Optimising for Video

The video development process involves ensuring your video is fully optimised to attract both visitors and search engines. If SEO techniques are not followed then you may not experienced the positive results your video deserves.

Put a Face to the Company

Web videos are most appealing to users when the website owner or someone else within the business takes part and represents the company. This allows visitors to see a face that fits with your business which will have the advantageous effect of making your site more personable. This personal touch often makes people feel more comfortable about buying from you. When people see the person who is supplying the information they often have more confidence in that information.

Make it Valuable

To make a video truly effective you need to ensure that the information means something to your audience and is perceived as being valuable. Avoid going down a sales focussed route to promote your business. Although it is tempting to boast about how fabulous the company is and make claims over the competition – don’t! This will not be deemed as interesting or trustworthy information and is likely to alienate the people you want to attract. A valuable video will demonstrate that your company is what they need and want. Product information should outline how they will benefit them and establish your business as a provider of high quality service.

Develop Your Profile as an Industry Authority

You can also use video to share information about the industry within which you operate. This allows you to demonstrate your expertise and industry knowledge which has the positive effect of establishing you as an authority within your market. This is a great way of engendering trust for your site and the company.

Be Practical

In any business you get so close to it you may assume that everyone knows and understands what to do when they land on the site. Practical advice within a video is always appealing to users and you can provide an information video on how to get the best from the website and how to buy things. This type of practical advice can be very effective even if the guidelines seem obvious to you.

At www.searchengineoptimisation.co.uk we offer a range of SEO services to our clients including help with web videos.

If you are just starting out with a blog then it may be a challenge for you to promote your blog and attract readers. Creating a blog on your website is a great step forward for your search engine optimisation but if people don’t know it’s there they won’t visit. Here are some simple steps you can take to launch a blog properly:

Direct Your Own Website Traffic

One of the simplest methods are creating abuzz around your blog is to direct existing website traffic to the blog area. Whether the blog is within the website or not, your existing traffic is likely to have an interest in what you write there. Publicise the existence of your blog on your website and set up a link so they can access it. When a user lands on a website and are researching a company or product they are likely to find the blog an interesting source of information.

Develop a PR Strategy

PR is a great way of promoting your business. Use a press release to inform people that you now have a blog and again embed a link in it. PR like this can create great exposure for a company and will attract high levels of traffic is written well. Let people know the blog is there and make it easy for them to find it.

Include the News within Your Company Newsletter

A good way of building loyalty and keeping communication channels open with customers is to send those who are happy to receive information a newsletter. Here you can keep them up to date with developments within the business and product portfolio. This marvellous SEO technique is also a perfect way of informing people about your blog and also including a link. It will attract attention and those who have already expressed a keen interest in your company will be interested in your blog also.

Use Email

You can also create interest in your blog by adding a small amount of information about the blog to the bottom of any emails sent out. Include a link also to make finding your blog straightforward. People who you interact with are again likely to find the information in your blog useful so it will be well received rather than being seen as spam.

At www.searchengineoptimisation.co.uk we are an SEO company expert in content writing and link building.

However, in the world of SEO getting yourself a bad reputation and ruining the blog is very straightforward. Here’s what will destroy it for you:

You Fail to Communicate

The quickest and surest way of killing off your blog is to cease communicating in the first place with your team of bloggers. If something changes that affects the way things are handled, let’s say the chief editor leaves for a new position elsewhere, if that is not well communicated then there can be confusion and uncertainty created within the team. This will be particularly damaging if the person leaving has been vocal about their imminent departure. Be sure to be open and transparent to avoid doubt, uncertainty and fear unravelling all your hard work.

You Fail to Moderate

Spam content is loathed and hated. If you want to see your blog fail dismally then stop filtering out spam in the comments. If you let spammers on the rampage and fail to control all those Viagra spam comments then it will be blatantly apparent that the blog owners have left it to go to seed,  and as a result your online reputation will be sullied. It is extremely important to remain vigilant where spam is concerned. Blog groups will always be a target for this form of content so by failing to keep a close eye on things you will risk your standing as an authority site.

You Allow Spammers to Take Charge

Failing to keep a control on spammers could be excused as negligent behaviour by some. However you can quickly appear to be purposely malicious and on a mission to destroy your own blog and its online profile if you allow spammers to have ultimate control over the blog. This is where you let spammers add content that is stuffed with links that take readers back to their own websites. True spammers publish appalling content and the links will be so obviously placed that most readers will simply click away from the blog site and never return. It won’t take much to work out that you’ve given these spammers a login and the failed to police what they write. Either your inaction will demonstrate a desire to see your own blog die or will show you have little thought or respect for your readers. Either way you are likely to lose your audience double quick.

At www.searchengineoptimisation.co.uk we can help you to avoid the issues above and create winning websites and blogs as part of your search engine optimisation.

Building Links

Writing PR releases and articles is one way of doing this. It’s a fast and effective means of creating good links to the website. If you have chosen to change to a new domain name due to rebranding exercise, or you are launching a newly developed website it can offer the perfect subject matter to launch your PR strategy and drum up some all important buzz around the website. This will also help you to build essential links back to the site – an important element in search engine optimisation.

However, that’s the easy bit. Now it’s time to get on with the tougher stuff. You need to pick away at the link profile of the old domain and update all the links to lead to the new domain. This is often a painstaking and tedious process as you will need to speak to as many of the website owners who have sites within your link profile as you can. Just remember all the hard work will pay off handsomely. Some would say that link juice would find its way to the new domain after some time anyway however this could take considerable time to make its way into the search rankings. Use a download of your link profile that can be accessed via Yahoo Site Explorer and Google Webmaster Tools can cut down on the time needed.

Watching Out for Issues

Once you have put all the 301 redirects in place and updated links it’s time to keep your eye on the rankings and traffic. Using SEO tools you can also look out for any broken links within the new domain. On the old domain you can look out for redirect errors. You can also use the tools on Google to look for any of the following errors: HTML, 404 and crawl errors for both domains. Using these types of tools can help you highlight any problems when you don’t know where to start. You can action issues quickly making sure that the migration of domains continues to be a success.

Inform the Search Engines

The main goal of this process is to ensure that search engines react positively to the change of domain. Letting the right people know at the search engines will be a task worth doing. Sending a brief message can sometimes help if you are having trouble. Another route on Google is to use the Webmaster Indexing and Crawling Group or submit a re-inclusion request via Google’s Webmaster Tools.

Check Out the History

The history of a domain name can also have an effect on results. If it was newly acquired consider whether it has a negative past or poor links.

At www.searchengineoptimisation.co.uk we are an SEO services company specialising in SEO and other online marketing techniques.

Alert the Search Engines to its Existence

If you have a new domain name festering in the shadows, now is the time to do something about it. By posting just a page of fresh, interesting and appropriate content will alert the search engines to its presence. This is much better than displaying a domain parking page or error page.

Make the Transition in Stages

As there is a whole range of unknowns involved in transferring between domains it should be tackled in a controlled manner. Phase the transition between domains. Start by choosing part of the site that is not as important as the rest and host it on the new domain, then carry out the 301 directs from the old domain to the new one.

However, before you start the transition process firstly note the levels of traffic and the rankings for the page you are about to transfer. This will be a crucial benchmark helping you to monitor the impact the domain name change has on your SEO and rankings.

The next stage is to look at both contextual and navigational links in this section on the old domain and update the links to the new domain page. The aim is to keep things simple for the search engines and to support your existing search engine optimisation.

Once this has been actioned look again at the rankings and user traffic on the new pages. Has the new domain simply picked up where the old domain left off? Have both rankings and traffic dropped off completely? If yes, how long is this for? Keep an eye on things until the usual rankings and traffic levels are sustained. This will allow you to build a picture of how long the whole site will take to get up to speed. This will help you manage any outside expectations.

A phased approach can also help to build an association between the old and new domains. Adding new links will also cement this. Using basic SEO techniques in link building such as producing high quality articles and PR and publishing them on sites such as prweb and ezinearticles is a quick and easy way to do it. Using embedded links to both the new and old domain within the article will reinforce the association and will create link equity on the new domain.

Make that Leap

Once you have carried out all the tests and have made all the estimates you can, it’s time to migrate. You now have a good idea of how well the migration will go so go over the steps taken above with the test pages and roll out the transition across all the pages. Check your 301 redirects and all links and then finally submit your sitemaps to all the search engines.

At www.searchengineoptimisation.co.uk we are an SEO company offering a range of SEO services to clients.

If you use links from sites that are inappropriate or downright dodgy it can not only backfire on your search engine optimisation efforts but may also damage your brand development also. Here are some of the key websites that should be avoided at all costs:

Spam Websites

Never build links from spam websites. These sites are considered to be low grade website that offer no value to another online business. Within the internet community they will be branded with a tarnished reputation as they offer no value to internet users and exist solely to push their own products. Search engines consider these sites to be disreputable and rank them low on the SERPs if at all. If a search engine does crawl a spam site it won’t stick around for long as these forms of website are very transparent about what they do. This means if you do have a link from such a site it won’t get followed which is after all your main goal in encouraging links. By association you will also earn yourself a poor online reputation not only with search engines but also your target audience.

Black Hat SEO Users

If a website is a user of black hat SEO then they are also one to avoid. Search engine optimisation like this can be penalised by search engines. Black hat techniques are a form of manipulation and this is not tolerated by the search engines anymore. They are becoming more stringent and ensuring that offenders are punished in some way.

If you have taken care to avoid using black hat SEO in your own site’s optimisation then you should also make sure you aren’t inadvertently associated with it through linking to a company that employs these underhand tactics. Again you may jeopardise the business through your association to this site. When the site is penalised – and it will be penalised at some stage – your site will also feel the repercussions.

Irrelevant Sites

Linking to sites that have no relevance to your own is not in your best interest. Although finding a popular site and linking to it may seem like a great way of gaining extra traffic, if it bears no relation to your market then it will not be in your favour. Links must be relevant to attract the right traffic. Don’t link to competitors but look out for other trusted sites within the industry.

At www.searchengineoptimisation.co.uk we are an SEO company offering expert advice on all the best SEO techniques.

If you were to be black and white about reputation management you would perhaps say that the best way of avoiding a bad reputation is to avoid getting in the first place. However, in the online world it takes just one disgruntled customer to make a negative impression of your company. Within seconds they can distribute damning reviews claiming you have the most terrible customer service ever experienced since time began.

Due to the constantly growing plethora of social networking sites and the growth in content generated by users in recent times, it is a straightforward process to make your thoughts known to the internet universe whether positive or negative. Although many negative reviews are based on genuine experience there are also many posts that show content that is wrong, defamatory or misleading. Companies must not only be aware of customers with a gripe but also watch out for ruthless rivals who may resort to posting negative content about your business in an attempt to grab some of your market share.

This makes internet reputation management a real concern and just as important as standard SEO company techniques. The internet is a vast universe that is constantly growing and keeping track of everything published about a company can be time consuming. In addition to blog sites and review sites, you also need to keep a close eye on Search Wiki by Google and the company entry on Wikipedia as these may also contain negative content.

One of the simple elements of online reputation management is the art of tracking it. By setting up RSS feeds and Google Alerts you will be notified when your company is mentioned on the web. However it takes real effort to take action to remove it. Some companies resort to spamming techniques posting fantastic reviews about their products and services on review sites as well as enlisting the services of bloggers to create glowing write ups about the company for a fee. It will be pretty ineffective if the negative publicity is actually turning up on well respected websites that rank positively against your brand.

It is essential to approach internet reputation management from a long term perspective creating strategies that utilise the social communities on the web, the development and dissemination of positive PR and processes to monitor any negative spin posted on the internet and the removal of it. SEO is the equivalent of the internet’s public relations department so use your SEO company well. At www.searchengineoptimisation.co.uk we offer expert SEO services.

The Limitations

Paid search is easier to measure and will create the more noticeable response from al the search marketing techniques. However it uses an auction model and can get expensive and there are signs within the web marketing world that companies are hitting their CPC maximum and are capping their PPC spend.

On the other hand organic search does not involve bidding and budgets and can provide the same volume with lower associated costs. However it’s less easy to control how keywords rank.

Using PPC Tactically

PPC is best used as a tactical mechanism based on its monetary constraints. Organic results can be seen in just a few days in some cases, however with PPC you can have a campaign up and running within minutes and see customers landing on your site within the hour. Using search marketing cleverly PPC can be used for time sensitive promotions.

Look After Your Brand Terms

The terms that rank well in the natural search realm are a site owner’s own brands. However, on the same page there can be other less positive results also. An SEO company can offer guidance on a variety of online reputation management strategies to get rid of negative listings but using paid search using a brand term can help to shove anything negative well under the fold.

Using Competitor Terms

Once all your own terms have been optimised you can start to get more adventurous and implement a paid search campaign with the goal of reaching the brand terms of your rivals. It is possible to have your AdWords displayed using competitor terms for a premium cost. For example, type money supermarket into the search box and there will be no rival companies in the natural results. However cast an eye over the sponsored links and you will see them there.

Testing Positions

Many web marketers fantasise about having the top spots for both organic and paid search marketing, but given the cost of PPC a lower position may be more strategic. There’s no winning formula for positioning but the best policy is to keep testing.

Use Different Landing Pages

Landing pages that deliver positive results for SEO may not do the same for PPC. PPC landing pages tend to have a more sales orientated theme whilst SEO landing pages focus on high quality content.

Combine Costs

By blending costs for both paid search and organic search can help to create a lower cost per acquisition on average on the one hand whilst creating the maximum lead return. These cost savings can then be channelled into further market development or used to enhance profits.

At www.searchengineoptimisation.co.uk we offer expert advice on all aspects of search marketing including pay per click and search engine optimisation.

An online business can include social media marketing as part of its branding strategy using a variety of social media sites to develop the company exposure. MySpace, YouTube, Facebook, LinkedIn and Orkut are just a few of the networks out there. These websites all have content, pictures, videos and news that is all generated by the users of the site rather than the company that owns it. On the back of these sites there are also a plethora of social bookmarking sites such as Digg, StumbleUpon, Reddit, and Del.ici.ous that allow web users to bookmark web pages that interest them and then share this with other users. Users vote for certain content to be shown and the content with the most votes is displayed in full.

Businesses can piggyback these social media sites and use them as a vibrant and interesting means to promote their site and support their search engine optimisation efforts. Content can be created quickly and easily and using social media you can distribute it quickly to the target audience you seek. It is the ultimate in viral marketing and messages can be received instantly by your customers. However the real charm of social media is that communication is not just one way. You instantly engage in communication with users who will comment on your content offering compliments, critiques or their opinion. You can quickly see the reactions to your messages and reply to them building trust with your target audience.

SEO is closely related to social media. The communities and networks offer a platform for publishing new and fresh content that is so important to SEO. It also opens up a wealth of topics, subjects and discussion points for website owners who are constantly striving to position themselves as an authority in their niche or market.

There are few concrete guidelines on how social media marketing should be tackled. An SEO company is often best placed to develop a comprehensive social media marketing strategy. It can make significant in-roads into your SEO goals if applied well. The incoming links from social media are unique and can positively boost search rankings.

At www.searchengineoptimisation.co.uk we are an SEO services company with expertise in social media.

Online business requires you to constantly analyse your target audience until you develop a deep and rounded understanding of their needs, wants and buying patterns. If any area of their behaviour starts to change it can dramatically affect the success of the business. Taking time to actively monitor your audience will pay dividends in the long run. There are many ways you can gather this form of information and an SEO company is often best placed to advise how best to tackle this area.

At the outset of an SEO campaign to establish the business you need to develop communications strategies so that people know who you are and what you do. SEO services can help you to achieve this and stand out from the numerous other online businesses within your market. It is essential to gain the right amount of exposure and seek different strategies for differentiating your site. Without the best SEO strategy for the business your site will go unnoticed and unvisited.

Developing communication channels between a website owner and their potential customers is a crucial part of search engine optimisation. Customers need to be able to make your product relevant to their needs and lifestyles for them to be interested in visiting your site. You have to know what benefits will appeal to them making the content on the site relevant to their needs.

Monitoring competitor behaviour is also important. What your rivals do can also change the landscape of your online market and impact your internet marketing initiatives. To compete successfully keep an eye on what they do and how they approach SEO. Are they using social media sites? Know how the different elements of their online business work and who they are targeting. This will establish you as a worthy rival and ensure that you are always one step ahead rather than scrabbling to react to market changes.

Launching an online business successfully is a massive achievement but it’s only the beginning in a long journey. You will be faced with a multitude of challenges and opportunities and you need to stay on the ball to capitalise upon them effectively. SEO will help you achieve many of your marketing goals. At www.searchengineptimisation.co.uk we can offer a range of SEO services to clients and can help your business develop a winning online marketing strategy.