Why Watch These 3 Web Analytics Metrics?

For many webmasters, measuring website performance – and acting on the findings – is just this side of an obsession. Luckily there are great measurement tools – i.e., Web analytics programs – to steer us toward business growth online.

Improving your sales leads and conversions online begins with: a) learning where your traffic comes from, and b) understanding how visitors interact with your site. This data can easily be obtained by using a Web analytics program.

Google Analytics Delivers the Basic Metrics

There are several good software programs available, but one great analytics program to start with is Google Analytics, there are great support forums and Google provides a lot of advanced tracking for ecommerce and transactions, download, lead forms and more as well. This is a Web-based software program that’s easy to set up, especially if you’re using a content management system (CMS) like WordPress, Drupal, or Joomla because there are usually pre-packaged plugins available, plus it’s fairly straightforward to implement in it’s default state anyway.

Google Analytics provides a wealth of data, and if you’re just starting out with it, using it can be rather intimidating. However, there are three key metrics that will greatly help you. Let’s review them . . .

Visitors

The Visitors Overview page (the first tab in the Audience section) shows:

• Unique Visitors,
• Total Visitors,
• Number of Page Views,
• Number of Pages Viewed per Visit,
• Average Time on Site,
• Bounce Rate, and
• Percentage of New Visits.

Most of these are pretty self-explanatory. For the first five of these metrics, the higher the number, the better.

Conversely, aim to keep your bounce rate low. This metric shows the number of people who came to your site, but left right away. The lower the bounce rate the better, because it indicates that more people found what they were looking for at your site, whether it was information, a download, etc.

The last metric, percentage of new visitors, reflects the share of first-time visitors. Most webmasters would like to see a good balance of new and returning visitors.  Depending on the type of business you’re in, this breakdown should tell you something about where to focus either acquisition or retention campaigns.

Traffic Sources

Here, you’ll see how people discovered your site. The Traffic Sources overview shows how much of your traffic:

• came from a search engine
• was referred by other sites, and
• accessed your site directly (Direct) or
• came from a specific campaign.

Reviewing your traffic sources frequently gives you valuable insights into where your traffic’s coming from, where your efforts are most effective, and where you have room for improvement.

It can also help you work smarter. For example, if you’re spending 4 hours a day on Twitter and only getting 50 visitors a day from there, your time will probably be better spent promoting your site elsewhere.  You can also drill down on any of these metrics to compare and further analyze traffic  once at your site, for instance drilling to the keyword level on search engine traffic can tell you which keywords drive search engine traffic and at what percentage.  You also have the ability to set-up branded vs. non-branded terms to get an idea of whether people coming to your site are looking for your brand specifically or if they found your site looking for a category of services, or maybe something else.

Content

The Content Overview Page gives you a summary of how your Web pages are viewed along with the most viewed pages list.

For more detailed information you should open the Content Drilldown tab in the Site Content dropdown menu. You’ll see how your pages are being viewed by looking at the “Avg. Time on Page,” “Bounce Rate,” and “% Exit” columns.

What you can glean:

A shorter time on page and higher bounce rate may mean that you have a page that’s driving readers out of your site. You may want to dedicate more “real estate” to your most popular pages. This can help keep people on your site longer.

Google Analytics provides much more valuable information than the data described above, but these will definitely help you learn about your website performance.

Supercharge Your Web Analytics Learning

Of course, you wouldn’t stop with the basic analysis above. Integrating analytic information with an SEO platform such as GinzaMetrics can come pretty close to closing the SEO loop with advanced analysis of traffic sources matched with ecommerce measurement and then actionable tasks to enhance your profitability and the ROI of your campaigns.

GinzaMetrics is an analytics/SEO dashboard that gathers intelligence on various aspects of a sites SEO, along with data enhanced by SEOmoz’s Site Intelligence API and presents the user with a top down list of things that will help the site rank better. The software service allows you to monitor several additional aspects of your site’s metrics.   The software is delivered as a service and priced to meet the needs of small to mid-sized enterprises whose web presence makes their SEO a critical part of business success.

What’s more, GinzaMetrics helps you:

• Choose the best set of keywords,
• Write stronger title tags, Identify page elements that need improvement, and
• Coordinate your SEO efforts across departments, involving marketing and technical teams.

You can’t manage what you can’t measure, the saying goes.  So for starters, using Google Analytics and looking at the basic metrics above will get you a great start and if you feel you need more advanced site intelligence, competitor analysis and a step by step SEO platform that people even unfamiliar with SEO can manage, GinzaMetrics could be worth looking in addition to your Google Analytics.

Technorati Tags: Analytics, GA, Google Analytics

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Web Analytics: 3 Metrics to Keep an Eye on

Above the Fold

Originally published by myself on Technorati as: Google Algorithm Change Requires User-Friendly Page Layout

Web publishers and bloggers beware: If you’re displaying many ads “above the fold,” Google’s latest algorithm change may swoop down like a Navy SEAL team on your website. You might suddenly find your Web pages buried, six-feet under on the search results pages.

It’s happening to many site publishers around the Web, on sites the search engine bot now deems too ad-heavy up top. When the bot spots sites like this, the offending site takes a hit in page rank. For the site owner, this means fewer people will see your Web pages during searches.

SEO Headline News: New Page Layout Mandate

Announced on January 19th, Google calls it a “page layout algorithm improvement.” Specifically, Web sites will be penalized when the content takes a glaring backseat to the advertisements. If you have too many ads in and around your header, you’ll be sorry. Even if their Google ads.

The search giant says it’s making the new page layout “suggestion” as a result of user complaints. When people click-through and can’t quickly find the content they’ve searched for, they feel frustrated . . . by a barrage of advertisements. As a result, they don’t have a great experience on that website.
Never mind that Google had a hand in creating this ads-first culture, of heavy selling above the fold.

What Does “Above the Fold” Mean?

“Above the Fold” is actually a newspaper industry term, but it’s been adapted as a Web design principle, too. It originally referred to the front page of a newspaper, specifically the top half – the part most visible to customers at a newsstand.

The theory is, when you want to induce sales, place your hottest headlines and news content above the paper’s “fold.” That best practice translated to the Web means to place your best content before any scrolling down is necessary. Information placed in this prime location immediately catches the eye and entices engagement.

Make sure your actual content is visible up top. Decrease the number of adverts that greet your visitors. Rearrange your ads, possibly moving some further down on the page, below “the fold.”

For the most part, the SEO community has responded positively to the latest algorithm change. In a phone interview this morning, Ray Grieselhuber, SEO industry veteran and CEO of GinzaMetrics, an enterprise SEO company based in Mountain View, Calif., says, “This is change the Web publishing community should believe in. It’s clearly a quality move, one targeting a more user-friendly environment across the entire Internet,”

Use the Browser Size Tool

Google’s free Browser Size Tool provides a visualization of how different browser window sizes allow your content to be seen. Type the URL of your various Web pages here – Browser Size Tool – and you’ll see a chart that should help.

Google hasn’t gone on record about the ratio of content-to-advertisements the page layout algorithm will penalize. However, the company says it expects about 1 percent of all Google search results to be affected.

Interestingly, Google doesn’t follow its own new rule. Do a Google search for your basic, popular search term, and plenty of above-the-fold Google ads are still displayed.  But putting their “do as I say, not as I do” policy aside, it’s still a virtuous guideline worth following. As Grieselhuber of GinzaMetrics says, “The new page layout scheme should actually benefit Web publishers. If it results in longer user engagement as expected, the bounce rate on many sites should improve.”

The good news is that if your bounce rate decreases, you’ll be in a better position to gain page rank – and ultimately more search engine-referred traffic. So, why look a potential gift horse in the mouth?

Technorati Tags: Algorithm Changes, Google, UI, user friendly design, UX

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Google Algorithm Change Focuses on (too much!) Advertising Above the Fold

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How great would it be to secure business funding for your online venture? If getting your hands on some quick “cabbage” would help your Internet business, innovative Kabbage.com may offer the perfect solution.

Get Green and Keep Growing with Kabbage

A Web-based cash advance service, Kabbage funds small businesses that sell goods online, particularly on platforms such as Etsy, eBay, and Amazon.  Not to be confused with a “loan,” a Kabbage cash advance has helped thousands of online business owners keep succeeding. It’s a great funding source for help purchasing more inventory, supplies or advertising. You can also use your infusion of fresh cabbage to pay employees, contractors, and outsourced help.  Similarly, the company recognizes that although an online business processes orders and sales online, there’s still a need for extra cash, to handle offline expenses. Simply put, Kabbage throws many small online businesses the lifeline they need to thrive.
Launched in late 2010, Kabbage exclusively funds U.S.-based online sellers. If you ask about business funding for a bricks-and-mortar initiative, they won’t approve the request.
Lettuce Get Kabbage Without Hassles
Interestingly – and conveniently – Kabbage delivers the cash advance to your PayPal account. Once approved, they send the money quickly, too – often in less than 10 minutes! If you don’t have a PayPal account, they’ll deposit to your checking account. The money becomes accessible in one to three days, max.
Decisions are based on your online sales volume, customer satisfaction ratings, and credit scores.  The company stresses, though, that a credit score alone isn’t their ultimate deciding factor. A decent track record of sales and healthy customer reviews carry weight.

Innovative Kabbage, Plowing the Future for Online Businesses

A diverse group of online sellers have received Kabbage cash thus far. Among them: a cowboy boot restoration company and an e-commerce site that sells cosmetics for professional models. So far, over 4,000 Internet businesses have been served, with many of them approved for online business funding more than once.

What makes Kabbage a business model whose time has come is that it fills a crucial void created by the banking system. Banks don’t understand the needs of e-commerce business owners. In a recent article in Forbes, Marc Gorlin, co-founder and chairman at Kabbage stated, “We’re seeing really unquenchable thirst to get working capital, they’re not being serviced by sources at banks. (Banks) don’t understand the data around their businesses.” That, or they simply don’t value most small online businesses. Banks ask for collateral and years of business history, documentation that most online businesses and particularly those using Amazon, eBay or Etsy have, either because they are new or just don’t have the “right documents”. The Small Business Administration, another traditional source for small business funding, also has rules, regulations and requirements that aren’t ideal for the kind of fast funding an online merchant might need.

Unlike the small business loan approval process with a large, bureaucratic bank, Kabbage moves at the speed of the Internet.

With Kabbage, Payback Is a Cinch

The company doesn’t exactly reveal the maximum amount of “cabbage” they advance small businesses. They only say that it varies, depending on your sales volume and how long you’ve been in operating.

What is made clear, though, is that Kabbage works with business owners on repayment. You have up to six months to repay the cash advance, making payments via PayPal or your checking account. You can pay-off the cash advance by making monthly payments, at a minimum rate of one-sixth the amount you received. Also, you’ll owe a flat fee of $100 at the end of your first 30 days.

If you need some cabbage fast, Kabbage.com aims to help. And it seems to be entering with good timing, particularly since many banks have turned more small business-unfriendly than ever.

Technorati Tags: amazon, ebay, Social Media

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Quick Cash Injection for Amazon, eBay Stores – Alternative Financing with Kabbage.com

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What’s a Landing Page?

A landing page is a website page that visitors arrive on upon clicking your link. This could be your Home page or another Web page on your site. Its job is to present visitors an awesome, persuasive sales pitch. But it takes a lot more than sales copy to convince people to buy from you. Implement various landing page optimization tips to increase your sales conversions.

Landing pages typically display sales copy related to an advertisement or promotional link a visitor clicked. Thus, a true landing page has some type of transactional goal, e.g., to buy now, or register for something, or contact you for a job quote.

If you’ve paid for traffic via a banner or pay-per-click ad or sponsored links, you definitely need to see plenty of sales-action happening! This is what landing page optimization helps achieve.

Goals for Landing Page Optimization

Good landing pages are designed for heavy lifting. Every page element must be crafted just right, removing all doubts and distractions from your goal – which is to move the visitor closer to a sale . . . Or a pre-sale . . . Often, by offering a free report or something of similar high-value, a landing page acts as a great funnel for mailing list building. Once visitors provide their contact information in exchange for the freebie, you can stay in contact – keep following-up to actualize a sale(s).

12-step Checklist for Landing Page Optimization

Ultimately, every element of a landing page should strategic and intentional, presenting the best case for choosing you for business, and not your competitors.

What follows are 12 key aspects of building a solid, sales-generating landing page. Use these landing page optimization tips to identify tweaks to make on your site . . .

1. Professional Website Design. Usually, the more expensive a site looks, the more credibly your business is perceived. You’ll still need persuasive sales copy, but the first impression – the visual elements – can make or break interest right away.
2. Reflect your target demographic. Design your landing page based on your demographic. The images, language, price and navigation should all have your target customer in mind. Even the offer itself must be crafted in line with what the target would find appealing.
3. Customize pages per segment. If you offer multiple services or products, create a separate landing page for everything you sell. This allows you to a) perfectly customize your sales pitch for each customer type, and b) measure and compare your strongest vs. weakest market segments.
4. Strategically choose your keywords. Smart keyword selection is the foundation of every online marketing effort. If you don’t research and test your keywords, sales conversions will suffer. Be sure your keywords accurately reflect what your PPC ads or promotional blurbs promise, or people will quickly exit in disappointment.
5. Write persuasive sales copy. A strong headline is crucial to landing page optimization. A headline should convey the benefits of choosing your product or service. Use language that shows you understand the reader’s challenges or needs. Place key information “above the fold,” i.e., near the top of the Web page, where it can’t be missed. Write body copy that details how your product/service delivers what your headline promises.
6. Repeat your call-to-action. Landing page optimization is also about convenience . . . If you have lots of sales copy, repeat your core message and call-to-action at appropriate intervals. Make it require little scrolling to take the next step. Create links at the top, middle, and end of your sales pitch.
7. Include elements that instill trust. Building trust is essential to landing page optimization. Simply put, “appearing” trustworthy increases sales conversions. Show evidence of relevant certifications or memberships. Show transparency by making it easy to get in touch. People gain confidence about doing business when they know how to contact you.
8. Showcase testimonials. If you’ve been endorsed by influential businesses or people, include their testimonials. Written testimonials are fine; video testimonials are even better. If you’ve garnered none thus far, go back and ask a few satisfied customers to write a couple of sentences you can use.
9. Remove temptations and distractions. Focus! Your goal is to trigger a sale, so the fewer “off-goal” links on a page, the better. If your website or blog layout options allow it, don’t show a sidebar on a landing page. Keep those eyeballs centered on your sales pitch, and not links to your favorite photos, etc. Those clicks don’t usually result in sales conversions.
10. Enable social bookmarking and sharing. One thing that Internet users do best is freely share good stuff. Help visitors share your goods or services with the many people with whom they’re connected. Add “share” buttons to make it easy for them to spread your news – for free!
11. Track and measure everything. Have a testing mechanism in place to gauge your landing page optimization efforts. Use at least one analytics program to study what’s happening on your landing page – where the traffic is coming from, which keywords are delivering your best traffic, whether they’re using a mobile device, and much more. Use a program like the free Google Analytics, or better software such as SiteCatalyst. To discover even more useful tracking information, add the Ginzametrics SEO Platform delivered as a cloud-based software service to your metrics mix. This analytics tool uniquely offers SEO suggestions and fixes, making it easy to improve your sales conversions.
12. Validate your choices by running A/B Tests. You’ll be surprised by the improved conversion results you get just by making minimal tweaks on your landing page. The best way to know which tweaks actually improve your results is to do a series of A/B Tests. Most Web analytics programs allow you to do this – track two versions of a landing page – so you can compare results. Some of the variables you can test:

• Different headlines
• Different body copy
• Different font style and/or font colors
• A few testimonials vs. several testimonials (even with or without photos)
• Different graphic images and call-to-action buttons
• Placement of links in different areas
• Various copy lengths (i.e., lots of sales copy vs. much less)

Landing page optimization is about cultivating the best possible environment to achieve more sales conversions. So never assume you have all the elements just right. Use the best Web analytics program you can to test all kinds of options – and then test some more.

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Landing Page Optimization: What is it & How to Improve it’s Performance?

Mobile marketing – it’s not just for big brands with few local roots any more. Mobile marketing has become the new standard in small business marketing, too. It’s great for securing business with local customers who’re on-the-go. Plus, it can save you a small fortune compared to other PR, promotions, and advertising channels.

The small business marketing crowd increasingly is leveraging this reality: Customers aren’t sitting at a home computer any longer, searching for local businesses to patronize. If your Web presence is only geared toward traditional Internet surfers, you’re likely missing lots of business. To leverage the new wireless world, start fusing your local marketing with mobile marketing.

Snapshot: The Local Mobile Marketing Universe Any type of local business can benefit from mobile marketing, with the most searched mobile categories being: restaurants, retail shops, sports, weather, news, financial information, and events/concerts. You can use local mobile marketing to connect with consumers many ways. Small businesses use mobile channels for advertising, customer care / PR relationship management, and sales promotions.

But Keep an Eye on “Siri,” the SEO Game-changer As plentiful as the small business marketing opportunities are, there’s always game-changing new technology to be mindful of. In the mobile marketing realm, it’s “Siri” – the buzz-worthy personal assistant app for Apple iPhone 4S. Voice-activated, Siri can handle a multitude of tasks whenever the user gives a command. If you haven’t seen Siri in action, here’s a video demo:

While voice recognition exists on other mobile phones, Siri takes it to new heights. It sifts through all of the other apps on a user’s iPhone 4S to find and execute whatever the user requests.

In other words, Siri never uses a search engine. If your business is search-engine reliant, Siri will never discover and recommend you. Even those who’re up-to-speed on local mobile marketing techniques are planning for the possible shift

Siri App vs. Local Search Engine Traffic To be sure, Google Android, Blackberry, and others are working to develop similar non-SEO search technology. The implications for those concerned with small business marketing . . .

• Start rethinking your small business marketing mix . . . Fewer people will be typing your keywords into search engines. Instead, they’ll use Siri-like technology, which only recognizes businesses connected to some type of mobile app,
• Web-based pay-per-click (PPC) ad campaigns will generate fewer sales leads. With Siri making it unnecessary for users to use search engines, there’ll be fewer people viewing the PPC ads on the search results pages, and
• Having little to no mobile presence may cost you dearly. Diversify beyond desktops and SEO now, to both protect and grow your business.

6 Ways to Enter Local Mobile Marketing If you’re new to local mobile marketing, take steps now to make your business more discoverable. If you’re not ready to invest in getting your own app yet, consider implementing these easy mobile marketing ideas:

1. Make Your Website Mobile-Compatible – As an easy entry point, get your website optimized for mobile phones. It’s now easy to make your website small screen-friendly. If you’re using WordPress, there are several free and premium plugins available.
2. Join Mobile Directories – Getting listed in a few mobile directories easily puts your business “on the mobile map.” The new Google Places offers one such opportunity. Also many local mobile marketing
3. Create a Mobile Website – Someday soon, every business will need two versions of their website – one for computer users, the other for the mobile / wireless crowd. Services such as Mofuse and Mofuse Premium and mobiSiteGalore offer mobile site design services.
4. Build Traffic with Location-based App Marketing – Many local retailers, restaurants, charities and nightclubs tie-in with apps like FourSquare and Yelp to attract mobile customers.
5. Start Mobile Advertising – Local mobile advertising on Google is a low-cost way to reach more customers. Bid only on what you’re willing to pay, either paying per click (PPC) or per phone call from a prospect. You can even target multiple mobile devices, ranging from high-end smartphones to standard cellphones.
6. Connect via Text Message Short Codes or QR Codes – Most exciting are Quick Response (QR) codes – i.e., the new bar codes. QR codes can be read by mobile phones. We increasingly see QR Codes in magazine ads; on Web pages, billboards, and lawn signs; and even on T-shirts! Once a mobile user scans your QR code, it’s easy to connect in real-time, sending them coupons, event announcements, RSS feed updates, and more.

Watch This: Your Mobile Web Analytics To better meet the mobile crowd’s needs, pay keen attention to your mobile Web analytics. Google Analytics (GA) and similar programs can track mobile Web traffic on a basic level. For finer metrics plus actionable detail for site optimization, use a more advanced SEO platform like Ginzametrics, which complements and integrates nicely with GA, Omniture or CoreMetrics. With Ginzametrics, you’ll discover the exact search terms that “hidden” mobile visitors are using to land on your site. This analytics program also shows details of referred traffic from the top 3 search engines in 35 global markets. The Ginza dashboard even recommends an array of improvements you should make, to better optimize your Web and mobile pages for more traffic. Mobile has become so important in small business marketing that major search engines are now tracking the volume of mobile traffic visiting websites. They’ll soon start ranking mobile-ready sites the same way they do traditional websites. To prepare for this and other local mobile marketing opportunities, first get a sense of how many of these customers are hitting your website, and how they’re moving about while there. You might learn that mobile customers are bouncing off your site in droves. If so, how much longer can you continue missing out on this potential revenue?

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You might of heard buzz about the new social discovery site Pinterest recently, how it’s the next big social media site, poised to take off. Recently the site broke the top 10 social sites for the month of November 2011 based on total visits. According to a report by Experian Hitwise, Pinterest received 11 million visits for the week ending December 17th of 2011. This is impressive growth for a site that still requires an invitation to join.

It makes you wonder if the demand is for social discovery sites in general or if it’s secondary demand for the Pinterest brand specifically.  You have to think that Pinterest is the leader and who everyone wants to write about, but there are other social discovery sites out there, perhaps with some advantages over Pinterest.

20blinks.com, based in Amsterdam is another social discovery site that lets users track art, music, crafts, recipes and other trends in collections that lend themselves to images as opposed to bookmarks.  Think of these sites as a sort of delicious, but with images instead of text.  20blinks is still in beta but doesn’t require you to have an invitation to join.  It also seems to be more popular in different demographic, geographic and psyhographic circles.  Based in Amsterdam, a good portion of UK folks visit 20blinks, it also seems popular with an younger, edgier art crowd, and it allows sharing from more outlets.

For instance, Pinterest only allows YouTube videos, 20blinks lets you import videos to your collections from a range of video sites. They also have a “Blink it” button that allows users to easily add sites/images to collections right from their browser.  So if you don’t have a Pinterest invite or want to check out similar social discovery sites, 20blinks is open to the public and worth checking out if you’re looking for a visual billboard to keep your collections of ideas or maybe resolutions for the new year?

Technorati Tags: 20blinks, pinterest, Social Media

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Social Discovery Sites, Next Big Thing?

Ginzametrics, which integrates with popular analytics platforms including Google Analytics, Adobe SiteCatalyst, CoreMetrics and others, enables seamless integration that does not require additional work by client IT staff who do not need to place new JavaScript tags on site pages in order to capture data. Ginzametrics can drill down to a granular page-by-page basis, allowing ecommerce managers to focus on specific underperforming product segments.

Conversion tracking events are easily followed using the Ginzametrics platform, enabling ecommerce companies to capture data points including organic searches and ecommerce transactions. As a cloud-based platform, Ginzametrics is scalable and able to handle large scale ecommerce campaigns that might run thousands of sites.

“Ecommerce companies can now use our platform to track site rankings on a keyword basis and then relate those searches to measurable revenue,” said Ray Grieselhuber, CEO and Co-Founder of Ginzamarkets, Inc. “Our platform provides ecommerce players with an advanced tool to help them analyze and optimize content based on real-time data. With sophisticated reporting on multiple levels, clients can use Ginzametrics data as a vital part of their broader business analytics.”

With Ginzametrics, users can skip manual data collection entirely and simply log in to the dashboard to see the latest rankings for keywords, make note of how those keywords are performing and receive recommendations for improving content. This lets users quickly identify strengths and weaknesses in their SEO efforts, and to make adjustments easily in order to better target customers. It’s less complicated, and less costly, than other solutions on the market.

About Ginzamarkets, Inc. Launched in early 2010, Ginzamarkets offers the Ginzametrics SEO dashboard for mid-size and enterprise level clients. Ginzametrics presents complex data into actionable recommendations on a page-by-page basis. The complete solution covers all aspects of SEO including server configuration, broken link notifications, improved crawling and granular keyword recommendations. For more information, visit www.ginzametrics.com .

Technorati Tags: Analytics, Ecommerce

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Not too long ago it was easy to keep your private life separate from your professional life, but advances in technologies are making this increasingly difficult. Advances in networking, social media in particular, makes blurring these lines easier and even convenient in most cases. Think about who can see your life’s most private moments such as weddings, your kids birthdays, holidays, graduations and so on. People who you might not know all that well, aside from maybe a social network, can access your photos and videos without much thought from you about their intentions.

There is also the professional dilemma, with more and more companies using social media to screen candidates, it’s important to keep your professional image unmarred of anything you might not want a hiring manager to see. A study done by the social monitoring service Reppler and Lab42 found that 91% of hiring managers polled said they use social media to screen prospective employees. Facebook is checked by 76%, Twitter 53% and LinkedIn 48% of the companies polled. It’s interesting to see LinkedIn, the most professional themed social site of the bunch, checked by the fewest number of companies.

What to do about it? The first and probably the most important piece of advice might also be the trickiest, figure out privacy settings and update your account so you know exactly who you are sharing content with. In addition, you can also find sites that specialize in privacy, there is one for photos and one for videos that are good to have bookmarked. Make sure you only share things that you would be comfortable with other people seeing, including prospective employers. Just because Facebook isn’t designed for career profiles doesn’t mean one risky photo or video won’t jeopardize a career opportunity for you. From the same study by Reppler, 69% of hiring mangers stated they rejected a candidate based on what they saw on a social network.

For photos, the free site 7momentslooks promising, it’s currently in private beta but boasts rigorous privacy settings designed to keep photos secure. It also solves the problem of having to navigate tricky privacy settings on other photo sharing sites.

For video, the site givit.com allows free private video sharing that doesn’t allow you to re-share videos from people that don’t want you to. Video sites like YouTube and Vimeo even are built around getting the most “views” for content.  The idea is to amplify your voice, not to share private videos.  Givit has the unique advantage of being built from the ground up with privacy in mind, not as an after-thought.

There is a time and a place for everything, just make sure the time you have on video or photographs is in the right place.  There are plenty of appropriate video and photos that are fine for public consumption but for the more personal, the more private, take care not to jeopardize your happiness and career by putting on display what would better be left private.

Technorati Tags: facebook, givit, LinkedIn, Social Media, twitter, video sharing

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Post from: Simon Local Search Marketing's s2m Marketing Blog

Social Media Profiles: Blurring the Lines Between Personal & Professional

Local businesses, in particular, can utilize hundreds of geographic specific directories & sites to garner inbound links and increase their chances of ranking for key terms in their local market.

Use the following checklist as a start. Once you have claimed your business or set up your profiles on the following sites, you should have covered most sources of local merchant information used by consumers. Remember that thorough profiles, complete with photos, specials, offers, phone numbers, intersections, directions, landmarks, etc. all help and should be kept in mind as you move down the list.

Fist and foremost you will want to claim your listing on the big three search sites, Google, Bing & Yahoo.

• Google Places
• Bing Business Portal
• Yahoo Local Listings

Be sure to search first to see if you are already listed.  If you are, you simply need to claim your listing, double checking any information that might already be there.  It’s also a good idea to encourage people to rate your business using Google in addition to third party sites such as Yelp and Citysearch.  Since Google has removed these 3rd party sites from their places pages, now only recommendations and ratings from Google itself appear.  These can be invaluable in indicating to Google how popular, reputable and trustworthy your business is in relation to your competition. It also establishes trust among consumers looking at your sites places listing, and since this is invariably going to end up being your “landing page” for many prospects, it’s important to get things right.  By establishing trust and credibility on your places page you are helping guide consumers to your value proposition quicker, before they even reach your site.

Once you have these listings at the top search engines down, be sure to do the same in Yelp and any other 3rd party review sites that are appropriate for your line of business.  If you are an accountant for instance, there are probably quite a few local accountant directories and sites you should be listed in.  To find out which ones are relevant try doing a search for “your business + location” + “submit url” or “submit site” or something similar.  So for an accountant in Los Angeles it would look like this:

You can comb through the list to find appropriate directories to submit your site.  You can also do a bit of “Googling” on your own to find other search operators that will return directory sites.  Be sure the site is appropriate and choose the best category, provide accurate details and always respond to any emails requiring you ‘verify’ your submission.

Some other excellent sites and brief descriptions:

• BrownBook.net – Free local business directory that anyone can edit.  Sort of a wikipedia type site for local business.
• Citysearch.com -  Major competitor to Yelp in the local space but they do charge a fee to claim your listing.
• Universal Business Listing or UBL is a paid service providing listing information to all major search engines, yellow pages, GPS navigation devices, 411 directory assistance and other sites critical to local search.
• Localeze – You can be sure your information is accurate with the major serach engines by using localeze, which submits fresh feeds to the major search engines on a regular basis.
• InfoGroup -A primary database of local business information that is the starting point for a lot of search engines local business displays. You will want to make sure your information is accurate each time you move locations, InfoGroup is a good place to start.
• InsiderPages.com – This complement to Citysearch allows you to claim your listing for free and is also indexed and appears often in the Google SERPS.

That concludes the list of major providers you should update your local business information with.  In addition to ensuring that your listed in all the above places, you also should be looking to get mentioned in additional outlets even if there is no link present.  These mentions are called citations and are used by the major search engines to supplement or verify the information found in the directories and databases elsewhere.  One program that requires registration, but is well worth it is called Whitespark Local Citation Finder.  It scours Google search results pages for a given keyword and finds the most relevant citation sources for your specific business.  Particularly ones that appear across the top ranking sites for those keyword sets. The ones that are common across what Google perceives as the most relevant for your search term are probably the sites you should also be listed in.

With the above directories and tips on building citations, whether it’s with Whitespark or just good research, you should have a strong foothold on your target keyword in the market you serve in no time.  It’s also a good time to metion form filling software or extensions, you should be using Roboform or something similar to pre-populate information so when you are doing submissions you aren’t having to constantly type the same information in over and over again.  With Google trending more and more to serving the individual consumer results that are not only topically relevant, but geographically relevant requires local businesses to stay one step ahead and ensure they are going to be found wherever customers are searching.

Technorati Tags: Bing Business Center, Google Places, Local Search, Yahoo Local

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Post from: Simon Local Search Marketing's s2m Marketing Blog

Local Search Marketing Checklist: Directories

Google is not know for running Television spots, despite the latest one which ran on Thanksgiving, promoting Google+, the last spot I remember was the spot, Parisian Love during the Super Bowl in early 2010.  The most recent, run yesterday, was smart for a number of different reasons.  The first being Hangouts are probably the most underused feature on G+, and the importance of Google gaining traction in the social space is crucial to keeping pace with the likes of Facebook and Twitter.  Don’t get me wrong, their core search product will continue to attract advertising dollars because lets face it, who doesn’t use Google, right? But new advertising dollars are going to be funneled to social outlets and for different reasons.  Google has already had a number of failures in social, including the recently announced death of Wave just to name one.

The latest spot is smart because it capitalizes on one of the differentiating factors of Google+’s services, Hangouts.  Hangouts allow you to video chat in real-time with any of the people in your circles.  The video piece actually does a good job of conveying the message, showing the Muppets rocking out in a Google+ Hangout.  All the antics of the Muppets while also showing people how easy and fun the service can be to use.

Google also needs consumers to join the service. By using the Muppets, which are hot off a new movie release, they are reaching the right audience. Google+ has had tremendous growth with early adopters, search marketing practitioners, marketers but have lacked perhaps the most important component, the end user. Delivering value to this user is something Facebook and Twitter have found a way to do, Google+ has yet to do that.

The muppets rocking out on Google+ does a great job of both entertaining and informing consumers how easy and fun Hangouts can be to use. I mean if a bunch of furry little monsters can use Hangouts, I’m sure you can too! Overall I believe the piece was a success and who knew Beaker actually has a good singing voice.

Technorati Tags: G+, Google, Google Commercials, Muppets, Video

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Post from: Simon Local Search Marketing's s2m Marketing Blog

Google Runs Christmas Commercial Touting Hangouts

Funding to Aid Infrastructure, Staffing Growth and Product Development

Mountain View, California– Ginzametrics’ disruptive platform for SEO enables enterprises to increase traffic and sales from organic search through its tight integration with Adobe SiteCatalyst, Google Analytics and other platforms. Users can quickly identify winners and losers in their keyword portfolios and make better decisions faster to improve SEO performance. Ginzametrics also enables companies to scale SEO operations to larger markets, both domestic and international, by providing ranking data across 35+ global markets for hundreds of thousands of keywords. Finally, businesses can use Ginzametrics to eliminate the hidden costs associated with SEO, with its sophisticated per-page SEO analytics.

“Our latest round of financing allows us to expand our team and make further refinements to our next-generation platform,” said Ray Grieselhuber, CEO and Co-Founder of Ginzamarkets, Inc. “Our rapid growth in the SEO marketplace has been entirely organic, and we aim to boost this growth through some business development and marketing efforts.”

“We’re thrilled to be on board with Ginzamarkets, said Dave McClure, Founding Partner at 500 Startups. “They are pushing the boundaries of what’s possible with enterprise SEO and have proven that it’s possible for a lean, aggressive startup to disrupt much larger competitors.”

“Our growth has been explosive in the mid and enterprise markets, especially with top ecommerce players and product companies,” continued Mr. Grieselhuber. “These companies manage massive volumes of content residing on many sites throughout the world, and need to better understand the real-world business impact of their SEO. Ginzametrics gives businesses both instant visibility into what SEO efforts are currently working, and the actionable intelligence to correct any areas that are not producing revenue.”

Ginzametrics also recently attracted several top advisors, including Gokul Rajaram, Product Director, Ads at Facebook, Hiten Shah, co-founder and CEO of KISSmetrics, Anne Raimondi, Vice President of Marketing for SurveyMonkey, Amir Ayalon, a Tokyo-based serial entrepreneur, and Jeffrey Neumann, the former Managing Director of Communicade.

About Ginzamarkets, Inc.

Launched in early 2010, Ginzamarkets offers the Ginzametrics SEO dashboard for mid-size and enterprise level clients. Ginzametrics transforms complex data into actionable recommendations on a page-by-page basis. The complete solution covers all aspects of SEO including advanced traffic and conversion analytics, server configuration, content optimization recommendations and keyword discovery. For more information, visit www.ginzametrics.com.

Technorati Tags: Analytics, Ecommerce, ginzametrics

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Ginzamarkets Announces $1.3 Million in Seed Financing for Enterprise SEO Platform

Largest Ecommerce Company in Japan Operates Popular Rakuten Ichiba Site

Integration of Ginzametrics’ Enterprise SEO Platform Designed to

Increase Organic Search Conversions, Optimize Content, and Aid Global Expansion

 Mountain View, California, (December 12, 2011) – Ginzametrics, the disruptive enterprise SEO management and analytics platform, announced today Japanese ecommerce leader Rakuten Inc. selected the Ginzametrics’ enterprise SEO platform for its popular Rakuten Ichiba site.

Ginzametrics will improve Rakuten Ichiba’s organic search rankings through a proprietary keyword dashboard that identifies top keywords and underperforming ones, and allows real-time optimizations on a granular level. The company allows businesses such as Rakuten to see real-time keyword rankings and also perform analysis, as Ginzametrics integrates with any existing analytics platform, including Google Analytics, Adobe SiteCatalyst, or CoreMetrics, among others.

Rakuten desired to expand its business further into international markets, and chose the Ginzametrics platform for its ability to manage hundreds of thousands of keywords across multiple languages. As the only localized SEO platform that is capable of managing international markets, Ginzametrics allows Rakuten to cover international search using a single dashboard. The platform’s user interface is currently available in English, Japanese, Traditional Chinese, and Spanish.

“We are very pleased to be working with Rakuten to boost their SEO efforts, said Ray Grieselhuber, CEO and Co-Founder of Ginzamarkets, Inc. “Their adoption of our unique enterprise SEO platform solidifies our status as the leader in the Japanese market. We are the first and only SEO platform operating in this market, and have a deep understanding of how to properly tailor our work based on country or region. Through our platform we can manage a massive number of keywords in multiple markets, enabling Rakuten’s global expansion goals.”

Based in Shinagawa-ku, Tokyo, Rakuten Inc. is the largest ecommerce company in Japan. It operates Rakuten Ichiba, a well-known online retail destination as well as other entities. For more information, visit http://global.rakuten.com/us/.

About Ginzamarkets, Inc.

Launched in early 2010, Ginzamarkets offers the Ginzametrics SEO dashboard for mid-size and enterprise level clients.  Ginzametrics presents complex data into actionable recommendations on a page-by-page basis. The complete solution covers all aspects of SEO including server configuration, broken link notifications, improved crawling and granular keyword recommendations. For more information, visit www.ginzametrics.com. 

Technorati Tags: Analytics, enterprise seo, ginzametrics, seo news

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Post from: Simon Local Search Marketing's s2m Marketing Blog

Rakuten Inc. Selects Ginzametrics’ Platform for Enterprise SEO

Google Blocks Referrer Info

Rand Fishkin and the rest of the team over at SEOMOZ, provided a webinar shortly after the announcement from Google that they would be blocking referrer information via a default SSL encryption for it’s logged in users. A lot of people immediately went after Google, and they were right, Google’s PR move was not too savvy and lacked any conviction that their reasons for blocking this information was indeed because of privacy. Anyway, in case your stuck wondering what you can do about it, here is a great webinar about what to track, how to find out how much you are affected by this and what you can do going forward.

Technorati Tags: Analytics, GA, Google

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Google Blocked Referrers – Emergency Triage for GA Users

What really seems hypocritical is that this data WILL be available to users of Google’s advertising product, AdWords.  Essentially this says to me, Privacy is for sale at Google and they just rolled it into their AdWords product.  If this was about privacy Google would not make this data available regardless of whether they are paying Google or not.  This obviously will not happen, as keyword data of this type is exactly what practitioners need to justify spending money with Google AdWords.  This would hurt their AdWords business immensely.  But as of now  as long as you are paying Google to advertise you can have access to this “private information”, but if you don’t use AdWords then your S.O.L.

This applies for any other analytics/tracking software as well (as I understand the announcement), which means if you are using omniture site catalyst, you still won’t have this data passed via the browser to site catalyst servers.  What about Google Webmaster Tools you ask?  Sure, they provide valuable data for site owners looking for keywords driving business, right?  Yes it does, the problem is that research shows the keyphrase data to be around 70% useless.  One thing I learned in Business school is data reliability is essential when using it to make decisions.  Giving preference to people paying for Adwords puts businesses who succeed organically in search at a bit of a disadvantage when it comes to measuring the ROI of specific keywords.  Even to test the keywords (to get a baseline estimate of value), you would have to pay enough in media to get a statistically relevant sample and then assume conversion rates are the same for organic traffic as it is for Adwords traffic, which is not always the case at all.

This doesn’t even address the real issue which is the very data Google says is sensitive, is still available to Google themselves.  And furthermore, they use that data to target ads to users via their content & search partners network.  This is the ultimate hypocrisy, i mean if Google utilizes a users search data, which is sensitive to their account, to optimize ad serving they are obviously not that concerned about privacy.

I mean this is coming from a company that drives around in cars snapping pictures and putting them online with a map overlay (Google Street View, Google Earth, etc.), so the premise that this is about privacy is something i’m not buying.

Yes they are selling it, both figuratively in their almost comically hypocritical announcement and literally rolled in to their AdWords product.

Technorati Tags: Google, Privacy

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Post from: Simon Local Search Marketing's s2m Marketing Blog

Google Rolls “Users Privacy” in AdWords Product

Simon Search Marketing – Business Consultant – Woodland Hills, CA | Facebook – This is the title of the Facebook page for Simon Search Marketing as say, Googlebot would see it.  Now the elements come from 3 different fields on the “Edit Information” tab within Facebook.  Specifically the “basic information” sections “Company Name”, “Places Sub-Category” and “City/Town” entries.  Screenshot below and further down for the FB interface.  See which parts of your profile information is being pulled to generate this title tag.

The first part of the title tag is your company name (Simon Search Marketing), the second comes from the first two entries in the business sub-category (Business Consultant in this case) and the third your city and state (Woodland Hills, CA.) listed in the City/Town field.  See screenshot below.  It’s as simple as that, the idea here is that the more entries you have control over in the SERP’s for your brand or even other non-branded local terms, the less chance for unscrupulous listings to pop up.  There is also the obvious added advantage of being found by your facebook page through savvy data input and a little keyword research.  You can even customize the description if you wish, see if, after finding out where the title came from, you can figure out where the description in your Companies Facebook page is being pulled from.  Share in the comments if you wish.

Facebook Title Tag Optimization

Technorati Tags: facebook, Facebook Pages, Meta tags, seo

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Optimize the Title Tag of your Companies Facebook Page

Technorati Tags: Google, Search Marketing

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Poor Spelling and Low PageRank Go Hand in Hand on Google

According to Odwyer’s PR Report, independent PR firms are growing at a clip of about 20 percent per year. There’s really no mystery to this growth trend, though. A confluence of factors such as Internet technology, workforce mobility and escalating fees charged by larger public relations firms are sending more businesses toward the smaller, more agile PR agencies.

Companies like ours may be categorically growing, but what exactly we do still seems shrouded in mystery, based on the questions we field from many small business owners and executives. If this describes you, read on! This sheds light on how a modern public relations firm can help grow your small business. And equally important, how we can help protect your profitability . . .

Many now-famous companies started out on a small scale and grew by partnering with a savvy PR firm. Two classic examples:

• Ben & Jerry’s Ice Cream. These two men started out with one little shop on a $12,000 budget. Over the years, with the help of a PR firm, Ben & Jerry’s reached new heights. One of their first, bright PR ideas was to host a free ice cream cone day celebrating their first anniversary. Nearly 30 years later, this brand promotion still takes place, only now on an international scale.

• McDonald’s restaurants’ world-famous mascot, Ronald McDonald, was the brainchild of a PR man. His idea of making the brand stand for a fun, family experience paid off handsomely. This core value was strategized and executed so well, it helped transform a small business chain in the fifties into a Fortune 100 company with global reach.

But modern PR isn’t all food, folks, and fun. Far from it. PR agencies today typically are involved in:

• Strategic public relations,

• Marketing communications,

• Messaging,

• Tactical media relations,

• Collateral material development, and

• Event management.

As such, a public relations firm can plan an event for a small business, to engage key audiences, be they moms, teens, financial analysts, or congressmen. These connections can stimulate sales, create new product awareness, or even be instrumental in swaying legislation with implications for your business.

A public relations firm can prepare your spokespeople for media interviews, and knows how to interest the media in covering your news. And more now than ever – in the Internet age – a public relations firm is crucial for monitoring and protecting the online image your company has worked hard to create.

Thanks to the Internet, the PR practice called Reputation Management has exploded. PR firms have always done this, but with so many online review sites and blogs now – each potentially amplifying every customer with a complaint – the need to contract an agency to catch and tackle the blemishes is inescapable. Time and a rare skill set are required to heal the “black eyes” a small business may receive online. Like a malicious computer virus, these threats must be addressed if your company plans to remain profitable.

For brand awareness, increased visibility for key executives, thought leadership and crisis management . . . these are among the reasons a small business should hire a PR firm. A capable public relations agency can provide all of these services and more. Just be sure the “more” includes the capability of helping keep your cyber reputation clean. Only hire a public relations firm that can deliver the value added expertise of the latest online Reputation Management techniques.

Technorati Tags: Public Relations, Reputation Management

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How PR Firms Can Help Small Businesses

Download Big Brand Theory Whitepaper.

Technorati Tags: compete, whitepaper

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Big Brand Theory – Free Whitepaper from Compete

Technorati Tags: Online PR, Public Relations

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Google+ Guide Updated Continuously

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A Peek at Facebook Changes March 2011

Technorati Tags: LinkedIn, Slideshow, Social Media, Social Media Tips

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LinkedIn 102, From Basic to Intermediate Tips