Search Engine Marketing Info and Strategies

Accelerate!: Move Your Business Forward Through the Convergence of Search, Social & Content Marketing
Author: Arnie Kuenn
Paperback: 266 pages
Cost: $17.95
Published: July, 2011

My company uses the tag line “Velocitize Your Web Marketing”. So you know that when I saw the title of Arnie Kuenn’s book, Accelerate!, I had to read it. Well, that and (full disclosure) he asked me to write a chapter introduction. (He also mentions me on page 147, but that’s neither here nor there.)

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Business

• Winning, Jack Welch
• Hard Goals: The Secret to Getting from Where You Are to Where You Want to Be, Mark Murphy
• Anointed for Business: How to Use Your Influence in the Marketplace to Change the World, Ed Silvoso
• The Truth about Leadership: The No-fads, Heart-of-the-Matter Facts You Need to Know, James Kouzes & Barry Posner
• Accelerate!: Move Your Business Forward Through the Convergence of Search, Social & Content Marketing, Arnie Kuenn

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…life is about taking action, and if your work is not driving action, you need to stop and reboot…hits and pageviews don’t mean anything except that someone came to your site and consumed some content…metrics are a dime a dozen, so how do you know which ones to use?  They should have the following four attributes…

• Uncomplex – If you want action, everyone involved in the decision-making must easily comprehend performance.
• Relevant – they must be measuring the success objectives that are unique to you and your website.
• Timely – Even the greatest metric in the world is useless if it takes nine days while your world changes every three days.
• Instantly Useful – you need to be able to find insights as soon as you look at it.

-Avinash Kaushik (@avinash), Web Analytics 2.0 Click here to keep learning

Google
Nov 2011: 65.7%
Oct 2011: 66.2%
Change: -0.5

January 2011: 64.6%
Change: +1.1

Yahoo
Nov 2011: 16.3%
Oct 2011: 16.3%
Change: 0.00

January 2011: 17.9%
Change: -1.6

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Clients want results, and who can blame them? However, the results they want should be guided by the goals we set with them from the beginning of a campaign. From my experience with clients, their biggest concern is ranking higher in the search engines for their targeted keywords. Aside from that, they aren’t concerned with how they get there.

As link builders, we have to help them have a broader perspective. It’s about building their online presence within their industry and in doing so, the quality links will follow. Unfortunately, it doesn’t boil down to a numbers game. It just isn’t that simple. If it were, everyone would be a link builder. What does it take for our clients to be successful?

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If you’ve been to any kind of social media seminar lately, you may have heard that making videos is the next Big Thing in online marketing. Depending on your industry and your business goals, that may or may not be true for you. Of course, if you’re even the tiniest bit familiar with online marketing, you know that making videos does not guarantee that anyone will watch or share them. The competition is brutal. On YouTube alone, people upload more than 48 hours of video every minute and watch over three billion videos every day.

So, without a plan for how to create and optimize your video content, you may end up a Sisyphus. (Just saying that word makes me giggle like a junior high girl.) In Greek mythology, Sisyphus pushes a gigantic boulder up a hill every day only to watch it roll back down again. Every day. For eternity. That’s a rough gig.

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SEOs don’t build websites; they build web presence.

SEOs don’t design websites; they make your website more usable.

SEOs don’t build links; they build relationships.

SEOs don’t socialize your content; they communicate your value.

SEOs don’t spam keywords in content to rank; they integrate key words into content to sell.

SEOs don’t sell your products/services; they help you attract buyers for you to sell to.

SEOs don’t drive traffic; they drive customers.

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…the bottom line for magnificent success is the people…invest multiple times more in her or him, or more of them, if you truly want to take action on your data. Otherwise, you are simply data rich and information poor…a great tool in the hands of your reporting squirrel is useless.  A free/inexpensive/underpowered tool in the hands of your analysis ninja will yield massive results that impact your bottom line…

-Avinash Kaushik (@avinash), Web Analytics 2.0 Click here to keep learning

I often find myself wishing I had the same conveniences in real life like I do on the Web. While a lot of the “offline” world has been made possible (and easier) online–such as using social media to stay connected with friends and family–we haven’t really been able to transfer the magic of offline into the real world.

I often wonder what it would be like if the power of the Internet was made available in regular, everyday life…

High Speed: Imagine having high-speed life capabilities! I could read an entire library or watch all the DVDs in my collection in a few hours. Long waits at the grocery store, DMV and drive-thru are no more! (Yes, I know the drive-thru is supposed to be fast, but is it fast enough? I think not!) Boring meetings are over in a jiffy, and long drives are handled in a few seconds. High-speed life lets you blast right through all the annoying things and spend time on the things you enjoy. Productivity and leisure would skyrocket at the same time!

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Google
Oct: 65.38%
Sept: 66.12%
Change: -0.74

January 2011: 67.95%
Change: -2.57

Yahoo
Oct: 15.39%
Sept: 15.27%
Change: +0.12

January 2011: 14.62%
Change: +0.77

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