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"Search Engine Journal" - 4 new articles
- Building a Global Brand on the Cheap
- Mind Control and Local Search?
- Optimizing Local Search
- Optimizing Your "Thank-You-for-Comment" Page
- More Recent Articles
- Search Search Engine Journal
Building a Global Brand on the Cheap
If asked to name a few of the world's top brands, you might include names such as Coca Cola, Disney, Microsoft, Intel, or perhaps Mercedes Benz, Toyota, and BMW. These companies have been around for many years (35 in Microsoft's case and 122 in Coca Cola's) and have spent hundreds of millions of dollars establishing global brand recognition.
The Newcomer
Interestingly though, sitting at number 7 on Interbrand's 2009 list of best global brands is Google, a mere baby at 12 years of age. Google's rise has been fast and the Google brand has been built with little marketing in comparison to its peers.
What can we learn from Google's meteoric rise? Google has shown us that global brands can be built quickly and cheaply using the power and efficiency of the Internet. Knowledge of Google's service spread quickly mainly through word of mouth and is now used by hundreds of millions of people all over the globe on a daily basis.
Attempting to emulate Google's success is a rather lofty goal. However, piggybacking Google's position as the world's number 1 search engine can be a very effective strategy for building global brand awareness.
Piggybacking Google
According to Internet World Stats and ComScore, 1.8 billion global internet users conduct an average of over 130 billion searches every month. Google is the world's dominant search engine with approximately 70% market share. This equates to the potential of reaching up to 1.2 billion people and a total of 80 billion touch points per month. Numbers to make even the most successful marketers drool.
How can you use this to your company's advantage? The answer lies in the ability to position your website for visibility in Google's search engine results. Google ranks result according to relevancy, i.e. your site must provide information relevant to the keyword terms used and also be considered one of the most important results for that keyword term.
Are you relevant?
For international search results, language and location also factor into ranking. An English-language website will never rank well for a Spanish-language keyword search. Similarly, an English-language site designed for a US audience will be unlikely to feature prominently in the search engine results in the United Kingdom or Australia. In these cases, Google just won't consider your site relevant.
Where does one start?
Many marketers turn first to content translation. This is a critical step but should not be the first. Before translating content, you should first understand your international audience. Where are they located? What are their needs? What are they searching for? What keyword terms are they using to acquire information?
Proper research, discovery and planning will identify the content you need to publish online in order to be considered relevant by search engines, and useful in the eyes of your target audience. Only once this stage has been completed does it make sense to bring in the translation experts. You wouldn't roll out a major marketing campaign targeting a new market without first conducting in-depth research, so why would you skip this stage in your online marketing?
Now give it some juice
Publishing translated content is far from a guarantee of success. Your content may have achieved "relevance" but you now need to work on "prominence". To achieve high rankings (and thus visibility) in your target markets, you need to localize and optimize your translated content. Localization is the process of ensuring search engines know your content is geographically relevant. Optimization is the process of developing authority – i.e. convincing search engines that your content is the most relevant.
It may seem complex but the rewards for successfully planning and implementing a global search engine optimization strategy are significant and the benefits long-lasting. Unlike other media campaigns, once you've achieved visibility in the organic search engine results, you pay nothing for each customer connection. That's what I would call building a global brand on the cheap.
Check out the SEO Tools guide at Search Engine Journal.
Building a Global Brand on the Cheap
Mind Control and Local Search?
Okay, first things first, this post isn't really about hypnotism or mind control, but if you're interested to learn something with a similar effect so that you can leverage on local search, I highly suggest that you continue reading. Also, please be reminded that I will keep my case as thorough and open as possible to allow sparks to ignite on your end—ideas, suggestions, and what not.
More importantly, kindly keep tab of Reciprocation and Choice Architecture, the two concepts that will serve as the backbone of this article (both interpretations I proudly borrowed from Science and Influence of Persuasion by Cialdini and Nudge by Thaler and Sunstein respectively).
Just to help you catch up with the readings, here's my take on the two ideas:
Reciprocation (The Law of Reciprocity), or commonly known as the "law of give and take," basically explains that positive actions lead to positive responses, negative actions to negative responses, and so on.
Example:
Club Scene 1
Person A: "Drink up! Drink up! All drinks are on me!"
Person B: "Great! Thanks dude!"
Club Scene 2
Person A: "Okay, where's the booze!?"
Person B: "Dude, let me get this one, you had your hands full last time."
Person A: "Yeah, you finally felt it bro! Just in time! Imma outta cash!"
On the other hand, Choice Architecture (by virtue of Libertarian Paternalism) is engineering a smart set of scenarios (or options/choices) where people can easily be nudged (not forced!) to perform desired actions.
Example:
Scene 1
Organization XYZ: "Help Organization XYZ today and be a gift to mankind."
"What would you like to do? Donate Money | Share Your Services | Spread the Word"
Just to summarize my take on both concepts, what I'm trying to say here is that we need to constantly make positive interactions and relationships online so that we can effectively nudge people to take an action or two (willingly!) from an engineered set of options where all outcomes are beneficial (Great! It's a win-win situation then!).
So how do these concepts help us with local search? Do we just submit our local listings to several local directories and that's it? Why not create positive pockets of exchange and make your visitors do the work for you? Take a look at the following not-so-uncommon strategies and breathe new life into them by leveraging on reciprocation and choice architecture—that's where the magic is.
Citations as a New Form of Link
Gone is the age of Friendster and testimonials (sad fact!) but take into account that testimonials can play a big role in local search in the form of citations, reviews, comments, and mentions—such citations can come from localized directories such as Yelp or review sites like Epinions, and soon enough I do believe that citations and reviews from blogs and social media in general will play a big role in local search optimization (search engines might actually be at it right now).
Moving forward, you may be offering great products and services locally, but what do you do after each conversion? Are you the type who just celebrates after each sale? What's your follow through? Have you tried asking your customers about their insights about your product? Have you tried asking for a testimonial?
Citation Idea:
Go and have a look at your site's user data, can you pinpoint customers who seem to be really happy about your products/services? Seeing frequent buyers and visitors?
Why don't you ask them for a favor? You know you've done them a good deal. It can be as simple as sending them an email asking for a quick testimonial about their favorite product–that you will post on your product page for example (This pretty much went well when Wikipedia went "Wikipedia was there when you needed it, now it needs you" + donate button). Better yet, why not go full on and create an event for this? Engineer a set of options!
"Hello ________ ! Thank you for your continuing support! You've been one of our most faithful customers, which is why in turn, we'd like to give you a 25% discount this coming Father's Day–we've got a new collection of the things you love.
Lastly, we've also been wondering if' you're interested to have your name on our site as proof of our gratitude. Kindly send us a short testimonial and we'd gladly have it up there. Hmm do you own a blog? It would be great if you can talk about us there as well. Oh before we forget we're also giving you 5 discount coupons you can share with your friends.
Thanks a lot and happy shopping!
The Comfy Underwear Experts Team"
Nice huh!? You can also turn something like this into one of your exit pages–probably after a customers purchase? Or in a form of an article. It really depends! Well, this is just an idea, what's on your mind right now?
Lure them through Linkbait
We've all heard of the phrase free is key and we've done a great deal of providing invaluable content to our readers and followers. Jordan Kasteler did a great job on discussing the intricacies behind the science of linkbait and it's definitely worth the read.
But on top of delivering good quality content and linkbait, let's further enhance the experience by making our content talk and interact with the readers. You know that you're sharing invaluable information, people know what which is why they read your content. Given this scenario, you know reciprocity can definitely come into the picture–you've made a positive interaction.
Aside from just providing your two cents about your products/services, your expertise, or your experiences, why don't you find ways to talk to your readers through your content? Provide them with scenarios and ideas you know they're most likely to do–engineer options! By the way, trust is a valuable factor here so make sure not to break it, it only takes a rookie mistake to do so.
TRIVIA: Did you know that when you slowly turn your head to your right it's actually the left part of your brain working? Try lifting your right hand up–yeah, you guessed it that's still your left brain working. Interesting huh? By the way, did you feel the subtle electrical tinges on the left part of your brain while doing what I said? If not, you should try it again and try feeling the sensation this time. It's just way cool!
Okay I haven't really verified what I just said above, it's just an example anyways, but how many of you actually turned your heads to the right and lifted your right hands up?
Luring Idea:
I'll throw this one right off you, say you're a local service provider, perhaps a shrink who offers counselling for live-in partners, and you basically want people in your area who are in need of your services to find you. In order to get the attention of these people suffering from broken hearts in your locality, you need to get our name out there, start writing about your expertise, your experiences, go out and engage yourself in speaking engagements and so on. Say that you're already doing well and you've got consistent traffic on your site, that's good, but people never really knocked on your door and called for help.
Here's my idea, I'll probably do some keyword research for interesting niche terms about–boyfriend takes back all his gifts, girlfriend sells household furniture for kicks, couple splits because of unpaid bills, and so on.
Write a compelling case about specific scenarios like these (just like what every other good blogger would suggest) and apply your expertise, people would appreciate that, but here's the thing, maximize the opportunity of actually sharing something (reciprocation opp!) and call out to them. A simple statement in your article telling your readers to direct their friends to you might just do the trick (who have been experiencing the problems you've zeroed in on). Aside from asking them to share your article to people would find the information really really relevant, create a simple html calling card that they can easily share to their friends.
E.g. Dr. Margaret Hoodshrinker, Expert Love Doctor, +63922 xxx xxxx, 3xxx Mindshare St., Tampa, Florida.
DWOM (Digital Word of Mouth) is really powerful because information is passed on via friendly recommendations (that also act as citations and links!). Who would know? These might end up posted all over the web, in blogs, social networks, forums, and so on. What do you think? Have other ideas in mind?
Get Them Involved Using Link Magnets
Link magnetism might be the most direct and concrete of all three strategies–I wouldn't recommend doing them all the time though as your site or blog might end up with tons of list articles (which can be counterintuitive for your readers by the way). In any case, to get this started, look at your site's customer data once again and locate your most positive relationships in order to leverage on reciprocation. Tap these individuals and create scenarios where you can engage them and get high value exchanges.
Link Magnetism Idea:
Prepare several badges for your site (different colors, different alt texts, anchor texts, and so on) and develop them using html, CSS, and/or javascript. Let's use Little Caviar as an example–an Asian fashion clothing store and magazine for women.
I would contact my top 10 customers and tell them that I'll be featuring all of them in one awesome article for the store's blog.
E.g. Little Caviar's Finest Asian Fashionistas
Then I would ask them to strike a pose with the products and have them send the photos as part of the article. In turn, provide them the exclusive badges that you've prepared and have them posted on their blogs or social networks. To make it even more enticing give them a 5-10% discount on all of their purchases as long as their badges are kept online.
Not only that this promotes your brand well, but the ego boost will definitely move your supporters (reciprocity!). So where does local search come in the picture? Well it's simple, it's all in the badge! Just note that we're going organic here, so please don't have ideas of stuffing your badge with unnecessary keywords–you would want to target your local keywords!
Last Thoughts…
As I mentioned in the beginning of this article, I wanted to keep this post as thorough as possible but in the process of wanting this to be a catalyst for more ideas, I had to leave it simple and open ended. As to how you will use the psychology behind reciprocation and choice architecture to build your search strategies, that really depends in the nature and personality of your business.
I didn't go into detail about what exactly to place, put, or do on your citations, links, and so on, basically because David Mihm already did us a great deal by having the local search ranking factors available for everyone–let's use that to our advantage! I also didn't want to limit local search within the box and the 7-pack, which is why I really never mentioned maps or anything within my post–I always keep an open mind when it comes to possibilities, as always (if PPC enhances CTR on SERPs, then probably regular results + vertical search can be a formidable duo as well).
Being in the field of technology and innovation that is SEO, be reminded that creativity is always at your fingertips and spamming is bad, very very bad!
Lastly, if you have suggestions, ideas, and violent reactions, follow me on Twitter :) Nah, hit the comments!
Check out the SEO Tools guide at Search Engine Journal.
Mind Control and Local Search?
Optimizing Local Search
Have you tried Googling for pizza in your town recently? If you frequent the organic rankings like yours truly, you've noticed that between paid advertisements and the local business results, the 'true' organic rankings are appearing beneath the fold (Which means they don't exist right?). So, it looks like unless you're Bazbeaux's, (which I might add has the best pizza in town), it's pretty tough going for you.
With the optimization of the local business results still being rather unclear, other than David Mihm's guide, at what point do businesses try to buy their way to the top of the local business listings? Furthermore, with the decline of traditional PPC revenues, why doesn't Google charge for this space? Don't get me wrong there are best practices in local search, but it's not as cut and dry as web SEO is.
I think small businesses trying to grow their operations through the internet are better suited focusing their efforts elsewhere. Yats, a hip, cajun, quick service joint with a couple locations around the city has made social media sexy for small businesses.
On Facebook Yats has been able to develop this online persona where people find it strange when Yat's isn't updating their status or letting them know when the next event is. They're not slacking on their tweeting either.
(68 comments! All of their status updates are a call to action, and generally receive no less than 20 comments!)
(Almost two thousand followers isn't too shabby!)
Moral of the story: play where you can compete. If you have beaten your head against the wall to make your business rank at the top the local business results for over 6 months, give up, focus your efforts elsewhere.
Having a strong social media presence that keeps your customers interested and excited in your business will bring a much higher ROI than being on page two of the local business results or the organic listings.
Check out the SEO Tools guide at Search Engine Journal.
Optimizing Local Search
Optimizing Your "Thank-You-for-Comment" Page
Jordan already did once an awesome post on optimizing your "Thank-you" pages; this article is going to be more specific: it looks at various ways to get your blog commenters even more enrolled.
- People who have found your article worth commenting are more likely to get even more enrolled;
- People who comment are your most targeted audience; you don't want to lose them.
1. Social Media-Friendly Way:
Description: Encourage those who comment "tweet", "like" and share your page at various social media networks.
Actual example: Contentrix
2. RSS-Friendly Way
Description: Show a new page to the commenter where you express your gratitude and encouragement and offer to subscribe to the blog (gets 4 stars as the user is almost unable to return to the original page to read more, leave more comments, Tweet the post, etc).
Actual example: Outspoken Media Blog
!Tip: Here's a detailed tutorial on how this can be done.
3. Email-friendly way
Description: Thank your commenter by a friendly email notice (might be considered spam by some, though I am not going to state it really is. I for one didn't think that way but you should be generally very careful with auto-email notices).
Actual example: BlogGodown
!Tip: This can be done with help of "Thank me later" WordPress plugin
Which of the above methods look like something you would like to give a try to? Or do you have any more to add?
Check out the SEO Tools guide at Search Engine Journal.
Optimizing Your "Thank-You-for-Comment" Page
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"Gizmos" - 3 new articles
- Sony preocupada por los portátiles Vaio, cuidado no te quemes
- Se presenta el UMID mbook SE, en la línea del Viliv N5
- Un protector para solucionar los problemas del iPhone 4
- More Recent Articles
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Sony preocupada por los portátiles Vaio, cuidado no te quemes
Desde la central de Sony Corporation en Japón llegan noticias inesperadas acerca de la línea de ordenadores portátiles Vaio. La compañía ha solicitado la devolución de 535,000 portátiles alrededor de todo el mundo debido a un problema que están sufriendo en relación al control de la temperatura, que podría provocar excesivo calor y defectos en la carcasa del ordenador.
Existe la posibilidad, según ha avisado Sony, de que estos ordenadores defectuosos causen quemaduras en la piel a los usuarios. Si bien no se han detectado casos con éste problema, la compañía quiere poner en aviso a todos los usuarios.
La llamada a los portátiles defectuosos corresponde a las series F y C de Vaio, vendidos a partir de enero de éste año 2010. Sony especifica e indica que 259,000 de estos ordenadores se vendieron en Estados Unidos, 103,000 en Europa, 120,000 en Asia, y 52,000 en territorio japonés.
Sony comenta que no ha recibido informes de problemas en Japón, pero que del resto del mundo le han llegado 39 reclamaciones sobre calentamiento. Para solucionar el defecto de los Vaio implicados existen dos opciones: devolverlo a Sony para la reparación o el cambio, o actualizar el sistema operativo de Vaio mediante un parche descargable.
En Gizmos: Vaio J, un nuevo PC con pantalla táctil de Sony - Sony Vaio W Billabong. El verano ha llegado
Related posts:
- Sony Vaio G2
- La serie Sony Vaio CR se hace oficial
- Vaio by you, personlizando portátiles Sony
- Nuevo Sony VAIO type L 19
- Sony Vaio LocationFree LF-V30
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Se presenta el UMID mbook SE, en la línea del Viliv N5
Hace unos días os revelánbamos información del Viliv N5, un nuevo UMPC de lo más interesante que contará con procesador Intel Atom Z520 a 1.33GHz. En ésta ocasión cambiamos de fabricante y pasamos a la empresa UMID, que tiene un producto muy similar al mencionado de Viliv.
Se trata del UMID mbook SE, una nueva versión de éste portátil que cuenta con características muy parecidas al Viliv N5.
El mbook SE se basa en un procesador Intel Atom Z530 a 1.6GHz, con 1GB de memoria RAM, y conexión Wi-Fi 802.11 b/g/n. Su disco duro es de 32GB, y tiene una pantalla de 4.8 pulgadas con resolución de 1024 x 600 píxeles, la misma que en los anteriores modelos del dispositivo.
Su batería es de 2,800mAh en lugar de la de 2,600mAh que tenía el mbook BZ, con lo que hay una cierta mejoría. En definitiva, tiene una CPU más rápida, opciones de red más completas, y una batería mayor que la del Viliv N5, por no mencionar que su precio de salida será de 499 dólares en lugar de 649. Con todo esto en cuenta, hay muchas expectativas puestas en el UMID mbook SE, que de momento sólo tiene un lanzamiento anunciado para Corea.
En Gizmos: El UMPC N5 de Viliv pronto a la venta - UMID BZ, pequeño pero muy resultón ya en preventa. Actualizada
Related posts:
- UMID mbook M1, a la venta y disponible para todo el mundo
- UMID BZ, pequeño pero muy resultón ya en preventa. Actualizada
- Sagemcom Spiga PocketBook, antes conocido como UMID mbook M1
- UMID mBook M2 ahora se llama Onkyo BX
- Navegador Multimedia DMB Viliv X2
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Un protector para solucionar los problemas del iPhone 4
Desde el lanzamiento del primer iPhone, el mercado de la telefonía y los dispositivos móviles ha visto cómo el sector de los protectores de pantalla y las fundas se multiplicaba. A la compañía no le costó demasiado hacer campaña para bloquear la venta de fundas protectoras, pero ahora parece que los usuarios van a buscar más allá de los productos oficiales de la empresa.
¿La razón?, que ya existe un protector de la carcasa capaz de solucionar los problemas de antena que está sufriendo el dispositivo.
Steve Jobs, CEO de Apple, dice que para solucionar el problema del iPhone 4 puedes usar los protectores de su compañía, pero su precio es de alrededor 25 euros. Teniendo en cuenta que el protector de pantalla comercializado online de forma no oficial cuesta unos 6 euros, ¿por qué pensar en la opción de Apple?. Por otro lado, éste protector de pantalla es más delgado que el de Apple, y está disponible en distintos colores y patrones.
El responsable de éste protector es Daniel Newman, quien se ha visto sensibilizado con el problema de los usuarios del iPhone 4. Al parecer, como ocurre con los protectores de Apple, el problema no desaparece por completo, pero sí en parte.
En Gizmos: Anunciadas nuevas funciones para la cámara del iPhone 4 - Apple responde a los problemas técnicos de iPhone 4
Vía: awrapforthat
Related posts:
- Confirmados problemas de iPhone 3G con iOS 4
- Apple responde a los problemas técnicos de iPhone 4
- Protector de portátiles Yoggie Gatekeeper Pro
- Habrá iPhone libres para todos gracias a Apple
- Viejas glorias: Neo Geo CDZ
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