SES: SEO - Where to Next?

This was one of my favorites of the entire conference, but before I get to the details, I want to clear up a few things.

The acronym SEO stands for Search Engine Optimization. This geeky term was coined in the day when we were trying to figure out how Google algorithms where working upon our websites and placing them thusly in the rankings. The acronym, SEM stands for Search Engine Marketing, which at least is a little bit more descriptive what we are thinking about these days. I prefer the much more generic term, Internet Marketing because that at least casts a large net over the topics which are tackled within the subset.

Okay, on to “SEO: Where to Next.” These sessions are the reason why I go to these conferences because I am interested in what is coming down the road in this field. New changes come up fast, so I want to be working towards what is up ahead, not what is happening now.

This session did not disappoint. My favorite panelist, Jill Whalen spoke about the necessity of developers “baking” good SEO basics right into the CSS of websites. CSS means Cascading Style Sheets. If you aren’t a developer, you have no reason to know what this is except to be sure that your website is being designed with this type of format and with XHTML standards. Just ask your web designer if this is the case. If not, fire them and find somebody else who does it that way. It’s really important.

Jill’s point was to drive home the need for web coding standards across the board, so that websites can be found via all kinds of searches. This could be mobile, geo-targeted, vertical, blended, whatever. It was here where I first heard that “rankings are dead.” They just don’t add up to quality traffic anymore. The panel stated that analytics are the new rankings and I think they are right. This means that you must know who is coming to your website, how, why, and when. Know how long they stay, where they are lingering, and even know where they are clicking on each of your pages. We are now much more interested in the performance of the website itself rather than driving the masses to a so-so site.

So, what about driving traffic to the website? The thinking is that now we drive highly targeted traffic to our websites via social media and much less through casting wide nets via search engines. So the shift is towards UNDERSTANDING WHO YOUR CUSTOMER IS (I will always capitalize that most important point) and knowing what they want and how to get it to them. Find customers where they hang out already. Start a dialogue, give them something they need or something of value. Use your analytics to measure success, and then shift accordingly.

Figure out what your client is worth to you. What is the chain of events to the purchase? (Does this sound just like old fashioned marketing? Say, “Hell yeah it does!”) Universal and blended searches along with geo-targeted searches will deliver people to your door. Will you be there to greet them in the manner upon which they demand?

Become an authority. Make sure your links have contextual relevance. Think local. Think quality connections. Think conversations. And all of this doesn’t cost anything to do.

We see that the future holds this truism ”The best Social Marketer and the spiffiest websites get the prize.” Back to basic Marketing 101, but with spicy technological tools and gadgets.

One other thought from me. I've never really understood why Traditional Marketing and Internet Marketing can't share the same bed. They really are the same thing aren't they? They have the same goal after all, right? Just a thought.

This was a conceptual session. There are more how-to’s lurking for later on.

Jennifer Bunker

Exploring Craig's List for Lead Generation

People in the business of sales know that they are really in the lead generation business. With the exception of very few businesses, clients don't just walk up to you and order up what you are selling. You are the pro-active member of the relationship who figures out where the Buyers are and how to contact them in order to let them know you have exactly what they need and want.

One interesting way of generating leads that has recently come to my attention is using Graig's List. Suppose you are a salesperson at XYZ Cars and Co. Why not get onto Craig's list and advertise what you've got? "Yes, You CAN Still Buy a Car For Under $2,000; and We Have 5 of Great Deals Waiting For You Here at XYZ!" Of course give your extension, email, or phone number. Or try an ad that shares data. "We've got 25 sedans under $10,000." Or, create some urgency, "It's Month End and We Are Slashing Prices Up to 30% to Move Them Out!" Or, give a special reduction, "Mention You Saw Us On Craig's List and Get 10% off of Sticker" or whatever.

Craig's List for advertising is the right price, for sure. (You know it's free right?) It doesn't cost you anything to go on there and get noticed. Why is it easy to get noticed with these ads? Because if you look at all the OTHER ads, they are all advertising to sell one particular car. That narrows the field too much, and besides if buyers are anything like me, they are looking for a "style" (4-door sedan, newer than 2004, etc.) Be there offering a large selection when that Buyer shows up!

Now, it's important to understand who is using Craig's List. We all know it is the Gen X's and Gen Y's who hang there. It is important that you adapt to their style of communication. In short, if you don't have a smart phone, get one. STAT. Texting with pictures is one definite way to build rapport with these groups. They want data from you before they ever want to talk with you on the phone. Success in today's markets means that you'll be ready to give your clients what they want in the way that they want it.

When on Craig's List, build yourself your own category that offers many similar items to what customers are looking for. Make sure you can back what you say in your ad. Leave your phone number, encourage texting, emailing, etc. Play around with different categories and headings and find out what works best.

You can NEVER have too many leads. Isn't the Internet amazing?

Peace out, Jennifer Bunker