Category Archives Social Media and SEO

Building links is essential to getting good rankings in the search engines and social bookmarking submission is one of the easiest ways to gain a steady stream of backlinks to just about all content that you create because you have total control over the bookmarks that you build.

What Content To Bookmark?

In general you will want to get into the habit of bookmarking every piece of significant content that you create. For blogs, this would be most blog posts and for static websites each page. There are some exceptions though. Ensure that anything you bookmark provides value in some way – this caters for the 'social' aspect. Don't bookmark your about page, privacy policy and so on. But do bookmark all of your real content pages.

SEO for Bookmarking

By using social bookmarking submission as a link building strategy you can build a large number of backlinks to each piece of content you bookmark but in order to make the effort worthwhile, you need to ensure that the bookmark information such as the title, description and tags are optimized for SEO purposes.

The anchor text for the backlink is simply the title in most cases so this is your most important field. You should have a keyword phrase in mind that you wish to rank for and then include that keyword in every field possible – the title, description and as one of your tags. Note that if your content has a title, it doesn't have to be the same as the title you use for the bookmark. Including your keywords prominently makes the bookmark more relevant and thus gives it more weight in the search engines.

Everybody knows the value and impact Twitter has had on the marketing world; but did you know that you can grow your link backs and link popularity with search engines simply by using Twitter?  With the huge growth of social networking sites in general, they have become almost a staple in the marketing channels for any size business. The sites are said to be the great leveling the field between large corporations and small home-based companies who can compete at the same level.

By using a free automatic submission tool, you can type your message in a form field and also include a shortened URL link and submit it to your Twitter, Facebook, MySpace, and your LinkedIn pages. Not only that, you can schedule your postings to go out around the clock.

By taking just 15 to 20 minutes to schedule messages to go out one per hour, you can submit them to four different high page ranked sites with a link to one of your webpages and enjoy the great benefits. In just 15 minutes you’ve created at least 100 high-value inbound links to your site and raised your link popularity dramatically in the search engines.

By sending out tweets on current events while mixing in a sales link to one of your products will create a fair amount of traffic to your site. Twitter is also great for building relationships with your community and customers. Some of the largest corporations in the United States use it as a powerful customer relations tool. What better way for customer service representatives to communicate with angry customers. Because their messages can only be 140 characters long the representative doesn’t have to put up with an angry client ranting on the telephone.

As you have probably noticed, business after business is signing up and using Twitter to promote its brand and products.  With all the hype surrounding how much influence and value a “tweet” can have, it’s no surprise.   News agencies and other networking platforms have long recognized the value and importance of Twitter and use it as a medium to disseminate information to its clients.  Organizations took notice and have been quite effective in their efforts to promote and market via Twitter!

If the big boys are doing it then why shouldn’t you? If you already have an online business or even an affiliate blog then link it up with your Twitter account. Encourage people to ask you questions and leave suggestions on your twitter account.

Even though their inquiries and suggestions may be something that pertains to individual cases, answer it online and in public. Remember that your profile is public and people are going to be reading your responses. By showing to the public that you are open and transparent with communication then they will begin to feel a certain level of trust.

On the internet, trust is everything. Trust is the foundation if you want to use Twitter for business. Many people tend to forget this and simply use the platform as a delivery system for their marketing tools. This is the most basic reason why a lot of people fail when they try to use the platform as part of their arsenal.

Add value to your online account, participate in discussions and make yourself seen. The more you participate, the more people will take notice of you. Remember that it is you that needs something from them and your goal is to make them think that it is them that need something from you. This is especially true if you want to succeed at using Twitter for business.

Welcome to the second part of how to market on Facebook!  An important fact to remember is that using Facebook to promote your brand and products is smart, Facebook itself is still all about social networking.  The main purpose of your Facebook should be to maintain and build new relationships with clients, customers, and friends with similar interests.  Build it and they will come, is a great saying for this type of marketing strategy on Facebook!

Sometimes it can be tempting to create your own little bubble and avoid sharing any ideas with other people for fear of helping the competition. Regardless of how you feel about sharing with other businesses, try commenting and sharing ideas with groups related to your business’ niche. True, you may be helping the competition. But at the same time you are coming off as an expert, an authority to potential customers that are members of that group. You will attract many customers by being helpful and more knowledgeable than your competitors.

Facebook is full of applications. You can take thousands of surveys, play flash games, rate this and that, etc. Obviously these are time wasters that may limit productivity for your business. But there are useful applications for your business. One is a shopping cart. Use a shopping cart application to allow customers to order your products directly through Facebook. It makes ordering more convenient for your customers and that convenience may also lead to new customers trying out your products and services.

Marketing on Facebook has its benefits. Remember these steps and watch your sales increase as your customers become more loyal and you are able to attract new ones.

Facebook has so many facets and applications that it is becoming the leader for online marketing, in fact, the future of internet marketing IS Facebook!  It takes a little time to learn the basics of how to set up a marketing campaign on Facebook but following these simple tips can make your time more productive!  A good place to start is to make sure you fill out ALL the important information on your profile, this is the most important step; you want consumers to realize the impact of your brand.  Also, make sure to use RSS to automatically post updates from your business’ blog, establish relationships with your customers, participate in groups that are related to your business’s niche, and use a shopping cart application directly on your Facebook page.

When starting a Facebook account, many people rush through their initial settings and throw together fast profiles so they can start focusing on their friends, family, and flash games. As a business, your goal is not simply social networking but Facebook marketing. Be sure to spend time filling out your profile thoroughly so people know what you are and your business are about. Show people what you sell, and that you are passionate about your product. Share any other links you use like a business website or blog. This is your chance to sell yourself to your customers and send them to your website to buy your products.

Use RSS to syndicate your blog onto your profile. Using this tool you can have Facebook automatically post an update when you add to your blog. This can include talking about new products, sales, events, changes to the business, or just talking about yourself and your business. When doing this remember that blog updates will appear on your wall. To avoid spamming your customers, be sure to write fewer blog updates that contain more information. Aim for 1 or maybe 2 per week when using RSS.

Here is an interesting take on the new role of social media.  In such a saturated market, using social media is no longer enough, but using it effectively is key!  Courtesy of Marsha!

“Imagine yourself at a big cocktail party where many of the people may be potential clients and customers. Everyone is milling around, enjoying the evening and you’re working the room to meet those who interest you. Now, which communication strategy do you think is going to be more effective? Going from person to person, giving them your “elevator pitch” while handing them your business cards? Or simply engaging in genuine conversations about current events and issues relevant to your expertise?

I’m sure you’ll agree the latter is a far more desirable approach to meeting new people at a cocktail party and the same holds true when conversing on a social networking site. I learned this concept from social media guru, David Meerman Scott, best-selling author of the #1 bestseller The New Rules of Marketing & PR when I interviewed him a few years ago.

While Social Networking started with no commercial intent, it has become a fact of life for many businesses who are engaged in Social Media Marketing (SMM). Commercial concerns are becoming a big part of Facebook and Twitter more and more each day. People use the social networks as part of their social lives with the commercial aspect of it being only slightly relevant.

The companies that are successful with SMM recognize that the first word is social and how they “socialize” is crucial. They use their status updates and tweets in a non-commercial manner, providing information and interesting tidbits that are related to their expertise without pushing a sales message. The important thing to remember about Social Media Marketing in general is that it’s interactive. That means when you send out a tweet or a blog, people can respond in a public forum. So, someone tweeting about how upset they are that their favorite contestant on American Idol got voted off the show knows they’ll get feedback from people who may agree or disagree with them. The same thing holds true for commercial tweets. If you send out something about your company or yourself, you’re inviting fair, as well as unfair, comment and criticism. The social networking sites are not your personal Web page, where you get to edit the content. The space is home to millions of people with all their various opinions; so if you’re not careful, you may wind up with a lot of negative chatter as a response to your business outreach.

To help you avoid some of the more common pitfalls of SMM, I’ve put together a few tips on how to use this strategy in a productive way that gets results.

Don’t Sell – People mostly use social networking sites to interact with friends and associates. If you tweet that people should buy your new book that was just released, you’re opening yourself up to negative responses for invading this social space with a commercial. It’s not like a Tupperware party where people are expected to buy what you’re selling. Treating it as such could cause you to lose followers and friends as a result.

Inform and Entertain – People will think more positively about you and your company if you use the social media connection to inform and even entertain. Let’s say you own a scuba shop, and you want to use these sites to promote your business. Don’t tweet about a sale on scuba supplies. Instead, tweet what the boating and diving conditions will be for the weekend, and include a link to a blog or informational listing on your Web site for more information on it. People who are divers will use that information to decide whether they want to dive that weekend and many may need supplies. Now they recognize and respect your shop as a resource, and will be far more inclined to stop by to fill up their oxygen tanks before their trip.

Respect the Culture – The culture of Social Media is not unlike an Internet forum or message board. The delivery mechanism is the same, but many people engage in lively and serious debate, so think of ways to engage people in those discussions without painting yourself in a negative light. A good rule of thumb is that if you wouldn’t say it at a social gathering in person, then chances are it wouldn’t be appropriate online either. Keep your updates useful, informative and neutral. People will respect the fact that you respect them.

It’s Not a Numbers Game – This is not a direct response medium, so tweeting five times a day with new information may annoy people more than help them. Confine your communications to a reasonable number, based on the groups you belong to. Focus on the quality of your communication instead of the quantity.

Capture Your Audience – Providing quality information that your friends and followers enjoy can cause them to want more information from you. So, give people an opportunity to get it by setting up a free newsletter or a blog that they can opt into. This allows you to maintain an ongoing relationship so that when they are ready to buy what you have to offer they will remember you.

SMM is a great way to build relationships with new associates as well as potential customers and clients. When used properly, you can build a huge following of people who come to know you as an expert in your field. It’s a forum that will pay enormous dividends for years to come.”

We often exult the greatness of social media, but in our euphoria we sometimes overlook the dark side of social media. I thought it would be helpful to put together a quick pros and cons list so that if you are engaging with social media for your company that you can go in with eyes wide open.

Pros:
• Low hard costs compared to traditional marketing like print, television, outdoor, etc.
• Quick, honest, and detailed feedback from the customer.
• Allows for deeper engagements with customers.
• Similar to great brand marketing and customer service, the benefits of doing social media right can last for years.
• Every customer and employee is a potential media outlet: social media is word of mouth on digital steroids.
• In the past, companies that had the most money to spend on marketing often won, today it’s the company that produces great products and experiences for their customers.
• Social media takes time and effort. Many companies aren’t willing to do this, hence those companies that put forth the extra effort will stand out.
• If you are a progressive company you can use these tools to effectively recruit new talent.

Cons:
• Often, many benefits of social media are seen in the months to come rather than immediately. It shouldn’t be viewed like Google AdWords, which has a quick return. It should be viewed more like brand marketing and good customer service, which pays off in the future.
• Tools can quickly change; one day it is MySpace, Orkut, Friendster, and Bebo; the next day it’s Facebook and Mixi.
• There are a lot of hidden soft costs: it takes time to develop relationships with customers. In the offline world, developing relationships takes time and effort – the same holds true within social media.
• May reduce the amount of face-to-face communication we have with one another, diminishing on interpersonal communication skills.
• If the customer feels they haven’t been treated appropriately, they have powerful tools at their disposal (YouTube, Twitter, etc.) to express their side of the story and negatively impact a brand reputation.
• Often we turn over our brand ownership to employees and customers and they can take us places we don’t want to go.
Just like anything, there are some cons to social media. However, advantages outweigh the disadvantages and even if they didn’t, we don’t have a choice on whether we do social media. The question is how well we do it. The worst thing to do, is to do nothing.

An interesting article courtesy of SEO Chat about a new recommendation engine from Google:

Google Hotpot represents the search engine’s latest attempt to mix search with social networking. If you’re looking for new places to try, and you have a lot of friends online, it could help you make some new discoveries. Let’s take a look at how it works.

Google Hotpot is tied into Google Places. If you want to use it, it helps if you have a Google profile (but it doesn’t need to be public). You definitely need a Google account, which you already have if you have Gmail. You can get to Hotpot by following the link.

Once you’re signed in, Hotpot gives you a public nickname, just as a way to help keep track of your reviews; you can change it if you want. Click through the opening screen, and you get a page with a search box at the top, with the word “restaurant” already entered. I performed the search, and was greeted by restaurants in my local area, which I was asked to rate.

These restaurants were not listed in the usual way you see search results listed. They appeared in rectangular boxes, about three and a half inches long and two inches wide on my laptop’s screen. At the top of each listing, you can click a star that says “Save for later,” which will presumably let you rate it later, or an X that says “Not interested,” which will presumably remove it from the listing.

Below these two options you’ll find the name of the restaurant, with a link. The link takes you to the Google Maps listing of the place. If you’ve never seen one of these (and if you haven’t, what rock have you been living under?), it includes the address, phone number, fax number, a map that shows how to get there, a list of categories for the place, its specialties, reviews from around the web, reviews from Google users, and a whole lot more. If you like to do research on a company before you patronize them, it’s not a bad place to start.

But back to the Hotpot listing. Below the name of the restaurant, you’ll usually find a picture (sometimes they’re “camera shy”) of either the exterior of the restaurant or a sample dish. Below this image you’ll find some indication of where the restaurant is located; this can be either the town name or something more specific, like the intersection. Below that, you’ll find a brief description of the cuisine, such as “Traditional American” or “Ribs.” That latter was applied to a local Outback Steakhouse, though, so it’s not always perfect.