Whether you like it or not, social media is not going away. And aside from what you think about its impact on your personal life, the fact is, it is now a business issue to be dealt with – especially if you are competing on the internet.

Social media impacts traffic generation, link building and now, with the advent of personalized search, it impacts what we see in search results. As search engines become more sophisticated, each time you touch the Internet to search for something you leave a form of “digital footprint” which can affect future search engine results when you search and you can also affect the results when other people connected to you in some way search.

Personalized Search Explained

This is all part of what is being referred to as personalized search, the goal of which is to provide a search experience that is more relevant to your personal history as well as the history of others closely connected to you. Those connections are often through social media.

With the onset of personalized search has come a new concern over privacy. If you have logged into your Google account lately there is a good chance you have seen notices about new privacy policies all designed to help ease these concerns. That is because search personalization does in fact look at your history and serves up results accordingly. So if you are the type that doesn’t want this sort of information being kept than it’s best to do your searching when you are not logged into one of these services.

Getting More from Personalized Search

Personalized search is designed to improve the user experience, so how can we affect personalized search to our benefit? Here are some suggestions:

Get more Facebook friends. If your friends on Facebook like certain content there is a good chance you will see that in search results. So in theory, if you are searching for a car dealership and one of your friends “likes” content from a car dealership there is a good chance you will see that result if you search for car dealers in Google’s natural results.

So how do you get more Facebook friends? Some suggestions are:

• Put Facebook “Like” buttons at the top and bottom of your blog
• Engage your Facebook followers more; ask them questions.
• Use at tags like in twitter
• Do a free gift to your Facebook friends
• Do a live event on Facebook
• Ask your Facebook friends to help you with the future project

Get a good look at Google plus and see what it’s all about. Google plus has just rolled out business pages and now you have an opportunity to create one. Add Google plus to your sidebar and look for opportunities to expand your circles; you can use a Google plus WordPress plug-in.

Make Sure You Control Your Social Media Presence

No matter if you love or hate social media, it is here to stay and now it seems like your social media presence will affect search engine results among your followers and friends and results that go to you as oppose results that you have affected.

It’s the ultimate internet dream…you have a product you’re passionate about, so you contact a local web developer to build an ecommerce site.  Then you sit back and wait while the billions of earth people trample a path to your new site and buy your stuff.

But for anyone who has tangled with ecommerce, they will attest to the fact that  it’s not quite so simple.

The fact is, there are oftentimes thousands of websites out there selling the same products or services.  So before you can convince someone why they should buy from you over these other sites, you must first get them to your site.  And that means being found on the internet when people search.

Getting traffic to ecommerce sites

There are 3 basic ways you can get internet traffic.  Social media participation is one strategy, paid search advertising is another, and then there’s search engine optimization (SEO) which is the “tried and true” long term strategy.  The problem with SEO is that its harder than it looks, and often times takes time to get results.

Going after good SEO results with ecommerce sites presents its own set of challenges because you have so many products on your website, and so much competition. That’s why WSI is offering a FREE informational webinar called “Five Steps to Optimizing an eCommerce Site for Search Engines” that will give you a step-by-step guide to getting better SEO results.

Just click the image below to find the registration link, or email me info@mywsiconsultant.com if you have any questions.

As a major search engine, Google has been the leader of the pack for quite some time and their constant innovations with things like Google Places are one of the big reasons why. From search to tools to advertising, the Google brand has expanded to unprecedented levels. And one of the most important changes Google has made in the last year has been with the changes to Google Local or Google Places as it’s now called.

By now I’m sure your familiar with the red pushpin on a map showing the locations of 7-10 of the businesses Google can find near the area you are searching for.  Here is a sample screenshot:

"pizza places Metairie LA" Google search results

You are also by now familar with the map which accompanies these markers:

Google Place Search

The Google Local tools recognize that to capture more regional businesses, there needs to be a simplified way to do it. Local businesses like ours deal with many challenges, from customer service, to product and service development and delivery to payroll. Because regional companies have so much to do, it is hard to focus on specific aspects of our businesses.

Google Local includes Google Place Search, designed to offer much more local content from regional advertisers. What this means for me is that I no longer have to spend my time trying to research and find local keywords, monitor the results, and modify bids for those keywords for my AdWords account.

Impact on Ratings & Reviews

The new Google Local format uses the location concept to find out what people are saying about my business in terms of reviews and ratings. These are two things I rarely had time to focus on in the past. This new tool finds all of that info for me so that I can use it to develop relevant Web content. I can also address the issues that I find by writing to consumers directly, which is something I used to have to pay a person to do for me.

Organic Positioning

The other aspect I really like with Google Local is that I can see the details that a local searching consumer is using to find my products and services. Google Place Search issues rewards to local businesses like mine with organic positioning when it finds complete and accurate content. For example, when it picks up a blog entry or article that I wrote, that info is considered and counts toward a higher placement by the search engine.

Since past attempts at organic positioning was something I wasn’t able to master, the new Google Local and Google Place Search has been a lifesaver in terms of leveraging the benefits of local SEO (search engine optimization) listing and placement. Now I can focus on continuing to build a richer rating and review level using these Google resources – which means my business will grow much more easily.

OK so it’s February and most of the typical New Year’s resolutions have already fallen by the wayside.  America has not stopped eating junk food and is still not going to the gym.  But should this prevent those of us in the SEO world from having a set of New Year’s resolutions that we can actually keep?  I say no!

So why not set my goal to become an “SEO Ninja”?  Ninjas are not just good at combat, they are great.  They masters of their craft and almost never get killed in the movies.  And though I’ve never actually taken any martial arts, I have to believe that becoming a ninja is definitely something to strive for, is it not?

SEO Ninja at work

Why we need to become SEO Ninjas

Tony Robbins says that people will only experience meaningful change once their pain level becomes high enough.  Maybe this helps explain why most people don’t start eating better or get in shape – it’s just too easy to buy bigger clothes.

But in the SEO world, the pain levels in 2011 aren’t solved by buying new pants.  Generally speaking, the internet is quickly maturing, and there have never been more “Johnny-come-lately” types than there have in the last few years.  Heck even the local “yellow” books are claiming to offer SEO services.

The reality is that the online world is becoming more and more competitive, and that’s a trend that is not going to change anytime soon.  And for those in the internet marketing world, that means working smarter and harder and not being afraid to try new things all in the name of seeking the best results for our clients.

With this in mind, here is my plan for becoming an SEO Ninja in 2011:

Don’t accept the same old results

The first part of becoming an SEO Ninja is accepting that as good as you might be now, you can get better.  Setting the bar higher can be really uncomfortable when things seem to be humming along and your tendency is to stand pat.  But Ninjas want to get bigger, stronger and faster so we should set our goals higher and higher for each project.

Beware the “secret sauce”

The SEO world is full of people who claim to have Google figured out and don’t want to share or explain how they did it because they have created some sort of “secret sauce.”  There is a great cartoon about this where the guys in black hats are chanting to Google for better rankings.

Remember, Google alone makes hundreds of changes each year to their ranking algorithm.  And with this in mind, how can you expect to have the secret to success when the basic ingredients are constantly changing.  Ninja discipline requires us to stop chasing “get rich quick” fads and focus on things that build value over the long run.

Try something new

I take a lot of pride in always trying to think like a “rut-buster.”  By this I mean always keeping the perspective that just because something worked before doesn’t mean it will always work again.  Let’s face it, the online world is changing fast and anyone who thinks they have it figured out for good is an idiot.  And that means not being afraid to try new things in your practice (of course assuming you watch out for “get rich quick” as mentioned above).

Dedicate sufficient time to training

So as part of being a Ninja, you should expect to work on your craft on a regular basis. And for us SEO types, that means reading articles, attending webinars and taking every chance we get to learn something new and figure out how to implement it into our practices.  And while this doesn’t mean abandoning “tried and true” techniques that work, it does mean being willing to adopt and change quickly.

We each have to spend time on a weekly basis sharpening our skills if we want to become and stay Ninjas!

Why 3 listings of course!

In today’s world, talking about being first on Google for something is starting to get complicated. With the introduction of “personalization” of search, the items you see for a particular phrase will vary greatly from what I see when I search.

The good news though is that with the introduction of varied results, there are now more chances than ever for you to have MULTIPLE listings on Page 1 of Google for a certain phrase. So today, the real goal in the search engine marketing profession is to gain multiple listings instead of just focusing on one.

Go for #1 spots in all 3 areas

With Google, you have 3 possible spots that you could appear “#1” for a various phrase:

1. Natural, organic results – these are the regular, non-paid results that everyone knows and trusts.
2. Paid search ads – these paid placements appear at the top and to the side of relevant search phrases.
3. Local listings – in certain cases, Google is now displaying a set of local listings which are near to the locality of the place you have searched.

That’s not all – claim more spots with “Universal Results”

Have you noticed that when you search for something you get results that include news, videos and articles about the phrase in addition to regular search results? These are called “universal results” which are designed to give you a well rounded sample to choose from.

The good news is that companies can now shoot for multiple listings there as well with highly ranked videos, news items and articles or even social results from sites like Facebook and Twitter.

If you can’t beat them, join them

It seems simple – become the most relevant and Google will put your company on the first page. However, in order to know how to make Google recognize your website as the most relevant one, you would have to know the algorithm that Google uses to rank websites. That algorithm is a closely guarded secret, which is why there is no single recipe to the right mix of SEO, PPC, and keyword placement to get onto page one.

Our suggestion, go after multiple results on the first page so when you can’t win for one, maybe you’ll win for another!

The one digital marketing acronym everyone should know

SERP stands for Search Engine Results Page. When you type a phrase into Google or any other search engine, the results for that search appear on a new page in your browser. This is the SERP, and for businesses concerned with online marketing, being on the first SERP is one of the top priorities.

Why it matters to businesses

Let’s face it, who looks past page 1 for anything on Google? If a customer has to go to the second page of results to find your website, they are far less likely to find you or to conduct their business on your site.

What a typical SERP looks like

On the SERP, you will see three types of results.

• On the left side of the page is where one can find natural or organic listings, those which are placed there because the search engine finds them to be the most relevant to your search terms.
• Above those are the sponsored links. Companies pay the search engine to be placed in these positions.
• On the right side of the page are the paid advertisements, the PPC ads.

Which is the best place for my business on SERP?

Everybody wants to be #1 on Google for their dream phrase, but sadly everyone can’t be first. Even so, there are strategies for placement on search results pages that may benefit you such as occupying multiple positions on the page. Today we look at sponsored results, regular organic results and local results as 3 opportunities to show up on the page. Stay tuned to future blog posts to learn more about this.

How to evaluate how “good” is your website?

When we talk to new clients, most of them fall into one of 2 categories. First are the people who know they have a lousy website and need a new one. We applaud these people for being reasonable and open to suggestions.

However, the 2^nd crowd thinks their websites are great. And we have to be careful with this because websites are sometimes like children, in that only a parent can call them ugly without fear of a fist fight.

The brutal truth

At the end of the day, the goal is to get people to your website and get them to become customers. And the truth is that if your website isn’t good enough, your online marketing efforts may be largely wasted. And in today’s economy, that’s a luxury most of us can’t afford.

Questions to consider if your website passes the “smell test”

• Does it engage visitors quickly? You have about seven seconds to convince someone who comes to your website that they want to stay, and this time includes load time.
• Does it load quickly? Not only does load time count towards engaging visitors, it also affects the way that search engines rank a website. Slower sites are ranked lower, so ensuring that yours loads quickly is a necessity.
• Does it have great content? When the visitor feels engaged with the site, they want to read more and take part in conversations on the website. They are more likely to turn into customers when they find your site interesting, and more likely to return regularly.
• Does it set you apart from competitors? This is more than great graphics or pleasing colors. Smart design involves placing the information in a way that will lead to conversions, such as clearly telling visitors how your are different than everyone else that offers the same service.

Don’t Ignore Your 2010 Business Card

Remember, your primary digital asset is not your Facebook page or your Twitter account or a really great email ad; it is your website. Take the time to make sure that your website is representing your business well and serving as an effective business tool.

Internet marketing 101

Businesspeople often say that they feel that they are wasting money on advertising but that they are not sure which money is being wasted and which is translating into profits. In fact, John C. Penny (JC Penny Founder) once said that half of his marketing money was wasted, he just wish he knew which half.

Now that much of the budget for marketing pursuits is devoted to online marketing rather than tangible, traditional advertisements, it can be nothing short of overwhelming, especially for time strapped business owners and managers.

The shift to online from traditional media

The popularity of Google has changed the way potential customers find companies and select products. For most people, the process starts online with a search. This has resulted in a complete change in the way marketers approach sales techniques to reach potential clients.

Here are some terms that will help you understand online advertising as it exists currently, in the world of social media and Google:

• SEO stands for Search Engine Optimization. It refers to the way a website is built and positioned in order to be seen and ranked highly by popular search engines.
• PPC stands for pay per click and refers to a type of advertisement that can be placed on Google. Customers pay Google a set rate for each person that clicks on their ad.
• Social media and social networking refer to websites dedicated to connecting people for various purposes, whether it is for fun, business, or potential collaborations. Websites such as Facebook, Twitter, and LinkedIn provide unique opportunities to connect with other businesses as well as your customers.

Where to start?

If the shift towards digital marketing has you stumped, you are not alone. The most effective online marketing approaches incorporate each of these three components into a comprehensive plan that reaches consumers where they are, in any and all of these places. This is something that is hard, if not impossible, to get “out of the box” so to speak and requires careful planning and work to get the results you want.

Does pushing the “search” button takes too long?

Google instant is a new feature from Google that you have probably already noticed, especially if you have been a little frustrated thinking Google was broken this past week.

The whole thing with Instant is that results are updated right before your eyes.  As you type the phrase suggestions appear or disappear.  So what may start as a single word gets more specific as you type longer phrases.

Question – how long does it take to push the button, and is going without it really an improvement?

What exactly is “Instant”?

Google Instant is based on the assumption (maybe study) that we read faster than we type.  So Google figured if they show you more results as you type, you can find what you want faster.

Time Savings

Google says it will save you 2.5 – 5 seconds per search.

Add it up…50 searches a day x 2.5 seconds is 125 seconds or 2 minutes.  X 360 days that’s 750 minutes or 12 hours a year!  Do you really think this search tool will save you 12 hours per year?

Predictive Search

Google is actually trying to predict what you want – and show it to you so you don’t have to go searching.

Suggestions from Google

Google is now giving you results without even typing in the whole search term.

Some things to note

1. Like all of Google’s newer features, You CAN turn it off in your preferences
2. Don’t worry about Google finishing your kid’s search with dirty phrases.  Safe search is enabled if you already have that done.
3. They say it doesn’t slow down your internet connection.

One of the best reasons to put your company on Facebook is that it offers unique opportunities to protect your brand, both on Facebook and on search engines such as Google. Often, people avoid bringing their businesses into online forum that they cannot control because they are afraid of the negative ramifications that may result.

Who controls your online brand?

The Internet is a very democratic place – with a few exceptions, anyone can put up a blog post, a video, a picture, or even a website about your company with or without your approval. However, if you set up an official company page on which you can control the content, the first thing that shows up when people search for your company name will be your page rather than someone else’s blog or a competitor bashing your products.

Why Facebook for Business?

With hundreds of millions of users, protecting your brand on Facebook is more than a good idea, it’s almost a necessity.

And now that Google and other popular search engines can access the information on Facebook pages, that brand protection goes beyond the social media or networking site and adds to your overall brand reputation on the Internet as a whole.

Protect Your Online Resume

When your Facebook page shows up on the first page of a search, it does so in addition to the company’s actual web site, giving the potential customer two opportunities to be directed to your company. It also pushes one more competitor off the page, allowing you to control that much more of the valuable real estate on Page 1.