Ideas for Business

For the second time since its introduction, the Kindle will sell in an off line retail environment. The company has announced that the Kindle will be sold at Staples.

By selling its flagship product in real stores, Amazon is expanding its reach. This is a smart move. It takes Amazon into an environment where small business owners and retail customers are doing business. If those customers are not already buying books from Amazon online then they will be once they purchase a Kindle. I think Amazon is looking long term here.

If you consider the price of Kindle books and how many of those that Amazon can expect to sell over the life of a single Kindle then the company stands to make more long-term profits from the sell of its books if it makes the Kindle more available and in more places. That’s why the company started selling Kindle in Target last June and now has gone into Staples. It wouldn’t surprise me to see more retail locations in the works.

In light of this real world move by Amazon, will the Kindle become a staple of small business productivity? Will small business owners buy their business books from Amazon to read on their Kindle? Will small business owners use their Kindle for connecting to the Internet, and do all the other wonderful things the Kindle will allow them to do?

I don’t know what the future has in store for Kindle and business applications, but I do know that making the Kindle available to small business owners at Staples is a smart move.

I was reading a copy of the Inc 500 issue on my flight back from Dallas this weekend and came across an article about a seasonal online retailer that was “penalized” right before the Holidays for paid links and estimated the loss of organic search visibility at $4 million in sales.  Now he’s “thanking” Google for the spanking because he’s mended his ways and is reborn as a social media enthusiast.

I’m not sure I buy the “social media has turned things around” story exactly, but I wonder how many companies and consultants roll the dice and take shortcuts and loopholes to get ahead and then find out it’s worthless? The notion of paid links is an old story (Paid Links Evil? Dec 2005) but the kind of activity to speed up results from SEO will always be a fresh topic.

It turns out the retailer in the Inc. story was doing SEO internally then hired two SEO companies to help out. The story goes on to say that a SEO company was to “reach out to relevant sites and ask them for links. Instead, one of the companies admitted it was paying for links.”  That’s worded in a way that makes you think maybe the retailer didn’t know the SEO company was buying links.

We don’t buy links at TopRank Marketing.

We never have. Not ever in 10 years of being in the search marketing business. As far as the retailer in the Inc article it’s surprising because buying links isn’t cheap.  If a company didn’t know the SEO consultant was buying links, it’s off any way you look at it. Where did the money come from to buy the links? How did the SEO company not report what it was doing? How did the company owner not know what the SEO company was doing?

I polled followers on Twitter whether they or someone they knew knew had ever been penalized for buying links. Almost all of them said yes. When I’ve mentioned that we never buy links to other search marketers, the disbelief was like I told them I didn’t need to breathe air.

The point of relating this story to you isn’t so much about the risks and rewards of paid links, defining exactly what “paid means” (what about a 3 way barter?) or even judging those that sell and buy links. The point is that the online retailer in the story says social media tactics were largely ignored and now they’re committed to blogging, Tweeting and being active on Facebook and that all is now well in their SEO world. “We’re back on top.”

The point:  Why didn’t the online retailer commit to a better online marketing strategy in the first place?

It’s been promoted for years that paid links can carry consequences.  People like Google’s Anti-Spam Czar Matt Cutts make their perspective clear and easy to report paid links. Right or wrong, it’s the way search engines want to play.  Obviously, paid links with the right anchor text from very authoritative and relevant websites have a positive impact, or SEOs and website owners wouldn’t participate.  It’s important to note that Google doesn’t have a problem with paid links per se, but with paid links that pass PageRank.

The question I have for companies that rely too much on shortcuts and loopholes is, “Why not suspend the “free money now” attitude and invest in a smart and competitive online marketing program that can get results AND stand the test of scrutiny?”  Won’t a customer focused marketing effort that provides optimized and linkable content to a growing social network earn more links, more traffic and more revenue anyway?

I don’t think there’s much reason to put your brand and revenue at risk if you have a long term view of how the search and social web works. The investment in understanding and engaging customers plus the staff, software and time to implement content, analyze performance data and ongoing content marketing is well worth the cost and there’s virtually no risk.

“Don’t bring an knife to a gun fight”

Years ago at a search conference discussion about black hat and white hat tactics, Tim Mayer, ex head of Search at Yahoo! made that comment when discussing acceptable tactics in really aggressive industries like “PPC” (pills pron casino).   The temptation and pressures to profitability are great in industries that are flush with heavily optimized and marketed web sites.  However, most companies don’t fall in that category and I think smarter and more creative marketing can still win for the vast majority of websites, especially in the long run. We’ve seen it happen with our own clients nearly 10 years.

The reason I’ve never participated in link purchases or endorsed the practice isn’t as much about Google’s rules on paid links that pass PageRank. It’s because I could never understand why anyone would “buy” something with such risk associated with it when they could “earn it and own it”?   With roots in Public Relations, our online marketing agency has been accustomed to earning media placements and often times highly desirable links since we started the business in 2001. It can take more time to see aggressive results, but when you focus on making creative content and doing the hard work of promotion to earn traffic and links, the cost is one of investment vs. the often higher cost of advertising with no equity in what you’ve purchased. Then there’s the cost if the links are devalued by the search engines and subsequent lost revenue. I’d rather build, promote and earn those links that will be in place indefinitely.

Using that strategy, Online Marketing Blog has accumulated a substantial number and quality of links (according to Majestic SEO). The devil is in the details with this sort of thing of course, since it matters very much what the topic, anchor text and PageRank are of the link sources. But suffice it to say, we experience very good results in each of those areas as evidenced by over 21,000 different keyword phrases that sent organic traffic each month and top visibility for important and challenging keyword queries.

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© Online Marketing Blog, 2010. | The Real Cost of Buying Links for SEO: -$4 Million | http://www.toprankblog.com

We’ve recently been looking into Cloud Based Accounting for our business, and I thought I would share some of what I’ve learned so far as I’ve started to research which among the many choices out there we should consider.

This is a very brief overview of cloud accounting, also known as online accounting, or in some circumstances SaaS (software as a service) accounting software.

What is cloud software?

Cloud accounting software at its most basic level is on demand accounting software, so (as long as you have the right internet browser) and an internet connection you can access the software and your company’s financial data from anywhere in the world through a number of devices. Your data is held either on several servers hosted by the software provider in house, or on a third party’s server – for example, Amazon. This is a very basic description, but the main things you should be concerned with are the security of the servers and what happens if something goes wrong (how quickly will things be back up and running?).

Benefits

Access it anywhere:
So the above idea of not being tied to one computer is one of the clear benefits of using cloud accounting software over desktop based accounting software. Not being tied to one location or PC means that you and your work colleagues can access your financial data anywhere in the world (internet connection required!). In the case of a small sized business, if it has an accountant that completes the end of year financial returns then they no longer have to come and visit the company on site; saving the business money in accountant’s fees.

Subscription based:
Another small or medium sized business benefit here, the fact that cloud accounting tends to be subscription based means that it can scale with your company. A small company with few transactions may even find a free package, then (hopefully) as the company grows this can be upgraded through a few clicks of a button. The fact that there is no installing of software or on site data storage also means that you don’t have a horrendous up front bill to pay. Very nice.

Upgrades on the go:
Speaking with accountants you find that one of the really annoying things about old school (desktop) accounting software is the fact that if a client did not have the same software as you then you would have to explain how they can export the software and then send it to you. This time consuming process has been banished as cloud accounting software (depending on the provider) can be upgraded on the fly. The twofold benefit of constant upgrades being that new features will constantly keep coming available and you the customer have the ability to help shape the software’s development. There should be no additional cost for this process. The competitive nature of the cloud accounting market means that software providers need to keep on their toes, if a competitor has a feature you want (like a PayPal import) then leave and go to them.

There are other benefits and drawbacks to cloud accounting software, but this gives you an idea of a general place to start!

Providers:

When choosing cloud accounting software, always make sure the provider allows you at least a 30 day trial. During this period you can then try out several software systems and find which is the most intuitive for you to use or has the features that you need.

The market place is growing rapidly with new providers springing up every day. Below are some of them that are worth a try:

• Xero New Zealand based $18 – $37
• Quickbooks Online $10 – $35
• Clear Books UK Based between $7 – $23

Army Golden Knights: SFC Dave Herwig (@gkdave), SGM Steve Young (@gksteve), LTC Joe Martin (gkjoe)

My presentation on how to leverage Social Media SEO to improve the reach and effectiveness of blog content for marketing at OpenCa.mp DFW this weekend ended up being a lot of information in a very short period of time. The use of a video interview I did with Brian Clark as the segue into my presentation ate into some of the 30 minutes I had to present plus I simply had too many slides.

(Thanks to Lt Colonel Joe Martin for the photo taken right after the presentation. His team were literally sponges for information at the event.)

The good news is that there’s Slideshare, so I’ve embeded a copy of that presentation below. Chris Pirillo and Brian Clark gave witty, informative and entertaining presentations on blogging and copywriting for blogs before me, so the stage was set to talk about marketing that blog content.

Marketers familiar with “Push and Pull” can relate to Social Media being the push, where (along with listening & engagement) you syndicate, update and share your content via social channels. The pull is SEO, where you optimize that content with customer centric keywords they can use on search engines to easily find your content ahead of the competition.

My presentation shared a model that I call the Cycle of Social & SEO that starts with creating, optimizing and promoting content along with listening to and growing social networks. As the relevant content gets shared socially and others link to it, the exposure and traffic builds momentum to a point where search traffic and the social community you’ve fostered provides priceless data via social media and web analytics on what content to create and share on a go forward.

Guessing what keywords and what social channels your customers are connected to is the reason why so many companies don’t see an impact from their efforts. Being smart from the start and planning on developing a cycle that continues to provide value and refine effectiveness at meeting customer search and social media needs is a win for all.

Companies in the marketing space like Marketo, PRWeb and our own agency at TopRank Marketing have made strong commitments to content as well as SEO and Social Media with the payoffs coming in the form of competitive search visibility and growing social communities.

We’ve recently been engaged by another well known company in the online marketing space that sees the value in both our strategic marketing & implementation expertise, but more importantly, is making a commitment to content and it’s role in customer acquisition and customer retention through Social Media & Search Optimization.

Check out the presentation below and let me know what you think.

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© Online Marketing Blog, 2010. | Social Media SEO Success with Blogging | http://www.toprankblog.com

I’ve got to hand it to Bill Slawski. He writes about search engine patents and the gems he uncovers are fabulous. This morning he wrote about a Google patent that establishes an algorithm for helping searchers find blogs about a particular topic.

Note that this is different than Google’s ordinary search algorithm, which helps users find individual blog posts about a particular topic.

If you are a searcher, for instance, looking for blogs specifically about small business marketing then you might go to Google’s blog search – not the home page search – and type in “small business marketing”. Then you’ll hit the button labeled “Search Blogs”. You’ll get a list of blogs that regularly write about small business marketing as opposed to random blogs that sometimes write posts about small business marketing. You’ll find the blogs, not individual blog posts.

This has huge potential for marketers. If you want to develop an audience for your particular niche then it helps to know how the search engines rank blogs that target niches. By learning the criteria search engines look for to determine blog rankings you stand a better chance of having your blog rank highly in the search engine’s blog search feature.

Thanks, Bill. That was a really useful post.