts?
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