As a first-time presenter for Web 2.0 Expo in San Francisco in April 2008, I have to admit, I was highly energized by the amazing talent and intellect gathered at this conference dedicated to the future development of the Internet. It was one of the most exhilerating conference experiences I’d had in some time because at every turn there seemed to be an exciting application, solution or emerging new technology.

My Friday morning presentation “Integrating SEO, Usability and Internet Marketing for High Performance Results” was designated an “Intermediate” session. So, I was pretty confident I would successfully satisfy 80% of the room, and even hoped for more.

Having attended several other speaker’s sessions in advance on my own, I was fully aware that expectations were high and broad and it might be more difficult than usual to deliver enough to be relevant enough to the mixture of CEOs, designers, developers, marketers, product and project managers.

I watched as the room fill to capacity with all 350 +/- seats occupied, some additional attendees sitting on the floors on each side of the room, and more standing against the wall in the back of the room.

I was excited, focused…and dare I say, just a tad anxious. I’d heard some discussion and seen some twitter and crowdvine posts about an SEO speaker from earlier in the week (day before I arrived). I am always prepared to shake things up because I do seem unconventional and unorthodox because I take a marketing approach…rather than a hard-core, Rambo-like approach to SEO. I believe in targeting for conversion rather than clicks for most businesses on the Internet. I wasn’t sure how well this would go over with this crowd.

To my delight, most of the attendees enthusiastically nodded their heads in agreement as I challenged them to consider every aspect and stage of the website strategy, development, design, content writing and asset management to be essential to the SEO and conversion objectives for their organization. I got them to think of every aspect of their online presence as an opportunity to prequalify the click, meet the expectation of the visitor and promote the conversion of that visitor into a new “customer” whatever that meant to their organization. They totally got it and for some, this was an entirely new way of thinking toward their website.

Long story short, (well kind of) I asked session attendees to look at their website through a new prism, a more wholistic, organic and “real-world” perspective. I wanted them to see the site as far more than an expense, but rather an asset that could be leveraged to impact the bottom line.

As I closed the session, which seemed to just fly by, I was surrounded by a crowd of around 100 professionals from all levels and size of organizations requesting copies of the presentation. Many thanked me and told me it was one of the best sessions they’d attended at the entire conference. Several lingered to continue dialogue and answer questions which I always enjoy and find very helpful in learning more about where the “pain” is for various professionals in roles within different organizations. I was happy and of course relieved…my mission had been accomplished.

Oddly enough, it appears most of the people that made those comments or sent their compliments via email after the SF event didn’t participate in the CROWDVINE social networking site for Web 2.0 San Francisco, so my Star and comment ratings seem to leave a less than accurate portrayal of the satisfaction of my audience. I have received many positive emails, for which I am most appreciative.

Are there things I would do differently? YES! Was it a good first-time presentation? I believe so and I look forward to another opportunity to kick it up a notch to stimulate more thought and introduce more of the “how” than we could get into in this particular 50 minute session.

Bottom line, my experience as a presenter at Web 2.0 2008 San Francisco was an amazingly positive one. I made many great contacts, a couple of great new friends (you know who you are : )  and in the process of building strategic relationships with several of the companies I connected with.

I most definitely look forward to attending and speaking again!

If you attended and are reading this, Thanks again for attending, I promise to make the next one even better with “how to” and “best practice” tips!

As I have been busily preparing to attend and speak at Web 2.0 in San Francisco, I have been visiting the event Facebook group and CrowdVine I grow increasingly excited about this opportunity to connect with the speakers, technologists, and other “geeks” in attendance. 

This event truly does attracts the amazing minds that will  build the technology, solutions and applications that will determine the direction the Internet will take. Essentially all that we do online to connect with one another (like this blog!) was created and will evolve at the hands of those in attendance at the Web 2.0 events.

As I view the roster of speakers and presenters, I recognize some of the most innovative and respected minds in this space.

I realize that to some people a conference full of people who have built their careers and lives around the Internet may not be everyone’s cup of tea. But ,for some internet geeks (and we come in all varieties)  coming to an event like this can make you feel like a groupie following your favorite rock band. Except, it is the creativity, innovation and sheer genius that gets the attention, rather than individuals. One good idea sparks another, and so a new generation of the internet experience is born.

Even if you aren’t on top of the latest technologies that create Web 2.0 like blogs, podcasts, social media communities, etc. you probably use technologies created by these people every day. Heck, if you’re reading this blog, you are benefiting from the creative vision, technical prowess and marketing ability of these Web 2.0 junkies.

With representatives from around the world attending, the knowledge and creativity will be truly exhilerating to veterans and newbies alike!

Within the first few minutes at this event, my brain was fully engaged, racing to think about the next generation of how we will use the Internet, not just to socialize, conduct business or be a consumer, but to impact the world around us, one block, neighborhood, town, city, state, country at at time. Social responsibility, political awareness, government accountability and other topics that touch as individuals and as humans sharing the planet will drive the way we interact with one another.

Stay tuned as I share news and updates from this exciting event!

You’ve probably invested significant time, money and energy into your website design, content, graphics and programming. Once truly search engine optimized, your website in essence “validates” itself to Google and other search engines every time visitors click.

You then want to increase qualified traffic to your website. One of the easiest and most powerful ways to drive traffic to your website is to invite your email list to visit your website.

Of course, this requires that you have a list to market to. I’m not talking about an email list you’ve purchased, swiped (which is a big no no) or borrowed from outside parties, I’m talking about your own, proprietary opt-in email list.

Conventional wisdom is that it can sometimes take months, even years, to build a quality, qualified email list for your business. But this is no longer true!

Shannon Cherry, the most internet savvy publicist I’ve ever met, has mastered the practice of list-building. I’ve witnessed her legitimately build a quality, targeted, permissioned list by thousands of individuals in less than 48 hours, proving that building a list for your business can be achieved in short order. (She is currently offering a class to share her method to build your business email list).

The key is then to leverage your new email list to drive qualified visitors to your “search engine optimized” website.

This winning combination presents an easy, low-cost way to improve search engine rankings over time. It won’t replace methodical website-wide SEO, but it can be a low-cost, high-impact method that any business can benefit from.

So, get out there, build your list, and drive traffic to your OPTIMZED website!

SEO, the wildly used acronym for “search engine optimization”, has become one of those terms that has slightly different meaning to each person, depending on what they’ve heard, read and what they do.

SEO can mean the practice of optimization, and people are sometimes even called an SEO. Fortunately, all interpretations relate to search engine marketing in some way.

What is unfortunate however, is that most businesses really just don’t understand how SEO can and should be an active portion of your marketing plan.

Here are 3 things I think define TRUE SEO…

1. SEO means actual optimization of the website…not just the meta data.

2. SEO should be targeted to help you find qualified prospects, not just random traffic.

3. SEO is an ongoing practice that requires continual maintenance and optimization, not just a one-time application of keywords.

…What does SEO mean to YOU?

You’ve created, designed, written, toiled and invested your time and money to build your website.
What an accomplishment! 

But, something is missing…traffic perhaps? 
If you find that the only visitors to your website are family, friends and existing customers and contacts, rest assured you ARE losing business to your competitors.Nothing is more deadly to a web-based or small business than to have a website that is virtually invisible to new prospects and customers. So, why can’t new customers find your address on the Information Highway?Most likely your website is not search engine optimized. 

What is Search Engine Optimization? SEO is so much more than meta data. Contrary to popular belief, search engine optimization of a website requires far more than title, keywords and descriptions to reach target audiences. It requires research, targeting, optimization and monitoring. 

Targeting is essential. With over 90 million websites on the internet, lack of targeting essentially means that your address is not listed on the map, for lack of a better description. You must deliberately connect with qualified prospects if you truly want your website to support your business.

Ready to optimize your business website?

Here are some Common SEO mistakes to avoid. Happy Driving (prospects to your website that is!)

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In the not too distant past, mass media meant television, radio, newspaper, even billboards…with businesses with large enough budgets pushing ads to the general population, hoping some small percentage will be compelled to buy.

The Internet has, and continues to, grow exponentially, becoming the new mass medium. Once the great equalizer, the Internet has become so large, expecting new customers to find your website on your own can be like asking them to search for a needle in a haystack.

Businesses seeking promotion online will have to get smart about how they will navigate the white noise of the web to reach target customers. Advertising has an entirely new meaning in the context of the web.  In fact, advertising in it’s traditional form has become obsolete in the context of the Internet.

Targeting and conversion will be key.

It won’t be enough to have a website, it must be Search Engine Optimized to reach qualified audiences.

It won’t be enough to have ppc ads, they must entice clicks that will convert visitors to customers.

It won’t be enough to have a website, it must promote usability, clicks and impact the bottom line.

I think it is entirely logical to consider the Internet as the new mass media, but thanks to Web 2.0, we can do more than just throw ourselves out to the masses, hoping we bump into customers.

The highly interactive and viral nature of the internet gives us the unprecented ability to build relationships with other individuals with whom we have affinity and common relationships and interests, anywhere in the world. We can, and should be able to transcend the millions of websites out there to reach those with whom we can connect, collaborate and contribute.

How about you, Do you view the Internet as mass media?

Well, I hate to say it, but the truth is (and you know I had to say it) that luck usually has nothing to do with it.

Search engine rankings are driven by algorythms and their not nearly as fun as a leprachaun on St. Patty’s day…so how DO you top your competitors for the top dog spot on Google, Yahoo and other search engines?

 1. Know your audience.

2. Target your audience.

3. Use keywords that relate your offer to your audience.

Then, all you have to do is convert that click to a customer! It may not be as fun as the irish jig (ok for some of us it is) but it will be enjoyable far longer than the pints of green beer you drank (or are you still drinking?)

Cheers!

Here’s the question of the day, I really want to know…how important is #1 position to your business?

Have you ever noticed that the more successful you get, the less time you have to do what you do best…for your own business?

How crazy is that?

I know of numerous professionals in the writing, consulting, design, marketing, PR and services fields that are absolutely phenominal at what they do…yet every single one of them has told me, at one time or another, that they often find the more successful they get, the less they get to benefit from their own craft.

What about you, have you ever caught yourself investing in your client’s businesses more than your own???? Please share!

Just launched a new website? Congratulations!
Without even seeing it, I bet your website is one in a million…Make that 100 million!

Really.

There are reportedly over 100  million websites on the Internet according to the Netcraft November 2006 Web Server Survey.

With this number growing every day, I can hardly believe it when I see businesses launch a new website and somehow expect to sit back and watch their millions stream in.

I hate to be the bearer of reality, but the “build it and they will come” days are LONG gone! Actually, I am not entirely sure they were ever here.

Truth is, the expectation that simply putting a website out there and expecting to customers to find you and buy what you’re selling is not only absurd, but very, very dangerous!

With over 300 million Internet users in the United States alone, your audience is a moving target, so expecting them to simply bump into your website in their online travels is highly unrealistic. Believing this is only going to lead to disappointment and frustration… I know, I see it every day when customers finally realize they have to DO something to put their website in the path of their target customers.

That’s not to say that someone looking for your product or service can’t find your website…it happens every day. But this requires forethought, planning and deliberate execution of an online marketing strategy that integrates search engine optimization, internet marketing and proactive marketing activities like PPC, advertising, email, affiliate programs, etc.

I understand that the investment of thousands of dollars into a few “pages” on the internet is counter intuitive to most entrepreneurs and business people. However, with over 80% of your customers turning to search engines as the #1 resource to find businesses that offer the products and services they seek, you simply MUST be online.

It doesn’t matter whether you are an online retailer, not for profit organization, service business, or consultant. If your website cannot be found via search on terms other than your name or business name, you ARE losing business to your competitors.

Sadly, some people will never truly “get” this, no matter how many times they hear it. They believe the stories of internet millions…and believe them on face value.

If you truly want to make your living from your website, be prepared to roll up your sleeves, build relationships and an audience. It is only then that you can expect to earn recognition and trust that will drive revenue.

The Internet is, in fact, the new “mass media” (more on that in my next blog entry!) so you must deploy the same marketing fundamentals as always…simply using new tools.

So, in closing I’ll end with this…accept the reality that simply having a website will not be enough to grow your business…and then go market your way to millions!

It has becoming increasingly difficult for businesses to discern between the website optimization their website design or development vendor has done for them and SEO that will deliver measurable, results that are meaningful to their business and bottom line.

There are 2 sides to the conversation I have with new clients as we review their website SEO plan.

The first is the bad news that despite what their website vendor told them, the business website is not really optimized for search.

The second is the good news that all is not lost and their website can be optimized to rank on Google, reach target customers and positively impact the bottom line. Which, after all, is why they decided to build or redesign their website in the first place.

Unless you are a household name like Nike, McDonalds or Walmart, your business website must compete for the eyes and dollars of your customers online.  This cannot be done with just an attractive website. It must reach qualified audiences. After all, what good is a beautiful website if your prospects can’t find it?

Every company should be able to expect their website to serve the business well as the first point of contact for new and existing customers, no matter what business you are in. Customers that are seeking products, services and resources are turning to search engines first. So, it is imperative that a website be visible to target audiences by keyword search. This is often an achilles heel for businesses who hire firms that are not optimizing properly.

The first sign that a web vendor doesn’t have a proactive SEO strategy for a website project is when they ask the client for a list of keywords. I have found this to be the ultimate kiss of death. I’ll clarify. To date, I have found that

100% of the businesses who’s website’s have been optimized using keywords they selected  are not reaching qualified, target audiences. (click here to learn more about keywords). Now, add the fact that recent statistics report that Internet users are online more than ever, and using search as their #1 resource, and a highly competitive marketplace and SEO is no longer a luxury, but a necessity.

If your business is worthy of a website, your website is worthy of SEO. 

The million dollar question is…who will get the next sale?
Will your prospective customer find your website first…or your competitor’s?

A disconnect in Goals…
Have you ever noticed that the website vendor’s #1 goal is to design, code and deliver a website to go “live” and at that point they consider the project complete. This is a fundamental contradiction to the fact that it is only after the website goes live that it actually has any value to the business.

If  website does not improve brand recognition, lead generation, sales or customer loyalty, the website is failing to fulfill it’s primary mission. If these things do not matter to your organization, not only will you lose business to your competitors, but you will never see a return on the investment made in the website.

So, how can a business know they are going to get the best possible results from the investment in a new website?

1. Treat the website as the marketing tool it is. You wouldn’t design, print and put postage on a mailer and never put it in the mail would you? The website should be prepared, deployed and measured much the same you would with any other advertising or marketing campaign.

2. Plan.  You must integrate SEO, goals and marketing into the website before the FRP goes out, website interface design is created, or web copywriting begins. This is imperative if you expect the website to work for your business once live.

3. It’s all about numbers. Make the website accountable by monitoring how many unique visitors are coming to the website, what pages they are clicking on, how they found your website and how many your website converts to customers or leads.

4. Keep it alive. Don’t just post a website and hope that it will somehow magically generate millions of dollars in business for you. You must actively promote the site through traditional marketing, email marketing, PPC campaigns like Google Adwords and word of mouth marketing. And, be sure to update content frequently to make the site worthy of a click by new and returning visitors. The Internet is a highly active medium that literally changes every second. If you are not actively meeting the needs of your customers, they WILL find someone who will.

You may also request a professional SEO website analysis of how search engine optimized your website really is, so you can capture business you may be currently losing to your competitors.

Perhaps the most important recommendation of all…If you can’t afford to learn by trial and error over the course of months to figure out what SEO, optimized copy, usability and conversion meant to your website’s ability to impact your business, please seek the assistance of a professional SEO or Internet marketing consultant. This may very well save you from yourself as most novices make costly mistakes and sometimes put their website in jeopardy of being blacklisted by search engines.

Karner Blue Marketing offers more free tips on  search engine optimization, website usability & conversion, internet marketing as well as a full array of professional consulting services, solutions and resources for those who are serious about making their website work for their business.

How “optimized” is your website…really??

Request a Professional SEO analysis of your website.