David Leonhardt’s SEO and Social Media Marketing

Tips for better SEO (search engine optimization) and website marketing …

THE HAPPY GUY MARKETING

 

Are we entering a new age of SEO?

Mar 19, 2016 - filed under SEO No Comments
 

Some people say that we are entering a new age of SEO, that the tricks of the past will become the stuff of legend, and that we will be blazing a new trail through unchartered waters – possibly even the end of SEO altogether.

Sound familiar? Well it’s not all that new a concept. People have been ringing the SEO-is-dead bell for years.

Long live SEO.

However two “facts” are clear. The first is that the basics of SEO have not changed much in a decade. I even wrote about this a year ago, so it must be true.

On the other hand

On the other hand, SEO has changed tremendously. A decade ago, nobody cared about mobile search, and Google was now offering a mobile option (AMP) that works off its own server, rather than off of yours.

A decade ago, people were not talking about bounce rates or time on site as a ranking factor.

A decade ago, nobody was making the connection between SEO and social media.

A decade ago, nobody was speculating how the Internet of Things would change the nature of searching.

And nobody was talking about an end to links as a ranking factor. Today, Brian McFarlane is wondering out loud whether we are already seeing the beginning of a slow decline of link building, an activity that often occupies over 90 percent of many SEO professionals’ time. Read the rest of this entry »


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Social media is the next frontier in social selling

Jan 13, 2016 - filed under social media 1 Comment
 

If you are puzzled by the title of this post because you think you are up on the latest trends and are sure that “social selling” means selling on social media, be prepared to learn something.

Social selling has a long, long history. In fact, Jesus used social selling.

What? Are you saying that Jesus preached on Twitter and Facebook?

Of course not. Social selling has nothing to do with social media. Nothing. You can use social media for social selling, and in 2016, you would be a fool not to. But social selling is about “social”, not about technology (otherwise, it would be called “technology selling”).

In the words of Jonathan Becher, Chief Digital Officer at SAP:

“While technology can help, social selling is about building stronger relationships with potential buyers, based on an authentic sense of empathy and a deep understanding of the problems they face.”

That sense of empathy is key.  If a potential customer feels that you are “one of the good guys” or that you are “one of us”, he will be much more open to buy from you.  There is implicit trust.  So the sooner a salesperson can determine whether you are a Red Sox fan or a Yankees fan, the sooner he can start sharing a common bond with you and bring you on his side.

Consider the difference between sitting across the table or across a desk from somebody trying to sell you something, or sitting on the same side of the table.  Across is confrontational.  Same side is cooperative.  Same side of the table selling is bound to be more effective, because there is the implicit assumption that the salesperson is on the same side as you.

We humans are so easily swayed by us-and-them psychology (which is why successive Miss Universes have failed to achieve “World Peace“, but that’s another problem to ponder at some other time).

Sell from the same side of the table Read the rest of this entry »


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TrueTwit marketing is evil genius

Nov 30, 2015 - filed under marketing 8 Comments
 

Why does every story have to have an evil genius? TrueTwit has done something visionary, but you’ll have to get past my rant first.

I am impressed by something TrueTwit is doing these days, and has been for the past month, in the field of marketing. For those who know what I think of TrueTwit, this might come as a surprise. For those who have never had the pleasure to hear me rant on this topic, now’s your chance.

What makes this marketing visionary?TrueTwit is a service the forces people fill in a captcha field before they can follow you. Here is how TrueTwit works:

  1. You follow somebody.
  2. Truetwit sends you an automated direct message (DM) with a link: “To validate click here“.
  3. You click the link, and land on a TrueTwit page
  4. You successfully complete the captcha on that page, and now you are finally following the person that you had actually followed three steps ago.

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Click Here! Two action words worth using

Oct 26, 2015 - filed under SEO Comments Off on Click Here! Two action words worth using
 

Some people will tell you to avoid linking with “Click here” as anchor text.  But look what you would be missing.

If you are old enough to remember the olden days when SEO was “a thing” – before it became something to carefully ignore with a studious sideways glance – we were all counseled to avoid using generic terms like “click here” as anchor text on links.  “Click here” was a dirty word.

Even I was counseling against that approach, and with two very good reasons.

First, the search engines could see what a page was about by reading it, but they also wanted to know what other people thought the page was about.  So they would read the anchor text of hyperlinks pointing to the page for clues.

If the anchor text said “content marketing for real estate promotion”, the search engines would assume that the page was at least somewhat about “content marketing for real estate promotion”.  The page would therefore rank higher for “content marketing for real estate promotion” and for related phrases, such as “content marketing for real estate” and “real estate promotion”.

Using keyword-rich anchor text made good SEO sense.
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Your website’s need for speed

Aug 24, 2015 - filed under website conversion 15 Comments
 

If it seems like life has been getting faster every day, that’s because it has. And if it seems like the Internet is getting faster every day, that’s because it is. We’ve moved from pedal boats to rocket ships.

As the Internet speeds up, your competitors speed up, too. And that creates expectations on the part of your two most important audiences – your customers and visitors, and the search engines on whom you probably rely to bring you customers and visitors.

Public expectations are pretty harsh these days. With life so fast-paced, is it any wonder that 47 percent of the public expects your web page to load in two seconds or less? Or that 57 percent will abandon your website if it take three seconds or more to load? Or that the reason half your customers don’t complete their purchases, but rather abandon their shopping carts, is due to impatience with load times:

“Roughly 70% of online shopping carts are abandoned before checkout, and new findings suggest that slow load times are the number-one culprit.”

As long as people can get what they want at the speed they want elsewhere, they won’t put up with a slow shopping cart. Slow pages cut conversions. They also increase bounce rates…and that can affect your search engine rankings.

Does your website have enough speed?

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Four ways to get your retail business online

Aug 11, 2015 - filed under marketing 2 Comments
 

It’s almost comical to imagine it, but there are still a ton of businesses that are not online.  I know, right?  That includes retailers.  But it is never too late to get online and discover how the Internet can make your business take off, as Brian Young discovered.  He got punched in the face, but you don’t have to take it that far to see why getting online makes good business sense.

Here are a few ways to quickly get online.  There is so much more than this that you can do, of course, if you want to be serious about it.  But this is a start.

Get your retail store online Read the rest of this entry »


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Are you getting paid enough on client projects?

Jul 22, 2015 - filed under clients 15 Comments
 

Do you track your time for client projects? Should you? And if so, how best to do it?

Tracking the time you spend on a client’s project might be easy for you. Or it could be a nightmare. The more a person works in a silo, the easier it is. The more a person multi-tasks, the harder it is.

There are two reasons why one would want to track project time. The first is the most obvious; if you charge by the hour, you need to track those hours. If you don’t, you won’t get paid for your work and the clients will not be satisfied as to how much work they are paying for.

The importance of time tracking
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Email marketing – Do you GetResponse or focus on Constant Contact?

Jul 16, 2015 - filed under email 4 Comments
 

Once you choose an email provider for your blog or business, you are pretty much committed. So best make a very informed decision before you sign on, says guest blogger Gail Gardner.

Do you think all email providers are the same? There are some surprising differences. Choosing the best fit is important because moving an email list can result in losing a huge chunk of your subscribers.

Businesses can take a shortcut to choosing the right solution by using the same strategy for solution providers they use for choosing products: peer reviews.

Instead of using technology to automate processes, think about using technology to enhance human interaction. – Tony Zambito

Instead of popping over to Amazon, focus on sites that compare solutions. While some “Top 3” type sites choose the three with the highest affiliate commissions, there are legitimate sites that focus on comprehensive reviews. Read the rest of this entry »


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Infographics as business tools

Jun 15, 2015 - filed under marketing 6 Comments
 

People think of Infographics as a viral Web tool, but they have a much wider application and a richer history.  Recently, we have been creating Infographics for use in a variety of exciting offline applications, some of which I will be sharing today.

Even as a child, I recall Infographics in newspapers and magazines.  Often they would be maps of unstable areas of the world, trying to explain to us North Americans what was going on visually (because so many of the place names meant nothing to us without the map).  I recall Infographics that helped explain economic trends, because numbers would be confusing without a visual display.

USA Today Infographics

Infographics really came into their own when USA Today was first published. That publication built a lot of its brand on quick and easy-to-digest news, which included visual representations of key take-aways.

To this day, Infographics are an integral part of newspapers and news magazines.  In fact, there is even a blog dedicated to newspaper Infographics.

But for some reason, we talk about Infographics almost exclusively as a viral tool on the Internet. Read the rest of this entry »


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The 5 rules of blogger outreach

May 18, 2015 - filed under guest post 15 Comments
 

Want to get the attention of a blogger? Here are five rules, along with a little insight into my own reactions to the non-stop spam I get from people like you.

Almost every day, somebody emails me offering to write a free post for this blog. Sometimes they offer a list of titles. Sometimes they tell me to name the topic, and they’ll write something for me. Sometimes they are not even in my niche. They obviously don’t read my blog.

And that is the first rule of blogger outreach. Know your target audience. Read the blog.

If people were to read this blog, they would understand that I don’t publish same-old, same-old drivel. I publish opinionated analysis of the state of online marketing. That’s right, my opinions; this post is a fine example of how I write for my own blog. I occasionally do publish a guest post, but it is certainly not from a stranger taking a pot shot and hoping that something sticks. Stay tuned and I’ll tell you the two ways to become a guest blogger here.

The second rule is to be very, very respectful.

Whether you come begging or pushing a wheelbarrow full of gold, you are seeking a favor from the blogger. You are hoping to be published, to get exposure, to build a link, to build traffic, or to get Austin Moon’s attention by posting something on my blog. Well, maybe not get Austin Moon’s attention on my blog – that’s would be someone else’s niche.

Blogger outreach done wrong

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