Author Archive

Social Bookmarking Spreads Awareness of Your Business

May 17, 2010

Social bookmarks are links to websites or web pages that are stored (bookmarked) by an online user for easy future access. Anyone can bookmark one of your site’s pages by posting its URL (often with a comment) on special social bookmarking sites.

Capturing these “favorites” is one of the most effective and easiest methods to popularize your website. Web consultants always include social bookmarking as a “must-do” strategy in an overall web optimization plan that produces increased awareness of your company and its products/services.

As part of your strategy, your site's pages should include tools that invite visitors to bookmark.Your social bookmarking tactics should include writing a concise (25-40 word) description of your business for use on the social-bookmark posting websites. Often the bookmarking site will provide a profile listing area where you can post your company description. Effective text might come from your customers’ comments on your products. Product reviews are another resource for compelling bookmarking text. Blogs about your business or products are yet another source. You should write the bookmarking text in your own words. Be open with your audience and crystal clear in your bookmarking description. That helps in building trust and long term relationships with your site visitors.

You’re going to social bookmarking sites and bookmarking each of your web pages is fine, but that alone will not produce satisfactory results. You will need to develop additional ways to make your social bookmarking more effective.

As part of your feedback strategy, your site’s pages should include tools that invite visitors to bookmark. Provide feedback tools that make it easy for visitors to make comments and give feedback about your products and services. To make this process easy and convenient, you can place a social bookmarking widget on every page. Widgets are available online, and many of them are free. Here’s the URL
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It’s Time for a New Website: Key Indicators

May 7, 2010

“How do I know when it’s time to build a new (or to refurbish the) company website?” It’s one of the most asked questions of MarkeTech.

 The key indicators break out into three areas:

  1. Decline in productivity of the current website
  2. Changes within your business
  3. Technological advances in website development

The first one is measurable. There are plenty of site-diagnostic tools that will produce reports on changes in viewership, the quality of links to your site, amount of syndication, etc. Such tools will give you data, but analyzing what’s wrong can sometimes be tricky. Does the data point toward a new website look, or is it your content that is the culprit? MarkeTech’s Ink Quotient™ tool focuses on content metrics, for example.

Changes within your business can justify a new website. That’s especially the case if there’s been a sea change in your marketplace, such as a shift in buyer preferences. Perhaps you’re about to launch a revolutionary product, and you want a new “brand” look for your online presence. Shifts in your positioning and messaging should be part of the new brand’s online presence, of course. I rarely recommend
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Web Site Building…A New Business Model

April 18, 2010

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Web site success requires optimization of two major disciplines: web design and content. It’s the content that attracts prospective customers and achieves targeted business goals. The site’s design provides a user friendly and appealing environment in which to present content. Web design is to site content what packaging is to product.

A company shopping for a web site (new or a redesign) finds itself in a marketplace today where (more…)

Solving A Puzzle: Weak Web Links

March 23, 2010

Puzzle: My links stink! The quality of external links to your website reflects low traffic, weak search-engine page rankings (SERPs), high cost-per-visitor, etc.

Solution: These easy steps can improve the quality and ROI of your inbound links:

1. Be stingy about the number of links:

a. Let the quality of your site’s content drive the number of links

i. Make sure the content is compelling enough to lead to a link-generated visitor becoming a potential conversion

ii. Update content frequently on your links’ landing pages

2. Never have more than about half of your external links land visitors on your index page. Poor landing page or anchor text selection are very common mistakes, and failing to embed keywords in your anchor text is also a usual faux pas

3. Always evaluate the relevance of the external link site. Most (at least 75%) of your links should come from sites that your customer prospects are likely to frequent

4. There are questionable links from sources that can quickly get your site red flagged by search engines. Watch out for link farms, any type of for-purchase link scams, (more…)


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