The Mysteries of SEO

SEO, or search engine optimization, is the most important element in building a successful website. Most people online have heard the term SEO and have some idea of what is involved yet it remains a mysterious process to many. One of the reasons SEO is so mysterious is that it can be a complicated endeavor and search engines are constantly changing the way they rank sites and the way the recognize the many tools of SEO.

At the forefront of the SEO check and balance system is the leading search engine Google. They have pretty much set the standard for technology in search engine algorithms that can track the relevancy of a website to its content and SEO efforts. Their ranking system remains one of the most popular methods of determining a web site's quality because of their diligent efforts of weeding out the bad apples that have little to offer a consumer other than skilled manipulation and the ability to 'play the system' to their advantage.

Of course taking advantage of the system makes perfect sense from a business standpoint but from the search engine outlook of wanting to provide the best quality sites on their results for the viewer it can become difficult to differentiate the site that is good quality wise from the site that is good because it has a very manipulative operator at the helm.

Because the rules for SEO evolve and change rapidly the mystique of search engine optimization continues to confuse website owners. Many people build their websites thinking the only SEO tool they need is key word density. While key words are an important aspect in SEO they are not the only means to an end, they are simply a part of the puzzle. There is another tried and true method of SEO that is as relevant today as it was at the start of the concept of web 2.0 marketing and that is back linking. While back linking remains one of the most successful ways to get your site to rank high on the search engines it also has undergone some changes making the types of links important so that search engines do not penalize a site for bad incoming links.

The term "back link" refers to an outside link on another site that points to yours. In the past any link from another site would have a positive impact on your site by the search engines. Because there were so many gimmicks developed in the last few years to garner massive back links to websites such as link farms, and irrelevant reciprocal linking Google began to develop a way to weed out links that were purchased, or had little meaning or relevancy.

Even though back linking is used to manipulate search engine popularity there are many very legitimate reasons for using the system of back linking. Finding web sites that have a common interest to your own who are willing to place your link on their site can get you extra exposure. When their visitors come to their site they will see your link and likely visit your site as well.

The fact that onsite links like that have such a perceived relevance to the visitor makes them a valuable marketing tool, but that perception of quality is also why Google works so hard to be sure they are real quality links. You will get higher ranking on a search engine for a number of truly appropriate back linking partnerships however if the sites linking to you do not share any common information or products Google will penalize you for the link. There are new programs in the works with Google where your site could even be devalued if the site that links to you is determined to be bad quality so it is important who you choose to link to, and also who links to you.

In the past many web site owners would open up multiple websites with the sole purpose of promoting one principle site. They would use the extra websites as a means of placing back links to the main site. Google now watches for sites that are created with the same IP address. Creating a large number of websites on the same IP address and putting back links on them to quickly develop a number of links is known as link bombing. That is not to say that you cannot ever link to your own website from a site you own. If there is a reason to show your visitors some additional information a few well placed back links are fine. It is when there are many links from each site all pointing to a single 'main' site that the search engines look at them suspiciously.

The system Google is working hard to put in place to discount a link from a bad site is why it is very important to know who is linking to you and if their site stacks up to your standards. It is no longer true that all inbound links to your site are good links. There are very good tools available online for free that can show you who is linking to you. If you find a site that is linking to you that you feel is questionable in terms of how they relate to your website either in information or product you should contact the webmaster of the site and demand that they remove the link to your website to avoid being penalized by the search engines.

Probably the best way to obtain a back link to your site is through anchor text. That is when you have another website with content that is relevant to your own (relevancy is ALWAYS important) including your site in the actual content of their site with a hyperlink inside the text. These back links are valued much higher than a simple sidebar link as long as they appear in the text in a way that has a fluid and meaningful association with the content of the article. There are several ways to get such back links.

Providing articles to content sites with your link built into the article is one method. If you write very compelling information on your website is another as someone else with a similar site may wish to point it out on their own. You may not even realize they are doing it unless they tell you about it. This is one of the main reasons it is important to keep an eye on who is back linking to you. While the majority of those types of links are wonderful and you should thank the site owner for their inclusion, if you feel the site that is linking to you does not meet your standards, have similar information, or the content is not relevant to your site you should definitely ask them to remove your link.

Back linking is an extremely important aspect of SEO development and it is something you need to understand well in order to implement and control it properly. There are many secrets and mysteries in the SEO world that diligent study can clear up. Keeping your website in good standing with the search engines and popular with your visitors is the best way to ensure a vital and profitable future for your business online.

About the Author
My name is Rick Youngblood, and I am the web designer and owner and operator of Spyglass Studios, Website Design. Living and working in Redding, California, I have been designing websites for seven years.

5 Tips to Designing Your at-Home Business

When starting an at home business, there are several important facets you will want to focus on. You want to create fresh and enticing content, promote your web site consistently, and give each visitor the time of day they deserve. Another facet that can sometimes get overlooked is the design of your web site.

Here are five tips to designing a visually appealing at home business.

1. Header
The first thing you want to focus on is the header because this is the very first thing people will see when coming to your web site. You want it to be professional, but make sure that it stands out at the same time. You can do this by making it bold, much larger font than the rest of the page, and perhaps making it a professional looking color. In addition, it can be smart to add a logo of some sort next to or behind the header.

2. Above the fold
When people come to your web site, you have to know that not everyone is going to read through your entire web site. Because of this, you want to give them the most important information first. Above the fold means placing all of your important information toward the top so the reader does not have to scroll down. As soon as they have to scroll down to read, they have gone below the fold.

3. Highlight key concepts
In addition to placing your most important information above the fold, you can also help the reader by highlighting key concepts. You can highlight specific words or an entire sentence if need be. You can highlight by bolding the word or phrase, or even separate the word completely into its own line.

4. Balance
One of the most important parts to making a web site visually appealing is to create balance between your graphics and content. The last thing you want is to have all of your content on the top and all of your graphics on the bottom, or vice versa. Interchange the two to make it easier to follow along.

5. Eliminate clutter
While it is important that you place video, audio, and graphics on your site, you want to do it in a professional manner. There are far too many sites that think the more flashing banners and graphics they have the better. But all this will do is take the focus away from your content and make it difficult to find things on your site.

There are several important facets to an at home business, including the design. Take the five tips listed in this article and create a visually appealing web site that will keep visitors coming back for more.

The Most Valuable Source for Leads

Would you like to tap into the most valuable source for leads? You might be surprised to discover that you are climbing over the low hanging fruit in an effort to get to the top of the tree. In your haste to shout your message to the masses, you could be shouting over the heads of the potential business that is already in a queue at your door. Slow down and reflect for just a moment. Then tap into the most valuable source for leads.

The Chief Marketing Officer (CMO) Council has just completed a study of channel executives, distributors, resellers, and other channel representatives. The results of the surveys may not surprise you, but the contrasts of the responses provide a shocking insight into the sheer volume of missed opportunities. This is good news for you, because missed opportunities by others can create new opportunities for you. While you may agree with the initial results of the survey, consider how you can adjust your approach to the market and leverage these opportunities.

According to the survey results by the Chief Marketing Officer Council, most valued source of leads is from customer referrals.

54% Customer Referrals

14% E-Mail or Direct Marketing

8% Internet

7% Events

7% Leads from Vendors

3% Third Party Lead Generation Organizations

8% Other

Would you agree that the best leads come from the referrals of satisfied customers? Is it surprising that customer referrals were ranked as four times more powerful and valuable than E-Mail or Direct Marketing campaigns? Customer referrals were ranked nearly seven times more likely to result in sales and new business than leads derived the Internet.

Customer referrals are a means of providing immediate credibility. With the increasing ability for consumers to share personal expression on the Internet, Blogs, E-mail, and word of mouth, the ability to communicate has enhanced the voice of the customer. In business-to-business transactions, a customer referral is more likely to lead to an appropriate contact with a relevant message, which is far more powerful and likely to result in success than a cold call from a third party lead generation. Events and trade shows can be a powerful platform to market a brand, but fall short in delivering valuable leads.

With all of this insight, how did the same channel executives, distributors, resellers, and channel representatives respond to the survey by Chief Marketing Officer Council with regards to tactics for generating new leads in the coming year?

14% Plan to use Direct Marketing and E-mail campaigns

13% Plan to use Sales Brochures and collateral

10% Plan to focus on Tradeshows for lead generation

8% Will use Seminars to generate leads

7% Will rely on Print Advertising

7% Plan to use Public Relations and Article Placement

7% Plan to use the Internet and Online Advertising

6% Will revert to Telemarketing

6% Plan to invest in Internet Search Engine Marketing

5% Plan to engage customers in User Group Gatherings

4% Plan to rely on Yellow Page Advertising

4% Will experiment on the Internet with Blogs and Social Networking

3% Will use Online Directories

3% Will create Webcasts

1% Plan to use Content Syndication

2% Will try something completely different

The results of the survey regarding lead generation tactics for new business acquisition are hardly surprising. Very little has changed in the planning and tactics as conveyed by the survey response, and yet, the contrast in comparison to the most effective and valued leads is staggering. Even though 54% of respondents acknowledged that the most valued leads are based on customer referrals, the first mention of leveraging this goldmine occurs in the 4% of respondents that plan to engage customers in user group gatherings.

Fortunately, it would appear relatively that fourteen percent of respondents believe the most valuable lead generation comes from Direct Marketing or E-mail, and fourteen percent plan to use this tactic for lead generation in the coming year. However, even though only seven percent believe that the best leads come from trade shows, there are ten percent planning to take this tactic, and another eight percent who will augment this activity with seminars.

Although only eight percent believe that the highest chance for success comes from leads acquired by the Internet, there is a staggering number of diverse plans to leverage this channel of communication. The tactics include seven percent Internet and Online Advertising, six percent investing in search engine marketing, four percent using blogs and social networking, three percent using Online Directories, and another three percent experimenting with webcasts. The Internet provides an exciting vehicle to be creative, showcase the brand, and communicate to a very large audience. However, is it targeting the most valuable audience by engaging the most valuable leads that come from customer referrals?

As you can see, the tactics are not groundbreaking or unusual. On the contrary, the approach to market is contrived on establishing a brand, shouting a message to the masses, and hoping that the merit is recognized by the appropriate lead. The Internet, Trade Shows, Brochures, and Advertising, provide effective, if not innovative vehicles for spreading the slogan. While it may be necessary to invest in these channels of communication to maintain competitive placement, there remains untapped opportunity for higher rates of success when tactics engage customer referrals.

Stop what you are doing right now and imagine how referrals from satisfied customers could generate valuable leads and grow your business. It does not matter what kind of business you are in, or what responsibilities you have in the organization. Every member of an organization contributes directly, or indirectly, to customer satisfaction. Your actions may results in testimonials, endorsements, or positive word of mouth. If you could harness the power of customer referrals, your sales force would blossom with representation from independent trusted advocates.

So, how do you encourage and empower customers to grow this incredible pipeline of valued referrals? You ask them, of course. However, before you make such a bold request, your customers must know that you are fully engaged and obligated to their aspirations. When customers are assured that you are a trusted advocate, committed to customer satisfaction, they have the confidence to share referrals and recommendations.

Once customer confidence is established and the relationship is mutually rewarding, then it is just a matter of creating the appropriate opportunity for referrals to occur. This can be as simple as asking for referrals, or as formal as creating gatherings for existing clients and potential prospects to meet and exchange experiences. Introducing existing clients to potential prospects demonstrates immense confidence in your own relationship with your customers, because you are not fearful of losing the mutually rewarding relationship. Group gatherings and communications creates a unique opportunity to endorse your customers, grow their circle of influence, and for them to provide a third party endorsement of your efforts.

There are many ways to empower customer referrals by engaging individuals in group gathering or discussions, leveraging the Internet or Advertising, or by collecting a powerful collage of testimonials. The tactics for getting the most out of this goldmine pipeline are as diverse as the markets and customers in them. It all begins with recognizing the most valuable source for leads, acknowledging the value of these resources, and creating specific action items in a plan to unleash these untapped opportunities. Actively and effectively mining the most valuable source for leads will give you an advantage over 95% of your competition.

About the Author
John Mehrmann is author of The Trusted Advocate: Accelerate Success with Authenticity and Integrity. The book that is changing everything by reawakening personal values in business as a competitive edge.

Keep the Sale

Keep The Sale - Does this sound familiar?

After dozens of phones calls and emails as well as several face-to-face meetings, you finally reach an agreement with a prospect who is intent on buying your service, product or solution.

"Whew! Another sale done," you think to yourself.

But, wait. Before you start counting your commission it is critical that you keep the sale. Just because a prospect has agreed to move forward it does not mean that the sale will move forward, especially if you sell a complex system or solution. Dozens of things can happen to derail your efforts.

Your key contact may change companies or positions. The person you are dealing with gets cold feet, loses interest, or decides to change vendors. The company may be acquired or sold. A competitor may approach your prospect with a better offer. There is no such thing as a guaranteed sale even if you are holding a signed contract. That means you need to ensure that you keep the sale. Here are several strategies you can incorporate into your business that will help you achieve this.

1. First, send some form of acknowledgement or thank-you. I know this sounds like an elementary concept but most sales people think of doing this. They take the sale and move on to the next prospect. However, if you send a thank-you card immediately after you confirm the sale, you differentiate yourself you're your competition. You can also use postcards. The key is to show your new customer that you value his or her business and thanking them is just one small gesture that demonstrates this.

2. The next thing to do is regularly update your new customer. Keep them informed about things like delivery or shipment status and installation dates and schedules. If you sell a highly customized product, make sure you advise them on the progress of the development of their product. Frequency of updates will depend on a few factors.

- What does your key decision-maker expect or want? If they are detail oriented person they will require more frequent updates than someone who is less detail-oriented. The easiest way to determine this is ask this question, "How often do you want me to send you updates?" A simple question but one that will give you tremendous insight into your customer's expectations.

- Another factor is the length of time that occurs between the time of your agreement and when your services will be rendered or your product will be delivered. The more time that elapses between these two, the more important it is for you to update your customer. For example, in my particular business, it is not uncommon for a company to book me for a keynote speech or training workshop up to a year in advance. During this time, I try to send them some form of update so they know I have not forgotten about their event.

3. Send them additional information of value. This includes articles, magazine and newspaper clippings, or other information that is relevant to their business. You could send them an article that mentions a strategic move one of their competitors is about to make or an article on a topic that relates to your key contact's interests. You may come across a newspaper article about their company-clip this article and send it your client. It does not matter if they have already read the article because your gesture shows that you are paying attention to their business. And most sales people do not do this. One word of caution. Do NOT send information about your product! This is not about you! It is about giving your new customer a reason to keep the sale with you.

4. Depending on the size of the sale, you could send a book that will help them with their business. There are a multitude of books on the market today, addressing virtually every business situation. If your client enjoys reading then it makes good business sense to send them a book that will help improve their results. I have sent books to my clients that focus on communication, leadership, sales, and customer service. Attach a brief note explaining why you sent this book.

5. Lastly, reinforce their buying decision. The easiest way to do this is to send them testimonials from satisfied customers. An even more effective approach is to ask one of your existing clients to call your new customer. People want reassurances that they have made a sound buying decision so just imagine the impact if they heard a voice mail message from one of your clients stating how satisfied they were with your product, service or solution.

These may sound like simple concepts. However, I can guarantee that very few sales people actually use them. Integrating these strategies into your routine will not only help you differentiate yourself from your competition, you will increase your odds of keeping every sale you make.

About the Author
Kelley Robertson, author of The Secrets of Power Selling helps sales professionals and businesses discover new techniques to improve their sales and profits. For information on his programs contact him at 905-633-7750 or Kelley@RobertsonTrainingGroup.com.