SEM/SEO: Five Tips for Better Results

Marketers know they need to help drive customers to their companies. Today SEM (Search Engine Marketing) is taking a prominent role in marketing plans.  Marketers are seeking to promote their companies’ website to increase visibility for search engine results/SEO (search engine optimization (SEO).  Marketers know that search engines reward pages with the right combination of ranking factors, so specific SEM initiatives are being focused on to compliment the marketing mix. 

graphic from digitalart

SEO is a good tool for marketers in targeting, as it forces them to go through the exercise of mapping out their content and the hierarchy of categories, topics and ideas. It also forces them to pinpoint the focus of content they create for their website  (and helps them avoid creating useless content written to a general audience).

There are many SEO tips.  Here are five that I find to be most useful in getting more immediate results of your efforts:

1. Use a unique and relevant page title and meta description on every page. The page title is the single most important on-page SEO factor. When search engines crawl a site, the page title is the first thing they see.  Generic titles like "home" or your company name are not strong. The meta description tag won’t help you rank, but it will often appear as the text snippet below your listing, so it should include the relevant keyword(s) and be written so as to encourage searchers to click on your listing (assists with click-through from search engine result pages (SERPs). These short paragraphs are a company’s opportunity to advertise content to searchers and let them know exactly what the given page has with regard to what they’re looking for).
2. Optimize individual pages with keywords - helps with ranking. Marketers know that differentiation is key.  They also know that users will search for key words to locate what they need.  It is important to weave your keywords into the text on your website.  According to Dedric Polite at the HubSpot blog, to witness the power of an ideally optimized page, look at the Google search.  For example, conduct a Google search on the term "George Washington." Your first result, he notes, will belong to Wikipedia for two key reasons: perfect on-page SEO structure, and the strong off-page SEO of inbound links from respected sources.
3. Include a site map page. Spiders can’t index pages that can’t be crawled. A site map will help spiders find all the important pages on your site, and help the spider understand your site’s hierarchy. If your site is large, make several site map pages. Keep each one to less than 100 links.
4. Make SEO-friendly URLs. Use keywords in your URLs, such as yourcompany.com/dress-shoes.html. Don’t overdo it, though. A file with more than 3 hyphens tends to look like spam and users may be hesitant to click on it.  The more descriptive, the better for spiders.
5. Ensure Fresh Content on Your Site.  If your site content doesn’t change often, consider adding a blog, as spiders like fresh text. Blog at least once a week with relevant, fresh content to feed the spiders.

As part of an SEM strategy, firms are not only utilizing SEO, but also paid searches (Google Ad words, digital ads with pay per click, etc.).  No matter what your digital strategy, at a minimum, ensure you know what results you are looking for with your SEM/SEO strategy.  This will help ensure your time and dollars are contributing to your revenue goals or visibility objectives.

kathryn_anastasio@yahoo.com

Marketing Trend - What’s The Scoop with QR Codes



Photo from UCView

It all started in Japan, 1994.  Quick Response (QR) codes were created by Toyota subsidiary Denso Wave Inc. for tracking vehicle parts. These two-dimensional bar codes are more useful than standard barcodes as they can store (and digitally present) much more data - thousands of alphanumeric charters of information, including url links, geo coordinates, and text. The code spread as more than just an inventory tool.  When you scan a QR code with your mobile devise, you can save information to that devise (like contact information) or access various portals on the web. Today, QR codes connect people with each other and content in a very efficient way.

Many marketers are including QR codes in their marketing mix.  They are increasing in importance as they provide a direct link between a consumer’s mobile phone and your company’s marketing message (e.g. your contact info, a sales message, a coupon offer, etc.) – more instant access to disseminate information that can lead to increased revenues. 

According to a study by comScore, a leader in measuring digital work, in June of this year, 14 million Americans scanned QR codes on their mobile phones, that’s 6.2 percent of the total mobile users.  “For marketers, understanding which consumer segments scan QR codes, the source and location of these scans, and the resulting information delivered, is crucial in developing and deploying campaigns that successfully utilize QR codes to further brand engagement,” stated Mark Donovan, comScore senior vice president.

Studies have shown a younger, affluent audience, but the age range is expanding.  Current trends of use are younger crowds (25-34), but those in the 35-44 age range are gaining momentum.  Trends also show males and those  who make more than $100k are more likely to scan a QR code.  As QR codes are still considered a new technology, there are a considerable number of consumers who are unaware of the QR code technology.  Some education may be needed with your target groups if you are going to use this as part of your marketing mix.

Samples of QR Code Use

Many top brands are using QR codes to reach their customers including, Ford, Audi, Pepsi, Starbucks, McDonald’s, Best Buy and Ralph Lauren. Starbucks has had success with the use of QR codes, enabling users to pay for their purchases via mobile - 3 million Starbucks customers have already tried it.  QR codes are being used in a variety of marketing mediums:

• Advertisements/Billboards (linking to service/product information, special offers, call-to-actions)
• Business Cards (linking to a company’s website, a biography, directions to business)
• Brochures and other marketing material (linking back to more details on a product/service, special offers)
• Sides of trucks and trailers (information on company or product)
• Product tags and packaging (get installation instructions, special promotions, source for replacement parts and service)
• Convention and event name tags (download contact information to your mobile devise)
• Restaurant menus (to get more information on the restaurant or food preparation)
• Event ticket stubs (valuable coupons and special offers from vendors)
• Point-of-sale receipts (customer feedback)
• Other creative uses: T-Shirts, on promotional items, in powerpoint presentations, city park benches, on real estate signs, on invoices

 QR Codes as Part of Your Marketing Mix

The future of QR codes is limitless.  Innovative brands can embed videos, websites and more to build out the contact a client has with their brand.  Approximately 22% of Fortune 50 companies are using a QR code to impact consumers. As you evaluate this new trend, determine how and if it fits into your overall strategy (marketing mix, channel marketing initiatives, and appropriate for the demographics of your target consumers). 

The next generation of barcodes will hold even more information – so much that an Internet connection may not even be necessary to access - as the content will be effectively embed in the code. 

For examples of companies using QR codes, visit socialwayne.com.

For insights into QR codes use in Europe, visit comScore Data Mine.

If you do not have a reader on your Smartphone, visit Jumpscan.