

source: dream car
In the most recent 12 months, Google has taken steps to reward websites that are brands, or at least give signals that they algorithmically look like brands. If you’re not national, regional, or local brand, here are some steps you can do to look more brand-like.
… if you’re going to put your eggs in one basket, it better be one you’re holding–not Facebook…I’ve written about Google giving a bonus to websites that had a matching real world address on their website and Whois information. While the example mentioned in that article doesn’t rank as well as it did, it does still rank in the top 50 without any geotargeted inbound anchor text. IMHO having and using a real world address is still an important signal. A post office box isn’t going to cut it: you’ll need a real world street address. If you work out of your home, I understand not wanting to publish that. In that case, investigate using a UPS Store, Regus Business Center, or other local mailbox rental service. I’ve seen them charge as low as $50 a year in some places and as high as $1,000 in others, so shop around. Make sure there is some way for the mail to reach you if anything important gets delivered. Most places will “process” the mail for you for an additional fee. For bonus points, get a local phone number.Does your website have pages for about us, contact us, privacy, terms of service, disclaimer and other boiler plate pages? People look to see that that they are there and may glance at them to see if you are legit. They don’t want to see the page say “paste your privacy policy here“. If you’ve got a budget, having those pages custom written is never going to hurt you. If you are bootstrapping, use one of the online privacy policy or terms of service generators. Uniquify them by adding your company name, website name, and physical address in them. Personally I keep those pages out of the index with robots “follow,noindex” and the noindex protocol in my robots page, but that’s ’cause I’m anal and OCD about indexing, not because I’m trying to control the flow of pagerank or do any link sculpting.
Hopefully your website is doing press worthy things on a regular basis. Hopefully you’re issuing press releases about those activities as well. Don’t worry about which press release services pass the most link juice, just be concerned about the citation and the secondary links that come from you actually doing something link worthy. Make sure you include that real world address and phone number too.
Do you have a press page and media kit? Wendy Piersall, aka eMom, recently tweeted about a really good press kit she came across. I agree that was a nice press kit. But, while it’s not something you need to launch a website, you should have one soon after launch. Chances are good that it will be a PDF, so make sure it has active links and that real world address and phone number matches your information.
Having a professional logo and design go a long way toward instilling trust in your website visitors. I’m a big fan of thesis (see thesis theme review) and there are lots of thesis designers who can take an out of the box thesis framework and give it a unique, non-thesis look. Again these may not be day 1 expenses, but they are 6-12 month must haves.
Getting a professionally designed logo can run several hundred to thousands of dollars. If it’s in the budget, you might consider it. If your budget is a bit tighter, try a service like 99designs. You can run contests or choose from a wide variety of readily available logos that can be customized for a nominal fee. If you really love the design, you can pay more to get exclusive use of the logo. That’s your call. Personally I choose a design that has a square element that can be easily converted into a favicon. Make sure you make a transparent version of your logo available for people who want to use when they write about you. I’d also have a series of images optimized for your product, images, or location (see building links with creative commons images).
If you still think social media is only a fad, you need to get your head out of the sand and step into reality. At the bare minimum, you should have an active presence on Twitter and Facebook and update them regularly. I’m not saying that you should let Facebook replace your company’s official website. If you’re going to put your eggs in one basket, it better be one you’re holding–not Facebook. Use them as satellite programs as part of your outbound marketing campaign. If you have the resources, and it’s a good match, use LinkedIn and YouTube as well. I also suggest using a service like KnowEm to protect your intellectual properties and trademarks across hundreds of platforms.
Hopefully you had your own Sister Miriam in your life who challenged you to be the best you that you could be…I went to Catholic School. I know–that explains a lot. My math teacher had been around as teacher for a while. In fact, she was actually one of my friend’s mom’s teachers when she was in school. Sister Miriam was a tough cookie to please. If you were REALLY trying, she would cut you some slack. However, if you were a slacker trying to pull one over on her and trying to take advantage of her kindness, she was merciless. She had been around a while, and she had seen every scam that students ever tried to pull to get out of doing work and not live up to their potential. Let’s just say I spent a lot of time in “detention,” and Sister Miriam took an interest in me. She had figured out quite correctly that I was a smart kid who was able to get by without really trying, and that just didn’t sit well with her. Her message didn’t get through then, but I do admire her for trying to get me to actually give a damn about making something out of myself. It may have taken a few years but I learned the lesson and appreciate the effort she took trying to straighten out an angry, mixed up, know it all punk kid. Hopefully you had your own Sister Miriam in your life who challenged you to be the best you that you could be. If Sister Miriam saw your website, would she believe you were legit? Or would she look down at you over a wrinkled nose and bifocals, knowing you took short cuts and tried to pull a fast one over on her? Does your website pass the sniff test? Would you give your credit card number to the site and be reasonably confident it wouldn’t come back to bite you in the butt? If your child was sick, would you trust the information on this website enough to use it?So what are the takeaways from this post:
Get yourself a real world address and phone number, then use it everywhere.Get yourself the boiler plate privacy, about us, and other associated pages.Make sure you are doing press worthy activities and issuing regular press releases.Get a media kit, make it look really professional and embed links to web content.Get a professional looking logo, then use it consistently in your favicon and social media profiles.Secure your social media profiles and support as many as you can. Do one thing well instead of four things half-heartedly.Make it easy for others to use and share your logo.Make sure your website passes the sniff test and instills a sense of confidence and trust, not just an I-showed-up-but-I’m-napping-in-the-back-of-class feeling.See my disclaimer about advertising and affiliate links
The following post is part of a series on image optimization. In this post we’re going to look at optimization techniques for creative commons images.
Creative Commons (or CC) images that have been labeled ok for commercial reuse can be an exceptionally powerful tool in the hands of every website publisher. I’m surprised more people aren’t using them. A brief recap: creative commons images labeled for commercial reuse are images that the copyright owner allows to be reused for commercial purposes as long as the image is credited back to the source. If you are going to use these images, do the right thing and credit the creator by showing some link love.
The number one mistake I see people making when reusing CC images is they hotlink (ie use the file from the source like Wikipedia or Flickr). IMHO this a huge mistake. What you should do is download the image and host it yourself on your own website. After all, a lot of images get taken offline, which could leave you with a broken image and a page that just looks stupid. I’ve lost access to hundreds of images before I wised up and started downloading and hosting the images myself.
Once you start thinking about hosting the images yourself, hopefully you anticipated the next step and realize you have to revert back to image optimization techniques. If you aren’t familiar with what I’m talking about, check out How to Optimize Your Images For Search Engine Traffic. So here’s what happens. When people come back home from vacation or just taking pictures, chances are good that they will bulk upload all the pictures and won’t take the time to name, title, and tag each individual picture–because, really, who has the time for that? Now if you cherry pick the best creative commons picture of something and do some basic image optimization techniques, chances are very good that you will outrank the source picture. I’ve been using this technique for years and I have websites that get thousands of user views, ad impressions, and revenue from creative commons images that other people took.
So right now I’m sure my photography-minded friends and readers are hating on me pretty hard, cause I’m just taking…but give me a chance. If you do use these tactics, I strongly recommend that you give back and try to find some karmic balance with the world and what you are doing. You should strive to contribute your own photos back into creative commons with creative licensing. Let others do to you and your pictures exactly what you are doing to theirs. I can tell you that I have contributed over 5,000 pictures from Disney parks across the country, and these are not just pictures of my kids with Mickey Mouse. These are pictures people would want to reuse.
So what are the takeaways from this post:
Look for good unique creative commons pictures with commercial licensing to use on your website.Download the files directly to your website–don’t hotlink.Employ best practices for image optimization.Don’t be a taker. Contribute your own photos back into creative commons commercial pool.See my disclaimer about advertising and affiliate links
I recently came across an article that was bemoaning the fact that the travel blogging space has become overrun with low level search intended writing, and the actual feet on the ground, first hand, personal travel experiences are disappearing from the web. IMHO this author has confused love and money, a common complaint in the web publishing world.
The question you need to ask yourself is whether you are in the game for love or money … cause you can’t have both …To be honest, most of us will agree that the first hand, personal experience type of writing that someone does because they truly enjoy the subject is of a better quality and is what we really want to read and learn from. But it’s also more likely to be long winded, harder to digest, filled with flowery, non-keyword-focused adjectives and stuck on a site with a completely un-navigable site architecture. Search engine optimizers know how to organize and put content into the “language” a search engine can understand. Most travel writers, unless they have played with SEO, throw their hands in the air in frustration and wonder why Google can’t just figure it out.Let’s take a look at another issue. Recently the Food 52 had an article about how Google’s new recipe algorithm was biased towards large sites that had IT staff who could republish their entire site with recipe meta data so Google could understand it. The writer also made the argument that larger sites with the budgets to do calorie computations would receive an unfair advantage.
…I do know the economics of advertising and production will choose the winner …If you read further into the article, you’ll notice what’s really lurking under the surface is the author’s personal bias against fast and easy low calories recipes. In the article, she uses an example, an extremely complicated French recipe called a “cassoulet”. Now we’re confusing someone’s love of haute cuisine with the reality that most people simply don’t want to cook on a daily basis. There’s a reason Rachel Ray will sell more 30 minute meal cook books than David Chang’s Momofuku. It’s not that her food tastes better; it’s that her recipes and cooking style are much more accessible to most people than David Chang’s. Some of his recipes take days to prepare–trust me, I’ve tried.But back to the recipe argument. Iis there some truth to her assertion? Yes. For example, Aaron Chronister, creator of the Bacon Explosion, showed me how he doesn’t rank for a recipe he created.
In this case Google got it wrong, and they are partially to blame because they changed the rules in the middle of the game without realizing that not everyone will be able to update to the new format so quickly. Some people are in the game because they love to cook and, for them, it’s not about the money.
We are at a disruptive time in the publishing world. The barriers to publish are so low they are non existent (see Cognitive Surplus Review by Clay Shirky). Google’s adsense allows anyone to monetize a website via adsense without needing a sales or accounting team. Large publishers have scaled creation costs so low that content is a commodity just to wrap advertising around . The New York Times is trying to find a balance between setting information free and charging for access and failing miserably at it. I can’t tell you where we are going to end up, but I do know the economics of advertising and production will choose the winner. The question you need to ask yourself is whether you are in the game for love or money … cause you can’t have both.
See my disclaimer about advertising and affiliate links
The following post is part of a series on Raven SEO tools. In this post, we’re going to look at the event manager.
The event manager is quite simply a way to “mark” a day or series of days for a single website you are tracking or across an entire profile of multiple websites. Under the dashboard tab is a sub-tab labeled “event manager.” If you click “add a new event,” you will see a screen similar to the one one below.
You can name/title your event anything you want, but I suggest something short and understandable, like “Facebook follower yellow ad” or “Bat mobile infographic.” You have a longer field notes section where you can put a lot more information. Then you choose a start and end date for the event (the event can be one day or multiple days). You then select single website or profile (profile makes the event attached to every website in the profile). Once you have entered the event, you will see it listed on the dashboard similar to the screenshot below
One of the other nice features is the ability to tag events. Let’s say you are trying to figure out which type of engagement brings more customers to your website. You can tag events with tags like Facebook, Twitter, blog post, or Stumblupon campaign and get a better understanding of what’s going on and why. Once the event has passed, a colored bar will appear on all the graphs in your account. The colored bar appears on all the graphs such as analytics, Twitter, and Facebook.
If you hold your mouse over the colored bar, the name will pop up. If you named your events properly, this can help you know what happened and why at a glance.
You can use the event manager to track all sorts of things like adwords campaigns, Facebook campaigns, Twitter fights, subscription drives, Twitter follower “raids,” and so on. Iit’s up to you to decide how granular you want to get with your measurements.
If you sign up for Raven Tools through my website and become a paid subscriber, I do earn a commission. However, to be honest, I am a paying customer and use Raven Tools on a daily basis. It’s one of the first things I check every morning, so I’m comfortable recommending the product. I hope that, through these tutorials, you get more value out using these tools yourself. If you would like to give Raven Tools a try, it’s free for the first 30 days. You don’t even need a credit card to sign up.
See my disclaimer about advertising and affiliate links