- Natural: Establish/influence market associations by how people go about
oWeb site page SEO Optimization (minimal overall effect but a requirement)
oSubmit all content (like U-tube, site articles', blog posts, key site landing pages) to each's search engine “type” (Google video, news & groups, blog/technorati/social-networking (~70) and top 5 search engines/directories) respectively.
oEndorsement / Influence marketing:A reference from a celebrity's website (or on their personal blog) is VERY powerful (note this is a form of affilate marketing)
oRSS Feeds (relationship update anonymously)
§Then server-side ‘publishing’ directly to the user’s browser
-Tracking/monitoring of user group types, new keys, etc.
-Everything is based on minimizing risk, using either current proven custom strategies, or clear identification of subcultures and new order marketing technologies.
Establishing Action or more permanent association:
Main market message
Focus:to establish relationship, with targeted actions - call, callback, email, take-away, education, etc.
Web 2.0
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Other thoughts to I keep in mind:
I see (az?) us as similar to a cross between:
oInfluencing the leader of a industry thread or gaming "guild" (alliance, group, link-shell depending on the game or social network) or Celebrity MySpace site... or discussion group to start an opinion on something...
oThe early radio operators, many amateurs in some ways, delivering news at the war front
oThe Ipod marketer, cleverly inserting an amusing story that is very entertaining and consistent with the music genre and creates the reference of the idea with it's sponsor vs. presenting an obnoxious advertisement
Clues to part of the 'New Order of Marketing, wispers...."
Clues behind some of the most powerful Internet marketing, capable of establishing hundreds of conversations in hours, thousand in days on any topic.... so the market loves it?
Many times what you find is not what is labeled... or put another way.... the labels (names) and even descriptions of areas may be useless for targeting
Although people may come someplace initially on a common theme. after a while they get to see the same faces a lot and oftentimes the whole nature of the conversation changes... and depending on the crowds (like people on a corner), the profile of those social interactions may change over the day or days of the week
To maximize exposure, you may need to have multiple identities, each unique in title, message flavor and identity
The best message is only a 1-2 line opinion or comment, following by a request for feedback. It should not have any, any commercial reference for maximum response.
Brevity (and focus - 1 small thought) invites a broad range of response
Everyone likes to criticize vs. help..... you're in a game and everyone you ask won't give you directions.... but make an 'apparently' incorrect statement, and the corrective critics come crawling out to correct you.... giving you your objective of the correct answer
Put another way.... Know where and how to Ask for what you want and you'll find responses offering to help you (fulfill your needs) as well as others who are looking for the same thing as you are. And they are happy when someone responds to their needs also. Seed or stir the pot, just remember where you did it and fulfill others with similar needs
The best conversations get re-spawned by others like a virus but often keep some identifying feature (title, content, or signature)
Sew the seeds of ideas and return to collect the harvest (like needs)
Remember the 20 Google Bloggers and George Bush's resume?
While you might cleverly 'flavor' the tone (pro, neutal, negative), like the independent blogger, you really have no control on the response 'tone' (pro, con).... it's the chance to take to see if the public likes it.
The Future of Marketing in America, PPC markets, and localization:
The Future of Marketing in America, PPC markets, and localization:
The future of search Engineering and marketing continues to evolve primarily as:
1)Web Search engines learn to integrate 'relevant' feeds of Directory, News, Groups, etc. and relevant promotion (for each feed type) into our everyday search results and categorization of information(this is one to think about)..
2)Information indexing, literally the 'meaning' (or most relevant relationship of words to links) becomes 're-constructed' by search authorities based on relationships of ranked inbound linking (the metaphor is similar to the 20 bloggers who got Google to accept the keyword relation of "miserable failure" with George Bush's resume URL at the whitehouse website)... to influence the current relevant meanings of words to something on the Internet ...
3)Valuable, popular and Constantly updated feeds provide website 'stickiness' (branding, latest specials, highly focused content), improving conversion ratios, as well as influencing search engines ranking, and inter-linking attractiveness (again influencing rank)
-Google considers Blogs as websites, and blog / rss search engines scan your site and update their indexes as well as rss subscriber notifications in minutes vs. getting a submitted URL indexed at Google/DMOZ.
-Blogs and RSS feeds represent current information that is being regularly updated.As such it can be highly relevant.The 'blogosphere is 60X as great today as just three years ago.Blog daily updates are common, vs. average 1-2 mo. website updates.
4)Google continues to drive thought leadership in promoting relevancy and meaningful links (creating meaning - keys - for links) promotes the most relevant search results.
-The other major search engines are following Google's lead in inbound linking, applying some type of 'ranking' by relevancy strength - realizing that it does indeed support better searches
-For PPC marketing, this means additional SEO and copy writing skills are needed, as Adwords-based landing pages require more consistency, topic relevant, stronger copy writing for landing pages vs. short PPC ads and SEO skills, that translate to higher clickthru, visitor reception, and better potential for conversion.
5)New technologies drive additional meaningfulness and value based on improving 'relevancy' even more:
-Localization in PPC promises targeted reception of visitors limited by the geographic presence - This means that Internet advertising can now be very cost effective for any business that gets all their prospects and customers in specific local geographic areas.
-Localization in SEO terms is more about tailoring target site with a localized flavor in addition to it's target keywords, so searches extended with localized city, state, or regional keywords, are optimized for those pages.Top industry and localized ranked site also often get top search results positioning.
Setting Up An Effective PPC Campaign - Bullet Points:
1)Getting the "right keywords" and "right keyword filled messages" to "active, highly targeted, popular or nich'ed search requests" OR relevant content promotions vehicles:
- This planning and periodic review entails standard keyword popularity and pricing analysis, market keyword and associative-pairing of ongoing search engine monitoring (and back-end search engine reporting systems), along with competitive matching (to see you found how the market finds you and your 'brand' competitors)
2)DEEP competitive analysis of your competitors’ SEO on-page strategies for multiple landing pages (key pairs and densities/proximities) as well as the complete DETAIL of EVERY PPC AD keywords, PPC AD Text, TARGET landing page and competitive PPC costs - per AD placement and traffic-Total_Costs:
- The detailed keyword competitive analysis along with a detailed backlink analysis by rank, exposes the competitive SEO strategy, and well as often providing clues to yet untapped keyword markets.
- The PPC competitive data not only helps write better competitive ads, but in combination with matching for specific traffic 'spikes' (related to keyword-influenced traffic from search engines AND other referred - redirected traffic), it shows both the most influential and competitive niche markets
3)Full leverage of PPC localization and filtering:
- Localization in PPC offer to limit market reception to tight geographic visitor targeting, resulting low cost ad fees, with localized relevant reception
- Filtering out query extensions to not show ad also for visitors offering no value - ex: 'free' or crack, sex, etc.
- Filtering may address PPC fraud protection.
4)Well coordinated AD-to-landing-pages processes and compliance, with enticing conversions, and other properly managed fulfillment:
- Matching sponsored ad to landing page text
- SEO optimized landing pages
- Lower costs and intial PPC bids
- Action fulfillment as phone numbers should be different to separate identification of marketing programs leads
- Detailed tracking of visitor experience to influencing source for marketing and costs
5)A well managed strategy and on-going managed service process:
- Whereas with Yahoo SEM, the best semi-automated positioning may be to support 'bid jamming' in 2nd place, Google Adwords' multi-page sidebars responses in positions 4-7, by clickthru rating and applied cost breaks, may be more favorable than jockeying for positions 1-3 (old metaphor)
- Sometimes, for example resulting from high clickthru and relevancy, a very high initial competitive bid pays only a fraction of that rate.
- Constant searches, reviews for new, emerging, spot, seasonal changes in market keyword search activity as well as aggressive ongoing competitive traffic analysis.
Disclaimer:It should be noted that although PPC marketing works for virtually every market, there are some very dynamic markets like real estate where virtually all ‘search-referred’ traffic is SEM (PPC) based today (and where newspaper ads are virtually dead)
RSS feeds are most valuable as 'linkbait' for web site visitors - giving them something of value that is an 'active' publication channel and bookmark (important as most web purchases or contact does not occur on the first visit). In addition, RSS feeds are accepted like websites for submissions, and also serve as excellent 'linkbait' to get other websites to link in.
You can create your own RSS feeds by hand, or use the RSS feed that is generated from most Blog editors, but you can also create valuable content feeds, by aggregating the content of others feeds, add in one or two items of your own (sales specials ?), save the feed, and then publish and promote it from your own web site.
It's not hard to do (although you might consider contracting for a service to outsource your RSS feed productions that you host on your website, if you want to keep them regularly updated). Here are the steps:
1. CREATING THE FEEDS: Let's say you wanted to create some feeds, specific to individual lines of autos (mazda, chrysler, audi, etc.) that related all the latest news on 'audio'. From each search engine, a good feed might come from the query 'audio site:audi.com' - that should give all the news related to 'audio' on the audi.com website. You could then copy and paste (or use a web screen scraper) to create individual feeds by hand.... or you could use a service like rssfeedsgenerator.com to create appropriate feed URLs
Select the feed sources...
Select the query to be used...
Get a list of feeds..... 2. MERGING MULTIPLE FEEDS: To combine the feeds, use a tool like feedjumbler.com:
The output URL from feedjumbler.com, a combined feed is shown below:
3. SAVE THE SOURCE AS AN XML FILE: The trick here is to not bookmark this feed, but rather view the source code for the page, and save it as an "XML" file:
4. EDIT THE COLLECTIVE FEEDFOR MARKETING: Next, Load the output xml file info a feed editor like feedspring.com, change information on the 'Channel' (about the whole feed, vs. individual items) - remember to rename it and fill in the file URL as an XML file that will be hosted on your website. Remember to add one to two 'items' that relate to something on the web site - possibly a limited special or a special coupon.
5. UPLOAD FEED AND LINK TO THE WEB SITE:
Each RSS feed needs two references - one in the header, and one on the page. The header link tells the visitors browser that RSS feeds exist on a page (that can be subscribed to without going to the second visual link on the page)
The Header link looks like this:(start '<' and ending '>' brackets removed):
link rel="alternate" type="application/rss+xml" title="title of the RSS feed" href="http://yourwebsite.com/yourXMLfeed.xml" / By contrast, the visual RSS feed link uses a standard RSS graphical file for a standard image link, and the standardized RSS feed icons can be downloaded from www.feedicons.com
6. PROMOTE YOUR RSS FEEDS:
Promote your RSS feeds as linkbait:
a. Throughout your website where appropriate, to get visitors to anonymously 'optin' to receive updates of the feed
b. Submit the RSS feed URL to key search engines as well as to feed search engines. Good bulk submitters include (a) feedshark.brainbliss.com and (b) Dummysoftware's RSS Submit.
c. Promote your RSS feeds as linkbait in your link building campaigns
Smart Search Engineering uses deep market & competitive intelligence, blogs, RSS and other search influencing in selectively engineering search response pages, web advertising, and landing page campaigns, that increases traffic and e-business... (in terms of 'SMART' web sales, off-line sales, leads, market awareness, entertainment, information, or persuasion goals).
technorati tags: Search_Engineering, , SEO, , PPC, , Advertising, marketing, NewsLetter, Affiliate, Blogs, , Groups, Web2.0
