Now that we got quantification and some basic Search Engine Optimization (SEO) housekeeping out of the way, step three in our journey to SEO nirvana is one of my favorites — keyword research. Clients I work with often have strong ideas on what words they want to “own” on Google or the other leading search engines.
After years of experimenting and monitoring, I have found there are often too many words that could conceivably be SEO targets for optimizing their site. The result of keyword research should be a very clear delineation as to which select words are targeted for optimization on a page-by-page basis.
Here’s a magic keyword selection formula . . . all thing’s being equal, you should target keywords that have:
- High volumes of search traffic (in your geography)
- Low levels of competition
- High current ordinal rankings (for your website) on search engines
- High levels of your website-specific search traffic (e.g. the terms visitors to your website are searching on to find you, and the search terms visitors use on your site itself)
- High performance in Search Engine Marketing campaigns (e.g., high rates of clicks generated and/or conversions in any Google AdWords, or equivalent, campaigns)
Sounds simple, right? Let’s walk through each of the above. Read more
Interesting post at American Express Open Forum titled “The Secret to Repeat Business: Grow Your Fanbase.”
After noting that small merchants are “soured by $500 rate cards and the 50 percent cut that flash sales sites take from merchants,” Paul Rosenfeld, CEO of Fanminder, lays out two alternative, more successful strategies:
1) Engage your customers through fan lists that inform and provide deals; and
2) Grow your fanbase.
He then outlines five (5) specific steps for growing your fanbase, (which I’ve modified slightly for our purposes here):
1) Ask your customers to join in person. There still is nothing like the personal touch.
2) Post signs where people look. Savvy Cellar has posted signs above the bar, on the back of the menu. We are thinking about adding signs in or outside the restroom (seriously people do text in there) and on our customer receipts. The latter idea has helped grow Savvy Cellar’s email list.