Matt Shifley

Search Engine Optimization (SEO) Tips From Google

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Where better to learn about how to optimize your website than Google, the top search engine. If you’re new to search engine optimization (SEO) or wish to improve your site ranking, Google offers a great number of tips. I’ve explored some of Google’s greatest tips and SEO strategies in a variety of places, including their official blog (www.google-success.com), a how-to video published by one of Google’s engineers, and related news sources. Take a brief glimpse at the most useful recommendations from the search experts.

Recognizing “Trustworthy” Information
According to the NY Times article on Google in 2007, Google has a unique search algorithm that ranks Web sites and blogs based on over 200 different signals. The Web search engine is able to pick out trustworthy news sources that will best benefit Web users in their keyword searches. For instance, Google News is able to rate sites based on click-through data on news stories. This calls for more interesting and catchy page titles, and topic-specific terms that appeal to a targeted audience.

Also, Google identifies phrases like “according to the Washington Post” in wire stories. So, it is far to assume that if your story is mentioned in multiple places, your site will gain a higher ranking. And a post about a popular news story will gain a stronger presence.

Don’t Spam Your Articles
One of the things that will weaken your site is weighing it down with too many external Web links. It’s not a good idea to rely too much on link building to draw in new readers or raise your Web ranking. Avoid using excessive links that aren’t related to the posting, and try not to list your page through other Web sites that aren’t related. The content of your site should be, above everything, original, informative, and appealing to readers. Using too many links will likely harm your site’s reputation in the long run.

Comment, Discuss, and Network Often
You can subtly draw readership to your site by expanding your online network. Keep plugged into related blogs and Web sites that cover the topics you’re passionate about. Comment on other authors’ blogs, and also participate in discussion forums and chat rooms that interest you. Be careful that you don’t post your link forcefully at the end of every online conversation. Not only does this convey shameless self-promotion (and not a genuine interest in the topic), it could get you banned or kicked out of online conversations. Most forums allow you to create a signature, which is the ideal place to list your site.

Video & Photo Tips
According to Maile Ohye, Google’s Developer Programs Team Lead, their search engine does favor certain types of formats. As you post SEO photos to your site, keep in mind that Google particularly favors JPEGs over PNGs. Also, be certain that your images are tagged with your top keywords to boost your Web site’s overall search optimization. Videos hosted on YouTube, which is currently owned by Google, can significantly increase your Web ranking more so than videos hosted through other sites.

Link Building Tips

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When it comes to Search Engine Optimization (SEO), maintaining “link popularity” can drastically change how search engines find and list your website for the mass of potential visitors who are searching for an exciting site like yours. Simply put, your link popularity is the number and quality of incoming links that point directly to your site. This is a major factor that search engines evaluate when deciding whether your website is worthwhile and relevant to Web visitors.

The quality of your content is extremely essential – it’s not just about the number of SEO keywords or artificial links to increase your online traffic numbers. The search engines require links from authoritative sites, or relevant sites that share the same focus as your blog. Link-building can be complicated. Here are eight simple link-building tips to help your blog legitimately increase link popularity.

1. Join a directory. Congratulations, you’ve already accomplished step one by joining OnTopList.com. By belonging to a directory, you’ve gained a global network, many of whom either write in your niche or are more likely to help you through cross-promotional opportunities.

2. Piggy-back off of high-ranked sites. If you do a search on your SEO keywords, you’ll get a glimpse of the top-ranked sites in your category. Contact the sites that do not directly compete with you, and build a link-exchange relationship where you can piggy-back off of their high rankings.

3. Contact the owners of related sites. Try to be selective when deciding who you want to exchange links with. Send a friendly solicitation e-mail to open communication, and be sure to give them a reason why the relationship would be mutually beneficial.

4. Trade articles or unique postings with interested parties. Is it a subject or news topic that related sites may find interesting? Often, you’ll find that news or commentary sites have sections to “share news or ideas” or “suggest a link.” This is the perfect chance to exchange fascinating stories or news that you have published with related websites.

5. Use social bookmarking sites to your advantage. Do you already have a DIGG or Delicious social bookmarking account? These sites allow you to bookmark and use tag keywords for your favorite Web links. Bookmark related sites in addition to your site’s entries, and the other users in your network may start consulting your links regularly, which could eventually lead them back to your website.

6. Rely on your own network of friends, family, and colleagues. Don’t leave out your existing network of friends, who know and like you already – and are the most likely to read, comment, and promote your site.

7. Write for online article sites. Lastly, there are numerous sites where anyone can be a published author – Helium.com, About.com, AssociatedContent.com, eHow.com, eZineArticles.com. It’s free to join, plus you’ll be able to write related advice and information to your site, and every one of your article includes your profile – which is where you can link users back to your pages. If you write an article related to a past entry, this is the opportunity to promote and link users to the topic at the conclusion of your article.

8. Write reviews and comments on other sites. If it’s applicable to your chosen niche, you can also write other types of online content in other sites. For instance, if you maintain a technology site, you may want to regularly write product reviews on Amazon.com, ePinions.com, and related sites. This will grow your presence as an expert in your niche, and provide another way to link new visitors back to your site.

If you have additional questions about how I can help your generate more links for your website and how important it is to helping your company receive more exposure online, please contact me and I will be more than happy to help. I can be reached at 208.598.0084 or matt.shifley@yahoo.com.

Online Marketing Tips for your Press Release

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When most people think of public relations, they understand it to be the act of relaying news to a media source via a press release. They believe once they submit a press release, that’s all they can do. They wait to see what the press release can do for them. Too many people submit a press release to a variety of news outlets-thinking they have a great story the media will pick up-but they hear nothing back.

Instead, they wait, and wait, and wait. Nothing happens. Ever since the first press release was published on October 30, 1906, public relations has been shaped and defined by more than a written release. Networking, relationship building, trustworthy practices, and brand presence are just a few additional elements that help define public relations.

Today, with a wide variety of news mediums to choose from, the public has spread itself across several channels. If you choose to convey your company message only through one medium, such print media, you may find the public is elsewhere and your efforts wasted.

If you’re not using online platforms to enhance your public relation efforts, then you’re missing an opportunity to expose your brand to the public, generate leads, increase sales, and boost credibility. Some of the most innovative and effective ways to reach your target market online include PR 2.0 and optimized press releases.

• PR 2.0: By definition, PR 2.0 is a social media press release. This newly developed public relations tool was born from the rise in social media popularity. As more and more people use flickr, del.icio.us, YouTube, Facebook, Twitter, and Digg, they are more desensitized to newspapers and traditional media outlets. Because of this shift, using modern media forms, in addition to traditional forms, is the most effective way to get across time-sensitive news items related to your business. PR 2.0 incorporates a variety of interactive social media elements including video, Twitter pitches, share options, bookmarking capabilities, photos, slideshows, bulleted information, links to your website, blog, and social media sites, and contact options. Because social media press releases are viral, the audience base you can reach with it is infinite.

• Optimized Press Release: Also known as search engine optimization (SEO) PR, an optimized press release is search engine optimized to ensure it pulls up on search engine result pages. In other words, the optimized press release is written to incorporate important keywords that prospects may be using as search terms. One of the most popular places the public and even the media go for their daily news dish is the Internet. Google News, Yahoo! News, and Bing, to name a few.

If you post an optimized pr in popular search engines, you can be sure to get some hits off of it. Similar to a social media release, an optimized pr is viral and has the ability to reach a countless number of prospects.

It’s obvious the public relations model has shifted over the years, but public relations still, without a doubt, embodies the same principles it did over 100 years ago: provide the people and the press with truthful, accurate information that is both newsworthy and valuable.

If you have additional questions about how I can help your press release generate more leads and how important it is to helping your company receive more exposure online please contact me and I will be more than happy to help. I can be reached at 208.598.0084 or matt.shifley@yahoo.com.

Content is King

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By design, online search engines like Google create result listings based on hot and relevant SEO (search engine optimization) keywords. The most ideal website rankings mostly rely on the strategic use of common SEO practices (i.e. long-tail keywords, blog entry tags, meta tags, link exchanging, etc). However, no matter how visual or audible any Web page may be, the actual content matters the most.

Not only do search engines rank your site by keyword relevance, they also determine whether your site is relevant and unique to a user’s defined search. So when it comes right down to search results, it is more valuable to have something worth saying rather than a page designed with repetitive key phrases.

Following are a few useful writing tips that can enrich the value of your site, increase your readership, and raise your overall web ranking:

1. Stick to a solid writing format: introduction, body, and conclusion. The copywriting should smoothly lead readers to the climax of the story. With a Web audience, you have only a few seconds to make a connection, so your writing should reveal the main point within the first 150 to 200 words.

2. Say more with fewer words. Are there any unnecessary pieces of your copywriting that are clouding the core message? Consider how you can avoid wasting words, or using up your space with ranting, musing, or stream-of-conscious writing that lacks direction. Readers who keep coming back to your site desire originality, and sometimes, meaningful information that may be read, recommended, and linked to over the next 10 years.

3. Think creatively with titles. There are many ways to entice readers with new headers or titles. For instance, you can pump it with SEO keywords to show up higher on the results listing. You can pose a stimulating question or startling statement (i.e. “10 worst predictions in 2009 politics,” “sex, lies and health care reform,” or “will your investments be worthless in 2020?”).

4. Encourage interaction with readers. One of the best ways you can expand your audience is by making your site more interactive. In addition to posing intriguing headers or titles, you can assert your take on a controversial topic instead of presenting an informative and neutral position. You can add a kicker in the middle or end of the copywriting, which will encourage commentators to post their opinions.

5. Offer something unique or original. Above all, make sure that your website benefits readers with unique information that they wouldn’t necessarily find on a related blog or site. Think about the entire online experience that you would want to create with your readers. Is there something extraordinary about the opinions you offer (i.e., are you an expert in your topic?), do you allow your audience to get more involved, and does your site provide the full multimedia experience? What is the true value of visiting your site, and what keeps users coming back for more?

If you have additional questions about how I can help your website generate more leads with great copywriting and how important copywriting is to helping your company increase their presence online, please contact me and I will be more than happy to help. I can be reached at 208.598.0084 or matt.shifley@yahoo.com.

Captivating Copywriting for your Company

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How can I do this for you? Web copywriting can be difficult, and if it’s not done correctly, the results will unfortunately be poor. Great copywriting requires the following:

1. Know your audience: If you can’t say who you’re marketing to, how are you supposed to sell them anything?

2. Know your product or service: Like your market, you have to know your product through and through. Placing a few open-ended ideas in your copy can sometimes leave people wanting to find out more, and that can keep them coming back.

3. Showcase the value of what you can offer to customers: There aren’t too many truly new products or services out there. So, copywriting made easy requires that you show people why what you’re offering is better and more valuable than what someone else (i.e., your competitor) is offering.

4. Write for your customers, not for yourself: Cast your Web copywriting with the correct tone and focus, and customers will respond in a positive way to what you have to say.

By allowing me to follow these steps and following them carefully, over time your website will improve and you’ll see your business grow. Great copywriting isn’t easy, but I can help you achieve captivating copy for your company.

If you need more advice or assistance in getting the right copy for your product or your website then contact me. I will be more than happy to help. I can be reached at 208.598.0084 or matt.shifley@yahoo.com.

A Great Product Needs Great Copywriting

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A great product needs a great sales copy. The objective of the sales copy is always to sell the product. And even if your product is the best that is out there in the market, it needs the RIGHT words to strike the RIGHT chords in the heart of your potential customer.

The two big questions you need to ask if you are attempting sales copywriting are: Who is my target audience? And: How do I strike the right chords to their heart so that they sing the same tune as me and believe that my product is the best one to buy?

These two questions should be the backbone of your sales copy. The rest, you may forget about for the time being. You have to lead your target audience on to the benefits of your product and give them some good and valid reasons regarding why they should buy it from you.

The first step in writing a successful sales copy is to identify your audience. Who would be the potential users of your product. Once you have done that, you have to find a way to lure them into your website. Look for the right keywords and litter them judiciously in your sales copy so that whatever search engine your potential customer is using, he or she gets to see your site at the top. You can use simple applications like ‘wordtracker’ or ‘overture suggestion’ to look for the right keywords related to your product. Weave these keywords throughout your website sales copy including title tags and meta tags. It would be easier for your potential customers to find you on the web that way.

Now that your audiences have found you, you have to get them hooked to your site … and that is where the lesson ends today. If you need more advice or assistance in getting the right copy for your product or your website then contact me. I will be more than happy to help. I can be reached at 208.598.0084 or matt.shifley@yahoo.com.

SEO (Search Engine Optimization) Copywriting

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Can your copywriting be effective without the awareness of search engine optimization (SEO)? Sure it was probably possible in times of typewriters, but now submitting articles in online directories or to search engines without a proper density of keywords nowadays can ruin an article or a website page by not giving it opportunity to be noticed.

There are two factors on the basis of which your article or website page will be noticed or not. First, the content of it. If it is interesting, vivid, catchy and attractive, you will definitely get the readers your article deserves. Second, keywords which should appear in the title and the beginning of the first paragraph. But how often should the keywords should appear in the article? Once per paragraph or more, or maybe less. No matter what the answer is – one must be aware of SEO as it will bring some great benefits and popularity.

SEO copywriting is also especially popular among business owners nowadays who find it very beneficial for their link building campaigns. By writing great quality articles and submitting it to the top directories they gain backlinks. It makes the search engine rankings better for the given website which means that the company becomes more popular and has a higher probability that it will be noticed by its potential clients. Article marketing becomes the top marketing method now and online businessmen are fighting to get the best SEO copywriters for their website.

If you have additional questions about SEO copywriting and how important it is to helping your company receive more exposure online please contact me and I will be more than happy to help. I can be reached at 208.598.0084 or matt.shifley@yahoo.com.

Dos and Dont’s about Link Building

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Bing recently published a document about link building. Although it focuses on how Bing deals with inbound links, it can also help you to get better links for Google, Yahoo, and other search engines. The most important points of Bing’s document can be found in this article.

The importance of link building

The Bing engineers know that link building is important and they describe link building as follows:

“Link building is a very important form of self-promotion on the Web. You contact webmasters of other, related websites and let them know your site exists. If the value that you have worked so hard to instill in your site is evident to them, they will assist their own customers by linking back to your site. That, my friend, is the essence of link building.”

In other words, reciprocal linking is fine. They also remind webmasters that link building is an ongoing process:

“Think of link building as your chance to build your reputation on the Web. As your website is likely one of your business’ most valuable assets, consider link building to be a primary business-building exercise. Just don’t make the mistake of believing it will result in instant gratification. Successful link building efforts require a long-term commitment, not an overnight or turnkey solution. You need to continually invest in link building efforts with creativity and time. Good things come to those who wait (and work smartly!).”

Things that you can do to get good links to your website

Here are the things that Bing recommends:

  • You should develop your website as a brand and brand it consistently. People like to link to high quality websites.
  • You should find relevant bloggers, industry websites and product reviewers and make them aware of your website.
  • You can publish concise and informative press releases online.
  • You can publish expert articles in article directories.
  • You can participate in relevant conversations on blogs and forums and add a link to your website when applicable.
  • You can use social networks to connect to industry influencers. Your profiles should contain links to your website.
  • You can use email newsletters to notify people about new content on your website.
  • You can launch a blog or a forum on your website.
  • You can participate in relevant industry associations and their online forums.
  • You should strive to become a trusted expert voice for your industry while promoting your website.

Warning: the following things will get your website in trouble

Just like Google and other major search engines, Bing doesn’t like to be cheated. If they detect unnatural linking patterns, your website might be penalized. The following things can trigger search engine filters:

  • Your website get a lot of additional inbound links a very short time.
  • Many links that point to your website are from unrelated websites or blog comments.
  • Your web pages contain hidden links.
  • You get links from links farms or automated link exchange systems.
  • Paid links point to your website.
  • Known spammers link to your website.
  • Your website links to known spammers.

Here’s what Bing does when they find suspicious data that is related to your website:

“When probable manipulation is detected, a spam rank factor is applied to a site, depending upon the type and severity of the infraction. If the spam rating is high, a site can be penalized with a lowered rank. If the violations are egregious, a site can be temporarily or even permanently purged from the index.”

Getting inbound links requires some work. The Bing engineers are very clear about this fact: “Make no mistake: getting legitimate and highly valuable, inbound links is not a couch-potato task.”

If you have additional questions about getting more links for your website  and how important these links are to helping your company get more exposure online please contact me and I will be more than happy to help. I can be reached at 208.598.0084 or matt.shifley@yahoo.com.

More Copywriting Tips

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You must have heard different camps of copywriting experts giving their opinions on what killer copywriting really means and how it should be. While one camp believes in the dictum: Word is God, the other believes that just words won’t get you far. While writing a killer copy words are THE most important components to make your copy successful- the importance of color, pictures, graphics and imagery cannot be ruled out.

In this far evolving business revolution, killer sales copies must be equipped with design that speaks more than words. You may have a killer headline to grab the visitor’s attention but a drab web design would quickly dissipate that initial interest the viewer had shown and you’ll be back to square one.

Give your killer copy a much needed boost with a good website navigation system. Your navigation system must be consistent in every page of your website. If you are using four different links in four different pages, make sure that you post the links in the same position in all of the pages. This would make it easier for visitors to navigate through your site and use the links you provided. Instead of keeping your website plain and drab, use color coordination to make navigation through your site a pleasurable experience. But over use of color may just make your site look like an advertisement for children’s products. Unless you intentionally have kept it that way and unless you are really selling play dough or teddy bears, steer clear of making your website look like a potpourri of colors.

Never use shocking colors. They would just ‘shock’ visitors but not shock them enough into buying your product. High contrast colors are hard on the eyes. Avoid using such colors. It would be nice if you could create a logo for your company and put it on all the pages of your site. It would keep reminding your readers of your company’s name.

However, in a way, the word ‘killer’ is somewhat misleading. The Webster English Dictionary defines killer as: “to cause to be destroyed, to defeat or veto, to cause to cease operating…” Thus ‘killer’ copy therefore should mean a copy which is irresistible and extremely tempting. There are various web resources that teach you how to write killer copies. Some sites would ask you to purchase the access to such file by paying a onetime cost. This would be a good idea depending on the copywriting website and their author’s credibility.

If you have additional questions about copywriting and how important they are to helping your company get found online please contact me and I will be more than happy to help. I can be reached at 208.598.0084 or matt.shifley@yahoo.com for more information to discuss how I can help you or your company with its search engine optimization, online marketing, or copywriting needs.

Copywriting Tips

M. Shifley 1 Comment

Here’s a neat little copywriting secret you can use, immediately.

As if coming up with a headline isn’t difficult enough, for most people, sitting down and trying to come up with an opening of a sales letter or display ad, is like trying to figure out which way is north, when you’re standing smack dab in the middle of the desert at high noon.

I will fix this for you, forever, right now:

There are many approaches to coming up with an opening line, but no matter which one you take, you need to make sure you’re compelling … you can’t waste time on idle chit-chat … and you’d better be speaking directly to your marketplace with enthusiasm.

Today we’re going to talk about one way to come up with an opening line: by using a punchy introduction.

For example, something like “Today, I have some amazing news to share with you about lowering your blood pressure.”

Or, “Now there’s a way you can eliminate pet odor for good, without using ANY chemicals at all.”

And how about this old standby, which was taught to me when I was working with a previous employer: “If you are a cigar smoker, and you’d love to know how to save as much as 75% on all your new cigar purchases, then here’s something you MUST know:”

Now there are a few guidelines you’re going to want to pay close attention to when you’re doing this. One, you’ll notice I extended each of the base openings (“Today, I have some amazing news to share with you…”) to include a benefit.

You want to do this to capture your reader’s attention and to make sure they know something’s in it for them. Otherwise, you’re just being vague and hypey with no substance. That’s a HUGE turn-off, and no one’s going to pay attention to what you’re saying, if you do this.

Two, you want to say something that’s got energy and power. If you’re trying to get someone’s attention, nothing beats enthusiasm.

And three, another trick you may want to try is to add what I call a “bonding factor” in your opening. So for example, “Today, I have some amazing news to share with you about lowering your blood pressure,” can often be enhanced by saying something like, “If you are a woman over age 65, I have some amazing news to share with you about lowering your blood pressure.”

This adds depth to your relationship and makes your reader much more curious about what you’re about to tell them.

Now you have an inside secret to writing opening lines, so copywriting doesn’t have to be so difficult for you.

If you have additional questions about copywriting and how important they are to helping your company get found online please contact me and I will be more than happy to help. I can be reached at 208.598.0084 or matt.shifley@yahoo.com for more information to discuss how I can help you or your company with its search engine optimization, online marketing, or copywriting needs.