But there’s a fine line.  It’s not advisable to simply “cram” keywords into a page in an overly-repetitive fashion.  At the same time there is a requirement to be sure that target search phrases do appear within the copy to be sure the search engines recognize it.  Google suggests a common sense approach in determining how to toe the line:  make pages primarily for users, not for search engines.

As you contemplate how to create and develop your Web site’s content, here are three keys to consider:

Key 1: Do not repeat keywords in an unnatural way.

The ability to keep an article keyword-rich and enjoyable is an art form in and of itself. When given the choice of one more related keyword and keeping it free of awkwardness, err on the side of readability. You can always spin the article anew with a separate and distinct article. Today’s readers will tend to scan, or gloss over the copy. When a keyword is repeated multiple times, the reader will see the pattern and conclude the article is less than genuine. In the same vein, use of name brands should be avoided unless extremely pertinent to the article. Scanners spot ads woven throughout the copy the fastest.

Key 2: Give a call to action to attract a community around the article.

Think like the audience. The articles with the most activity involve the reader in some way. If you are writing content on dog training, you could ask a question like “Do you think bulldogs can be trained?” toward the end of the article. Viewers will voice their opinions and inadvertently add more related keywords to that page with little to no effort on the site-owners part. Adding internal links inside the article that are keyword-rich are also helpful to get traffic to multiple pages within the site.

Key 3: Use the “rule of three.”

This very article narrows down the many SEO copy writing tips in to a three-point list. This phenomenon (the rule of three) is as unexplainable as it is memorable. Historic examples would include “Blood, sweat, and tears,” “I came, I saw, I conquered”, and many others. You can use it to your advantage and present your ideas in three-point bullets. It increases readability and is another opportunity to include related keywords. If this seems to restrictive for particularly long articles, you can break the primary three points in to the secondary parts. This compounding of the rule of three has been shown to be just as effective.

Auletta, author of several “insider” business titles, was given unprecedented access to Google’s highly private and reclusive founders and top-tier executives.  While the book is a compelling look at the founding and evolution of Google itself, much of what is in the book is already widely known.  Nonetheless, Auletta does a nice job of synthesizing a story that has rapidly evolved over a number of years.

Since Google is so important to those trying to important to those looking to thrive online, greater understanding of the company can’t hurt.  The following are a few interesting points, take-aways, and thoughts for those intrigued by one of the most revolutionary companies in the world:

• Google’s motto is:  Don’t be evil.  It may sound trite or overly-simple, but the author shows that this distinguishable concept genuinely guides the decision-making at the company in an umbrella fashion.
• In 2003 Mel Karmazin, former CEO of Viacom and current CEO of Sirius Satellite Radio, initially chided the Google founders for “messing with the magic”–the magic being the vague veil behind more traditional media where advertisers paid for exposure without much detailed reporting on impressions, responses, and ROI.  Google’s pay-per-click model has essentially destroyed that way of thinking and the “old” advertising business model.
• Google founders Sergey Brin and Larry Page initially created and used “the airplane test” as a litmus test for hiring.  This simple test challenged the team to think about whether or not they would want to sit next to a potential hire on an airplane for several hours.  If you would, chances are that this would be a good hire.
• Google’s guiding principle for its search engine and tools is to “do right by users.”
• Google was the first to use a derivative of the Vickrey auction style to sell advertising space.
• The sharp rise in Google’s stock has provoked the following question:  Is Google’s culture great because its stock is doing well or is the stock doing well because the culture is great?
• Google has fallen under strong criticism from a number of privacy advocates because of the amount of personal data that it collects and stores.  The company’s founders respond that trust in the company is essential to its success and that all of its use of personal information allows them to create better user experiences.  In turn, people with the right information will make better decisions for themselves–essential absorbing value.
• Al Gore, a board member of Apple and senior advisor to Google, interestingly compared the Google founders with Steve Jobs in this way:  “Steve [Jobs] has the great if painful experience of failing and coming back.”  The wisdom that comes from failure has not yet punched Page and Brin.
• Google’s ultimate vision is to become not just the leader in interactive advertising, but the leader in all advertising.

It could be argued that Auletta’s book could move a bit more rapidly.  However, on the whole, his book delivers a thorough understanding of the company’s culture, evolution, and future direction.  For those seeking to learn more about how Google grows and functions, this book does not disappoint.

1.  The text in your link matters. A link to your site from another needs to reflect the keywords your visitors may be using to find you.  This should be learned through solid keyword research.  Here are some examples of how links are usually created, using our company as an example.

• Learn more about WebSolvers here (no very effective, unless you wish to rank highly for the word ‘here’)
• Learn more about WebSolvers (effective for building relevance for our company name, but we might assume that people typing ‘WebSolvers’ into Google are going to find our firm anyway)
• Learn more about Orlando web design (best approach because it corresponds to a keyword that our potential clients are using)

2.  The pages where links are placed matter. It’s not enough just to arrange for links to your site on other Web sites (although most links are helpful in some way).  Here are a handful of things to look for when determining how “powerful” a referring site is:

• Sites with a high PageRank (Google’s ranking “score” for a page)
• Web sites with older, more established domain age; the longer a site has been existence, the more credible it is viewed
• Pages that have some relevance to the keywords you are seeking are more critical; if you are looking to rank highly for “computer repair” yet the site linking to yours ranks highly for “pet food,” the link will probably do you much good.
• Web sites that carry high “general” credibility, like news sites or consumer portals carry high credibility.

Understanding these two simple concepts will take you a long way in your search engine rankings and link-building efforts.

In the near future, we’ll be addressing the issue of how to go about applying these topics to a link building strategy or campaign.

One company, however, is providing us all with a different view–and showcasing a deeper way to use social media (for those still of the view that social media is a waste of time.)  Theraflu, the maker of that gritty drink that is supposed to cure your Winter ills, is tracking social media chatter in a real way.  Theraflu’s site provides a similar (yet deeper) map of data in the vein of the CDC’s (see below):

But Theraflu also provides an interesting set of charts that track “Internet chatter” for terms like cold, sick day, flu, and otherwise:

While this application could use a great deal of refinement (such as adding geo-location capabilities and making the trend data more meaningful to customers), it represents a very intelligent use of social media conversation.  This example is a demonstration of how companies can tap into social media data in an intelligible way and hopefully generates some useful ideas regarding the integration of social media within a Web site.  It’s also a reminder that social media isn’t just about updating your Twitter account or Facebook fan page (although those things are certainly important).

For starters, think of search engine marketing as an ongoing process, not a one-shot deal.  You may wish to refer to our earlier post which casts search engine optimization as a journey–not a day trip.  Note that the diagram below is a continual process, not a linear one.

Simple Search Engine Marketing Methodology

With the image of a cycle in your mind, let’s briefly describe the steps, starting at the top.

1. Keyword Analysis – Perform keyword research and analysis to be sure you’re targeting the right words.
2. Web Site Optimization – Make sure your pages encompass the words you’ve selected both within the pages and the site itself; this also includes the idea of following some structural guidelines so that your site is “well-received” by search engines.
3. Off-site Optimization – Perhaps the least understood step in the process, it’s perhaps the place where you can have the most impact on your results.  This involves making a concerted effort to build links to your site from other sites of relevance.  Google views these links as “votes” for your site and increases your rankings.
4. Campaign Implementation – This involves the active implementation of tactics designed to increase visits; for most, this involves link exchange activity and/or pay-per-click execution.
5. Performance Reporting & Analysis – Once you’re on your way, you need to periodically measure what is working and what is not.  Once complete, go back to Step 1.

This simple diagram should help you gain a better understanding of how you can improve your search engine rankings and performance.  Most marketers will look at this diagram through the lens of their own site and likely see one area (or more) that needs most immediate attention.

But not all managers and business owners have been so quick to embrace social networking.  Research reports from around the Web reveal that many leaders have yet to jump in with both feet.  And while surveys and data tell the story, it is in conversations with professionals that the story comes alive.  In talking with business owners about using Twitter, some of the reflexive comments they convey include:

• Twitter is for a younger audience, not me.
• My daughter is on Facebook, not me.
• Twitter is a place for celebrities to talk about their day.
• I don’t care what someone had for breakfast.

You can’t blame people for reacting to social media opportunities this way.  We typically hear about Twitter in the mass media when, for example, a professional athlete says something he shouldn’t or a celebrity couple breaks up because of it.  It’s hard to get a serious person to take something seriously when it is associated with things that aren’t, well, serious.  As a cumulative result, social media tools get dissed and dismissed.

But there is a real danger in this for corporations and leaders.  While people are indeed talking about things that do not matter to you, they are also talking (every once in a while) about things that matter to them.  And they’re talking to each other.  Along the way, they are mentioning brands.  They’re mentioning the nice barista at Starbucks, the on-time departure with Jet Blue, and the deal they just scored at the Volkswagen dealership.  And while it might not be your brand today, it might be tomorrow.  And that should matter to you.

Learning about social media doesn’t necessarily mean that you have to start broadcasting whether you like Cheerios or Wheaties in the morning.  Lifecasting may not be for you.  But it is a big deal to some.

In the end, there is a spectrum of social media users.  At one end of the spectrum might be the life-casters:  they use Twitter, Facebook, and others several times a day to communicate with friends, post pictures, and, yes, follow celebrities.  On the other end of the spectrum are the real nay-sayers.  Not only do they not participate in social networking, they may even poke fun at those who do.  In the middle of the spectrum might be those that dabble from time-to-time.  Maybe they update their status every once in a while, but mostly they lurk–simply monitoring their friends’ activities for fun or entertainment.

No matter where you fall on this spectrum, it’s our assertion that no place is the “right” place to be.  You’re not necessarily missing the boat if you’re not a life-caster.  In our view, the only danger is in not acknowledging the spectrum itself.  Dismissing it altogether may result in lost opportunities for you and your organization.

This is frequent client comment after seeing  a Web design concept. It is so common that there are several YouTube spoofs that make light of the matter.  “Easy enough change,” you say? Well, this seemingly innocuous request, typically tendered to increase visual impact, can sometimes have the opposite effect.  A seemingly small directive to pump up the size of your logo may actually damage your Web site’s new design.

What’s the big deal?

You are proud of your business and you want to promote it. Your logo is a visual representation of your business. You want to make sure all of your visitors know who you are so you can start to build brand recognition and increase your sales. Designers understand this.

Your logo, however, is not your entire brand.

A brand, according to some definitions, consists of the sum of all points of contact with the company. That means the entire site design should be an extension of your brand. All site elements (copy, headings, images, etc.) should work together to achieve your goal.  While the logo might be the cornerstone of the brand, it shouldn’t be asked to bear the entire weight of a company’s identify.

So if after viewing your new site design you want your logo to be bigger, it may be a sign that the overall design doesn’t fit with your brand or that the brand message is not clear enough.

Keeping your audience’s attention

The site’s design needs to engage your audience very quickly.  You have less than 2 seconds to grab your users’ attention and give users the information they’re looking for. If they don’t find it, they will look elsewhere and you’ve lost a possible relationship.

In order to achieve your site’s goals, designers work to emphasize the most important page elements. One of the tools to do this is the design principle of contrast.  Contrast can be achieved by using a difference in size or color between different design elements. Making the logo bigger may de-emphasize the most important sections, like the call to action, which will result in less conversions, and a less effective design.

Take this example from the popular photo sharing site flickr

Your eye goes directly to the photo in the center. This entire page clearly focuses on that main piece of content.

Now this is the same page with the logo enlarged:

The logo and the image are now competing for that attention. It’s much more distracting and could leave the user a little less satisfied with their experience on the site.

Your site’s content should be the focal point of the page, not your logo. If your visitors are interested in your product or service, they will find the company behind it.

Turning negative into a positive.

Negative space is another important principle that designers use to drive attention. Negative space or white space is the space around an object. Leaving white space around the logo and other elements generally makes a page easier to scan and locate the information your users are looking for.  Using a smaller logo in addition to negative space may also create a sense of hierarchy, subconsciously telling your visitors which sections to look at first. Making your logo bigger can cut into this white space which weakens that delicately crafted hierarchy.

Smaller logos can be just as effective as larger ones. Look no further than big brands like Nike, Coca-Cola, or GE.  All use what some would consider small logos instead of “in your face” branding; they focus on the most important things they have to offer, their products. The entire pages communicate the brands’ respective attributes, not just the logo.

So, the next time you think your logo looks too small, instead consider whether the message of your content is too small. Maybe your call to action just needs a bit more emphasis or you need to tone down your background colors. Spending more time focusing on your content will improve your site’s ability to get customers interested in what you have to offer.

As with all design, none of these assertions are stated as hard and fast rules. Always remember your target audience.  It may be completely appropriate to enlarge a logo in certain situations.

Further reading:

http://www.andyrutledge.com/designpsych.php
http://www.digital-web.com/articles/principles_of_design/

1. In-house social media seminar for an executive team – We led a half day session in a corporate office showcasing some relevant case studies and brainstorming on a strategic direction for a global holding company of over 50 subsidiaries.
2. Digital branding for a newly-launched investment fund – We worked with a team of veteran hedge fund executives to conceive and execute a brand identity for a start-up hedge fund.
3. Custom application development for a consumer brand – We worked with a consumer products company to architect and implement extranet functionality between both suppliers and distributors.
4. Customer retention campaign – We worked with a service provider to conceive, implement, and track an email campaign designed to stimulate referrals and reduce customer attrition.
5. Email newsletter launch – We worked with a client to design and implement an ongoing email newsletter campaign.
6. Viral marketing campaign for a consumer product launch – We implemented and measured a viral campaign involving an email announcement, targeted contest-giveaway, and in-depth database construction.
7. Remote social media training for a tourist destination – We conducted a 2 hour Webinar for an organization in order to train team members on implementing a company-specific social media strategy.
8. Custom Web design for a software portal – We designed and produced a series of graphical “skins” for a client’s newly-selected software portal.
9. Internet Marketing Plan for a consumer product – We developed an Internet Marketing Plan for a consumer product that was already seeing a healthy level of online sales but wanted to increase lead generation and visitor conversion.
10. Google AdWords campaign management - We developed and managed a year-long campaign to help a non-profit agency attract and convert new customers from relevant Google searches.

The list could go on, but we’re pretty excited about how things have evolved.  If you’d like help in developing some new strategies or implementing some new tactics, please let us know.  We would love to share with you what we’re learning.

“If we can put it in a manual, we can outsource it.  If we can outsource it, we can get it cheaper.”

This isn’t necessarily a revolutionary idea, but Seth’s way of explaining is both engaging and encouraging.  As one reads the book and absorbs the ideas, some traditional management concepts jump out at the reader.  Here are a few that many might recognize:

• Be Different – Harvard Business School Professor Michael Porter taught us that in his 1996 HBR article in which he boiled the volumes and volumes on the topic of competitive strategy to the very notion of being different.
• Technology Will Equalize – New York Times columnist Thomas Friedman led us through this in his book The World Is Flat.  As the technology and connectivity proliferates, the more level the playing field becomes for competition.  The winners will be those that are the most innovative.
• Keep Teams Small to Minimize Relational Complexity – V.A. Graicunas established the concept of Span of Control in 1933 and developed a formula for quantifying it.  Adding an additional member to a team only increases headcount incrementally but increases the number of relationships (handshakes, as Godin calls them) exponentially.
• Challenge and Responsibility Motivate Louder Than Dollars – Frederick Herzberg developed the two-factor theory in 1968, now immortalized in a HBR Classic article.  Linchpin employees are motivated more by responsibility than dollars.

While Linchpin does seem to rely on some management concepts that are not-so-new, his packaging of the content is particularly relevant given today’s economic shifts.  If you listen to his interview with Lee Stranahan about Linchpin, Godin warns us that “we all live in Detroit now.”  This is meant to be a rallying cry to either adapt to the demands of the new economic environment or risk commoditization.

Much of Seth Godin’s work over the years has had some association with Internet projects.  His work is engaging and inspiring, making him notable and quotable among anyone and everyone who has either launched a Web site or Twitter account  for money.  This has attained him a certain celebrity among both strategists and MLMers alike.

But there is something deeper underneath the surface that all strategists and Internet professionals can use to launch successful Web projects…a set of take-aways that are both revolutionary and sensible all at once:

• Your site should be a gift to its users – Why are so many Web sites self-serving?  They should give meaningful content, opportunities, or experiences without an expectation of reciprocation.
• Put someone in charge – Web committees need a clear leader who is actually on the committee.  Too much confusion here leads to a muddled sense of who is in charge and diluted end-product.
• Set a launch date and stick to it – A failure to do so could mean a year of unnecessary delay and a lack of of project urgency.  Seth calls this the ability to ’ship’ the product, which refers to a site launch.
• Make it authentic – Your site should truly speak to and connect with users.  Authenticity creates a bond with your site’s guests.
• There is no Map – There is no cookie-cutter system for creating a successful Web venture–no map.  If you feel like you’re internalizing, struggling, and aspiring your way toward a positive end result, you’re probably doing it right.