06/132Start Free Trial Now
06/13 3
No matter what business you are in, you need to have anonline presence. Your customers and prospects use theinternet daily...
A BEGNNER’SGUIDE TO SEOeed Professional SEOуϣьщчщюϜϦβнщчωмяѓϪпщррпьлряццьлшспщрэпьѐунпэрьщчнщчъцпюпэнлшэлшолшлцѓэуэёуютлэю...
millions, of results. How doGoogle and the other searchengines determine whoshould be top of the pile?Well, apart from the...
the other search engineswill penalize your siteby dropping it down therankings.So how do you go aboutoptimizing your site ...
How to Get Fast Effective ResultsSEO is a steep learning curve which reallycan take a lot of time and effort, time thatwil...
You can’t afford to ignore what people are sayingabout your business online because 83% of allconsumers read online review...
06/13 10
The only way you can manage your onlinereputation is to find out what is being saidabout your business.It might not all be ...
3. Don’t ignore negative reviews:Ignoring the comments altogether is nota good course to take, and can be just asharmful t...
This may require some incentives on yourpart, but clearing up a negative review isdefinitely worth any immediate costs.If t...
cares about its customers and is willing todo whatever it takes to make them happy. Ifthey see that you are a responsible ...
have received. If one of your products hasreceived a glowing review in the nationalpress, for example, use SEO to help thi...
11. Communicate Through Photosand Videos:When you think of companies like Virginand Apple which people come to mind?You im...
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Post online videosYoutube is one of the biggest search engines on theInternet and Google owns it. Google also rewardsbusin...
06/13 24
You spend a fortune building your website, and you set up yourFacebook page...then you wait...and you wait! Months later, ...
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June mag-e zine-web-rls-min

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The June Edition of MAG eZine, the Local Marketing "How To" Magazine. This month has a FREE SEO guide for beginners and bonus 13 part video series.

Each month we cover a different issue that confronts local marketing today and it is all written by practicing professionals and 100% FREE.

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June mag-e zine-web-rls-min

  1. 1. 06/132Start Free Trial Now
  2. 2. 06/13 3
  3. 3. No matter what business you are in, you need to have anonline presence. Your customers and prospects use theinternet daily to find the products and services they need. Ifyour business can’t be found online, they will have no otherchoice but to buy from the places they can find online - andthat is your competitors!However, giving your business an onlinepresence is more than simply putting up alittle website with your company’s addressand phone number.It means setting up a virtual version of yourbusiness, with an engaging, informativewebsite, a Facebook page and Twitteraccount. In this electronic age, peoplesearch online for the products and servicesthey need. They don’t use the phone bookany more so if you ignore this importantpotential marketing platform it is just like yousaying, “I don’t need any new business.”But a website is not enough on its own. Youneed to make sure the people searching foryour product or service can actually find it.This is where SEO (Search EngineOptimization) comes into play. By makingsome tweaks on your website and applyingsome techniques the search engines love,you can help your site be found in secondsby potential customers who are usingsearch engines like Google and Bing to lookfor a business like yours.For example, if you are a florist in Florida,employing good SEO practices will ensureyour business is shown near the top ofthe results when potential clients look fora florist in Florida in their favorite searchengine.Combining SEO with good online marketingstrategies can go a long way in helpingany small business to stand out from theonline crowd, and help to send traffic andcustomers to their website.06/13 4
  4. 4. A BEGNNER’SGUIDE TO SEOeed Professional SEOуϣьщчщюϜϦβнщчωмяѓϪпщррпьлряццьлшспщрэпьѐунпэрьщчнщчъцпюпэнлшэлшолшлцѓэуэёуютлэюпъмѓэюпъсяуопющэяннпээлццютпёлѓющщяььпонльъпюощшпрщьѓщяϦϘϢδ“One of themost importantconsiderationsin SEO is yourwebsite content.It needs to bewell written andto target relevantkeywords “Congratulations!You’ve made the decision totake your business online.You’ve built your website andyou’re ready to start takingorders, but where are allthe customers you thoughtwould be knocking on yourvirtual door? Perhaps theyhave gotten lost? Or is itthat they would be on theirway to you....if only theyknew you existed!If you are not clued up onSearch Engine Optimization,then unfortunately it’s goingto be the latter. They simplycan’t find you.Search Engine Optimization,(SEO for short), is theprocess of improving theranking of your website onthe major search engines.The higher a website’sranking, the nearer it willbe to the top of the searchresult listings.Each search engine (Google,Bing, Yahoo! etc) has itsown ranking algorithms.These are complex rules thatdetermine how to rank yourwebsite for a search query.The search engines nevermake these algorithmspublic and are regularlychange how they work,so SEO can take a littleguesswork.When someone types anenquiry in the search box ofany search engine, it is thejob of that search engine toprovide the most relevantwebsites for whatever querythe searcher has asked.Let’s say, for example, yousearch for a big brand suchas “Amazon”. As you wouldexpect, www.amazon.comwill pop up at the top of thelist.This website takes thenumber one slot in thesearch results because theyhave their SEO in place, aswell as the fact that searchengines often rank bigbrands higher automatically.Plus, Amazon have probablypaid more to be there.But what happens whenyou use the search term“books”? This is a muchmore generic term and canthrow up thousands, if not06/13 5
  5. 5. millions, of results. How doGoogle and the other searchengines determine whoshould be top of the pile?Well, apart from thesponsored links fromadvertizers who have paidto have their ads displayed,(these are normally featuredat the very top of the page),Google finds the mostrelevant website based onthe SEO work that has beencarried out.Not only does it mean thatthe keyword “books” hasbeen used well within thesite, but that the website isknown, trusted and has lotsof links from other websitespointing back to it. SEOcan be quite a complexbusiness, but when carriedout well it can give you greatresults.Using Keywords in YourWebsite ContentOne of the most importantconsiderations in SEO isyour website content. Itneeds to be well writtenand needs to target relevantkeywords in a natural way.But a word of caution: Ifyou litter your website withtoo many keywords Googlewill penalize you by movingyou down in the rankings.Never try to cheat thesearch engines. They arevery clever and can tell thedifference between keywordstuffing and well-writtencontent.For example, let’s say youhave a website that is allabout cheese. Naturally,when people search for theword ‘cheese’, you wantyour site to come out top inthe search engine results.You might be temptedto write an article whichmentions the word cheesemany times, in order to getyour site ranked highly bythe search engines and soappear at the top of thesearch results. It could evenread something like this:“If you are looking forinformation on cheeserecipes, read this articlewhich is written on the topiccheese recipes. This cheeserecipe article is an excellentcheese recipe article.This cheese recipe articlewill help you make goodcheese dishes. This cheeserecipe is an easy way tomake dishes using cheese.In this cheese recipearticle, you can find lotof information on makingcheese dishes. This cheeserecipe article talks aboutwhich are the best cheesesto use, where to buy goodquality cheese, how to makegood cheese dishes etc.Read this cheese recipearticle to learn more aboutmaking cheese dishes.”It doesn’t make goodreading and it certainlydoesn’t show a naturaluse of the word cheese,and overusing the keyword‘cheese’ in this manner willguarantee that Google and06/13 6More Helpful Places forSEO Tips Tools:Our Blog Free VideoTraining SeriesThe highest rated SEO toolin the world, and we have afree month for you byclcking here.
  6. 6. the other search engineswill penalize your siteby dropping it down therankings.So how do you go aboutoptimizing your site for thebest search results? First ofall, you need to determinewhat key words or phrasesyour potential customers aremost likely to type in whensearching for your particularproduct or service.In the previous article weused the example of a floristin Florida.The keyword wouldnot be ‘florist’. It is justtoo generic. There arethousands of florists outthere, far too many for yourcustomers to be able tofind you. Most likely, theywill be searching using thephrase “florist in Florida”or something similar in thesearch engines.So give some thought towhat terms your customersmight use to find YOU,(normally your product orserver + your town or city).Come up with the twoor three most obviouskeywords for your business,then use these within yourwebsite content. The basicrule would be to have yourmain keyword near the topof your web page or in thefirst paragraph of contentand then use it a couple oftimes more throughout.Add your secondarykeywords in the body ofyour web page content.06/13Search engines will then beable to read these keywordson your website and sendyou potential customerswho are looking for thesephrases.Just remember NOT tooverdo it. Use them innatural manner and they willwork effortlessly for you.Keep Your Customer inMind When DesigningYour SiteIt is so important to providevaluable and informativecontent for your visitors,as today, more than ever,Google rewards websiteswhich provide good, helpfulcontent related to whateverline of business you are in.But Google wants to besure your site is respectedand an authority on thesubject you deal with beforeit sends anybody your way.So if we use our floristexample again, you couldprovide an article or twoabout flower arranging orhow to choose the bestflowers for Mothers Day.You could go a step furtherand create a video showinghow best to display flowers,both in a vase and as aflower arrangement , orshow how to prolong the lifeof floral displays to get themost from them. The idea isto create information that isgoing to interest your targetaudience.7Go To ssmbSMS.com/bigdealto sign up now, FREE
  7. 7. How to Get Fast Effective ResultsSEO is a steep learning curve which reallycan take a lot of time and effort, time thatwill take you away from the running ofyour business.The quickest and best way to get moreexposure for your business and turn thattrickle of web visitors into a flood of salesis to hire a specialist SEO company.An SEO consultant, on the other hand,can carry out all the hard work, monitoryour site and ensure you are getting thebest exposure.You need a company who you can trust.A company who knows exactly what theyare doing and who will get the best resultsfor your business.We have helped many local businesses tobe successful online and get many morecustomers than they would have donehad they remained offline.Why not give us a call for a no-obligation,informal chat. We have so many ideas forbusinesses such as yours and you will beso glad you spoke to us.Alternatively, our email address andwebsites details are listed throughout thismagazine.We look forward to hearing from you.Want your businessto stand out from thecrowd?We can help!06/13 8
  8. 8. You can’t afford to ignore what people are sayingabout your business online because 83% of allconsumers read online reviews before making apurchase decision.DON’T WAIT! Protect your reputation NOWwww.iPromotIS.com06/13 9
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  10. 10. The only way you can manage your onlinereputation is to find out what is being saidabout your business.It might not all be flattering, but it’simportant to know what’s being said aboutyou online. Unless you know what’s outthere, you can’t respond to what others haveto say. But there is an upside: If you findpeople giving you positive reviews, you canpublicize it.So bite the bullet and ‘Google’ your nameand the name of your business. Look atthe results that appear. In most cases youwill find a lot of excellent reviews and somenegative ones.Don’t worry if you do have some negativecomments as this happens to virtually everysingle business and retailer online so you arenot alone.It is not necessarily the negative reviewsthat could put potential customers off fromdoing business with you but how you handlethese negative comments. If you handlethem right you can still come out smelling ofroses and look very professional. However, ifyou handle them badly, you could lose newcustomers in their droves.2. Respond to the negative reviewsin a professional manner:No matter whether you think the negativecomments are justified or not, you mustbe utterly professional in your reply. Alwaysremember: You are may be writing to theperson leaving the negative review, butyour comments will be read by thousandsof other potential customers who will bevery interested to see how you handle thecomplaint.If you launch an attack on the person wholeft the negative comment by branding thema liar, rant at them for taking their complaintpublic rather than coming to you with it first,all you are going to do is add fuel to the fireand potential customers are going to avoidyou like the plague. It will also add credibilityto the person who left the complaint, even ifit wasn’t true.The best way to handle situations like thisis:• Be very professional• Show care and concern for the factthat they did not have a positiveexperience.• Apologize for the service theyreceived.• Accept the mistake and put down inwriting the steps that you have takento fix the problem to ensure that itnever happens again.• Invite them back to do businesswith you again so that they can seefor themselves that you listened tothem and do care that they weredisappointed with your service.Can you see how taking this course ofaction not only wins over the person wholeft the review but it also reassures all of yourother potential customers that you are goodto do business with.06/1311
  11. 11. 3. Don’t ignore negative reviews:Ignoring the comments altogether is nota good course to take, and can be just asharmful to your reputation as responding tonegative reviews with abusive messages.Disregarding even one negative review willseriously harm your business.Most people, when reading a negativereview, will not take the time to carefullyconsider whether you or the customer is inthe right, and by not addressing the adversecomments, you seem to be confirming themto be true.More often than not, that one negativereview will create enough doubt oruncertainty to send your potential customersinto the arms of your competitors instead.It is so important to have a set game planof how to deal with online complaints. It isa much smarter and more effective optionto learn how to effectively reply to negativereviews. (See tip #2)4. Invite the customer to changetheir reviewIf you are able to resolve your customer’sissue and have shown them you wantthem back as a customer, the next step isto encourage them to return back to thesite to remove their negative review, or atleast amend it with a follow-up messagedescribing how, with your help, the problemwas resolved.06/13
  12. 12. This may require some incentives on yourpart, but clearing up a negative review isdefinitely worth any immediate costs.If the customer refuses or is unable tochange or remove their review, then followup with your own summary of the eventsin a factual way, taking care not to angeror infuriate the customer into respondingfurther and so drag you into an online war ofwords.For example you could politely explainthat as a business owner these things areunfortunate but they do happen and that thecustomer received a full refund or whateveraction you took to address the issue.This public display of customer service willgo a long way in overcoming any damagedone by the initial review and will win youmore customers in the long run.5. Encourage positive reviews fromsatisfied customersAn excellent way to manage your onlinereputation is to encourage your manysatisfied customers to leave a positivereview at the site hosting the bad one.Again you many need to offer someincentives.This does not mean paying people to leavepositive reviews but there are some subtleways to encourage your customers to leavehonest reviews to crowd out the bad ones.It’s worth remembering you don’t haveto wait for a bad review to start motivatinghappy customers to leave positivecomments. In fact, being proactive aboutthis can prevent one negative review fromhaving a drastic effect on your business.So make a habit of encouraging all ofyour happy customers to leave positivecomment. You will be surprised just howmany will simply because you ask them to.It can be more difficult to get customers topost positive reviews rather than negativeones, even if you offer the most exceptionalservice in the world. So take the initiativeand try to steer them towards sites that willoffer you the most benefits.Depending on the type of business youare or the service that you provide, look atidentifying who your customers tend to be,(e.g. tourists, locals, foodies, professionals,homemakers, etc.). Then choose a reviewsite that best fits your niche and invitecustomers to leave feedback there.The whole purpose is to try and controlas much of the online conversation aboutyour business as possible. By directingcustomers to a business-friendly reviewsite (one that allows owners to reply tocomplaints or even offers some kind ofreputation-management program) you’ll beable to limit the impact any bad review willhave.6. Never leave fake positive reviewsfor your own business.As tempting or as easy as this may seemto write your own fake reviews there aremany ways you can get caught doing this.Once your reviews have been exposed it willbe much more damaging to your business’sreputation than a few negative reviews.Try to realize that negative reviews arenot the end of the world. In fact if you dealwith the situation correctly, you can turnthe situation around and come away with apositive boost to your business.Customers don’t expect a business to beperfect. However, what they do expect isfor a company to take responsibility for itsoccasional shortcomings and show that it06/1313
  13. 13. cares about its customers and is willing todo whatever it takes to make them happy. Ifthey see that you are a responsible businessowner who genuinely tries to take good careof your customers you will win lots of newclients.7. It’s Time to Get Social:By creating social media accounts onTwitter, Facebook, Google+, Pinterest etc.you can manage your online reputationeven easier. By being active on the socialnetworking platforms there is less room forother, potentially negative, pages to gainvisibility. If a negative news story shouldemerge, you can react to it quickly; getyour point of view across so that peoplesearching for the story will see your sidebefore things get out of control.You can use the same idea by creatingaccounts on YouTube, HubPages, Blogger,WordPress, Squidoo and other sites. Itis important not to spread yourself toothinly, but the more Social Media accountsyou can comfortably handle, the moreopportunities you will have to increase yourvisibility, and the more control you canexercise over your reputation management.This increased online presence will enableyou to engage and interact with yourfollowers and fans which will eventually buildtrust and loyalty with clients new and old.8. Join Industry Specific Forums:There are literally thousands of discussionforums on the internet so there is bound tobe one specific to your industry. If there is,then you should seriously consider joining.It is a terrific way to reach out to a brandnew audience who previously might nothave heard of you or your business. Youcan also build a solid online reputation byoffering great tips and advice and generallybecoming a respected authority within yourniche or industry.9. Use SEO (Search EngineOptimization) Management:An essential way to build a good reputationonline and have a strong presence on theInternet is make sure that your website andsocial media sites are optimized for thesearch engines. What does this means foryour business? It makes your website moresearch engine friendly, so your site will beranked higher in the search engines resultsAND your customers can find you muchmore quickly.SEO tactics can also be used to rank otherpages that are not on your website too. Forexample, if you have written an informativeguest post on a well-respected industryblog or discussion forum, getting this torank can be even more effective than gettingyour own social media profiles to rankand will give your instant credibility whenpotential customers search for your name orcompany.You could take this one step further, usingSEO to rank any positive press that you06/1314
  14. 14. have received. If one of your products hasreceived a glowing review in the nationalpress, for example, use SEO to help thispage to rank highly. This can present a verypositive image of your brand even if youhave negative reviews elsewhere and willwin you over many more new clients.10. Dominate the First Pages ByPaying to Rank Higher:PPC stands for Pay-Per-Click. It is a verypopular and effective way of advertizingonline.If someone makes damaging statementsabout you or your firm online, you can usePPC (Pay per click) advertizing to kill twobirds with one stone.PPC can accomplish two things at thesame time: Not only will it promote yourservices and get you high visibility in thesearch engines, but it also has the addedadvantage of being able to counteract theeffects of the negative messaging. PPC isexcellent as it allows you to create hyper-targeted ad campaigns. You can targetyour ad’s messaging to a particular onlinereputation issue.With a PPC campaign, a business simplyagrees to pay a certain amount of moneyeverytime a prospect clicks on an ad relatedto a particular keyword or keyword phrase.For example if you were a florist you woulduse the name of your town and the wordflorist as one of your keyword phrasesin a PPC campaign. That means whensomebody local searches for florists in theirlocal town, your firm’s advert will pop up asa featured or sponsored advertizement. Thisallows the person searching for the florist toclick on your link and make the order.PPC can be a very powerful tool tocounteract any negative statement. Itcombines public relations and advertizing,and is effective in getting a lot more sales.06/1315
  15. 15. 11. Communicate Through Photosand Videos:When you think of companies like Virginand Apple which people come to mind?You immediately think of Richard Bransonand the late Steve Jobs. Their imagesand personality are instantly linked to theircompanies and you could do the same withyour company. People like to know whothey are doing business with so why notadd photographs and videos of you, yourbusiness and your employees.Give your company a face your clients canrelate to and get to know. It has far moreimpact on the relationship that you havewith your customers than an anonymouswebsite. If you tag your pictures withkeywords and your company name they willeven have an effect on your search engineranking and improve your branding.12. Think Before You Post:Unless you want to stir up controversyand make situations worse, it’s important towatch what you say and be careful what youpost. Anything you say can and will be usedagainst you when it comes to social media.It is very frustrating when you read acomment about your business that is eitherunfair or even a downright lie, but before youpost anything you need to think about theimpact your words are going to have:• What will your comments look like toeverybody else reading what you havewritten?• Will it damage your reputation evenfurther in the long run?If you need to, write down what you wantto say, leave it for an hour or even overnightand then re-read it. You might find that onceyou have calmed down you have changedyour mind and decide to reword what youwant to say.Never, ever publish anything that is goingto cast you or your business in a negativelight. Your aim is to protect your reputationand that means doing all you can to improveyour company’s image online.Above all….Stay on top of things:It’s very important not to get lazy aboutmonitoring your reputation. We recommendregularly checking for information that couldpotentially harm your online reputation.Take advantage of automatic monitoringtools such as Google Alerts. This way you’llstay informed about what is being said soyou can be proactive and limit the damagedone.Some local businesses realize theimportance of doing this but are too busyrunning their companies.06/1316
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  22. 22. Post online videosYoutube is one of the biggest search engines on theInternet and Google owns it. Google also rewardsbusinesses who post videos on YouTube with highersearch rankings, so it would be foolhardy to ignore it. UsingYouTube and other online video sites is free and well worththe effort to create a video and post it online.Don’t panic. You don’t need to produce a HollywoodBlockbuster movie. If you have a video camera or even adecent smartphone with a video camera on it, you can videoyourself or members of your staff showcasing some of theservices you provide or displaying some of the products youhave on offer.Record a demo of how to use one of your products or youcould interview some of your best customers. You couldeven give people a video tour around your premises. If youdon’t have a video camera, you could create a simple slideshow presentation in Powerpoint with some pictures andadd a brief voice over.Then, create a YouTube channel and upload it. There aremany videos on YouTube itself showing how to personalizeand brand it. In the video’s description add a full link to yourwebsite and make sure that it is click-able. Don’t forget toadd “tags” using words that people are likely to search for(keywords relating to your business or the area that you liveincluding your city or town).Don’t just stick to YouTube. There are other sites such asVimeo.com and Dailymotion.com to post on, and you canadd your video to your own website by using the embedoption from YouTube and your Facebook page.Make friends with local journalistsThis is probably one strategy that your competitors arenot doing and it works like a charm. But you are probablywondering how you would even start to make friends with ajournalist. Watch your local news items on TV, read your localnewspapers and compile a list of the local reporters.Most TV stations now include the journalist Twitter ID oremail address alongside the correspondent’s name whilethey are presenting their news item.Start off by commenting on a story that your journalist friendwrote in the newspaper or presented on the TV. Don’t flatter2306/13
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  24. 24. You spend a fortune building your website, and you set up yourFacebook page...then you wait...and you wait! Months later, you arestill waiting for the crowds to flock to your site and buy from you.We Can Help!We work with many businesses just like yours and help them getsales 24 hours a day. That is exactly what having an online businessis supposed to do. We do it for them and we can do it for you too.So why not give us a call today for a friendly, no-obligation chat andfind out what we can do for your business.Tel: 800-895-1816 iPromotIS.com06/1325

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