When the on-page optimization is maxed out, and the tie-breakers are all off-site variables, the answer is a resounding “heck yes!”
If you click the link above, I will not give you a free iPad, but Bill Gates will send you to Disneyworld if you forward this to a friend ;).
A recent study of Google’s suggestions for questions of the “WH” variety (who, what, when, where, why, how, which) revealed the following top themes (after normalization for celebrity a television media):
The original study can be found here.
Albert Einstein didn’t just pioneer modern physics with his enduring and revolutionary theory of General Relativity, he also said some smart stuff about the value of independent curiosity and experimentation. Let’s apply some of this to how you can use the internet to help your business.
If Al’s second quote scares you, fear not; we’re talking about research on our dime, not making mistakes with clients’ time and money. Here’s what it all boils down to:
At CDLLC: we’ve already done the research. The experimentation, the investigation, the trial and error for you, on our dime. We’ve got close to fifty combined years of experience with this stuff. And we keep doing the research. It’s part of our business.
Tested results are what matter, not just copying what you read in an instruction manual, or delivering the status quo, or doing what everyone else is talking about and doing. With the internet, any documentation on the right way to do something, especially SEM and SEO, is outdated by the time it’s published.
We’re fond of saying that most of what we do isn’t rocket science. Dr. Einstein, tongue planted firmly in cheek, would have said the same about his work. And he’s still the guy we all go to when it comes to relativity… and space… and time.
It’s time for your business to get serious about its Internet Presence. We’re here to help.
Years ago Dad came home from his business and informed us, “They took away my calculator and replaced it with a computer.” Like so many others during this time, he was pushed into accepting technology change.
Just last month, Dad-in-law announced something similar. “I got a computer so I could look up specs on our website. It’s quicker and easier than the paper catalog.” Slightly different from the above case, he was responding to the reality that technology makes a lot of things easier.
Do you know the word Luddite? Today its most-used form is to refer to a slow adopter of technology. But historically the term’s roots are a reference to the anti-industrial revolution movement in the early 1800’s. British textile artisans rebelled against wide-framed looms, fearing for their livelihoods in the face of technological advancement. They took their name from the fictional textile rebel Ned Ludd, and acted out by destroying mills and factory equipment.
Everyone resists change. Answer Guy Central is a whole business devoted to addressing this.
Evolution made us naturally conservative. But with virtually all of our evolving happening before technology we’re stuck with this cool but hard-to-understand stuff and a fast-moving economy— and we have built-in aversions to both.
This aversion is no illusion. An interview with the authors of TechnoStress reveals that EIGHTY-FIVE PERCENT of the population feels uncomfortable with technology. And there are real and measurable physiological stress responses to technology: sweating, increased blood pressure, elevated heart rate, and dry mouth!
Why is an internet company talking about Luddites and TechnoStress? Because we can help. There are all sorts of stress coping mechanisms, but let’s take a lesson from the industrial revolution—outsource difficult change to the specialists (that’s us).
Both of the Dads above had the same great reason for being late technology adopters, personally. They each run highly specialized businesses . . . so why be an expert in something else when you can rely on outsourced expert IT support to take care of everything for you?
That’s what we do with websites, search engines, e-commerce, back-end business/database systems, document management, forms, online payment… whatever you need chances are we do it.
Anything that makes money, saves money, and/or increases efficiency . . . call us.
If you enjoyed our riffing on Confucius, you’ll love what’s next. Ladies and Gentlemen, Sir Winston Churchill will now address your needs for Search Engine Marketing!
Amazed that a man whose heyday was several decades before there was an Internet has so much to say on the topic? This will take four installments:
In the previous segment we talked about the need to publish regularly. The success of your SEM efforts depends on it. Today, we extend that point to include the way you say things in your published works and what you say:
You say important things repeatedly.
Do you remember how many time you were told “look both ways before you cross the street!” as a young child? The message sunk in. We all know way more about Coca-Cola and McDonald’s than matters, but we sure do remember who they are. And like these examples of repetitive message delivery, your job in SEM is to drive points home over and over again.
Whatever you feel about that message, the point is clear, isn’t it? Tell a story. Tell it again. Then look for new ways to tell the story and new places to tell it in. Lather, Rinse, Repeat. Which, naturally, brings us to budget.
We’ve seen businesses “do search engine marketing” once, and then stop. And it works! But just like with Yellow Pages advertising, the SEM work you do has a limited shelf life. Buy a Yellow Pages advertisement just once and it will become less useful when next year’s version of the book comes out and progressively less useful over time as people replace the book that has your listing in it with a newer copy that has no such listing. And when was the last time you looked in a Yellow Pages, anyway?
The Internet has all but replaced that way of looking for people to do work for you, and a new version of the Internet “comes out” every single day. Churchill was right about that continuous effort thing, don’t you think?
Lacking continuous effort, you’ll ride an SEM campaign up the search engine rankings, sink soon thereafter, and then then sink even further until you start your SEM efforts again. And each time you allow a sink cycle you make it a little harder to climb back up.
Or . . . you guessed it . . . let us take care of the whole thing for you.
“Study the Past if You Would Divine the Future”
Confucius would say: The Internet is a Big Deal. And Big Deals Change, but then return to whence they came.
Or something like that.
The Internet has been “around” now for several decades. We can trace its beginning to when Tim Berners-Lee “invented” it (and no, Al Gore was not in the room), but the Internet didn’t start doing anything until 1991.
That’s when the first web page went live. Hardly anyone noticed, since if you were on-line at all it was through a company like Compuserve or America Online, but the Internet was starting. What went on line was simple, though: the pages all looked the same, with either left or center alignment throughout, and a single column of text formatted in one font with a few different sizes for emphasis.
A few years later, we had tables, which originally were designed for presenting data in rows of the same ugly text. But them something amazing happened: people commandeered the tables for formatting how you saw things in addition to what you saw, and then CSS (bye-bye tables) came along, and that idea for consistent presentation was adopted by the pretty police, too.
Then e-Commerce came along. Site management tools. Software to make creating web pages easy. Everything was exploding by the year 2000, and over the last ten years all the tools, all the technologies, and huge changes in the way people do business evolved into what we have today:
Everyone is a web publisher.
But all the tools and all the ancillary ideas that the tools have created (or is it the other way around?) haven’t made this any simpler. “Site Management” has become “Content Management”, and while it’s more precise, it’s also more involved. Distribution of your information is important, too; not everyone who wants to hear what you have to say wants to take the step of coming to your web site, and many people who do so are using SmartPhones with tiny screens. We have blogging, Social Networking, and now the dreaded Search Engine Optimization. Yikes.
So the future is based on the past, and while we all might like to think that we’re creating cool new stuff the point of all these tools remains getting your information in front of your clients. A simple task, made far more complicated by technology.
At CDLLC, we manage the technology for you. We know the past, and can future-proof your web/business needs. We use (for example—here’s one more piece of “progress”)—database-driven web sites separated from your content to make redesigns easy.
You become a content editor, not a programmer. We do everything else.
Because even as things get harder and harder, easy still matters.
Any of you remember when Yahoo was one single web page? Back then, everything was a web page- no “sites” or “portals.” Just everyone and some companies had a nifty “Home Page.”
Back then, I held the #1 Yahoo/Alta-Vista result for “Crockett,” because my Duke University Home Page was entitled, “Crockett… Crockett? Crockett!” This apparently tipped me just over the edge to beat out Crockett, TX.
Now let’s fast forward. Anybody out there remember what a Google Dance was? Google Dance was the industry nickname for the exciting day when Google revised its search algorithm and updated its index- your big shot at getting a higher ranking! The time to test the results of your latest search engine marketing efforts! Everyone races to the computer as their cell phone alerts go off. “Google Dance! Google Dance!”
Google used to dance its dance very 6 months or so. Then it was 3. Then it was 1. Then things were happening every few weeks. And bi-monthly. Then suddenly, Google started dancing one day and never stopped! A constant updating, it seems.
The funny thing is how quickly we accept, expect, then DEMAND such new, improved technology. Case and point:
CDLLC is in the process of an aggressive search engine marketing campaign for a major e-commerce site (1MM+ products). The scope of such a campaign is too extensive for this blog, so let’s only focus on the Google part.
The way this works on the back-end is very similar to the site map. A standards-compliant XML file is generated, called a “Google Base Feed.” An ftp account is procured from Google, and the base feed is and uploaded and registered. Smaller sites can enter one item at a time, or upload from their web browser, but once you get into the 100s of thousands, the FTP upload is required.
All of that said (hopefully some CDLLC clients benefited from that free tutorial), again, it is interesting how quickly we accept, expect, then DEMAND such new, improved technology. The aforementioned, promised case and point is as follows. Below is an excerpt from the Google Base Help Forum:
POST#1: Nov 17, 7:06 pm
experiencing delays in the processing of your data feeds. As a result, items
remain in the ‘Published…searchable soon’status for longer than normal and are
taking longer to appear inGoogle Baseand Google Product Search results.
we work on fixing this issue, you do not need to re-upload yourfeed. Once the
delays are resolved, your feed will process as usual.I’ll be posting back to
this thread once I have status updates toreport.
Thank you guys so much for
-The Google Base Guy
POST #2: Wed, 19 Nov 2008 10:01:16 -0800
This is a quick update to let you know that the issue
regarding itemsremaining in the “Published…searchable soon” status has
beenresolved. However, the issue regarding feed processing delayscontinues to
affect larger feed files. On a positive note, smallerfeeds under 1 MB are no
longer affected by the current processingdelays and you should see your feeds
processing as usual.
Thanks again for your patience and I will get back to
you with moreupdates.
-The Google Base Guy
This has me seriously frustrated. “You mean I have to wait 24 HOURS to see whether my feed was successfully processed???”
Oh, how greedy we get, just years after we used to accept a 6 month delay to see the results of our updates.
I’m pretty sure there’s a lesson in humanity in here somewhere.