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Posted on September 12, 2012 by
Do you use an editorial calendar to help manage your social media posts, tweets and blog posts? If not, you’re probably spending too much time managing these activities. With a little planning and the completion and ongoing maintenance of an editorial calendar, daily social media updates and blog posts become almost automatic.
If you ran a magazine, wouldn’t you plan ahead for the content that you intend to include in your magazine? Wouldn’t you need to think about what’s happening in your magazine’s world for the next 3 to 6 months? Maybe even a year? Of course you would. For example, if you’re magazine focuses on food, you’d want to plan ahead for Halloween Treats, Thanksgiving Dinners and Christmas festivities, right? And you’d need to plan far enough ahead to leave time for the writers to create recipes and photographers and stylists to create the photos.
Well, successful marketing activities require the same type of planning. What’s happening in your business over the next 3 to 6 months? Is there a major product launch? Location change? Promotions, coupons, sales? New employees or customers that you want to mention? What’s happening in the external world with respect to your business – pertinent holidays, national days or months, local events, award ceremonies, worldwide events?
All of these events can be placed on your calendar and then you can plan your content in a timely manner. For a product launch, you can start posting teasers in the weeks prior to the launch. Or perhaps you can post a blurb about the launch event or upcoming show where you’ll be unveiling your new product. By entering other topics in between the events and holidays, you’ll find that you’ll spend less time looking for other content to post and retweet because you’ll know the type of content you’re seeking.
How do you manage your content and what tools do you use?
Posted on July 26, 2012 by
Have you noticed the map and listing that shows up when searching for local products or services? A fairly recent change in the Google and Bing search engine results page has increased the importance of location-specific business listings. This change means that the search results are now biased towards those businesses close to the location of the person executing the search.
In this example of a search, the location is set for Denver Colorado with a search for “hair salons”. The results page includes a map of the possible local options. Often, with a more generic keyword search, there are too many possible choices. This means that there are too many results for a logical selection and the search should be narrowed to include the name of a street or neighborhood. In addition to local search, businesses must also understand the keywords used to find their business using a search engine. The example above for “hair salons”, displays a list of nearby businesses specific to this keyword term. Search savvy business owners can research popular keywords using the Google keyword tool to find high-demand keywords.
Most local business owners recognize that a local listing on the web is a necessity. They also know that this listing is not like the paper version of the Yellow Pages, where there is a clear method for paying to be included in the listings. Fortunately, the Yellow Pages is now online and provides an online listing service. Given this new trend, business owners can take control of the search experience for their business by creating free accounts on such sites as Google Places and taking ownership of dynamically created accounts such as those found on business ratings sites such as Yelp!, City Search and LocalPages. A business can still work with AT&T or the Yellow Pages to acquire a paid listing in each of these online directories. And despite all of their hype to the contrary, these directories may not yield the qualified traffic they promise.
Data shows that a large percentage of a business’s current and future customers are using search to help find and buy products and services nearby. The importance of being visible in these search engines is critical and it is only going to become more important.
Whether you are a small seller of food, hard goods, services or a large company that wants to grow revenue, local search should be a vital part of the lead generation process.
Posted on January 16, 2012 by
People are often confused and often ask us the difference between a Search Engine Marketer (SEM) and a Search Engine Optimizer (SEO).
We’re excited to include this post from guest blogger, David Rodnitzky. David is the CEO of PPC Associates and he, as you’ll read below, has some big opinions about the differences between SEMs and SEOs and, lucky for us, we get to read about it here. Enjoy!
Five Ways Search Engine Marketers and Search Engine Optimizers are Different
Guest post by David Rodnitzky
I frequently get referrals from well-meaning colleagues that start with an introduction that sounds something like this: “I want to introduce you to David Rodnitzky, CEO of PPC Associates. David and his team are SEO rock stars and will be able to help your business out a lot!” While I do think my team is chock-full of rock stars, we’re SEM folks (paid search jor search engine marketing), not SEO (organic search or search engine optimization). Granted, the two terms sound very similar, but then again, so does neurology (study of the brain) and nephrology (study of the kidney). Believe me, if you had a kidney stone, you wouldn’t want a neurologist.
SEO and SEM are similar in that they both involve working with search engines, but beyond that, they are completely different arts and sciences. Indeed, the DNA of a good SEM and SEO practitioner is diametrically different. Here are a few of the primary differences:
SEMs crave simplicity. The fewer the words, the better. A sparse page that pushes users to do just one thing (fill out this form! Buy this product!) is the preferred landing page for SEM.
SEMs are blissfully unaware of all that HTML and PHP taking place behind a page loading. We do care that tracking pixels are properly installed (though we would not deign to actually do the installation ourselves); but beyond that, whether you use a H1, H2, or H134 tag for a headline doesn’t matter at all to us.
SEMs want results immediately. We check AdWords multiple times a day to see how many conversions we’ve received, and we get frustrated with “high-latency” conversions that take up to 30 days to close.
There is little to no love for SEOs at Google. Oh, sure, Matt Cutts is friendly with a cadre of top SEO folks, but at its heart, Google spends a lot of cycles updating its algorithms to punish or pre-emptively fight SEO. We SEMs get wined and dined by Google’s ad team quite frequently – SEOs are lucky to get invited to lunch in the Google cafeteria.
One commonality shared by SEOs and SEMs – we both hate it when people confuse our respective professions! And on that note, I’ve got a little bit of a headache. I’m going to take two aspirin and call my nephrologist in the morning.
- David Rodnitzky, CEO of PPC Associates← Older posts Newer posts →