In this interview at eMetrics, Avinash Kaushik encourages us to rethink search. Instead of keywords, think instead in terms of 'long tail' keyphrases that are used infrequently, but represent qualified, motivated customers. His initial advice is to use SEO or organic search for brand and 'head' terms, and to exploit paid search for 'long tail' terms. SEO should be seen as a long-term strategy.
Along with headlines, product images on an e-commerce site capture the visitor's attention. Eisenberg gives examples of excellent use of photos from Harry and David and Tiger Direct. He recommends Camtasia for software product demos, careful attention a model's eyes in photos for services. All images should reinforce your primary message. Finally, test to see what your customers prefer.
Public relations expert Sally Falkow explains how to discover the 'story' in your business. Once that story is understood and honed, it can become the business' Unique Sales Proposition (USP) on the homepage, can be expanded in the About Us page, and exampled in the Projects section.
Marketing expert Amanda Watlington offers tips for e-tailers in a tough Christmas season: retain confidence, determine profit potential and pursue that, make careful projections, stimulate demand prior to Cyber Monday, and secure contact info.
Greg Jarboe explains how to doe search engine optmization (SEO) on a press release to help it reach both audiences: (1) news media reporters and (2) the general public.
In this video interview Ross Dunn focuses on reputation enhancement -- people coming to trust you, not merely finding you online. He explains how to improve your reputation using social media participation, articles, blogs, videos, e-mail newsletters, and press releases.
This experienced search marketing expert discusses keyword research for Pay Per Click (PPC) advertising and SEO. This is part 1 of a 3 part series, focusing on the initial brainstorming phase.
When you buy traffic indiscriminately, you waste money on 'traffic' that doesn't convert well. Rather, says John Marshall, when you're purchasing ads, think of it as purchasing 'intent.' He explains with an illustration of advertising for marshmallow guns.
Matt Bailey explains the simplicity of usability testing to make sure that a site is easily navigated by someone who is not familiar with your site or business. Assign a specific task for the test subject to complete. Then observe them and have them talk about completing the task.
In this video interview eBay consultant Allison Hartsoe explains how to use the Terapeak research tool to assess overall sales for a category or product and determine average sales price, so that you can determine net sales costs and whether product sales on eBay will be profitable for your company.
In this interview, Andy Beal explains how to establish your purpose, determine a platform, find your blog's voice, set a frequency, and begin to publish online.
Mike Svatek of Baynote.com explains some of the hurdles his company had to go through to be listed in Wikipedia. He advises: (1) don't use persuasive writing, (2) demonstrate that your business is 'notable' by showing that what you do is important broadly, and (3) get involved in the internal Wikipedia debate of the inclusion of your business in the encyclopedia.
Discusses how to ensure that your new site will be designed with search engine optimization (SEO) in mind from the get-go. Consultations can avoid flash and JavaScript errors plus optimize a navigation system for best results.
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