Ideas for Business

Google hosted a party last night during SMX West, entitled “Google Groove”. And groovy, it was.

Andy Beal and other SMXers enjoying the party

Main bar, all in Google Colors

SMXers playing Rockband

SMXers enjoying drinks. Notice the colorful Google cups, which people went crazy over.

Blinky Google spheres, also very popular.

Check out all of the photos at TopRank’s SMX West Flickr set.

Sponsored By: Start a Career in Search Marketing Announcing the best online SEM courses from SEMPO Institute.

A couple of weeks ago, a client of mine mentioned to me that he was looking up a domain name he was considering purchasing on Network Solutions. When he looked, he found out it was available. Then, a couple of days later he decided he wanted to buy that domain name, and he went to GoDaddy.com to make the purchase (because, domain names are cheaper there). He was surprised to find out that his domain name was not available!

Had I not been up-to-speed on what was going on, I’d have thought he was just mistaken. It turns out, however, that LOTS of people have had this same experience, enough times to where one knowledgeable Internet marketer has had enough and is going to do something about it. Chris McElroy has filed a class action suit against Network Solutions based on their behavior.

It’s interesting stuff - every new technology that has ever been invented throughout history has been plagued by “scammers” who want to short-cut the system for their own benefit. Kudos to Chris for standing up for what’s right and pointing out that not only is this an unfair business practice on the part of Network Solutions, it’s an invasion of privacy. Way to go, Chris!

Read more about the class action lawsuit here.

Caroline
Small Business Mavericks
Back to the Blog

Just as with Leverage Your Brand Lovers, the “Branding and Search” session gave the SMX West audience much to think about.

Bob Tripathi, Search Marketing Specialist at Discover Financial, reinforced the need to understand your brand as it relates to SEO/SEM.

Brand Recognition: Do searchers recognize your brand?
–ex. McDonalds’ arches are recognized worldwide

Brand Perception: Do searchers know what you do?
–ex. Discover Financial doesn’t just offer credit cards, but they offer a slew of other financial services

Brand Loyalty: Are searchers loyal to your brand?
–ex. Google and its VERY loyal followers

Brand Affinity: Are searchers aspiring to be part of your brand and culture?
–ex. Mercedes and the status associated with the brand

Not every searcher will know your brand, be loyal to it or want to be part of it. But you have a better chance of influencing how prospects and customers view your brand by ensuring you target the different types of searchers.

Bob introduced the audience to 4 Types of Searchers that should be targeted using Discover as an example to show the types of searches they have a chance to engage with if they are found for the correct types of keyword phrases:

Type of Searcher & Example Keyword Phrases
1. Searcher: Research
–Keyword: no annual fee credit card

2. Searcher:  Purchase-Oriented
–Kewyord: credit card application

3. Searcher:  Brand
–Kewyord: Discover credit card

4. Searcher:  Generic
–Kewyord: credit card

Are your keywords currently taking into account these 4 search groups (research, purchase, brand, generic) ?

If not, it might be time to take another pass at the list.

Sponsored By: Follow TopRank on Twitter Get daily updates, insights and zero “cat” tweets!

Just as with Leverage Your Brand Lovers, the “Branding and Search” session gave the SMX West audience much to think about.

Bob Tripathi, Search Marketing Specialist at Discover Financial, reinforced the need to understand your brand as it relates to SEO/SEM.

Brand Recognition: Do searchers recognize your brand?
–ex. McDonalds’ arches are recognized worldwide

Brand Perception: Do searchers know what you do?
–ex. Discover Financial doesn’t just offer credit cards, but they offer a slew of other financial services

Brand Loyalty: Are searchers loyal to your brand?
–ex. Google and its VERY loyal followers

Brand Affinity: Are searchers aspiring to be part of your brand and culture?
–ex. Mercedes and the status associated with the brand

Not every searcher will know your brand, be loyal to it or want to be part of it. But you have a better chance of influencing how prospects and customers view your brand by ensuring you target the different types of searchers.

Bob introduced the audience to 4 Types of Searchers that should be targeted using Discover as an example to show the types of searches they have a chance to engage with if they are found for the correct types of keyword phrases:

Type of Searcher & Example Keyword Phrases
1. Searcher: Research
–Keyword: no annual fee credit card

2. Searcher:  Purchase-Oriented
–Kewyord: credit card application

3. Searcher:  Brand
–Kewyord: Discover credit card

4. Searcher:  Generic
–Kewyord: credit card

Are your keywords currently taking into account these 4 search groups (research, purchase, brand, generic) ?

If not, it might be time to take another pass at the list.

Sponsored By: Follow TopRank on Twitter Get daily updates, insights and zero “cat” tweets!

The Wonder Twins Track at SMX West: SEO and Blogging, provided the audience with information on how to best launch and promote a blog.

Here are 8 tips, from Aaron Wall of SEOBook, on how to gain traction for your blog.

Own a Niche

• Owning a smaller niche is an easy way to starting building personal brand
• #1 player gets more play in the media

Make Formatting a Priority

• Ensure you have a clean appealing design
• Highlight best practices
• Include an “About Us” page
• Make it easy for press to contact
• Leverage pictures/video/sketchcasting

Write clearly

• Write headlines like a wire service writer
• Use simple words and short sentences
• Use bulleted lists/headers/sub-headers

Filter

• Create Google news alerts
• Custom RSS feeds
• Save drafts and refine before publishing

Social interaction

• Comment and link out
• Create community based ideas
• Ask for feedback BEFORE launching
• Actively solicit feedback and reply to comments
• Write for others
• Network offline
• Don’t be afraid of controversy
• Get people to talk about you

Regularity

• Pre-write draft posts for future ideas
• Offer tools or bolt on community stuff like job boards and forums
• Encourage contribution from others
• Highlight best contributors

Monetize a new blog

• No AdSense above your content
• Sell branded ads or co-brand affiliate offers
• Create your own products

Leverage Push Marketing

• Build links
• Buy AdWords and AdsSense ads, blog ads
• Sponsor other related sites
• Syndicate your content

Aaron provided a great list of tips for anyone considering/launching a blog.  You might also want to avoid these 3 blog mistakes and follow these 25 blog marketing tips.

Sponsored By: SES New York March 17 - 20, 2008 Learn Search Engine Strategies, Tactics and More