Search engine optimization (SEO) is a constantly changing game that requires a great amount of time and effort. It also requires keeping up with Google’s algorithms, which are always in a state of flux and mostly kept secret. Sometimes all of the information floating around out there can be a bit overwhelming, especially when a lot of it consists of outdated or shady methods. Luckily, Google does occasionally speak out about what helps sites rank better in their search listings. And, just as importantly, they’ve also made it clear what won’t affect a site’s ranking – despite what years of myths may say.

Keywords meta tag
At the top of web pages, there are typically a series of tags in the head of the document that store different types of information. Back in the day, one of the primary ways to get your website listed at the top of the search results was to use the keywords meta tag to specify a group of words and phrases you wanted the site to rank for. This is no longer the case today, in terms of Google’s algorithm. Years of abuse by spammers has lessened its value, which led Matt Cutts, a Google software engineer, to go on record in 2009 to say the keywords meta tag is now completely ignored by Google.

Description meta tag
Unlike keywords, Google does still pay attention to the description meta tag. It sometimes uses the information there to display a site’s text snippet in their search results. But they have also said they don’t factor the description meta tag into their rankings. So it’s still a good idea to include a description – just don’t expect it to play a role in how high the site gets positioned in Google’s results.

Robots meta tag
The robots meta tag supports a bunch of different values that search engines take into consideration when crawling the web and indexing pages on a site. For example, you can instruct Google’s system to not index a certain page. Or you can tell it not to follow any links on the page. But the robots meta tag is only necessary when you’re explicitly telling Google NOT to do something. Proactively telling it to index or follow a page won’t have any affect on ranking because it’s already the default behavior.

Submitting a sitemap
Submitting an XML sitemap to Google is absolutely a good idea, especially if certain pages are buried deep within a site’s structure and hard to find. A sitemap also lets Google know when a page was last modified and how important each one is relative to the others. It’s important to note, however, that none of the information in a sitemap will affect the actual ranking of a site’s pages. It merely lets Google know the pages exist, which might help them get indexed. Where they are positioned in the index is another story.

Focusing only on PageRank
PageRank is a proprietary system that was a big part of Google when it first came out. Since it came in a publicly available number, it was a measurable form of success that could be tracked and charted over time. The problem with this approach is that Google doesn’t rely on PageRank nearly as much anymore, if at all, when they determine their search results. They base their listings primarily on relevance, which is not a quantifiable value. Plus, a site’s public PageRank is almost always out of date and inaccurate because Google only updates it a few times a year. It’s a much better idea to focus on offering great content to your site’s visitors rather than chasing down metrics that don’t carry much weight.

Social content sharing is all the rage nowadays and Google wants a piece of it. Similar to the Facebook “like” and Twitter “tweet” buttons that have been popping up all over the web for the past couple years, Google has entered the fray with it’s “+1″ button. It’s all in an effort to make the internet more personalized and community-based, which means the people have the power. And the great thing about Google’s solution is that it could end up driving more search traffic to your website.

What is Google +1?

To give a brief overview of what Google’s +1 is, it’s essentially a way for web surfers to publicly say “I think this is worth checking out.” If a user +1′s your site, they’re endorsing it for their friends, family, and other contacts to see. Google says it’s like giving something your virtual stamp of approval, which seems fitting.

How does +1 work?

In order to use Google +1, a user has to have a free Google profile and be logged into their account. When they search for something on Google and find content they like, they can just click the +1 button next to the search result. Now, when one of that user’s contacts searches for something similar, there will be an annotation under that site saying “John Smith +1′d this”. Naturally, seeing that a friend liked a website would make you more likely to click on it too.

How can +1 help my website?

Google has only just begun rolling out +1 to the masses, so it’s still in the growing stages. But as time goes on, there’s a great opportunity to increase the social buzz around your site. The first step is to add Google’s +1 button to every important page on your website. It should be placed in an easy-to-find location, as long as it doesn’t get in the way of the page’s actual content. This makes it easy for Google’s users to browse your site and +1 it at their convenience.

If your site has seen some +1 action and received a decent number of endorsements, Google will take notice. It tells Google your site is reputable with quality content that its users will find both relevant and useful. As a result, it will be more likely to place you higher in its search engine rankings. Higher rankings means more exposure, which brings more clicks, which brings more leads. Needless to say, there’s quite a snowball effect that can take place.

There’s much more to Google +1, but these are the basics that will help you determine how to best integrate it into your site’s online marketing strategy. Time will tell just how effective it is for users and site owners in the long run, but getting onboard early could be very beneficial in such a competitive marketplace.

Some of us use Google, while others of us just google. Either way, Google has dabbed a bit into everyone’s life, to say the least.

Don’t know what the capital of Poland is? Google it.
Don’t know how to make the yummy Brazilian dish Frango com Catupiry? Google it.
Don’t know who sings those lyrics you love? Google it.

But what do you really know about Google?  Beyond providing information on virtually anything you ask for, most know it as another option for an email address. Or that you can pay to advertise on it.  But there’s another way of looking at this all-knowing, all-powerful search engine. In just that way, one could say, it strives to be all-knowing, all-powerful — to have a hand in everything you do.

The video below will share just a piece of what else Google is about.

What do you think? We’d love to hear what you have to say regarding… well, anything! Google, Marketing, Media, whatever!

A new twitter friend of ours, @JaredOToole, has turned me onto a website, Under30CEO.com

After browsing through various articles, I found myself giggling at one of their popular articles “10 Things Gen Y Won’t Pay For.” As a pessimist, I expected a dry list of what entrepreneurs should not try to sell to this jaded generation.

I was pleasently surprised by what I found.  Here is the top ten list with my own descriptions and interpretation:

1. Checking
   Gen Y will not pay for checking. They grew up with free access because they were students and now they just expect it. And with the Battle of the Banks in today’s economy, we can google to find someone who will waive the fee.
2. Long Distance
   As long as I don’t run my cell phone 24/7 and use all my weekday minutes, I’m good. My friend in Kansas is into texting anyway, so even another bonus. What about parents, you ask? My dad reads texts. My mom, not so much, but I can use the 10 minutes I saved everywhere else to talk to her. Oh and thank you for the rollover minutes, AT&T. They definitely come in handy.
3. Mail
   I’m not sure if Gen Y would even know what the US Postal Service even was if not for getting packages shipped with the presents we bought ourselves online, birthday money from Grandma, and the occasional college material. With stamp costs on the rise (32, 42, 44?) why not just send an email? Oh wait. Because the inbox is just a chore list that needs to be checked off every day. Facebook has  become the White Pages of Gen Y. With the messages and the chats and the people searches, it has become a key tool for many 20-somethings.
   
4. Music
   When Napster was forced to charge, there was a loud sound of hearts breaking across the seven seas. However, radio stations like Pandora and Slacker Personal Radio have reopened the doors for free music entertainment. Although Pandora has set an hour limit, these sites are flooded. And now with apps for Blackberries, iPhones, Androids, and more, these internet radio stations can go anywhere. Of course, if you want unlimited skips and no ads, there is a fee. But who needs that? Support the advertising industry and get free radio!
5. Wireless
   I know what you’re going to say. Everyone has to pay for wireless. False. The first thing we do when we go anywhere with our laptop is search the network for free access to the web. Stealing? We beg to differ. Panera Bread, the library, and school campuses (for students and faculty, of course) offer wireless for free. Locations like Starbucks and Barnes and Noble are a joke, trying to charge almost $4 for internet. Even some charter buses are offering free wireless now! It’s true… I saw “Free Wireless on your trip” in big letters on the side of a charter the other day!
6. Travel Agents
   Does this even need explaining? Between Expedia, Orbitz, and Hotels.com only to name a few, who needs someone to book things for you? You search, compare, and book. Love it!
7. Books
   With all of the required reading we didn’t do in high school and all the Oprah-suggested reading we just haven’t gotten to, why should we buy books anyway? Between our computers, tv’s, and game consoles, we’re set. Don’t get me wrong. Sometimes we enjoy the literary mind stimulation, but that’s what friends and libraries are for (yes, libraries still exist).
8. Mature Content
   This one’s definitely not for everyone, but you can find just about anything on the Internet. Just clear your cookies, delete your history, and your privacy is protected. You certainly can’t do that on your cable bill.
9. News
   I found out about Michael Jackson’s death on Facebook. Text messages spread like wildfire when a major event occurs “did u hear bout da olympic speedskater?!” Other than that, just go to Yahoo, MSN, CNN, etc. and you’ll get what you need online.
10. Directory Assistance
    We laugh in the face of 411. Between Google, the majillion iPhone/Blackberry apps, and 1800-FREE411, the only thing we’re using the phone book for is to show off our superhuman strength.

Now that you know what not to try to get into when starting your own business, the next thing you need to do after you develop your product is to have a strong online presence. Between various forms of social media, making a website, designing logos, creating a brand identity, and developing a marketing plan, you may have your hands full. Let us help.

It’s not the tool but how you use it.

You can have a group on Facebook, an account on Twitter, a photo collection on Flickr, and a channel on YouTube, but what does that mean to your brand?

Online marketing is more than just creating accounts online and hoping the search engines lead potential customers to them. You have to be active with your fans, followers, and subscribers. Social media is an important part of Internet marketing that allows you to build a more solid brand by having a human connection. Current customers are more likely to suggest your product to friends if they have a good experience.

However, if you leave your accounts idle, you are missing out on communication opportunities. Even if your potential customers don’t need your product or service right now, keeping them posted with fun facts, transfixing trivia, and pensive pictures will keep you at the forefront of their mind when your product/service becomes a need.

Not only that, but the more relevant information you post, the more searchable your brand becomes to potential customers. And with Google as today’s #1 search source, pleasing the Google Search Engine Gods could lead you down a path of Internet sainthood.

Ready? Set? Rock!

Designer/illustrator Patrick Moberg came up with The New (Media) Workout Plan.

Finally! I can feel better about myself for sitting in front of a computer all day.  I’d like to see a before/after picture from those of you who start the New Media Workout Plan.

Album’s blog has mentioned a few times “keyword-rich” content.  Hopefully these Questions & Answers will help clarify how you can achieve this!

What does it mean to have “keyword-rich” content? Search engines like Google and Yahoo have “crawlers” that search websites looking for the ones that have relevant content.  Relevance is measured by the number of keywords.  The more relevant content you have, the higher your website is ranked.

How do you formulate copy using keywords? Start out with a list of 15-20 keywords to use in the text.  Try to incorporate each of these keywords at least once in your text.  Use different versions of keywords in your text, for example: race cars, racing cars, race car gear, how to race a car, etc.

Can’t I just fill the page with keywords? No!  Don’t be spammy.  Use a variety of keywords, not overly repeating a keyword.  Make sure your copy makes sense.  They say your keywords should be about 3- 5% of your text.

How else can this help my ranking? Another important aspect is to use these keywords as inbound links.  Create hyperlinks within your text using your keywords that link to relevant information within your website.

How often do I need to update my content? Search engines also look for websites that are regularly updated.  Keep the copy on your website fresh.  Periodically update your keyword list.  Every few months, research your keywords again to be sure that they are still current and appropriate.

You could consider this question like the chicken & the egg controversy… and you’ll get a different answer from different internet experts. 

I am often amazed at some of the websites that Google ranks #1. The design is elementary and the content is irrelevant or somewhat spammy.  These websites all have a very high bounce rate.  Why? …because their website looks terrible.  Nobody will take a tacky, unprofessional site seriously – even if it is ranked #1 in Google.

Obviously, a website is nothing unless it is aesthetically pleasing.    BUT you can’t get too carried away with the appearance. 

A few years ago, people got carried away with the design aspect and created entire websites in flash.  Search engines don’t read flash.  So any content that was on a flash site was irrelevant.  The people who paid for an outrageously expensive, beautiful site were scratching their heads wondering why there was no traffic. This pretty website is nothing but a façade and the company will end up paying a fortune in Pay-Per-Click because their website is no where to be seen in the organic search.

So what is the answer? What comes first?  The truth is, they go hand in hand.  A website needs to be constructed with SEO tactics in mind.  The extra time and money spent to do initial SEO set-up (keyword research, META tag writing and keyword-rich content) will go a long way.

This is why I believe so strongly in working with companies that cover the whole online spectrum – from branding to web design to SEO to social media.  I don’t want to work for companies that only do SEO or that only do web design.  Both need to be mended together from the beginning, otherwise the website will only be partially successful.  COMPLETE online marketing campaigns, will make the most successful websites on the internet.

Yahoo is planning on making Microsoft’s Bing its new search provider. The effects of this transition are many. But how could it directly affect online marketing?

First of all, there will be a change in traffic from the various search engines. Although many people have switched to Bing, it has not created a threat for Google. However, if Yahoo and Bing combine forces, then Google will have some much greater competition. This will mean that online marketers will need expanding their attention to the other networks if they are already not. Or if they are, it means that they will need to spend more time focusing on Yahoo/Bing.

As rankings vary on each search engine, your rankings may change. If you had good position in Yahoo and poor ranking in Bing, your position will drop and vice versa. Pay-per-click campaigns often reflect your organic rankings when you pay for ads on keywords that your organic rank is not high. So, the changing in rankings in both Yahoo and Bing may cause you to do some revisions in your paid search programs.

In order to stay on top of things, online marketers will need to be revising their client’s current metrics and strategies to see where change would take place.

For more information on the Yahoo/Bing transition, click here.

At the beginning of this month Microsoft introduced their new search engine – Bing. Microsoft is not using Bing as an attempt to dethrone Google but to offer a more competitive product than Live Search as well as offer a search engine that may give more informative results.

Microsoft says that the search engine is designed to help users “make better decisions.”
The new search engine differs from others because it “delivers answers, not web pages.”  It is designed to help people make purchasing decisions, make travel plans, research health conditions, or find businesses online.  It helps searchers find what Bing believes to be relevant information to their searches.

But what does this mean for online marketing?

As far as SEO is concerned, Bing will present sites that offer quality information, not just sites that have a specific keyword.  “For example, a search for “Britney Spears” may organize by the subcategories “biography,” “videos,” “music” and “concert information.”  This means SEO strategies will adjust in order to optimize Web content for select sub categories, rather than select keywords only.”

Bing takes a valid position to Internet marketing.  As many of us have now noticed, the Internet is now flooded with web pages.  It may be good to have a less diluted search engine available.

Try out Bing for yourself and let us know your opinion.