August 20th, 2010 by typhonvision

So you’ve obviously heard of Social Media.  And are probably wondering is it time for you to jump on the Social Media bandwagon to accelerate your business.  As you’ve been hearing all the great things it’s doing for business today.

So is social media REALLY revolutionizing the way we do business?

The answer is yes, as social media makes it easier to connect with people and your network.  Giving a virtual presence, even when those contacts are not involved in your daily routine.  BUT there is a great deal of hype and overblowing on the practical results one can expect.  Especially those whom are slow to adopt technology in their organization and are limited in time.   As not everyone has all the time in the world to be tweeting, twooting and tagging, as well as getting on with managing their daily business.  And in most things in life, you get what you put in.  So here we’ve put together some simple, down to earth and practical benefits on uses of Social Media.

While, there are many social media platforms out there, in this article we’ll be focusing on the big 3 : Facebook, Twitter and LinkedIn.

Using LinkedIn to keep in touch with networking contacts

Business is often about Networking.  As the saying goes “Its not what you know, but who you know”.   However the problem with traditional networking is it often takes a great deal of time and effort to keep in touch.  As if you went to a network meeting, you may have exchanged cards with a contact, because you have complimentary businesses which you pass referrals.  Or they could be a potential prospect in the future.  The traditional means of maintaining contact would be making that awkward phone call every once in awhile.  Or  taking the time out to go out for lunch or coffee.  Or  writing an email which doesn’t get responded to.  LinkedIn helps to ease those gaps of keeping in touch.  And one of those key aspects of LinkedIn is the status updates (Which was copied from Facebook).  Which allows your personal network to know what’s new in your professional life.  Your status updates may include interesting projects you’re working or posting enticing links to web material your reading.  And what’s best about these status updates is your personal network can respond to them with short comments and responses.  While some of these status updates may seem mundane, often it facilitates real discussion that is not forced, spontaneous, time efficient and to the point.  Because it’s all the about the little things which help us bond, form connections and strengthen relationships.

Aside from the use of status updates, LinkedIn allows direct private messages to be sent to your network.  Which is similar to how email is used.  And often these private messages have a copy sent to the receivers direct email address.  Additionally your contacts can be organised into different categories such as Suppliers, Referral Partners or Prospects.  This is much easier than maintaing a roladex of new prospects and network partners you meet.  Which you may need their contact once in a blue moon.

LinkedIn also allows you to network with people offline that you wouldn’t otherwise meet in person.  As you are permitted a certain number of anonymous request.  And after your reaching your ceiling, you can be co-introduced through a shared network contact.  Therefore if you are looking to make new contacts which can potentially increase your business;  LinkedIn can allow you to make that connection that you wouldn’t easily be able to make in person.  Which may eventually lead to a face to face relationship or business opportunity.

Finally, Linkedin also allows you to join group forums which you may engage in public discussions with like minded people.  What better way for people to familiarize and get a taste of your professional opinions through a informal group discussion.  However, it’s important to always keep these discussions clean and professional since these forums are public.  And you never want to say something which you may regret later.

Keeping in touch of what people say about your Business with Twitter?

Twitter is becoming a social stratosphere which people write about there most mundane thoughts.  Some of those published thoughts are useless for business purposes, such as  “Bob is eating cornflakes”.  But some of those thoughts might be important to your business.  Since they might include someone mentioning your company name in a positive or negative reference.  With millions of users tweeting on their mobile phones and computers, there is a good chance someone maybe talking about you or your brand.  Good or bad news, it’s better to be aware of that dialogue.  Which you can choose further to engage in that dialogue or passively observe it.  As Twitter can be setup to monitor and notify you anytime someone mentions your name “XYZ company”.  This process can be made even easier using common alert tools like TweetDeck, which give a pop up alert on your PR managers computer everytime “XYZ company” is mentioned on the social melting pot of Twitter.  With the millions of users currently on Twitter(and growing), it’s becoming even more important to be aware of the real time conversation that’s happening on the Internet which may involve you.

By the same principal, you may also be made aware when people mention a certain ASPECT of your business which may require your expertise.  For instance, if you are a plumber in Toronto, you might want to be aware anytime a statement is tweeted which include 3 key words “Looking, Plumber, Toronto”.  As often people may be asking for referals for reputatable professionals via Twitter.  Which you can be alerted and notified of instantly when those given keywords are mentioned.  And then engage with the person requiring your expertise through Twitter or privately off-line through email.  Using Twitter in this method allows you to find prospects you wouldn’t otherwise have, with minimal effort.

Using Facebook as a Content Management System and Entertainment Businesses

Facebook is similar to LinkedIn.  Or rather LinkedIn is similar to Facebook, considering Facebook is the more popular social network.  As well, many features from LinkedIn have been modelled after Facebook.   However, LinkedIn is more popular for professional use since it seperates business from personal contacts.  As LinkedIn is best thought of “Facebook with a suit and tie“.  However, in some cases Facebook is appropriate for business.  Particularly if you are in a more informal business such as Entertainment.

Facebook has all the benefits mentioned before with LinkedIn such as keeping in touch with network contacts, being introduced to anonymous contacts, status updates and group discussions.  However, with Facebook there is additional benefits such as being able to upload an unlimited amount of pictures.  Whereas LinkedIn only allows one picture per profile to conserve server space.  So some businesses use Facebook as the Content Managed System by placing a Facebook link from their main website.  Allowing them to upload photos of their latest projects and providing news updates on their latest developments

Most importantly, out of all the social networking sites, people tend to visit Facebook more than any other social network.  So there is a greater chance they would actually see the latest updates on your business, by virtue of being more active.

And lets not forget the benefits of Facebook Advertising, which is bringing a new dimension to Internet Advertising by its targetted demographics.  As Facebook advertising is the greatest potential threat to the Google Ads system as it continues to develop in the years to come.  You can read more about the benefits of Facebook Advertising at our previous article archived here.

So are you jumping on this bandwagon or not?

So while it may not be necessary to spend all your invested time, money and effort on Social Networks, it’s important to be aware.  As some of the key benefits offered by Social Networks can’t be found anywhere else.  And it’s best to take baby steps in implementing a plan to action in integrating Social media into your business model.  Social Media helps to connect those microlayers which made traditional communication and networking is a challenge.  As once upon a time, Email was also a foreign practice in most businesses.  But has proven to be effective tool which helps businesses communicate better.  While Social Media does still have a long way to go, it’s here to stay and only will increase in importance as time goes on.

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July 22nd, 2010 by typhonvision

Web design is like fashion, we all have our own personal taste.  And what was in yesterday, isn’t so hot today.  As the Internet world also goes through its own fashion trends.

Pre-1992 era, the Internet was not known to the general public, and text was all the rage.  As the graphical layouts with the Internet world we know today didn’t exist.  Then there came the first graphical browser known as Mosaic which changed everything.  Mosaic allowed graphics to be seen and shared on the Internet.  Bringing a new dimension to the World Wide Web, where a picture is worth a thousand words.  The same original developers of Mosaic went onto develop the famous Netscape Navigator.  Which then was duplicated with Microsoft’s Internet Explorer.  And the rest is history as we know it.

From 1995 onward the Internet became more common amongst the average person.  And became a great buzz word to bring up in any conversation.  Similar to how today(2010) the words “Social Media” are brought up at every dinner party, meeting or company gathering.  As it helps to make one to sound more sophisticated, distinguished and with the times (Regardless if you know what it is or what a computer looks like).

With the graphical interface Mosaic exposed, website visuals were taking to the maximum.  Adopting a “LOOK AT ME” philosophy, using everything and anything to garner attention.  Such as Animated GIFs, Flashing lights, Rainbow font colours in a single line of text and MIDI Music blaring from your computer speakers when you first enter a website (For the purpose of waking up the kids).  With all these components combined without any consideration stylistically if they made sense.  As it would be the equivelant to wearing a cowboy hat with a pin stripe suit combined with flip flops.  Although many of these old web designs have been extinct like the Dinosaurs for many years, a place to visit these vast artifacts was on www.geocities.com.  Geocities was a free web server owned by Yahoo.  Thankfully, in october of 2009, Yahoo buried these tired old web designs by closing Geocities.

Then came the era of Macromedia Flash in the early 2000s.  Although Macromedia Flash had originally came onto the scene in 1996, in the early 2000s it grew in prevalence.  Everyone wanted a Flash intro, except nobody would watch them.  Flash designers often touted the benefits of Flash, as a way to stand out from the crowd.  Working with full Flash web designs to Flash Intros when you enter a website (Which thankfully the SKIP INTRO button was invented).  Although Flash does have its place in todays web design world, it is used more sparingly due to its Search Engine Optimization challenges (Discussed further in this article).

The prevalent trend toward simple and clean web designs co-related with the growth of the social networking website Facebook.  Facebook grew out a Hardvard domatory, to the billion dollar company it is now.  Retaining much of its original look in its simplicity.  Although Google(Which came before Facebook) was a proponent of “simple is better” in its own design; Facebook nailed the point home that simple can be also be profitable.  One of many the aspects which made Facebook popular, was it was easy to navigate and quick  loading compared to some of its respective social networking competitors such as Myspace and Friendster.  Which were known for their painfully long loading times.  Part of the reason for this was the complexity in which Myspace users could customize their page.  Facebook was relatively intuitive  in comparison(Unlike Myspace, people over 17 years old could understand it), allowing users to network with their friends and share their latest news.  Users appreciated the simplicity in being able to find information quickly and not having to wait or be confused.  Showing you can have a million dollar website AND be cool, without being overly flashy in your visuals.

So here are some reasons YOU should consider a simple and clean design for your next web design project :

1) Website viewers often speed read.

The truth is, web viewers are lazy, we are guilty of that at one time or other.  In the constant rat race of life, the Internet allows us to find information quickly and move onto the next site if we don’t get what we want.  The reality is most web viewers speed read, as the average time spent on a business website at 30 seconds is not a uncommon number.  Speed reading is often conducted in making a “S” pattern with ones eyes when glancing at the screen.  Therefore it makes sense to visually make sure there is ample space between text.  And that the key points can be picked out during that speed reading process.

2) Google has confirmed better search engine results for websites with quicker load times.

Earlier this year(2010), Matt Cutts, director at Google confirmed that website load times as one of many (200+) factors were added to SEO results.(Search Engine Optimization Rankings)  Now does this mean you need to cut out every graphic image from your site to make it load faster than the speed of light? No, as  the basic principals of SEO still exist with Keyword density and Outside Links being the predominate fundamentals.  And load times are one of many aspects added to its detailed criteria.  So it’s just one more reason to not over burden your web design.

3) It’s easier/more cost effective to design an Search Engine Optimized website.

Before mid-2008, Macromedia Flash designs were a nightmare from an search engine optimization perspective.  However, preceding the summer of 2008 Google and Macromedia announced a partnership to improve search engine optimization with Flash sites.  While Flash sites optimize better these days, optimization is still not great.  The reason being is Google doesn’t read graphics very well. (Or at all – As it reverse engineers the graphics to read text.  Using OCR – Optical Character recognition technology which works with varying success.)  Even though some text may in fact look like regular text, it would technically be a graphic in Google’s eyes.  Since that graphic is made so it can be animated and flashy.  This doesn’t doesn’t only apply to Flash sites, but also static HTML websites as well.  As when a web designer is focusing on a flashy approach, graphics maybe used when text maybe more effective.  Text is the high octane fuel for search engines!

4) Simple and clean web designs present a more modest and professional look.

How do you want to present yourself professionally?  Do you want to convey trust, professionalism and credibility to your potential clients?  Often a simple web design projects a quiet, conservative, reserved and respectable image for your company.  Being, simple and to the point by saying a great deal, with as little as possible.  Being too flashy and over the top is like trusting the salesman in the brightly checkered suit.  Would you trust the smart, conservative, sober professional?  Or the backslapping, oh too positive to be real salesman who seems to think his finger is a gun.

So what your saying is….

So in short, the key is to be simple but NOT BASIC.  As web users of today prime concern is to get the information quickly and efficiently without having to do a whole lot of searching and navigating.  Often we seek to stand out from the crowd by being over the top and too flashy.  However, specific customers at your target market are often best captured with quiet, composed and clean web designs.  As its a true sign of expertise to be able to communicate your message effectively with less.  So don’t be that guy/gal standing out at the party for all the wrong reasons with leather pants in a fishnet top.  Get with the times and make sure your website is clean, clear, simple, professional and to the point in its web design.

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June 25th, 2010 by typhonvision

WordPress is fast becoming one of the most popular CMS’s (Content Management Systems) of today. For those of you who are not familiar with the terminology, the question may arise what exactely is a CMS?

Static websites are becoming less prevelant in the Internet World today. A CMS system allows the general user with little technical knowledge to be able to update their website.

This is a beneficial scenario for most, because it allows the website owner to be able to update the website instantly. Without having to send the request to the original Web Developer.  Furthermore, although a CMS maybe more costly up front. It is potentially more cost effective in the long run if the website owner is looking to make updates frequently. Saving the cost of the website owner in not having to pay the web developer each time an update is made. Finally, CMS websites have become more popular because websites are used differently than they were in the early days. Whereas in the early era of the Internet, websites were mainly considered on-line brochures. Whereas now, they are used as a cost effective means to communicate with current clientele.  And to provide updates on the latest news, promotions and events. Especially when compared to utilizing tradition media such as print material.

There are many CMS’s available, some of the names of popular systems include : WordPress, Joomla, Drupal, Posterous, Typepad and Vignette. And of that list, WordPress remains the most popular. And while WordPress is not technically the most superior, its current success and popularity breeds more success. Similar to the 1980s in the VHS and BETA wars. VHS won as the predominant product by its strong following, even though BETA was technically superior. So the most technically advanced product doesn’t always win the race.   Here are 3 good reasons on why you should select WordPress as your CMS for your website.

REASON #1 – IT’S THE EASIEST TO USE

WordPress began its life strictly as a blogging platform in its inception.  A blog by technical definition is a CMS system.  As a blog allows a user to easily add, update and delete information with little technical knowledge.  However, there is a familiar format with a blog, which resembles an online diary with respective time stamps.  Since a Blog and a CMS system are similar in functionality, WordPress evolved to be a full-fledged CMS, in addition to having blogging functionality.  Being based on a blog system, its user interface was created on a easy to follow system.

WordPress is similar to using Microsoft word.  Including its general structure and being able to format text, add pictures, embed videos etc.  Also since WordPress is the most popular system, user friendliness is always improving.  Since the general consensus of what is most intuitive helps to sway future design improvements.

Other CMS systems like Joomla and Drupal are catered to the more technical user.  Allowing for a variety of features which most average users would never look at.  Which most users would feel intimidated by having too many options.  And find the user interface inundating with technical details.  Which somewhat defeats the purpose, since often the technical user would be able to design their own website from stratch.  And would not require a CMS website when compared to the average user.

WordPress is catered to the laymen user in its user interface.  Chances are if you can use Microsoft Word, you can use WordPress.

REASON #2 - IT’S FREE

Unlike expensive commercial CMS software which may cost upward to $250,000(Vignette).  Wordpress is free and does not require any recurring licensing fees.  The reason for this is WordPress is Open Source software.  Open source software means the programming code is open to the public and free for any programmer to modify and improve upon the general structure.  And the collective WordPress community often looks to continuously improve and expand on its basic functionality.

Open source software has come a long way from its early heydeys.  In the past Open source software was often inferior to its commercial counterparts.  However, with the large growth of proponents of Open source software, often they now surpass commercial grade packages.  Aside from design fees in customizing a WordPress web design, there are no recurring cost.

REASON #3 – IT’S EASY TO EXPAND

Let’s face it, the Internet is never at a stand still.  As it continues to grow at an overwhelming rate.  Moving the bare minimum expectations along the way.

Since WordPress has one of the strongest followings as a CMS website platform.  It also has one of the largest supplies of add-ons and plug-ins.  Such as SEO Plug-ins, Social Networking integration tools, Slide Show plug-ins, etc.  Also, security is an important concern when selecting a CMS website  Especially with the growing threat of Website Viruses (You can read more about Website Viruses from our previous blog post).  It’s always important to get the latest security patches.  Which is easy to apply by a simple click of the mouse.

So you get an up date, expandable Content Management Systems that moves with the current trends in technology!

STILL NOT CONVINCED YET?

Like fashion sense, taste in food and favourite cars, we all have our own preferences.  The more technical users may prefer a more advanced package such as Joomla or Drupal.  However, to most users its important for a CMS software to be easy to use, cost effective and easy to upgrade.  WordPress continues to grow at a rapid rate and will only expand further on the key requirements for the average web user.  WordPress is here to stay and isn’t going anywhere.  So if your deciding in your new design which CMS to choose, chances are WordPress is the way!

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May 29th, 2010 by typhonvision

Presented at Toronto Marketing Power Networking meeting May 2010

CLICK HERE TO DOWNLOAD PRESENTATION SLIDES

After 23 consecutive appearances, Pepsi Cola opted out of the 2010 Superbowl and instead invested its ad budget in Social Media Marketing. This is yet another sign that internet promotion has, and will continue to overtake traditional Marketing channels. Topics such as Internet Advertising and Search Engine Optimization are higher on the priority lists of entrepreneurs and business managers than ever. But what do these terms really mean? And how can you apply these tactics without breaking the bank?  In a no nonsense, plain English approach, a logical and intelligent approach to the Internet Marketing will be demystified.

In this presentation the following topics will be discussed :

1) The strengths and weakness of the two major Internet Marketing Methods: Pay per Click and Search Engine Optimization

2) How Pay Per click and Search Engine Optimization work.

3) How you can engage in Pay Per Click and Search Engine Optimization through your own efforts.

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April 14th, 2010 by typhonvision

One of the greatest challenges in today’s business world is maintaining the attention of prospective consumers. With the variety of companies to choose from, it’s easy for the consumer to be enticed by your competitor. The age of the Internet has not helped with our decreasing attention span. Bringing about a new level of laziness. Whereas TV has made us lazy, the Internet has made us even worse. Since the Internet brings the world at our fingertips. Making it accessible to move onto the next site if your website visitor is not finding what they are looking for.

With all the time and effort put into driving stronger traffic numbers to your website, it’s fruitless if website visitors don’t take the “next step”. Often that “next step” is defined as your rate of conversion. Which can include purchasing the product for an E-commerce website. Or making a phone call inquiry or email for a local business website. While for some it may be to subscribe to your newsletter so they can be aware of your product/service offering at a later time.

It’s difficult to track in an exacting science as to what percentage of website visitors convert into customers. Although, there are some good indications and metrics to suggest things are in the right direction. And often these metrics can be found by installing good web analytics software on your website such a Google Analytics or Sitemeter.

One measurement is the average time your website viewers have stayed on your website.  A healthy number all depends on the type of website you have. For a local business website, a timeframe of 2 minutes would be considered long. Keeping in my mind that is longer than the length of an average 30-second TV commercial. Whereas for an educational website, 10-20 minutes would be considered an acceptable timeframe.

The bounce rate also has some co-relation to the rate of conversion. The bounce rate indicates the percentage in which visitors move to another site. It is similar to the average time spent on the website. However it is much more page specific. Whereas the average time spent is a summary metric.

Unrelated to the topic of conversion, the bounce rate also important since to a certain degree search engines like Google, Yahoo and MSN consider your bounce rate when determining your SEO rankings. Since it helps search engines weed out websites using black hat SEO (Taboo SEO) techniques. Where websites are not delivering relevant content to the search, so the user is quickly “bouncing” to another website. However, the bounce rate is one factor out of many in SEO. With keyword density and link building still being the predominant factors.

There are many aspects which contribute to effective website conversion. In this article we will talk about 3 of them which include : attractive website design, website video and live website chat.

Attractive website design is one of the most obvious aspects of retaining the attention of your visitor. If your website is graphically pleasing, it conveys a strong image of Brand Quality and a high standard. This is particularly important in e-commerce websites. Since the website represents the storefront and builds trust with the consumer demonstrating attention to details are heeded. Such as making sure items are delivered on time and credit card information is held in confidence.

Although the website should be aesthetic, navigation and ease of use should not be compromised. It should be obvious for your website visitor to be able to derive from the broad categories where to find the specific information they are looking for.

Also important is the actual text itself. Font sizes and colors should be legible. The text layout should have action-oriented keywords highlighted. Making it easy for the website visitor to “speed read” the text and identify it has the given contents they are looking for.

The next aspect is the use of effective Web Video. Before the days of YouTube, it was difficult to utilize video on websites. However, technology has increased in efficiency, making it easy for the average website owner to stream video. Often those whom are reluctant to read, will be more likely to see and hear material if presented with Video.

The best placement of Web Video is often in the opening page of your website. Allowing the key benefits of your business to be relayed upon first entry and for them to not be missed. Furthermore, Web Video helps to bring a “soul” to your website. As ultimately people do business with people. Establishing your style and approach to your business for your website visitor. Typically an effective Web Video should be no more than a minute long. Web Video is becoming one of the most prominent techniques for increasing conversion.

Live Website chat has been increasing in popularity as a technique for increasing conversion. The way Live website chat works is when a visitor is at your website, an area of the website is allocated to engage in a chat session with a “agent”. The live chat can be set engage automatically after a given time interval which your visitor has remained on your site (i.e. after 3 minutes, since that may indicate a timeframe which demonstrates some interest in your website).

The “agent” would be most likely a representative from your company. Who is able to answer basic questions about your product or services. Often this is most intelligently assigned to the receptionist. On their end, the agent would be logged into the software and would be notified when inquiries are made. The live chat may also be setup that they receive and can respond to inquiries on their mobile phone(Iphone or Blackberry) if the agent is away from their desk.

Used correctly, a live website chat feature can improve conversion numbers. If done in a manner which is genuinely helpful and not pushy. Similar to when consumer walks into a store. It can be an annoyance when one is bombarded by sales reps asking if you need help. But a worse situation when help is authentically needed and there is no representative to assist.

Live website chat also works since it easier than making a phone call or sending an email. As often a website visitor may not want to wait for an answer to their email which may take anywhere from a few hours to a few days. Or does not have the time to pick up the phone with the fear of being kept on hold.

Live website chat is also relatively inexpensive, considering what it may save you in lost website traffic. With the cost depending on the number of agents managing the system. For most businesses, a 2 person agent license would suffice, which may range from $1000-$1500 depending on installation complexity.

In summary, there are many techniques to help captivate attention on your website. And the right techniques need to be carefully chosen for your business model.  Attention spans are only decreasing and it’s become more important to communicate effectively in a short period of time. With the time, energy and cost brought into bringing visitors to your website, retention of your visitor is an equally important factor. However, with a properly mapped out strategy, effective use of your hard earned marketing dollars can be maximized.

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March 28th, 2010 by typhonvision

Content creation for websites can be a challenge task.  In the Internet world, a number of considerations need to be made when deciding upon the writing style for your website.  One of the biggest challenges today is addressing web writing from an SEO (Search Engine Optimization) and Marketing perspective.  As the two are often classed separately as “SEO Writing” and “Marketing writing”.

One may ask, exactly what are the differences between the two styles of writing?

SEO Writing is meant for the purpose of attracting the attention of popular Search Engines like Google, Bing and Yahoo.  And utilizing the tricks of the trade in the writing style to gain favorable ranking.  One of the most important factors of SEO writing is the proper use of KEYWORD DENSITY.  This concept will be explained further in the article.

Marketing writing is made for purpose of enticing the reader to take the next step in the sales cycle.  Whether that be making a phone call or filling out an inquiry form.  This is often referred to as the “CALL TO ACTION”. (And is related to the term “conversion” referred to in other articles)

In the early days of the Web, of the two writing styles, Marketing writing held greater popularity.  Mainly because websites of the past we’re considered on-line brochures.  And often mirrored the writing style used in traditional media.  As Search Engine Optimization writing was not considered as strongly, since Search Engines we’re still refining their formula.  And a fair amount of traffic could still be derived through the manipulation of Metatags and Banner ads.

Marketing writing is often written in a style which is conversational.  And special attention is paid to the rhythm and flow of words.  While utilizing certain “hot button” words which act hypnotically on the reader.  Making it suggestive for them to proceed to the call to action.  Also, the greater variance in the wording lends itself better to Brand Quality.  Maintaining a level of sophistication in the writing.

So the question remains as to which style should be used for your website?  The answer is BOTH!  As they both have their strengths and weaknesses.  A prudent strategy includes having content for both purposes.  With the most visible pages of your website populated with traditional marketing writing.  And the less obvious sections of your website to have SEO Content which helps to attract the attention of Search Engines.

Now the differences between the two styles has been established, the main factor for SEO writing will be outlined.  Since it is another article in itself to elaborate further on the principals of marketing writing.

As mentioned previously, one of the important aspects of SEO writing is the use of your selected keywords in high repetition.  For instance, if the objective was to rank well on the keyword term “widgets toronto”;  It would be ideal to have a page written in high frequency with that given keyword “widgets toronto”.  The given example may look something like this :

“XYZ Company is the number one company of Widgets in Toronto.  We have been supplying the best Widgets in the Greater Toronto Area for over 20 years.  All we do is specialize is in Widgets in Toronto.  Not many people in Toronto know what a Widget is.  But if ask anybody in Toronto on who is the best widget supplier, and they’ll direct you to XYZ company”

Now the above example is an over exaggerated example, utilizing keyword density shamelessly.  But taken with a grain of salt, the basic example provides a framework on how popular search engines such as Google, Yahoo and Bing think.  As you can see the given text has a high frequency of the keyword “Widgets” and “Toronto”.  Having a high keyword density helps search engines to determine the overall subject matter of the page.

However, the provided example merely serves to outline the basic principals of keyword density.  Since a search engine like Google is sophisticated enough to detect if the overall percentage of the keyword density is overdone.  If the overall percentage of keyword density is TOO HIGH, it is placed in the Google Sandbox.  In the Google Sandbox, the given page is investigated for manipulation of aggressive Search Engine Optimization which are not ethical.  (Which many adult sites have been guilty of utilizing keyword-stuffing techniques).  Having said that, the goal of SEO writing is to include keyword density in an INTELLIGENT manner.  Which doesn’t sound contrived or manipulative.  As the given text does not sound articulate (Unless you are a caveman).

This style of writing of using keywords in a high frequency can often be in opposition to SEO writing.  Since SEO writing focuses on distributing a high keyword frequency and repetition throughout the page.  Whereas Marketing writing in order to sound more articulate, often the goal is to not re-use words in high frequency.

As mentioned previously, Marketing writing should be placed in the most visible areas of the website;  Such as the Main Menu navigation.  And SEO writing should be placed in the less obvious sections of your website.  As the main purpose is to attract the Search Engines attention and have the user to delve deeper into your website.  So the question may be asked where can one utilize these less visible sections of your website?

The best placement for your SEO pages is in the area known as the sitemap.  A sitemap acts as an visible(or invisible) index of all the given pages on your website.  Similar to an index in the back of book to quickly reference specific subjects.  Sitemaps are mainly used for the purpose of allowing Search engine to capture the information on your website more effectively.  Often sitemaps are placed away from the obvious navigation of your website that a user is unlikely to read that given page.  However by having your SEO pages linked from your sitemap, they technically exist and open up opportunities to be found by Search Engines.  However, once they have landed on your website, the viewer is more likely to read your Marketing writing pages.

With the many faucets to consider, SEO and Marketing writing need to be used in conjunction.  Even though the styles of writing are in dichotomy, they address different functions of Marketing.  SEO Writing helps to drive traffic and brings window shoppers in the door.  While Marketing writing helps to convert the casual browsers into customers.  Planning for implementation of both writing styles increases your chances of success!

canada, Density, Internet Marketing, Keyword, marketing, ontario, Search Engine Optimization (SEO), seo, toronto, Writing

March 4th, 2010 by typhonvision

What exactly are website viruses?

With all the given security threats computer users need to worry about;  The standard for responsible awareness grows even further with each passing year.  In the past, before the days of Internet Popularity(Previous to the year 2000) computer users only needed to worry about viruses which infected personal computers.  Some of these viruses we’re relatively harmless, at most displaying a mischievous message on your screen during certain times of day.  While others we’re more destructive, aiming to destroy your critical data.

After the year 2000 came a new variant of a security threat known as spyware, ad-aware and malware.  These malicious inventions main source emanated from adult sites.  In which they would display aggravating pop-up ads on your computer while you surfed.  Some spyware had even worse intentions, attempting to capture sensitive information such as your banking or credit card information while you browsed the web.

Now from the year 2007 and onward, comes a new threat known as the “website virus”.  Website viruses infect the code of non-suspecting website owners.  Particularly vunerable are owners who have sophisticated website structures such as a Content Management System, Blog, Forum or E-commerce store.  The virus then attaches itself to the code of your website.  Then it attempts to spread the infection to each and every visitor who visits your website!

From a functional standpoint this is obviously detrimental.  Since certain infected areas of your website will not work at all.  As the virus code may cause it to completely malfunction.

From a marketing standpoint, this is even worse, as it’s tarnishing your brand/image you have worked so hard to create.  Infecting all your potential and existing clients whom are visiting your site.  Also since this would reduce your traffic, on-line leads would shrink and your revenues would be effected.

As of the time of writing this article(March 2010), there isn’t any easy way to clean viruses from your website(Unlike viruses for personal computers).  So the process to remove the virus is not as simple as using a program like Norton Antivirus or Mcaffee.  If you DO get infected by a website virus,  tt requires a web developer to spend hours painstakingly going through each page of your website and manually removing the faulty code.  The easier method of course is to restore a saved copy of the website.  However, if you have a content management system or e-commerce platform, you would also need to have saved a copy of the  database itself.  Since the database would store the latest contents of the site.

Now the good news is detecting a website virus is fairly easy.  If certain aspects of your website are not working properly, it’s possible it may have a website virus.  However, this could be caused by many other things.  So this would be the most basic clue.

The best form of detection of a website virus is through Google.  Since Google scans websites in the attempt to capture the latest updates.  If Google suspects that there is a virus on your site, it will place a warning which will be displayed in your search results.  So by googling your company website, you can see if a virus has been detected.

Also, the browser Apple Safari will warn you if you try to visit a site that is potentially infected with a virus.  However, the source of Safari’s alerts come from Google.  So this is a good option to feel ensured when you are surfing that you will not get infected by a website virus.

With the growing power of technology, comes new ways to exploit power with negative means.  Website Viruses are become an unfortunate reality in the Internet world.  And can create a huge setback to your company reputation.  However, by taking precautionary measures by having an appropriate backup strategy, the potentially detrimental effects can be minimized.  Keeping your customers confident in your business and protecting your brand as a highly valued asset.

toronto, web security, web site virus

February 24th, 2010 by typhonvision

If you are a business owner or marketing manager, there often comes a time where you need to re-assess the marketing budget for the company.  In that process, this often requires a decision to choose how to best promote and build traffic to your website.  The two most popular methods of Internet promotion today are Internet Advertising and Natural Organic Search Engine Optimization.  And often the question is, which method is superior?

The answer is….it depends….They BOTH have their strengths and weaknesses depending on your objective.

Just to be clear for those of you who don’t know, for example, when you do a Google search such as “cleaning company toronto” (As in the screenshot below).  Often results are broken down with a mixture of Internet Advertising (Known as Pay per Click.  PPC for short form) and organic results.  The PPC results are listed on the top and side of the page (Circled in green in the picture.  You can click the picture to expand your view).  And these listings are achieved by paying google a fee to appear favourably on the 1st, 2nd or 3rd page of google.  It’s another article in itself which we’ll outline how the Google Adwords PPC system works in detail.  Now the results circled in green are the natural organic results.  Meaning that a fee hasn’t been paid to Google.  But most likely an SEO company (Like us nudge nudge, wink wink…shameless promotion, shameless promotion) was paid to achieve those favourable results.

There are some important facts to understand before making a decision as to which method is best to focus on for your marketing strategy.

Since marketing is a form of investment,  we invest in our business with the intention of getting a return on investment through more leads and sales;  The differences between the two strategies could be compared to stocks and bonds.  Whereas if PPC we’re an investment, it would be your stocks.  Which yields your potential for a faster return.  However it can also dry you out much quicker and is more volatile.  Whereas natural SEO are your bonds, which are more stable in nature and yield results in the long term.

As another metaphor, If PPC and SEO we’re athlete runners.  PPC would be your sprinter.  Who could achieve fast, explosive results.  And SEO would be your marathon runner, who would sustain over the longer period of time.

Keeping these metaphors in mind helps to categorize some of the individual attributes of these systems.  A comparison of the individual attributes include :

SHORT TERM COST

Winner : PPC

Why : PPC has leaner entry level cost.  Utilizing PPC networks such as Google Ads, Facebook Ads and Yahoo Ads you can start at an entry level budget of $31 per month.  Whereas with Natural Search Engine Optimization, you don’t have that same flexibility since it requires a more intensive effort and greater level of commitement.

LONG TERM COST

Winner : Natural Search Engine Optimization

Why : Since with PPC you are paying every time someone clicks on your site.  That can become a costly expense when calculated over the course of the year.  However, once you have obtained 1st, 2nd or 3rd page google ranking with natural Search Engine Optimization, you are not paying each time someone clicks.

TIME FRAME

Winner : PPC

Why : A PPC advertising campaign has great superiority over a Search Engine Optimization campaign in the timeframe which you can see results.  With a PPC campaign you can potentially see results within the same day.  As when you submit your advertisement, it gets checked by a moderator to see if there is no obcenities or anything illegal.  If it passes that basis, the PPC ad can appear within the same day and you can start receiving traffic.  Whereas for most businesses, you may not even start to see results of the Internet advertising campaign for 3-6 months.  As often there is a delay rate in which Google recognizes changes to your site.  This is known as the crawl or index rate.  This rate in which Google checks your site for updates, which differs for various websites.  For most average websites, a 1-2 month timeframe for visitation is normal.  Whereas bigger sites, like news websites may get checked every hour.  So all the optimization work in the world may not be realized until months after the fact.

PRICE FLUCTUATIONS

Winner : Natural Search Engine Optimization

Why : A PPC campaign can be more susceptible to price changes.  Since the PPC works on a bid system, it’s governed by supply and demand at that time.  As an example, in December many on-line retailers may ramp up their PPC advertising budgets to capture the Christmas shopping madness.  Therefore the business spending $300 per month on their Google Ads campaign may get less clicks for their dollar during that period since there is more competition.  Whereas with Natural Search Engine Optimization, because it is harder to do, and less people are doing it, it is a little less venerable to price changes (This is a general statement and doesn’t include Google algorithm/formula changes, which is another topic)

PRESTIGE / BRANDING

Winner : Natural Search Engine Optimization

Why : Most people know at least subconciously that PPC has a lower barrier of entry.  And seeing a given company on the first or second page of Google appear frequently in the natural results gives a better impression of your company image.  So it helps to enhance your brand and boost your credibility.  As consumers  still don’t fully trust advertising, in whatever form.

BEST INTERNET MARKETING COMPANY ON THE PLANET

Winner : Typhon Vision Incorporated!!!!!!!

Why : Sorry we we’re just wondering if you fell asleep at this point.  Or was speed reading the article.  If you caught this, you’ve won a prize.  You have won a rock.  That’s right, a rock, straight from Toronto, Ontario, Canada.  Give us your mailing address and we’ll send you your rock.  (Hey, some people call these things gratitude rocks).  Anyhow, we digress.

Now with all the strengths and weaknesses to consider.  The question still remains as a business owner/marketing manager which method do you choose?  The answer is BOTH!  Since PPC is your sprint, it should make up the early backbone of your Internet Marketing campaign.  Since it will allow you to achieve your short term goals quicker.  However, the aim should be then to substitute some of the areas which you are paying per click to achieve Natural search engine rankings.  To help lock you in for longer term results.  Also, using PPC allows you to experiment with what are your most profitable search terms.  And once those are determined, it makes good sense to try to achieve greater permanancy in your search engine rankings.

So to summarize, both PPC and Search Engine Optimization have their place in an Internet marketing strategy.  They are Yin and Yang and require co-existence with each other.  A PPC strategy is best used at the outset of a campaign with its biggest strength to obtain quick and fast results.  Whereas the Search Engine Optimization makes up the longer term strategy.  Marketing managers of today have a challenging task of utilizing the tools of technology to best achieve the company’s financial objectives.  However, an effective strategy is broken down into short term and long term goals to encompass the overall scope of your plan.

Happy Marketing!!!

Affiliate, Banner), Facebook Ads, Google Adwords, Internet Advertising (PPC, Pay per click, PPC, Search Engine Optimization (SEO), seo

February 24th, 2010 by typhonvision

Affiliate, Banner), canada, facebook, google ads, Internet Advertising (PPC, ontario, Search Engine Optimization (SEO), seo, toronto, Web Design, web developers

February 23rd, 2010 by admin

Welcome to the Internet Marketing Edge.  Where we look to share with you the latest developments in the world of the Internet.  Feel free to browse through our post as well post comments and ask questions!