I had the great pleasure of attending the Indianapolis American Marketing Association (AMA) October luncheon.  Jeb Banner, CEO of Indianapolis-based Smallbox, shared his insight on where SEO is going in a presentation titled, The Future of Search Engine Optimization is the Digital Brand Ecosystem.

According to Jeb, we are in the middle of a big shift where we are no longer in control of our brand. Our brand lives in a digital world where it is measured and weighted by Google and Bing. He explains that a digital ecosystem, like any ecosystem, sustains life by continuously replenishing the resources that make it successful. For a brand to sustain life in this world, it must do the following:

• Define its goals
• Refine its strategy
• Create valuable content
• Measure results

Here are some of the major takeaways from Jeb’s presentation, and how you can use them to build your own brand ecosystem:

• Tell Stories About Your Brand:  Content is what fuels a digital ecosystem, and search engines will reward you for social sharing of content. Use stories and examples to convey your messages and engage the reader.
• Give up the keys to your social media accounts: Search engines, hungry for a fresh source of content, are forcing companies to give up control of their brand to customers and employees
• Brands are created out of culture: Marketing is no longer about what’s your message, it’s about what’s your culture. . Jeb quotes Tony Hsieh, CEO of Zappos, in saying “Your brand is a lagging indicator or your culture”. Marketing your brand is no longer about what your message is, its about what’s your culture. Have a systematic strategy for how your culture will define your brand’s digital ecosystem. Successful brands will let their personality come through. 
• Social media goes fast, what you say might not always stick, but the relationships will: Companies should publish and promote their brands message while interacting with the audience receiving it.

As small business owners look to improve their SEO, an emphasis on social media can help. Increase your search engine traffic by building your brand’s digital ecosystem online.

No one designs a website to deliberately turn off clients, prospects, and search engines, but all too often that is the end result.  In this intimate workshop, we will review the most common mistakes web designers and small business owners make.  The working session will include general tactics and a review of your website.  We will evaluate: navigation, copy, animation, pictures, page titles, keywords, and much more.

Want to learn more? Join us for the next session of :  Why Prospects Hate Your Website. 

Wednesday, Aug. 3rd from 8:00 – 9 AM
Offices of  Trustpointe, 6666 E. 75th Street, North Indianapolis, IN

The session is limited to 8 people.

Reserve your place today!

Every once in a while, we get a client who doesn’t just talk about wanting the best ranked website in their field, they are committed to going the extra mile to stand head and shoulders above their competitors. Dr. Jeff Yoder of Meridian Chiropractic is one of those clients. Dr. Yoder understands the importance of measuring each and every marketing effort he puts forth when trying to reach clients.

When we build sites in WordPress, we do several things to improve the overall search rankings of a site. We use All-In-One SEO to title pages. We work with the clients to develop a list of key words to be used in their posts.  And then, after we build the site we train our clients how to manage their sites. Once complete, the responsibility is theirs to continue creating fresh, relevant content to maximize their SEO efforts. It’s important that clients create new blog posts and use the tools we give them to put their websites in the best position to be successful.

Often, our clients adopt a set it and forget it attitude.  However, Dr. Yoder has continued to challenge us to find additional ways to help increase his visibility on the keywords  he wants to build his SEO strategy around.

He caters to busy professionals who need a chiropractor located in downtown Indianapolis. For him, the words “Indianapolis chiropractor“, “downtown chiropractor“, and “Meridian Chiropractic” are keywords Dr. Yoder wants his site strongly associated with.

Dr. Yoder has  been tracking his progress from obscurity to visibility on search engines.  He has seen progress and we now as he continues to ad fresh content and optimize each new post for search engines, his rankings will continue to improve.

We always love when clients take an active role in their marketing success. It’s that drive that separates most successful business owners from the pack.

I guess I have finally become a “legitimate blog” in the eyes of the tech community.  Why do I say that?  I am now getting press releases about new software and tools.

Check out this release from WordStream. They are launching a new  SEO Toolset with Advanced Keyword Research and Content Optimization Features

While not for the average small business owner, this new search engine optimization software provides marketers, bloggers and website owners with host of keyword discovery and content authoring tools.  If you are investing in PPC this tool may give you valuable input as you select individual and groups of key words.

BOSTON – April 20, 2010 – WordStream, Inc., a provider of keyword tools for pay-per-click (PPC) and search engine optimization (SEO) efforts, announced today that it has released a suite of custom keyword research, keyword analytics and content optimization tools called “WordStream for SEO.”

WordStream for SEO is an advanced keyword research toolset that many are calling “keyword research on steroids.” The new software suite provides the same keyword analysis and keyword suggestion capabilities that SEO tools like Wordtracker and Keyword Discovery provide, but it moves light years ahead by layering in high-level keyword analytics, keyword grouping and organization features as well as integrated content authoring tools, all for the same price as other traditional keyword research tools (starting at $99/month).

“For the same money I was paying for Wordtracker’s keyword search tool, I get all the same functionality I had with Wordtracker, with a deeper keyword database, keyword analytics, and really powerful keyword organization tools layered on top,” says WordStream customer Kwessi Annor. “So making the switch from Wordtracker to WordStream was a no-brainer.”

Rather than presenting a static list of keyword suggestions along with a handful of related keywords, WordStream for SEO provides users with:

• Traditional Keyword Research: WordStream for SEO generates keyword suggestions that are pulled from a deep database of search engine queries
• Personalized Keyword Suggestions: WordStream for SEO goes further than traditional keyword generator tools by mining site data to discover relevant keyword opportunities that people are already using to find the site
• Keyword Analytics: Instead of vague estimates based on popularity, WordStream provides accurate visit and goal data for keywords from the site on a continuous basis
• Keyword Organization: WordStream for SEO has sophisticated grouping and organization capabilities, which let users segment keyword lists and uncover content opportunities, analyze data in strategic clusters and create a SEO-friendly information architecture
• Content Authoring: The Blog SEO Tool within WordStream for SEO connects keyword research with content creation efforts to help generate better, more focused, search engine ready blog posts, product pages and sales copy

Part of the WordStream for SEO toolset, Blog SEO, is a Firefox plugin that works alongside content management platforms, such as WordPress, Blogger and Drupal. Blog SEO allows users to discover more specific keyword and copy ideas around general or more granular topics as they are writing. The Blog SEO plugin also keeps a running count of each keyword phrase as it is used, working to keep writers “on message” after the initial research stage.

“The Blog SEO plugin is the next step in the evolution of smarter SEO tools, and is a must for anyone who creates Web copy on a regular basis, be it a marketer, blogger, PR professional or social media marketer,” says Larry Kim, Founder and Vice President of Product Development at WordStream. “By integrating keyword research with content authoring, this tool helps make your copy more powerful, compelling and SEO-friendly, so it gets found by search engines and persuades more people to take action.”

To explore WordStream for SEO and experience the full keyword research and content authoring toolset, you can sign up for a FREE trial by going to:http://www.wordstream.com/seo-free-trial

About WordStream

WordStream is a provider of SEO and PPC solutions for continuously optimizing and expanding search marketing efforts, involving large numbers ofsearch engine keywords. WordStream provides a scalable, private, online keyword workbench—which includes a free keyword tool and an AdWords tool—for conducting keyword discovery, keyword research, keyword grouping, search marketing workflow and for turning research into action.

WordStream believes that an organization’s keywords are a valuable, proprietary asset, and that organizing, prioritizing, coordinating and executing of PPC and SEO efforts around a comprehensive, researched and up-to-date keyword taxonomy is the key to search marketing success. Keyword management improves search marketing productivity and enables greater relevance, which enhances the value of search marketing efforts.

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WordStream Press Contact:
Ken Lyons, Marketing Manager
617-963-0563, klyons@wordstream.com

I have finally arrived as a blogger! I am now receiving press releases to share on my site.

I received this one from Wordstream.  After I got over the initial shock and residual feeling of being flattered, I actually read the release.  I decided to share it with my readers because I think the tools will be valuable to small business owners trying to manage their SEO and PPC campaigns.

WordStream Launches Two Free Niche Marketing Tools for SEO and PPC

WordStream adds to their suite of free search marketing tools, introducing two new products to help search marketers better identify profitable keyword opportunities

BOSTON, MA – December 16, 2009 – WordStream, Inc., a provider of keyword tools for pay-per-click (PPC) and search engine optimization (SEO) efforts involving large numbers of keywords, today launched a pair of tools designed to help businesses identify and optimize highly profitable keyword niches.

WordStream’s new tools, The Keyword Niche Finder and The Free Keyword Grouper, are designed to help businesses and marketers solve specific problems:

• The Keyword Niche Finder – Instantly identify and target the most profitable keyword niches
• The Keyword Grouper- Group and organize vast lists of keywords into actionable keyword groups to turn into ad groups or website content

Strong keyword organization is the foundation of successful search marketing, and WordStream’s Free Keyword Grouper lets marketers take massive lists of targetkeywords and instantly group these keywords into tightly-knit, relevant groups. This advanced level of keyword organization is critical for creating effective ad groups for PPC campaign advertising and for informing content creation and site navigation for SEO.

Beta user and independent search marketing consultant Ian Hughes said of the tools: “The great thing is that the two tools really complement each other: The Keyword Niche Finder lets me quickly identify not only single keyword ideas, but the most popular clusters of keywords, and The Keyword Grouper is great for making sense of a lot of data or a long list of keywords you’ve already created.”

With The Keyword Niche Finder, marketers can type in terms related to their business and receive a list of the most popular and relevant keywords for their websites, along with the most interesting keyword niches or clusters. Marketers and website owners can leverage the results from The Keyword Niche Finder to build and structure intelligent website information architectures or create new subsections of their existing sites to drive traffic and collect new business opportunities.

“One of the biggest challenges for business owners is determining where to begin their keyword research and how to continually expand and refine their campaigns to get maximum returns,” says WordStream Founder and Vice President of Product Development Larry Kim. “With our two new free tools, we’ve armed marketers and business owners with the power to instantly receive well-organized, prioritized lists of the most profitable keyword opportunities in their niche.”

WordStream’s subscription-based service also announced a major upgrade recently, including integration with Google Analytics and sophisticated multi-source keyword analytics. It provides users with a tool-set to take those insights to the next level by continually monitoring the performance of their keywords and offering actionable keyword suggestions that helps them grow their campaigns and revenues, all for a very affordable monthly fee.

About WordStream

WordStream is a provider of SEO and PPC solutions for continuously optimizing and expanding search marketing efforts, involving large numbers of search engine keywords. WordStream provides a scalable, private, online keyword workbench—which includes a free keyword tool and an AdWords tool—for conducting keyword discovery, keyword research, keyword grouping, search marketing workflow and for turning research into action.

WordStream believes that an organization’s keywords are a valuable, proprietary asset, and that organizing, prioritizing, coordinating and executing of PPC and SEO efforts around a comprehensive, researched and up-to-date keyword taxonomy is the key to search marketing success. Keyword management improves search marketing productivity and enables greater relevance, which enhances the value of search marketing efforts.

WordStream Press Contact:
Ken Lyons, Marketing Manager
617-963-0563, klyons@wordstream.com

Today’s post is by our intern Neil:

Have you ever tried running in shoes without shoelaces?   It is difficult, and risky as you can easily trip and fall on your face.

Running your business website without taking advantage of  SEO tools creates a similar scenario.  While you are unlikely to be in danger of  physical injury, the risk to your business is real.  Without a solid focus on SEO, you will find yourself tripping and falling as you attempt to drive traffic and connect with potential prospects and clients.

SEO (Search Engine Optimization) according to Wikipedia

is the process of improving the volume or quality of traffic to a web site from search engines via “natural” or un-paid (“organic” or “algorithmic”) search results as opposed to search engine marketing (SEM) which deals with paid inclusion

There are many tools you can use to improve your position with  search engines such as Google, Yahoo and BIN.  Moving to the top of the search list means potential customers find you faster and easier compared to your competitors.  This in turn will improve the quantity and quality of  traffic to your website.

I have been researching SEO tools for the past few weeks and here are two of my favorites.

• Google Analytics which analyzes your web site’s performance by helping you understand what terms drive traffic, what information visitors search for when they arrive, and how long they stay. By looking at the data  you can make adjustments in your site to improve your performance.
• Linkscape from SMOZ.org In the internet world you are judged by the company you keep.  These relationships are measured in links.  Using this tool you can discover who links to you and more interesting, who links to your competitors.

At  Roundpeg we rely on these tools to help our clients rank higher on Search Engines and drive more traffic to their sites.  Do you have a favorite SEO tool?

Any questions? Call us at Roundpeg, an Indianapolis web design company.

Neil out!

This is a shout out to the students of Vincent High School of Milwaukee, Wisconsin! You may be wondering why I am doing a shout out to a group of students at a high school I never attended.  The answer is simple: WEB STATS!

Last night, as  I took a quick look at my web site statistics I was pleasantly surprised by the spike in traffic I experienced on Monday.  At first I thought it was because of the guest post by Robby Slaughter (which by the way was really good),  but it wasn’t.  Instead, more than 50 people (which for my web site is quite a large number) viewed a post from my How to Write a Business Plan series – (Lesson One) which was written on September 4.

Who were these people?  And where did they come from?  A quick look at the referring information indicated they were coming from a website sponsored by Vincent High School of Milwaukee, Wisconsin. The site itself is password protected (as school sites should be) so I am not sure exactly what the site said. My best guess, however is one of the teachers in the business department found my content and recommended it to his/her students.

The point of all of this is that you should be looking at your web stats to figure out what is driving traffic to your site.  In this instance, I am flattered that a teacher in Milwaukee likes my content, but since she/he and the students aren’t my core audience, I probably won’t write more just for them.  However, if this was a group of small business owners, I would be paying more attention to what they were reading, and trying to find ways to serve up more of the same.

What do your web stats tell you about your readers?  With a simple plugs-in like WordPress.com Stats or the more comprehensive Google Analytics, there is much you can learn about your website.  It is up to you what you do with the information.

And if you are a student from Vincent High, thanks for stopping by, feel free to post a comment, and then go  do your homework!

As always, if you have any questions at all please do not hesitate to contact us at Roundpeg, an Indianapolis web design firm.

Building a great website is only the beginning. Once built, you need to drive traffic and measure performance.  Fortunately there are a number of web tools which can help.  Here are just a few tools which you can use to put more power in your eMarketing strategy.  Best of all, these tools are FREE

Google Webmaster Tools: Webmaster resources help answer crawling and indexing questions. Using these tools improves traffic, enhances the site’s functionality and helps grow your internet business.

Google Analytics: This tool helps you write better ads, strengthen your marketing initiatives, and improve conversion. The statistics show where  visitors come from and how they interact with your site.

Google Alerts: Receive email updates or notes to your Google Reader on the latest relevant Google results (web, news, etc.) based on your choice of query or topic. For example: select your company name, the name of your competitor or other hot industry topic and when Google indexes a page related to the topic you have selected you will be notified.

Yahoo Site Explorer: Explore all the web pages indexed by Yahoo! Search. View the most popular pages from any site, dive into a comprehensive site map, and find pages that link to that site or any page.  Be sure to submit your site to be crawled as well!

SEOBook.com Keyword Research: A fast, easy, reliable and FREE way to perform keyword research. This tool shows you how many people search for keyword phrases in Google, Yahoo and MSN.   This tool can help you write more effective copy to help you improve your position in organic searches.

For a more complete list of great tools check out this post from WebBizIdeas.com

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PROMOTION:   Curious about how well your website stacks up? Discover how visible your site is to search engines and how attractive it is to people.

Request a Free Website Evaluation

Don’t hesitate to contact Roundpeg, an Indianapolis web design company, with any questions.

When I worked in retail, we always looked at the traffic in the store as the first sign of what kind of day lay ahead.   Lots of people, usually meant someone would be buying something!

As I work with clients, many who are not in retail businesses, I can use the measures from their  internet marketing to get a feel for the “traffic” to their business.

I  review with them raw traffic, page views and time on site. I can point to the number of people who viewed a particular page or blog post, track where they came from and identify the most effective ads.

The numbers are fascinating, but with all this tracking and viewing it is easy to lose track of the real object … CUSTOMERS!

Back in my retail life, there were days the store was filled with browsers who didn’t buy; sometimes the same thing happens on a website.  The trick is to convert window shoppers to buyers.

Now, not every business can ” sell ” products on-line.  However, every business can use their website to create leads and move prospects along the sales process.

One strategy is to offer free reports, white papers or other resources.  Instead of a simple download, require visitors to provide at least an email address to receive the information.   Sometimes, people will give you a bogus email address, but most people who are interested in the content provide real contact information.  Now you have permission to reconnect and send follow up information to move the prospect closer to a purchase.

We have always had a sign up form for our newsletter on our website but these free offers, like the one below have been much more effective in generating interest.

If you have any additional questions, please don’t hesitate to contact Roundpeg, an Indianapolis web design firm.

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PROMOTION:   Curious about how well your website stacks up?  Discover how visible your site is to search engines and how attractive it is to people.

Request a Free Website Evaluation

Yesterday, I wrote about moving from a Frame-Based to CMS driven site.  Once you do, it is time to introduce the world and specifically search engines to the wonderful new content you have created.

How?  Just as you need to get out into the community to introduce your business, you need to get your website into the larger community as well.

Darren Rowse wrote a terrific post, specifically for bloggers, but his suggestions on joining communities and submitting your site make sense with minor modifications for any small business.

For example, Darren suggests joining blogging communities.  While it may not make sense for the local butcher to join a blogging community, he probably is already a member of the chamber of commerce or other business association. As a member,  there is an opportunity to be listed on their site, with a link back to his.

He also suggests joining social sites, like Facebook and Twitter.   While you may never have tons of fans for your Dry Cleaner, the page does create viable links to your site and offering an occasional coupon on those sites may create more than a few loyal customers.

Just like in traditional networking, consider building a referral business for your website.  Promote your  referral partners with links to their sites and ask for links back in return.   Become active in the community online, and make it easier for people to find you.

If you have any questions, please do not hesitate to contact Roundpeg, an Indianapolis web design firm, at (307) 569-1389.

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PROMOTION: Discover how visible your site is to search engines and how attractive it is to people.     Request a Free Website Evaluation