Posts

Who Should Be Your Next ‘Go To’ Employee?

“So I have a website –now what?” That is the question I often get when a client is asking why the website they either made themselves or ‘had a friend’ design isn’t getting any results. And I mean it –ANY RESULTS. So many small business owners are not getting the point. A website is only one piece of the online marketing puzzle but its potential to help your business is the secret to solving that puzzle. Your website is not the place to CHEAP OUT.
INTERNETS: ON/OFFphoto © 2005 mikael altemark | more info (via: Wylio)

Many entrepreneurial business people consider a website an afterthought and as not really that important to the success of their company. They are quickly being proven wrong. Inbound marketing which starts with having a website, is the most affordable method of marketing your business and is most likely to get you the best results. Using a pull strategy in Inbound, a.k.a. Online Marketing, you interact with people through many social media networks, then pull them into your online business realm via a website or social media platform specific to your business.

What a website isn’t

It should not be a static online brochure, a website that after you’ve given people your web address they can pull it up and… what? Gawk at it? Exclaim of its beauty? See all the ‘stuff’ you’re trying to sell? It should DO more than that.

So what should a website do for a business?

Kirt is beaming with new careerphoto © 2011 www.lancashire.gov.uk | more info (via: Wylio)

Every smart or lucky business has a ‘go to’ employee. Someone that takes on every challenge, is your best advocate, is the warehouse of much of your companys’ knowledge. That ‘go to’ employee, in this case, is your website and it’s vital that you prepare it for the challenge it is about to face. It will provide a foundation that you can use to venture into the social media network. This foundation should have SEO capabilities for every single thing that you publish. It should have reporting capabilities both short term and long term. It should nurture your leads or in other words help you convince consumers to buy or at least engage with your business. It should allow you to work the way you want to –either on a day-to-day basis or with scheduling far into the future. It should allow you and your business to grow.

What are the other pieces of this Internet puzzle?

“Build it and they will come” strategy may work for big brands like Disney, but if you have a small business, how are people going to find you? You need to chart out ‘how’ that is going to happen. Where are your potential customers now –online or off? What would make them visit you online –and keep them coming back? What would entice them into buying your offering?

Social Media sites

Sure, there is Facebook and it is not to be overlooked. But more specifically, there are social media sites that let you, as a small business owner, narrow your efforts to get closer to your niche. If you’re selling craft or gift items, then Esty.com may allow you the larger, targeted audience your business needs to sell successfully. For service companies, like automotive service or beauty salons, I like Yelp! Yelp! Is a review site for professional services offered in your area. Let your customers do the talking for you. That is far more powerful than tooting your own horn. For the travel industry, Trip Advisor is fast becoming the most respected of online travel sources because of the use of customer reviews.

Don’t forget email

internet explorerphoto © 2010 Sean MacEntee | more info (via: Wylio)

It’s not really glamorous, but small business owners should not forget email. Email offers a one-to-one relationship with your client and is of high value in the world of marketing, do not under-estimate its power. Plus, it’s affordable. Have you been collecting business cards for years and just use them to draw for a free dinner? It’s time to up the ante. Keep collecting those cards, but then start an email campaign that first gets them to ‘approve’ of you sending them these email messages from time to time. This would be called the ‘opt-in’. Then provides them periodic updates and offers to keep them interested and directly relating to your business over a period of time. Include links to your website that provides even more incentives and more info. An extra reason for keeping a solid email list is that it is an actual business asset. Think of it as an investment into your businesses future. –One more thing about email. Do you have your website address and social media handles at the bottom of your email signature? No? Do it today! It is a vital part of branding your business and should not be overlooked.

Integrate it!

With today’s popular mantra of “online marketing is where marketing is at”, one thing that seems to get overlooked, and is critical, is the integration of ALL your marketing efforts. On –AND Off line. Integration helps you get every bang for every buck. TV Advertising? Add in your web page. If you are planning on having a booth at a local farm market, be sure you have a brochure or business card that has your website on it –and maybe even add in how people may find extra value by looking your business up online.

Better yet, design a campaign that integrates some of the traditional advertising that you have done in the past and uses the website as a critical piece that drives excitement. Maybe it’s a TV campaign for a free prize that takes entries via your Facebook page, thus resulting in a large audience that ‘likes’ your site.

There are so many options and some, frankly, work better than others. Give us a call today, we’ll help you hone in on the audience you need and plan a strategy that will pull them to your business.

Social Energizer’s purpose is to help companies develop lasting relationships with their customers and increase their conversion rates by adding proven online marketing techniques to their marketing mix.

In addition to building great dynamic websites, we do this by integrating inbound marketing techniques into each business’ current marketing plan and by utilizing digital channels and strategies like Blogs, Twitter, Facebook, LinkedIn, Search Engine Optimization, and Web-integrated Email Campaigns.

Free -and Legal- Images for Your Blog

Creative Commons Attribution Levels

from http://www.flickr.com/creativecommons/

For basic tips on using images online, please see our blog, Image Basics for Bloggers, from last week.

What is Creative Commons?

In the past, buying photography was expensive and complicated. Royalties needed to be paid and photos were limited to many restrictions on how they could be used. Then along came Creative Commons in 2001, and everything changed. This non-profit corporation started with a cooperative effort between MIT and Harvard Law professors (among others) who realized that the digital revolution altered many past concepts on copyright theory. The ability to work collaboratively, globally, decentralized and create derivative works and collections that were low to no cost were all issues that were eased with the creation of Creative Commons licensing. Click on the following link for more information on Creative Commons licensing.

How do I use a Creative Commons image?

Things are much easier today in the world of social media and inbound marketing. How do you know if it’s legal and IF you’re placing it correctly?

  • Be sure the image you choose and the way you are using it, applies under the Creative Commons license category shown to the right.
  • Credit the photographer (a.k.a. attribution)
    • If saving the photo, add the contributors’ name into the file name of the image (when downloading or taking a screen shot).  example: pen_ParkerDuofoldNib_JanosFeher_Flickr.jpg
    • If using a link, HTML or BBCode, review the code to be sure the contributor’s name is included.
  • Link back to them when you can.

How do I find Creative Commons images?

Google Creative Commons

From Google Image interface

What do you need to do to add photos into your blog or website with little to no cost, legally? Here are a few suggestions.

Google Images offers an “Advanced Image Search” (found just to the right of the standard Google Image search button) that allows you to use images “labeled for commercial use” only. Just click on the blue link and a window similar to this Google image  appears. In a search for ‘pens’ you enter the word in the top field and make sure the “labeled for commercial use” is chosen in the field second from the bottom. Membership is not required. Attribution is required.

Flickr image options

from Flickr

Flickr has a nice interface for Creative Commons. You choose the level that works for you depending on if you blog to earn money or just for fun. To use an image in Flickr, you click on the bar above the image, as shown in this Flickr image, and grab the Link or HTML/BBCode. The problem with this is that the image is not physically loaded into your site, it’s called ‘hot-linked’ and means it is ‘linked’ to your site through the Internet and does not sit on your directly-accessible servers. Test it to see if your page takes too long to load. Membership is required. Attribution is required.

New, Wylio.com for Creative Commons Images

With all that said, THIS ONE GETS MY VOTE… Wylio.com!

Wylio.com

Wylio.com search for pens

Wylio is a slick, new image search engine that only searches for images offered under the Creative Common’s license. Users can be sure that all images offered are free for use. It’s a simple 3-step process: Search for an image, Resize and Position, and Copy and Paste the Code. Bloggers can easily grab the code to place in their blog posts, or for the low cost of $2.99 per month they can buy the premium version of Wylio.com and download the files.

Here’s the best part. Wylio inserts the photographer’s attribution into the code for you, no asking for permission, no wondering if you’re ‘covered’. Grab it and you’re done! With that said, I am testing this ‘hot-linking method’ today for download speeds and performance. Let me know, in the comments section below, if the pen image gives you any trouble. It is a ‘live’ test from Wylio.com.

Join the conversation on Twitter. How do you use images? Have you worried about your images?
Ballpoint Pensphoto © 2009 Jana Lehmann | more info (via: Wylio)

Social Energizer’s purpose is to help companies develop lasting relationships with their customers and increase their conversion rates by adding proven online marketing techniques to their marketing mix.

We do this by integrating inbound marketing techniques into each business’ current marketing plan and by utilizing digital channels and strategies like Blogs, Twitter, Facebook, LinkedIn, Search Engine Optimization, and Web-integrated Email Campaigns.

Still need some help? Give us a call!


Image Basics for Bloggers

Attract their attentioncamera and scanner for use in blogging

When it comes to blogging, we all know that it takes great content to attract attention. Part of this is the written content, but just as important part are the visuals you find to support your words. Yes, the secret is in the pictures. Adding just 2 images can increase the time someone stays on your blog by up to 300%. This happens because a person’s eyes are drawn to the photo and they study it. If the photo is good enough to attract their attention, then they are more likely to read the content.

Keep it simple for the web

The two nicest things about using photos on the web is 1) aesthetically, they do not need to be ‘photo shoot’ quality and 2) by file-size standards, they can be small, low-resolution images.

What do these two things mean to you? Not needing to hire models, hire a dedicated professional photographer and buy props will save you thousands. Thousands you probably wouldn’t want to spend anyway. And by being able to save your images at a small file size, lower resolution of 72dpi (dots per inch), allows you lots of flexibility. But again, what does that all mean? It means that you can practice, practice, practice on your low-cost digital camera, smart phone and scanner then quick and easily post them to your website and blog.

How to pick an image?

To choose an image, you really just need to tie the writing and the topic together. I do that by closing my eyes, thinking ‘big idea’ and seeing what comes to mind. A 30 second brainstorm. It usually works and my first impressions are usually the best ones.
Simple doodles, scanned on a low-cost scanner, and household items, taken with a digital camera, make great fodder for blogging images. Here are some examples based on topic:

  • Confusion, use a quickly drawn question mark and scan it
  • Buy Local, take a quick shot of your dad or uncle farming
  • Strategy, take a quick shot of Monopoly, or your favorite boardgame pieces
  • Sustainability, take a picture of your recycling by the curb
  • Planning, scribble out a ‘flow chart’ on a scrap of paper and scan it

See! That wasn’t so hard, was it? Keep it simple. That’s what works for blogs. Just tie it in to your topic and you’re all set.

Then what?

After you have your images, you can save them at 72dpi, which is usually a default setting on your camera (lowest quality). I suggest for the first few months of blogging you take lots of pictures and label them with keyword(s). Put them in a folder labeled for images that you created (and own).Blog Library

Pay attention to events you may attend for that perfect photo opportunity. For added impact, give your camera to friend and have them take some pictures of you, the author. Little by little, you’ll perfect your skills and build that perfect blogger’s library.

Next week. Finding free and legal images –online.

Social Energizer’s purpose is to help companies develop lasting relationships with their customers and increase their conversion rates by adding proven online marketing techniques to their marketing mix.

We do this by integrating inbound marketing techniques into each business’ current marketing plan and by utilizing digital channels and strategies like Blogs, Twitter, Facebook, LinkedIn, Search Engine Optimization, and Web-integrated Email Campaigns.

We invite you to comment and rate each blog, so we can ever improve our offerings to you.

Five Ways to Poke the Box

I just read Seth Godin’s “Poke the Box” and learned a valuable lesson. It’s okay to fail, actually it’s a good thing. I have to admit, I have been embraced by a “trying to be perfect” mentality from time to time in my life. Maybe even a little bit everyday. As usual Seth helps me open up my mind and see new ways to do things and recognize opportunities.Seth Godin -make something happen

If you’re not failing often and repeatedly you are being remarkable in a way that is going to make a difference. Making incremental changes and doing what everyone else is doing, aka being ‘safe’, is not going to make the difference needed today to stand out from the crowd. Seth says, “the enemy is not piracy, it’s obscurity.” Did you know that 99% of the musicians on You Tube have not been heard? How do you suppose that converts to visibility for authors? I’d bet about the same or even lower.

Here’s a couple more thought-provoking ideas.

  1. Everyday, see things that scare you and notice things that are interesting. Write at least one of them down.
  2. List your daily failures and what you’ve learned from them. Put that into practice.
  3. Watch people. Who’s curious versus uninterested in the great things occurring everyday? What can you learn about them?
  4. Try BIG, new ideas –it’s okay to fail. Great actually. His viewpoint, “The cost of learning is so much less than that of not learning.”
  5. Create moments and movements that people want to talk about. Don’t sink into the blah, blah blah world of ordinary.

So get out and ‘poke the box’ a bit.  Buy the book, it’s a great quick read. Then experiment freely. See what works and what doesn’t. Use the power of the Internet to test various approaches and ideas. You really have so little to lose.

Computer Tips and Tricks for Cool Social Media Moves

During a recent ‘work session’ with a client, an important discovery was made. Many people do not use their computers as efficiently as they could. Really.

Today’s blog may be a bit passé for some of you and you’re welcome to join us back on another day. Thanks for stopping by (you’re still allowed to peak –just in case there may be a tip that you don’t already know). BUT for the group that feels like they’re ‘quickly getting nowhere’ when they work on the computer, welcome! Let’s get into some tips that may help you out of that rut. After all, it’s hard to stay in the social media game when you’re working twice as hard as everyone else just to keep up. These are important ergonomic techniques, the science that helps reduce RSI (repetitive stress injuries) like carpal tunnel syndrome. Use them to more easily build a better blog or engage with your community.

It’s all about the shortcut keys

Simply hold down your Control key (Command key for the Mac) and the corresponding letter to perform these often repeated functions.

keyboard

CTRL+z –undo

CTRL+x –cut

CTRL+c –copy

CTRL+v –paste

CTRL+b –bold

CTRL+y –redo

CTRL+a –select all

CTRL+s –save

CTRL+p –print

CTRL+t –new tab in browser

Notice that the MOST repeated shortcuts are all placed at the easiest to reach place on your keyboard and line up all in a row: z,x,c,v,b.

Simple mouse tricksMouse

  • Shift key and mouse click. Many text editors and programs allow you to highlight all or portions of text using the Shift key and the mouse. For example, place the cursor at the beginning of a paragraph, hold down the Shift key and click at the end of the paragraph to highlight the full paragraph.
  • In Internet Explorer or Firefox you can hold the CTRL key down on your keyboard and move your scroll wheel to adjust the text size you want to view.
  • Hold the CTRL key down when clicking your mouse on a link and it will open in a new tab in Internet Explorer 7.

Embrace the power of the right-click mouse

There are many actions that can be made easier with a right-click mouse. When you’re stumped try, just try, clicking with your right mouse button. Viola, all is revealed! You will usually have an option presented to you that will show you what you were looking for but didn’t know how to find quite often. You can do this on the desktop, in a program, in a browser –anywhere. Below are a few more things you can try:

  • While in a browser pressing and holding Ctrl while clicking on any link will open that link in a new tab.
  • You can right click on an image on the internet and choose to save the picture.
  • You can right click on any file to copy it. Then right click in another folder in the blank space and choose paste.
  • Customize the toolbars. You can adjust your toolbars to your liking. Right click on any toolbar, and select ‘Customize’. While this dialogue is up, you can move buttons around on your toolbars by click-and-drag to the new location. The window that pops up when you do this is a holding area for unused icons. You can drag any item from it onto your toolbars to have it made available, and you can drag any icon from your toolbars onto this box to hide that icon completely. Some toolbar items, such as the Location bar, will expand to take up all available space. You can fit the Menu Bar, Personal Toolbar, Location bar, Back and Forward buttons, etc, all to one single row if you really want to maximize web pages’ viewable area.

What is a scroll wheel on a mouse?

A scroll wheel is a small wheel located between the left and right mouse buttons. This allows you to smoothly scroll up and down a page instead of clicking at least 100 times.

Hope these little tips helped. If not for you, then maybe for that boss or co-worker that seems to ask these questions all the time. Let me know what worked best for you or add a few of your own. I firmly believe “Knowledge is not power, shared knowledge is power” -unknown.

Social Energizer’s purpose is to help companies develop lasting relationships with their customers and increase their conversion rates by adding proven online marketing techniques to their marketing mix.

We do this by integrating inbound marketing techniques into each business’ current marketing plan and by utilizing digital channels and strategies like Blogs, Twitter, Facebook, LinkedIn, Search Engine Optimization, and Web-integrated Email Campaigns.

We invite you to comment and rate each blog, so we can ever improve our offerings to you.

Top Five SXSW 2011 Videos

NASA at SXSWSXSW 2011 has wound down for this year, but they’ll be back next year and I plan to be there. SXSW has something for everyone, especially in social media or inbound marketing. So many of the heavy hitters are there that it makes ones head spin.

It has taken a bit of searching around, but I found several short videos that really share the SXSW experience. These are all worth watching –sometimes more than once. Let me know what you think. It’s almost like being there.

3, 2, 1, Twitter: The NASA Tweet up Shuttle Discovery Launch

Phylise Banner, from APUS, speaking on how people are using tweet-ups to gather for Shuttle Take-offs. Sounds like fun.

“Mario” – SXSW 2011 Film Bumper

This film bumper makes me feel like I can’t wait to see the movie, a grown-up tongue-in-cheek version of my favorite video game. Just a bit naughty.

Gary Vaynerchuck -Author, Wine Connoisseur, Explorer of all things Social Media

You can’t help but love Gary. Such passion! He epitomizes the energy born from social media. Three for the price of one here:

Keynote part1- http://bit.ly/i3lcej

Keynote part 2- http://bit.ly/fuGxSz

Keynote part3 – http://bit.ly/hOx9ac

More Gary Vaynerchuck –he was a busy boy

1-1 Interview part1- http://bit.ly/ffpS1K

1-1 Interview part 2- http://bit.ly/hlvWeg

Matt Mallenweg, WordPress/Automatic

Speaking on the growth of WordPress and next step P2. Matt says that, yes, WordPress has moved beyond a blog platform and is, in fact, a complete web platform. Yes, indeed.

Social Energizer’s purpose is to help companies develop lasting relationships with their customers and increase their conversion rates by adding proven online marketing techniques to their marketing mix.

We do this by integrating inbound marketing techniques into each business’ current marketing plan and by utilizing digital channels and strategies like Blogs, Twitter, Facebook, LinkedIn, Search Engine Optimization, and Web-integrated Email Campaigns.

We invite you to comment and rate each blog, so we can ever improve our offerings to you.

Bluehost ad

Right-Sizing Innovation for the Small Business Owner

Increasingly our world favors BIG. BIG Companies. BIG Stars. The next BIG thing. Big business seems to favor other BIG businesses, like during Christmas when ABC’s GMA seemingly supported only the online BIG Box stores, leaving small online entrepreneurs in the dust as reported in our December 8th blog, “Scrooge Strikes e-Commerce Small Business.”Big and small

What is the key to small businesses getting ahead? Many believe it is innovation. But it’s not that simple. Innovation tailored to the unique position and qualities of a small business propel it forward. Small business owners have certain advantages over their BIG business counterparts. They spend up to 80-90% of their days working directly with their customers, discovering their needs, solving their problems, finding the things that make them truly happy, and things, that no matter what, leave suppliers or service providers coming up short.

These insights from first-hand knowledge are the competitive edge of a small business.  BIG business might have the resources to implement innovation, but often they are so far removed from this fundamental information that they are not able to “see the forest for the trees”

In the article, “Think Small Innovations to Get Big” the author, Darrell Zahorsky describes the advantages of smaller incremental innovations found in the food industry. Small businesses that actively applied small innovations had better performance and competitive advantages over its two competing larger corporations.

How should your small business innovate? Perhaps they are things you already do. In a connected blog, Mr Zahorsky went on to list the “7 Principles of Small Innovations.” They are good tips all small business owners can benefit from.

In summary they are:

Free Time: Work smarter, not harder. Use new technology and outsource to work efficiently.

Collect Ideas: Carry around a small notebook to capture ideas throughout the day.

Look Outside: Look to other resources to succeed.

Be Customer Centric: If the innovation makes you feel uncomfortable but delights the customer, you are probably on the right track. Oh, and always consider your customer’s customer.

Use All Types of Innovation: Be alert for ALL innovation. Sometimes innovation occurs unexpectedly.

Ask The Right Questions: When talking with customers, ask about the experience, instead of the product or service.

Make a Daily Habit: Innovation can occur at any time and any place. Embracing daily innovation tactics into your lifestyle instead of as a main event will allow you to implement your best ideas.

Many of today’s leaders say the Small Business sector is likely to lead America to its next step in economic recovery. Learning the art of innovation within small businesses provides owners another competitive advantage needed to compete against all things ‘BIG’.

Social Energizer’s purpose is to help companies develop lasting relationships with their customers and increase their conversion rates by adding proven online marketing techniques to their marketing mix.

We do this by integrating inbound marketing techniques into each business’ current marketing plan and by utilizing digital channels and strategies like Blogs, Twitter, Facebook, LinkedIn, Search Engine Optimization, and Web-integrated Email Campaigns.

We invite you to comment and rate each blog, so we can ever improve our offerings to you.

Top Three Trends Likely to Upset Your Social Media World

Start OverWhat’s going on?! Lately, it seems like the whole world is in a state of flux. First, countries like Eqypt and Libya are deciding to start over -or die trying. Then Wisconsin decides to do much the same thing… start over -or die trying. With this much upheaval in the world, it leads one to reflect on what’s happening and attempt to look into the future.

I can’t do much about these events, but they made me consider what will most likely impact the world ‘you and I’ live in, a world that increasingly depends on, and is driven by, the Internet, social media, and new media. What trends will arise, perhaps even merge, and continue to change and then further impact our lives?

Trend One

The first trend isn’t much of a departure from my lede. It’s the speed that news is bombarding us. Our ability to grasp and understand it before it has again evolved into a new story is creating an information-overloaded society. NPR recently published an insightful article on this topic called “Media Black Hole: So Much News That We’ll Implode?

Trend Two

Just as we’ve started to understand our communities, I find that they’ve moved and changed! Chris Brogan presents a nice update on how social media communities are evolving, and why, in “The Future of Community“.

Trend Three

Over half of all Americans will have smart phones by the end of 2011. Do you think this might impact marketing in America, just a little bit? Seriously, if there is so much news that we might implode, don’t you suppose that the same could be said of technology trends? Our marketing systems that just recently aligned to embrace Internet technologies must now evolve and align with mobile technology. Lucky for us, the B2C Marketing Insider has some tips in their article “Data-Driven Marketing: Mobile by the Numbers“.

Undoubtedly, right this minute, there is another new technology or trend on its way. What do you think will be the next mainstream trend? And how will we dodge, embrace or benefit from it?

Social Energizer’s purpose is to help companies develop lasting relationships with their customers and increase their conversion rates by adding proven online marketing techniques to their marketing mix.

We do this by integrating inbound marketing techniques into each business’ current marketing plan and by utilizing digital channels and strategies like Blogs, Twitter, Facebook, LinkedIn, Search Engine Optimization, and Web-integrated Email Campaigns.

We invite you to comment and rate each blog, so we can ever improve our offerings to you.

Couponland, here I come!

I’m heading down to Chicago tomorrow for a quick lunch with my daughter and a side trip to IKEA (I HAVE to visit IKEA whenever I get near one and I’m not necessarily the world’s biggest shopper). Winter Shopping Therapy, here I come. It promises something special.Magiano's coupon

What I just heard though is that Chicago is quickly becoming known as Couponland. Brandchannel just recently featured a story on how the Windy City hosts 43 daily-deal groupbuying site headquarters. Two of the oldest are FatWallet and MrRebates and two of the largest, Groupon and CouponCabin.com. Who knew?

It all starts, according to Brandchannel, because of our Midwestern values and frugality. Okay, I’ll buy that, too. But 43, separate sites? I’ll report back and let you know what I find. Coupon anyone?

SEO Explained through Analogies

SEO (Search Engine Optimization) can be daunting stuff. It’s the sort of topic that makes one’s eyes glass over and can put the worst insomniacs to sleep. BUT it is one of the four most important elements to Inbound Marketing and is often not understood.

Many consider it the magic behind the curtain. It is not magic –not really. It’s the logical process of improving visibility of a website or web page in search engines without paying for it. When done correctly it can work like magic and is the key to getting found online.

I always like to use analogies when describing concepts like SEO. Explaining complicated ideas is often made easier when tied to something familiar.

Google SearchSimon Cowell of American Idol

Think of Google as an American Idol contest, with lots of fledgling talent: some wannabees, a few already working professionals and some previously unknown and untapped artists -all waiting to ‘get found’. The Google engine is Simon Cowell (I know Simon is so –last year, but to me, he’s still ‘Idol’). He has lots of experience measuring talent. He knows what to look for, how to assess it, and compares each one to the other. Once he decides his top picks he places that influence on others, ruling the American Idol world.

While researching for this article, I found a couple analogies from Aaron Wall’s blog SEOBook. Here are my favorite SEO analogies of Aarons:

Link Reputation

  • search engines follow people – helps explain why new sites tend to not rank well, and how links are seen as votes.
  • roads and highways – used to describe PageRank and why some votes count more than others.
  • multiple audiences – used to describe why many types of content are needed to address different audiences, and the importance of creating content that is loved by buyers, linkers, and search engines.
  • rising tide lifts all boats – used to describe how links to one part of your website help other pages on your website rank better
  • pet rocks & overpriced dolls – describing how perception becomes reality when describing cumulative advantage, and how some poor quality sites are popular while better content remains hidden

On Page Content

  • fish and a fishing pole – when explaining how text heavy sites often outrank thin ecommerce sites, I like to call searchers fish and each word on the page an additional fishing pole in the water. This is really powerful when used in combination with analytics data, showing her the hundreds of phrases that people searched for to find a given page on her site…helping her see the long tail as schools of fish.
  • Don’t Make Me Think – people scan more than they read. Large blocks of text are imposing. People are more likely to read well formatted content that uses many headings, subheadings, and inline links. Expect people to ignore your global navigation, and do whatever you ask them to do (via inline links).

Site Structure

  • Broadway Street in Manhattan – used to describe the value of descriptive .com domain names, and when describing what top search engine rankings are worth.
  • a pyramid – when explaining how some phrases are more competitive than others, and how to structure a site.
  • chapters of a book – used to describe the importance of focused page titles, and how to structure a website.

Do you have a favorite analogy to explain SEO? Was this helpful? Let me know what you think.

Social Energizer’s purpose is to help companies develop lasting relationships with their customers and increase their conversion rates by adding proven online marketing techniques to their marketing mix.

We do this by integrating inbound marketing techniques into each business’s current marketing plan and by utilizing digital channels and strategies like Blogs, Twitter, Facebook, LinkedIn, Search Engine Optimization, and Web-integrated Email Campaigns.

We invite you to comment and rate each blog, so we can ever improve our offerings to you.