About two months ago, Google updated their algorithm to more precisely measure strings of keywords three or more words long. Keywords of this length are referred to as long tail keywords. Now that sufficient time has passed since the update, we are able to see how it is impacting SEO campaigns. But first, a little background on the change:

As always, the exact details of any Google algorithm change are unknown. However, it can be gathered that Google’s previous method relied heavily on guess work when determining which sites to promote for long tail keywords. Now apparently, Google has the raw computing power and infrastructure to precisely record and index longer keyword strings.

I know, all that matters is, “How is this going to impact my SEO campaign?” Well, it depends on the foresight and ingenuity of your SEO team. And obviously, it also depends on whether or not your campaign features many long tail keywords. SEO developers that have focused energy on highly targeted long tail keywords will now be more fairly rewarded. Conversely, shortsighted or lazy SEO developers who have built an entire campaign from a few short keyword variations may find their rankings drop for related, but longer keyword strings.

Going forward, this change should benefit everyone. Google users will receive more accurate search results and SEO companies will be able to more precisely target long tail keywords.

Since this algorithm change, Google has released another major search index update. They are calling this release ‘Caffeine’ and they promise 50% ‘fresher’ search results. Meaning, they are able to index and return new website content 50% faster than before.

More on this soon.

Search engines are constantly adding new and improved ways for businesses to be found. A particularly useful service, offered by Google, Yahoo and Bing, is the ability for business owners to create their own local business listings.

What is a local business listing and where do they show up?

Local business listings associate the physical address of a storefront or office to an informational profile about the business. These profiles contain general information such as store hours, telephone number, website URL and even customer reviews.

Then, when someone searches for a product or service offered by local businesses, a map pinpointed with nearby locations is displayed. These local business listings are prominently featured within organic search results, as you can see in the screenshot below:

Why should I use it?

If you are offering a product or service to local customers, then you want as many people as possible to know where you are. Creating a local business listing can increase phone calls, store visits and traffic to your website.

Did we mention it’s totally FREE and takes only minutes to set up?

How do I get my business to show up first?

One of the most common questions we hear from customers is, ‘How do I get my business to show at the top of local map results?’ This is a reasonable question, since after all, we are a Search Engine Optimization company. However, it is important to understand the distinction between organic search results and local business results. Although there is a possibility of overlap among these search areas, completely separate algorithms are used to determine placement. Our SEO techniques are meant solely to influence and improve organic search results.

Watch out for map listing scams!

There are no proven methods that will consistently improve local business rankings. This is why you should be extremely skeptical of internet marketing companies ‘guaranteeing first position’ on local map listings. These guarantees are a complete scam and often exploit the loophole of demonstrating that your business ranks for a highly specific search term—such as, YOUR EXACT BUSINESS NAME.

Although it is irresponsible to guarantee results, we can offer a few tips that can help optimize and target your local business listing . . .

Tips for getting the most out of your listing:

• Complete ALL fields: hours, contact information, website URL, payment methods, special offerings, etc.
• Use relevant categories: Google relies heavily on the category tag to determine what keyword searches your business should display for.
• Encourage customer reviews: it is probably no coincidence that many of the sites that show up towards the top of map results have a large number of customer reviews. Of course it would be unethical for an SEO company or the company itself to post reviews but it is great business practice to encourage genuine customer feedback. Try to shift the customer service from in-store feedback cards to online review portals.
• Make sure all info is correct and up to date: customers will be turned off if the information in your listing (hours, address, and phone number) is incorrect or out of date.

It’s probably time to stop writing off social media as a ‘trend’. Since 2004, Facebook has grown to over 470 million global users—making it the largest most active social networking site in the world (and the 2^nd most popular website overall). Twitter launched in 2006 and has already amassed over 100 million users. With such massive user bases, an overwhelming amount of information is published and viewed on social media websites every day. As a growing business you should be aware of how to capture these eyeballs and direct attention to your website.

How do I use Facebook and Twitter for business?

Facebook

At first glance, social media may seem like a colorful diversion. Facebook encourages users to share personal information, publish photos and even play games. However, Facebook offers businesses the ability to create public pages promoting services and interacting directly with potential customers. These business profiles share all of the functionality of personal profiles, while allowing you to create a social community around your business.

Twitter

Twitter is a considerably more streamlined service. It allows users to publish 140 character ‘tweets’ that appear to ‘followers’. Businesses that gain a substantial number of followers can leverage this audience by promoting products and services. However, it is important not to bombard followers with only promotional tweets. The goal is to appeal to your Twitter audience on a more intimate level than with traditional customer service channels.

Does social media affect SEO?

The simple answer is yes. Google has recently started including Tweets from popular topics directly into search results. Although this currently only displays in a small number of searches, it is likely that Google will continue to incorporate more social postings as these sites grow in popularity.

Additionally, businesses can leverage their Facebook and Twitter accounts by posting links to their website. In time, this catalogue of links adds SEO value to the website.

But will it help with sales?

Creating Facebook and Twitter accounts alone will not immediately result in huge sales growth. Like any new marketing campaign, social marketing takes time and requires careful planning. Effective Twitter and Facebook marketing requires daily, if not hourly attention. Companies who take social marketing seriously, have employees dedicated to managing social media accounts.

A popular example of embracing social marketing is the shoe/apparel company Zappos. Everyone from the CEO down is encouraged to maintain an active Twitter account. Each employee interacts with their micro-audience and all Zappos related Tweets are aggregated into a feed on the website. With over 200 employees, Zappos is able to deliver messaging and respond to feedback from a diverse collective audience. Their commitment to personal customer satisfaction, largely through Twitter correspondence, has resulted in huge growth for the company.

Is it worth it?

Ultimately, you will have to answer that question for yourself. Twitter and Facebook can definitely have a positive impact on your business, IF, you are able to dedicate the time and energy into maintaining consistent social branding.

Top tips

1. Only 1 of 10 posts should be promotional versus informational
2. Maintain positive ratio: more followers than following (more followers demonstrates account popularity)
3. Promotional posts should always link to your website
4. Connect Twitter and Facebook accounts to cross post using automated tools
5. Train multiple employees to manage Facebook and Twitter accounts for more regular updates
6. Be interesting! Offer your audience unique content that holds their attention and keeps them coming back

Many business owners are reluctant to discontinue their traditional marketing efforts. Something about seeing their name 40 feet high on a billboard or hearing their voice echoing on a radio commercial resonates within. However, as these mediums continue to make less of an impression, costs stay the same (or rise). But does this form of marketing still fulfill a need? There are still people without computers and Internet connections right? Well yes, a few, but fewer and fewer every day as home connectivity rises steadily and mobile connectivity surges. This means, not only do more people have the opportunity to find your business while searching from home, but consumers are also likely to seek out businesses in the immediate, on their cell-phone or mobile Internet device.

So what are the advantages of Internet marketing?

Less expensive – the relative price per lead is significantly lower with Internet Marketing. The overhead costs for running a Television or Radio ad can be extremely high—not to mention costs associated with the production of your traditional media ad. With a little guidance, you can start advertising on the Internet immediately and effectively.

Measurable results – web analytics for tracking the success of an Internet Marketing campaign are sophisticated and highly specific. In addition to in-depth traffic details, web analytics provide complete goal/conversion tracking. This means you know exactly where your leads are coming from. One of the biggest problems with traditional marketing is the lack of accountability from large media companies. There is simply not a system in place that provides the type of transparency available with Internet marketing.

More targeted, more conversions – the versatility of Internet marketing allows a business to place ads in front of people that are already looking for their product. This might seem invasive at first, but the average consumer finds this very helpful. An Internet user who is exposed to ads for products/services that they are interested in is much more likely to become a customer.

Below are some guidelines for creating your press release with an emphasis on SEO:

1. Benefits
• BACKLINKS. Link from credible media websites that help increase your website’s value.
• VISIBILITY. Search engines catalog press releases.
• IMPRESSIONS. Tens of thousands of views in RSS headline readers.
• MEDIA. Potential for media coverage in release is newsworthy.

2. Incorporate keywords
Utilize search keywords in your headline and throughout. Try something unique and catchy, “Austin SEO Company releases Searchmine Tool that will Change the way you Google” for example. Try to keep multiple word keyword phrases together to maximize search indexing.

3. Practice
Technical writing is a difficult and learned skill. Like everything, practice makes [closer to] perfect. Regardless of your business size, if you need help authoring content, you may contact content@findmycompany.com for content writing services.

4. Don’t outdate your press release
Including a date makes your information seem outdated and ultimately hurts your credibility. Additionally, omitting the date keeps websites from removing your press release if your press release does not make mention of a service(s) and/or product(s) that are only available for a limited time or expiring.

5. Be newsworthy
You’re writing a press release because you have something important to say, something newsworthy. Immediately address why the reader must pay attention and the impact your information, services, or products will provide.

6. Don’t have something new to talk about
No problem, you can easily highlight some of the following from your company:
• Introducing a new product
• Celebrating an anniversary
• Opening up branch or satellite offices
• Receiving an award
• Participating in a philanthropic event
• Introducing a unique strategy/approach
• Announcing a partnership
• Earning recognition of the company, product or executives by a publication
• Announcing a public appearance on television, radio or in person
• Launching a website
• Announcing free information available
• Announcing that you have reached a major milestone
• Expanding or renovating the business
• Meeting some kind of unusual challenge or rising above adversity
• Announcing the results of research or surveys conducted
• Sponsoring a workshop or seminar

Here are some guidelines on how to properly incorporate keyword-saturated copy on your website:

Why do I need text?
Above all, search engines look for consistency when determining how high to rank a website and what phrases to rank it for. First, keywords are placed directly into the code of a website. Then, throughout an SEO campaign, all links to your site are anchor-tagged with these keywords. Equally important, these same keywords must appear directly in the text of your website. If your site maintains keyword consistency between off-site linking, code optimization and on-page copy, ranking efforts will be highly successful.

What’s the right length?
No need to fear text on the homepage. Well-crafted copy promotes search engine rankings, blends elegantly into a site’s design and reinforces brand messaging. Because homepage text is crawled most frequently, this page should feature a minimum of 300 words.

How many keywords?
A lot of time and research goes into choosing your SEO keyword list. Depending on the scope of your campaign, you can determine how many keywords to feature on each page. Too many keywords will be flagged as spamming. Search engines read website text like a person—left to right, top to bottom. You want keywords to appear early on and then get dispersed regularly throughout. Ideally, 5-7% of the words on each page should be SEO targeted keywords (15-20 keyword instances in a 300 word homepage).

Still not sure?
Consider your website visitor’s perspective. Once your site starts achieving rankings for targeted keywords, visitors expect content relevant to their search query. If they are immediately greeted with content related to their search, they will be likely to perform your desired action.

1. Search engine content: Google, Bing and Yahoo are clearly making strides to keep eyeballs on their pages longer. Everything from website snapshots to sampling content. If this trend continues, you may see people spending a lot more time within the search engine without clicking through. However, this could also increase quality traffic if you provide compelling targeted information at the onset.
2. To Tweet or not to Tweet: It’s still unclear how much emphasis Google and other search engines will put on social sites going forward, but the shift is hard to ignore. For about a week, Google integrated real time Twitter results directly into their organic search. Even though they have since backed off, Google is clearly interested in the possibility of real-time search. Additionally, more people are, and will continue to use the search feature in Twitter as a source of information.
3. Dramatic increase in SEO spending: More and more business owners are becoming savvy to the latest trends in internet marketing. Increasingly, SEO and SEM are acronyms that people actually know. Marketing dollars are tight and traditional advertising is on the decline. Companies looking to reorganize their budget will turn to SEO.

Every struggling web designer and marketing company is looking for a way to capitalize on the booming search engine optimization business. The demand for this type of internet marketing continues to rise even as marketing budgets are slashed. This is because SEO costs a fraction of the amount spent in traditional advertising—equating to a return on investment that makes search engine marketing a no-brainer. Advertising costs for Yellowbook and other print directories remains high even when circulation continues to decline. Companies are wising up to these trends and shifting funds to progressive internet marketing—and saving loads of money in the process.

“But my company gets all its business from word of mouth.” Our Austin SEO firm hears this from time to time as many small business owners believe that WOM is the only marketing they need. This is a great way to maintain business, but companies looking to really expand should consider their untapped internet community. Niche markets offer some of the best SEO results because nobody is doing it. For example, a dog walker would be flooded with requests if their website reaches the top couple positions on Google (for their local market). Next thing they know, they are the premier dog walking service in their city.

This type of broad untargeted advertising may work on radio and television, but the Internet provides a unique opportunity for targeted marketing with high conversion rates. The easiest way to achieve this is for the customer to find your product/service when they are ready to purchase. By launching a well-researched carefully calculated SEO campaign you can ensure that your site appears on organic search results for targeted keywords. Organic results are more credible to the consumer because they are not an advertisement, rather the answer to their question.