Continuing Saga of Search Engine Marketing

Mobile Web Taking Over?

2009-07-13T09:55:00.005-04:00

Recently, I came across an article that really got me thinking. The headline read: "iPhone Users Pick Mobile Web Over Newspapers" While this didn't really surprise me, it sparked my interest. What really got my attention though, was the chart within the article.

With over 30% using their mobile web more than television, over 40% using it more than their radio, and almost 60% using it more than newspapers, it's easy to see how important it is to be marketing online.

The original study from MediaPost states that a total of 7,302 iPhone users were surveyed for this report, with all results tested for statistically significant differences at the 95% confidence level. There are definitely more that 7,302 people out there logging onto the internet from their iPhones, and the iPhone is definitely not the only tool capable of accessing the mobile web. There is a large audience out there utilizing the Internet from their phones, and they are choosing it over other forms of information sources.

While this is certainly important for television and radio stations, newspapers and magazines, it's also pretty important stuff for any business. You can't rely solely on the more traditional forms of advertising anymore. They're just not keeping up with the Internet. What are you doing to remain competitive? What forms of marketing are you depending on? Are you going to be found online, or are you just going to sit back and fade away?

LocalAdLink traffic dropped 1/3rd in June

2009-07-09T11:14:00.003-04:00

LocalAdLink is generated less traffic in June 2009 compared with May. Compete estimates LocalAdLink had only 276,147 visits in June. This is the lowest total of visits since January. See
http://siteanalytics.compete.com/localadlink.com/

The drop in traffic is likely due to LocalAdLink not having money to pay third party sites to display its ads. LocalAdLink ads that once appeared can no longer be found. This is due to either the advertisers not using LocalAdLink any longer or LocalAdLink not supporting its advertisers with ads on sites besides those controlled by Beyond Commerce.

See From The Lips of the Master.

Also see

LocalAdLink - Is this unknown search directory worth advertising on?

LocalAdLink is for the Greedy to Take from the Gullible

LocalAdLink reps optimize for "LocalAdLink scam"

LocalAdLink Scam is Collapsing

E-Power Marketing turns 11 years old!

2009-07-02T14:57:00.001-04:00

Yes! E-Power Marketing is officially a Tween!

Back in July 1998 Google did not exist. Today it is head and shoulders above the others, and is by far the most important search engine.

Staying current with search marketing to maintain client satisfaction has never been easy. Today it continues to become more challenging.

Search marketing has grown incredibly complex. Though on-site search optimization has stabilized due to the no-nonsense algorithms of Google, off-page factors that influence search visibility are changing rapidly. Web directories had long been the cornerstone of in-bound linking. Today most free directories are ignored, viewed as not important by Google.

Instead links established by Web users have become important. This has made Social Media Marketing highly effective for improving natural search visibility, especially on Google.

Social Media Marketing is growing ever more complex with new social sites and applications. Twitter has become a powerful marketing tool. Facebook is great for interacting with friends - and to interact with your customers. LinkedIn provides terrific networking opportunities. MySpace, Digg, Delicious, Stumbleupon, Mixx and thousands of other Social sites provide platforms for effective promotion and marketing. Each has its own application in online marketing. Each requires its own strategy for successful implementation. Each creates pitfalls for businesses that do not use them properly.

The Web is more important than ever for both consumer and business-to-business marketing. Companies that have ignored search marketing, implemented ineffective or inconsistent search marketing are now in the position of serious catch-up if they are to remain competitive.

With search marketing growing ever more important to business competitiveness, demand is growing rapidly. This is attracting more companies claiming to offer search marketing. As search marketing is so complex and requires well-honed skills built through experience, few of these new "search marketers" are effective.

Search marketing scams have been common throughout the history of search marketing. As demand grows and few really understand the intricacies of search marketing, more scams backed with sophisticated marketing schemes but without substance are emerging. Watch out for Search Marketing scams to avoid.

I look forward to the growth of E-Power Marketing and online marketing for many years to come. The challenges offer limitless satisfaction.

And you can't beat a job where you sit all day surfing the Web.

LocalAdLink Scam is Collapsing

2009-06-29T14:10:00.002-04:00

If any of you wonder why I have put so much energy into exposing the LocalAdLink scam and warning those considering LocalAdLink, refer to this comment from Blogger Kira_la on LocalAdLink - Is this unknown search directory worth advertising on

> "The $700 I invested may not seem like much to some people, but as a single mom, it makes me sick thinking about how many groceries I could have purchased with that and new school shoes. When I signed up for LAL I made sacrifices to do so because I wanted to improve my kids' lives and better our family financial future. Instead, I made things worse.

> "There have been times over the last few months that I have not wanted to go on. The stress from having my hopes dashed and the disappointment I feel from letting my children down is more than I can take. I see the big corporate people at LAL talking about how successful it is without actually backing it up. It makes me sick."

The LocalAdLink scam makes me sick.

Kira_la, I wish you the best of luck finding new ways to support your family. Your energy and enthusiasm will pay off with a company that provides a legitimate product or service. Unfortunately, LocalAdLink does neither.

Fortunately, LocalAdLink's false advertising is catching up with it. The LocalAdLink scam is in the process of collapsing.

See:
Another One Bites The Dust
http://messages.finance.yahoo.com/Stocks_(A_to_Z)/Stocks_B/threadview?m=tm&bn=93151&tid=645&mid=645&tof=1&frt=2

> "This will be the last email from this member site and the site will be shut down effective immediately.

> The reason for this decision is based on the following observations that are ProAdLink's opinion.

> 1. Checks are nearly a month behind AGAIN with some top producers reporting being owed as much as $10,000 or more in commissions.

> 2. No real live customer or rep support via telephone. Reports from the field are not good with regards to the new CRM. They still produce canned replies and nothing gets handled in a timely manner as promised.

> 3. Most important, the ads themselves are not giving a real, tangible return on investment to the endline user. The "geo targeting" is not accurate (ads pulled via an IP address 90 miles away is not local).

> The above three bullets are ProAdLink's opinion and you are free to decide whether or not you agree. But ProAdLink will no longer endorse LocalAdLink until these matters are resolved.

> Checks must go out on time and not bounce.

> Customers and Brand Builders must be able to pick up the phone and resolve issues with a support rep.

> You must be able to sell an ad to any small business in any town in the country and be able to show the business owner how he has benefited from that ad. The benefit would be real local people coming into his establishment from finding the ad online.

Apparently ProAdLink was one of the largest sellers of LocalAdLink. That they no longer endorse or will work with LocalAdLink is quite revealing about how LocalAdLink takes the money and returns nothing.

ProAdLink's Web sites have been taken offline:
www.proadlinkteam.com
www.training.proadlink.info

Also see:
LocalAdLink reps optimize for "LocalAdLink scam"

LocalAdLink is for the Greedy to Take from the Gullible

Search Marketing Scams to Avoid

LocalAdLink traffic dropped 1/3rd in June

Bye-bye, LocalAdLink. Do your executives have enough money left for attorneys?

Use Target Key Phrases Within Navigation - SEM Back to Basics Tip #6

2009-06-29T13:38:00.003-04:00

More often than you'd expect, keywords are not used within the main navigation of a Web site. You see "Who We Are", "What We Do", etc. Using generic words within your navigation hinders your organic search visibility. Instead of "What We Do", say what you actually do or what products you sell. "Books", "Investment Consulting", etc. Take advantage of free keyword research tools such as Google AdWords Keyword Tool, to find the most searched and relevant key phrases for your products / services and then use those phrases within your Web site's navigation.

Search engines follow links. That's how they crawl through your Web site and the Web as a whole. Search engines take the text for each link into great consideration. The links' text assists search engines in categorizing what your Web site is about and its overall focus. The link text is also used by search engines in determining how your Web site will rank within the search results.

All other factors null, a Web site with key phrases within links on the main navigation will have higher organic search visibility than a Web site that does not.

Where is Social Marketing on the Internet Headed?

2009-06-19T11:56:00.006-04:00

An article by Jeremiah Owyang, "The Future of the Social Web" predicts some changes that Social Networks, and the Internet as a whole are facing while becoming a 'shared social experience.'

Social Networks like Facebook and LinkedIn allow users to connect, share resources and ideas, communicate and so much more. Connection is at the heart of all Social Networks, yet the communities themselves are separate islands. Currently, your experiences within each Social Network are not seamlessly connected across the Internet. You have usernames to log into your Facebook account, other passwords for your email accounts, and a separate login altogether to get into your favorite ecommerce Web sites. We are developing relationships through Social Networks, but those relationships are confined within each Social Community.

Jeremiah believes that the Social Web is going to develop into something even larger and more connected than what it already is. In his article, Jeremiah states "Portable ID's and the changes they enable will transform how consumers and brands will use social networks to interact." He believes we will see the progress at work later this year, with the further development of technologies such as OpenID and Facebook Connect. These technologies are already opening the doors for users to integrate different facets of their online experience. Improvements to these technologies will allow people to create seamless Internet experiences, no matter what they're doing online.

Though this technology sounds exciting, it will be met with resistance. As the technologies give us a more social and personal Internet experiences, privacy issues may drive some people away. These portable IDs of the future will allow brands to know your gender, location, and other, more personal details, if you so choose. While this may have an amazing effect on personalized, relevant search results, it may also be too much information for some people to give.

Along with privacy issues, these changes in the Internet may lead to an overload of information and connections for some people. These hiccups that our technology may face illustrate the individuality of Internet users. For this technology to truly work, it has to take into account the personal needs and preferences of the users. The successful brands will be the ones that incorporate these changes, work with the technology, and allow consumers to integrate their technology preferences into their experiences with brands.

What are all these changes going to mean for businesses? For successful businesses, these changes are going to mean a shift in marketing and branding. The increase in interactivity will mean that businesses will need to rethink traditional advertising, and focus their budgets and attention on the Internet. Public Relations and Marketing initiatives will fall less on the shoulders of the brands, and be handled more by influential members of Social Networks. Learning how to reach those influential users, how to appeal to the masses on Social Networks, how to increase online visibility through both Social Networks and Search Engines will be the tickets to future online successes.

Companies will need to embrace these technologies, and actively work to brand themselves online, staying current with changing practices and trends. Times are changing; technologies are shifting faster than ever. Now is the time to begin adopting a proactive, forward thinking strategy for your future online.

LocalAdLink reps optimize for "LocalAdLink scam"

2009-06-19T11:10:00.008-04:00

Why do so many LocalAdLink reps search optimize Web pages and place ads targeting "LocalAdLink scam?"

You can see this by searching LocalAdLink scam on Google. Look at the numerous ads from LocalAdLink reps targeting "LocalAdLink scam." You can also see pages and ads by LocalAdLink reps optimizing for "LocalAdLink scam" by searching on Bing and Yahoo.

Why is "LocalAdLink scam" so popular to optimize for?

First off, LocalAdLink makes fraudulent claims. It grossly overstates traffic claming "millions of visitors a day" whereas it attracts only a few hundreds of thousands of visitors each month. It claims partnerships with top Web sites, though it has no special relationships except for using Google AdWords content network where its ads occasionally appear on these sites. It promises commissions to its sales reps, though many LocalAdLink reps claim not being paid the commissions they are due.

Many in the search engine marketing and multilevel marketing (MLM) communities, as well as former LocalAdLink reps have noted how LocalAdLink is a scam. See:

Yahoo Finance - Beyond Commerce Message Board

Local Ad Link Review: It's a Scam People! Here's Why?

LocalAdLink in Charlotte, NC

Report: LocalAdLink, Local Ad Link, Local Ad Link MLM Scam

Watch Out for the Local Ad Link Scam!

Local AdLink - Opportunity or Scam?

Why LocalAdLink Is A Scam | LocalAdLink Review (Local Ad Link)

Local Ad Link Reviews

LocalAdLink

LocalAdLink is a SCAM

So there are many posts on the Web claiming LocalAdLink is a scam. No wonder so many Web pages from LocalAdLink and its reps are trying to knock these posts down in search results.

Nonetheless, the complaints are numerous and consistent. LocalAdLink does not deliver like it claims. The "millions of visitors a day" from top Web sites has never materialized into reality.

See my previous posts on LocalAdLink and search marketing scams:

LocalAdLink - Is this unknown search directory worth advertising on

LocalAdLink is for the Greedy to Take from the Gullible

Search Marketing Scams to Avoid

Also read more recent Blog posts -

LocalAdLink Scam is Collapsing

LocalAdLink traffic dropped 1/3rd in June

Beyond the Hype: Bing vs Google vs Yahoo

2009-06-17T10:39:00.001-04:00

Supported with a PR and advertising blitz, Microsoft launched Bing to replace its MSN/Live search engine. Now that the hype has settled down a bit, let's consider the value of search results offered by Bing vs Google and Yahoo.

Search "cell phone" on each of the search engines. All populate search results with cell phone providers, vendors and reviews. Does any of the three return poor first page search results?

Bing shows cellphonessold.com in the #3 position. This site is a Blog about cell phone news of moderate value. It does not belong in such a lofty search position.

Two other first page positions go to phonedog.com which misspells "Cingular" in one of its page titles. A top site should not have misspellings of a featured brand.

If Bing was a well-tuned search engine, then it would not show two search positions to the same site for such a popular search phrase. Besides phonedog.com, Bing displays multiple first page search positions for cnet.com and wirefly.com. These are strong sites, but one search position is enough.

One last bang on Bing. One of the "Videos of cell phone" includes a news report about the protests in Iran over its election. What does this have to do with cell phones?

All in all, Bing is slightly better than MSN/Live.

Google search results are all relevant providers, vendors and reviews. There are no multiple listings to the same Web site. There are recent news, local dealers, recent Blog posts, books, and searches related to cell phone. Google displays quality, relevant and diverse search results as we have come to expect from it.

Yahoo search results show relevant providers, vendors, reviews and news. What it does not display that both Bing and Google offer is local cell phone dealers. Why is Yahoo not geo-targeting? This is 2009 after all.

Yahoo also has the fewest first page organic search results and the most paid ads compared with Bing and Google.

These are signs that Yahoo is falling further behind Google and now Bing.

In summary, Bing is better than MSN but still not up to the standard set by Google. Yahoo is not advancing its search engine as it should and will likely lose more market share.

How to Get your Business Started on Facebook

2009-06-16T12:11:00.008-04:00

As the third most trafficked site on the World Wide Web, Facebook has quickly become THE online community to be part of as both a person and a business. With over 200 million active users and 600,000 new users joining every day, there are many ways for you to connect, promote and expand your business on the free social networking site. The trick is to understand what Facebook can offer your company and how to correctly and efficiently utilize the tools to build and maintain relationships; as well as how to effectively communicate with your consumers.

To start, there are two ways to be an active user on Facebook. The first and most common way is to create a Personal Profile. This is simply becoming part of the community as a person and not an organization. Unfortunately, many businesses mistakenly use a profile instead of the second and more business-specific option. This alternative is called the Business Page and it offers options to promote your company that the Personal Profile does not. Compared side-by-side the Personal Profile and Business Page look almost identical, but knowing which one to use important.

Creating a popular and engaging Business Page is easily done by following the guidelines that E-Power recommends for Web sites - the content has to be appealing to the target audience and engaging to keep them interested today and tomorrow. Content on your Business Page starts with your company's description and can include any of the following:

Company and product news - New team members, revamped product packaging, industry awards and more are all things that can and should be shared with your fans.

Videos and photos - Multimedia is a great way to entertain and keep fans coming back, create some fun videos for amusement and instructional clips for education and post photos of your facility, company outings or current projects.

Resourceful links - Not just links to your company website, but to sites like Twitter, LinkedIn and other locations where you are interacting with audiences.

Blog posts - Your writing should be shared and the Business Page wall is a great place to post blurbs of your recent posts with links back to your Blog.

Facebook applications - There are hundreds, maybe thousands of fun, interactive applications available for you to place in your Business Page. Find some that relate to your business and industry or create your own.

Thoughts and Discussions - Word of mouth is a strong influencer and Facebook is all about creating that two-way communication. Take advantage of being able to speak with your fans and find out what they are thinking, it's invaluable.

Taking your company to Facebook to effectively connect, promote and expand your business can be easily done when the correct guidelines are followed. Your Business Page should be an online location where customers can interact with and discuss your brand and products. The key is to keep it fresh and interesting so your fans and their friends are drawn in.

Facebook Usernames and You

2009-06-12T14:33:00.004-04:00

This week, Facebook announced the availability of usernames for Facebook user profiles and business pages beginning at 12:01 am EDT Saturday, June 13, 2009. This announcement means that you will be able to create a personalized URL for your Facebook page. This option is available for both personal profiles and business pages. These names will be available on a first-come, first-serve basis, as long as the names meet the Facebook requirements.

Create your Facebook username for both profiles and pages on Saturday June 13th, 2009.

The username you choose must have at least five characters and can only be made up of alpha-numeric characters (A-Z, 0-9), or a period("."). The Facebook username you choose cannot be changed in the future or even transferred to another account once it has been submitted for a certain account. Plan carefully when choosing your username.

Requirements for Creating Facebook Usernames for Business Pages
Facebook has established a set of criteria that Business Pages need to meet in order to claim their usernames. The Facebook business page has to have been online via Facebook since May 31, 2009. The business page also had to have had at least 1,000 fans as of May 31, 2009.

Requirements for Creating Facebook Usernames for Personal Profiles
To create a username for your Facebook profile on June 13th you must have joined Facebook prior to June 9th, 2009. If you were not a Facebook member before June 9th you will be able to choose your username beginning June 28th.

Preventing the Registration of a Trademark
Concerned about your trademark being used as a username? Facebook has a form that is already available to protect against this sort of thing. You must use the correct Trademarked name and have the Trademark registration number in order to complete this form.

Facebook Fan Base Too Small?
There has been a lot of talk and concern from small businesses about the 1,000 fan requirement on the Facebook business pages. Facebook claims they have instituted this requirement in order to protect companies, and guard against squatting, if you fall into the category of a business page without enough fans to claim a username yet, please be sure to protect your trademarked name through the form mentioned above, and stay tuned for further opportunities for smaller businesses to get access to the personalized URLs.

Additional Resources
Still have questions regarding the Facebook Username changes and how it may affect your Facebook experience? Follow these links from Facebook for more information...

Facebook Blog post regarding profile usernames

Form to Reserve trademarked names

Frequently asked questions about Facebook Business Pages

Frequently asked questions about the Facebook Usernames

E-Power Marketing will have posts relating to this topic in the near future. We'll soon have a post on how to make Facebook effective for your company, and another post discussing where the Social Web is headed in the future.

No Time to be Timid with Web Marketing

2009-06-10T18:05:00.003-04:00

The trend is clear. The Web changed everything. Certainly marketing will never be the same.

Newspapers are dying because the Web provides faster, more in-depth information. Online retail sales are exploding. A generation has no idea what magazine bingo cards are.

The Web is the best way to connect with your audience. How well are you doing it?

Consider The Two Secret Ingredients to Search Marketing Success. They are Engagement and Commitment.

Are you engaged and committed on the Web? Are you reaching out on the Web engaging your audience to gain feedback so you can conduct business more effectively? Are you committing the resources to educate your audience about better ways of doing things so they look to you as the expert? Are you committed to strengthening your presence on the Web?

If you are not, know that some of your competitors are. In the process they are gaining a competitive edge on the Web. Can you afford to be left behind your competitors on the Web?

LocalAdLink is for the Greedy to Take from the Gullible

2009-06-10T09:44:00.006-04:00

I blogged LocalAdLink ? Is this unknown search directory worth advertising on? because it is easily confirmed that LocalAdLink's claim of "millions of visitors a day" is fraudulent. Even LocalAdLink's own press release stated that its visitor traffic for March 2009 was only 500,000.

I felt an obligation to warn people that this service would not deliver the traffic it claims, making it expensive with little return. Most know how marketing on the Web is important, but few understand how it works. This makes too many business owners gullible to sales reps promising results, especially if the reps are their friend, family or search marketer.

LocalAdLink's MLM get rich scheme energized greed in tens of thousands of people. Even search marketers who should have analyzed LocalAdLink traffic and seen that the claims are malarkey pushed this product.

I really question the competency of search marketers who offer LocalAdLink. Either they do not understand how search engines operate, or they are greedy. Either way their clients who bought LocalAdLink should fire their search marketer.

To search marketers pushing LocalAdLink, why are you selling this? Why do you think LocalAdLink is ethical search engine marketing? If you claim it is generating traffic, please provide data.

See more recent Blog posts:

LocalAdLink reps optimize for "LocalAdLink scam"

LocalAdLink Scam is Collapsing

LocalAdLink traffic dropped 1/3rd in June

The Two Secret Ingredients to Search Marketing Success

2009-06-08T09:41:00.003-04:00

After a week in Seattle for the SMX Advanced Search Engine Marketing Conference, not only did I come back with a lot of great tips and confirmation, I got to thinking about different strategies, avenues, etc and came to discover the two secret ingredients for Search Marketing success - Commitment and Engagement.

Engagement

"Social media has overtaken email as the most popular consumer activity according to a recent Nielsen study. Importantly, consumer growth is coming from an older demographic than social media's historical base; for example, Facebook's strongest growth is coming from 35-49 year olds adding twice as many 50-64 year olds as opposed to those under 18. (Nielson "Global Faces & Networked Places," March 9, 2009; MediaPost Blogs Research Brief, "Social Networking Is No Respecter of Age," March 18, 2009.)"

Source: iab. Social Advertising Best Practices, Released May 2009.

As a business you need to engage your customers from the start. You may not be on Twitter, but I can almost guarantee your customers are. You may not like Facebook, but the market does. Your market is all over the web, whether it's Facebook, Twitter, Blogging, or YouTube. Research your competitors, I bet some of them are already ahead of the game. Your competitors could be attracting customers that otherwise would have came to you.

Not only do you need to engage your customers on Social Media avenues, but also on your web site. Incorporate interactive features on your web site. Add a blog, videos, a photo gallery, polls and questionnaires, news, etc. Provide visitors a reason to be engaged on your web site. By keeping visitors engaged on your web site not only do you keep them onsite longer, but they usually come back again for more.

Commitment

In order to achieve engagement with your customers you must also provide a great deal of commitment. Being engaged on various Social Media avenues and to your web site requires a considerable amount of time and expertise. Your business must be committed to providing the resources necessary in order for your Search Marketing program to thrive.

Sure, anyone can "tweet", but can they "tweet" effectively in reaching your business objectives and goals. Can they be active on Twitter making your tweets a resourceful avenue? Someone can quickly throw up a Facebook Business Page, but can they turn it into an interactive hub for customers to ask questions and discuss your products or services?

If your business is not completely committed to search marketing efforts, the program will not reach its full potential. Your business needs to be committed to designing a search friendly web site, continually adding content and growing the web site, being active on various Social Media networks and opening up the direct line of communication with customers. If top management isn't on board your success on the web will be limited.

An integrated Search Marketing program including Organic Search Engine Optimization, Pay per Click Advertising and Social Media Marketing along with an engaged and committed core on behalf of the business equals the potential for long lasting success on the web.

14 Ways to Write a Press Release for Search Engine Marketing

2009-05-22T12:54:00.004-04:00

Press releases have long been used to distribute news to media outlets. As technology and businesses have evolved, so has the role of the press release. With the increased popularity of online media, it is important to understand that Search Engines use press releases differently than traditional media outlets do. How do you go about creating a press release that is worth your time and money?

Research your keywords and include them in all aspects of your press release, from headlines and body to links and beyond.

Write short, descriptive headlines with your keywords included. Keep headlines to 80 characters or less.

Keep your press release manageable; make sure the body content length is under control. Writing to the 300-500 words range is a good boundary. Writing press releases that are too long may discourage Web sites from picking it up.

Think like a journalist; write newsworthy press releases that are clear and concise. Don't muddy up your release with fancy writing or unnecessary information. When you have important information to distribute, do so in an organized, straight to the point manner.

Don't use fancy formatting. Focus on your message points rather than bullet points. Some of the Web pages that will be picking your press releases up won't bother with your formatting. Keep it simple, and focus on your news rather than the release's appearance.

Use anchor text links. Linking with anchor text tells search engines what your link is about. If you can write a Web page's page title into your anchor text, all the better.

Include your company logo in your press release, but don't use other multimedia. Many Web sites that will be picking your press release up won't support the multimedia you include. Instead, link to the Web pages within your Web
site where the multimedia is available.

Don't repeat links to the same Web page. The thought that one is good, more is better doesn't apply here. In fact, adding multiple links to the same Web page within a single press release can actually dilute the importance search engine's place on each link.

Add links to interior pages of your Web site when possible. Most of the links on the Internet point to your Home page, why not link to another page on your Web site and share the link building wealth?

Use your Web site. Add your press releases to your own Web site. Create a press Room or News Area with an RSS feed so both customers and media can stay on top of your company news. Write a blog article summarizing and linking to the press release.

Focus on quality news stories. The Internet is saturated with press releases, many of which aren't truly that newsworthy. Why spend money distributing a press
release that isn't truly newsworthy?

Utilize Social Media Marketing as an alternative to press releases. The relationships you build online through Social Media Networks can be as valuable as press release distribution.

Create more content. Not all the information is important enough to be turned into a press release. Consider the newsworthiness of your information, and consider turning it into a blog post or informational Web page instead. Press releases are amazing tools, but with the oversaturation of the press release market, the same content can be used elsewhere on your own Web site just as easily, and more effectively.

Understand what press releases can do for your company. They may drive traffic, but more than likely they are being distributed for links. Press releases don't always create long term links either. In a study done by Hubspot, press release links decreased by 43% in 3 months, but that doesn't mean they aren't worthwhile. Links don't necessarily mean traffic for your Web site, but they can go far in increasing your page's ranking and in turn, increase your search engine visibility.

The media, both online and offline are overwhelmed with press releases. When you are paying to have them prepared and distributed, it is important to make sure they are worth your money and time. Marrying Public Relations and Search Engine Marketing may seem like a daunting task, but when handled correctly, it can produce great results for companies. Keeping these tips in mind is a good way to begin the transition into creating press releases that work for your company online.

10 Tips on Using Twitter for Your Business

2009-05-15T15:00:00.004-04:00

1) Don't push your brand constantly to your followers'. Twitter allows your buyers to learn more about you and not just the brand. Allowing them to know more about you and your views gives them a more personal bond with you, thus offering a higher probability that they will do business with your brand.

2) Getting the highest number of followers should not be your goal. Getting the most QUALITY followers is. (QUALITY ? Those followers actually interested in your product / brand. Not followers who are simply following tons of Twitter accounts to try and achieve that highest number of followers goal I just told you not to focus on.)

3) Respond to your direct replies. If someone tweets directly to you (@), try and reply back. Show them you are in fact reading your tweets and care. Again, the personal touch!

4) Ask questions and try to start conversations with your followers. Interactivity is always a plus for any social avenue. Plus, this is a great way to get feedback on your buyers views and interests direct from them.

5) Send a direct message thank you to new followers. Let's all say it again, ?adding that personal touch?.

6) If you have a company Blog, tweet about your blog posts including a link to the blog. However, tweeting about the company blog, should not be your only tweets.

7) Tweet related news, blogs, forum discussions, etc. Basically, if you find something related to your industry, go ahead and tweet about it.

8) Shake it up. Post a variety of tweets to give your followers an abundance of information. Send tweets about new blog posts, industry news, once in awhile sales, appearances, and just a random note sometimes, like "Stuck in traffic, yet again". (Shows there's a human behind the account.)

9) By now you should be getting the hint. Twitter allows your buyers to feel connected to you and your brand. Hey, I'll admit to it personally. I'm following a couple sports stars and when they directly reply back, I feel like I'm really someone important. Now imagine if you can achieve that with your buyers. Chances are they're going to be more likely to purchase from you versus the competition.

10) What are you waiting for, go tweet!

"Gaming" Search Engines to Win Ranking assures You Lose

2009-05-07T15:23:00.003-04:00

Stuffing keywords is NOT Search Engine Optimization

Many self-proclaimed search engine optimizers believe the way to win search positions is by stuffing keywords in meta-tags and hidden content. Many buyers of search engine optimization believe meta-tag keyword stuffing IS search engine optimization. The problem is these techniques do not work.

This week I was asked to review a Web site's search optimization. I found hidden keyword links set up in place of quality search optimization. There were three levels of programming used to hide the content on this particular Web site.

1) DIV tags set up to hide content

2) Comments tags

3) White font on white background

Hidden content to win search visibility was effective in the mid-1990s, but stopped working by 1999 with search engines' automated detection of these techniques. Some search engines such as AltaVista actually banned sites using unethical techniques such as these.

Yahoo may still ban sites practicing such "gaming" techniques, as Yahoo does not include the site I reviewed last week in its search index. The site is indexed by Google. But the only search position is for the site's unique name. MSN indexes the site but gives it zero search visibility as the site does not appear even for searches of its name.

The hidden SEO on this Web site is the work of a Web developer who touts its search engine optimization expertise. Where did these faux search optimizers learn these ancient techniques? What made them think these outdated tricks work?

When you are seeking search engine optimization experts, make sure the people you are considering are transparent about the techniques they will use. If they tell you they win search visibility through strong visible content and linking, then continue considering them. If their SEO focuses on stuffing keywords and meta keywords, cut your losses and look elsewhere.

Successful search engine optimization today needs to go beyond the use of keywords. SEO requires content that enriches the user experience. "Gaming" tricks do not do that.

LocalAdLink - Is this unknown search directory worth advertising on?

2009-04-27T18:25:00.007-04:00

A client recently asked for my opinion about LocalAdLink, a search directory that I had never heard of. My Blog post last month Search Marketing Scams to Avoid recommended against "Advertising on search engines you have never heard of."

LocalAdLink describes itself as "The easiest and most affordable way to advertise online." LocalAdLink claims "It comes to $49, $99 or $199 a month to be seen by millions of people a day." Those are strong claims. Are they true?

First I searched my 2,000 emails from the last 16 months from search engine newsletters and groups. Not one mention of LocalAdLink

I searched SEOmoz. There was only one mention, a comment skeptical about the service found on "The Growing Case for Flat Fee Advertising."

Search Engine Land had no mention.

Therefore, it seems to me that search marketing professionals have never heard of LocalAdLink. Or, if they have heard of it, they don't believe it warrants discussion. And with promises as lofty as "millions of visitors a day" you'd think Search Marketing professionals would have a lot to say.

Where does LocalAdLink attract million of people a day? LocalAdLink claims, "We are pro-actively pushing your listing out through our partner websites. Your listing can be seen on some at the most popular websites, search engines, and social networks in America. Some of these include Google, Yahoo, MSN, AOL, Ask.com, Earthlink, YouTube, GMAIL, About.com, Napster, PGA.com, Redbook, Hollywood.com, Monster.com, MySpace, Linkedln, Friendster, Bebo, Hi5, Orkut, MiGente and B00Mj."

My! That is impressive! I had to see what they were doing.

I tried to find LocalAdLink on Google, Yahoo, YouTube or LinkedIn. I could not find the ads.

I checked with SpyFu for clues. SpyFu claims LocalAdLink advertises with Google AdWords. The LocalAdLink ads on Google go to LocalAdLink, not the LocalAdLink advertiser's Web site.

Is LocalAdLink counting its Google ads and where Google Content Network ads display as "our partner websites?" That seems like a stretch to me. However there are search engine marketing firms who make that questionable stretch as well.

Is LocalAdLink capable of delivering "millions of people a day" to its advertisers? The evidence does not support its claim.

Compete estimates LocalAdLink had 332,256 visits in March 2009. Though Compete's numbers are ballpark estimates, 10,000 visitors a day is less traffic by a factor of 100 times. This is traffic across the nation. That means, with LocalAdLink claiming 14 million businesses, each business averages .0237 visitors a month.

Quantcast estimates monthly traffic of 123,000. Alexa ranks LocalAdLink at 19,601, a nice number but indicates traffic is nowhere near "millions of people a day"

In other words, my analysis of LocalAdRank makes me conclude that $49, $99 or $199 a month is a lot of money to spend for little to no traffic to your Web site.

As I wrote last month, "If a salesman wants you to advertise on a search engine that you have never heard of before, don't do it."

See more recent Blog posts:

LocalAdLink is for the Greedy to Take from the Gullible

LocalAdLink reps optimize for "LocalAdLink scam"

LocalAdLink Scam is Collapsing

LocalAdLink traffic dropped 1/3rd in June

The Internet Is the Place to Be - SEM Back to Basics Tip #5

2009-04-17T11:49:00.004-04:00

According to a report by Business Insider: Internet Ads Growing Faster than Any Medium in History. Internet advertising has reached 10 million customers faster than any other technology in history, and the trend doesn't seem to be slowing down.

The Internet Advertising Bureau released a press release stating "Full-year 2008 revenues totaled a record $23.4 billion, exceeding 2007's performance, itself the former record of $21.2 billion, by $2.2 billion or 10.6%. By comparison, a variety of sources indicate weakness in overall advertising spending. The Nielsen Company, for example, reported that U.S. advertising for the full year 2008 was down 2.6% compared to the full year 2007." So not only is Internet Advertising growing at a faster rate than any other advertising medium ever has, it is also remaining strong in our current economy while other advertising channels are struggling.

So why has Internet Advertising taken the world by storm? Probably because it has the ability to target, measure and motivate action in the same channel. Where else in advertising can you find the assortment of offers and instant opportunities to buy?

Most other forms of advertising are fairly passive. You happen to hear a radio ad on your way to work. It's hard to avoid a television commercial. Even when those advertising mediums spark interest, how often do they actually spark action? I can't begin to count all the times I've seen a TV commercial for a product I was interested in, that I never got around to actually purchasing. I'm sure I'm not alone in that boat. The Internet however, is another story. It is almost too easy to see an ad, click on a link, and end up filling a shopping cart before I know it! On the Internet, customers are more engaged, and more likely to buy.

Internet Advertising lets you have more control over your budget than other advertising mediums. You are able to test your ads' effectiveness, practically in real time; so that you can make the most out of what you're spending online.

The Internet has powerful tools that help you justify what you spend online. Web analytics can showcase marketplace feedback, budget activity and ROI numbers almost immediately; can you say the same about your other advertising mediums?

With number and charts like these, it's easy to see why and how Internet Advertising has gotten to be as popular as it is.

Handling Multiple Domains - SEM Back to Basics Tip #4

2009-04-15T11:16:00.002-04:00

Whether for defensive branding purposes or some other reason you have multiple domains for your Web site. No problem right? Not necessarily. Unless your domains are properly set, they can hinder search visibility.

Back in 2006, Google released their patent and deep inside; it stated how Google reviews a Web site's DNS details to help eliminate spam; therefore, why you need to be concerned. The good news is that you can easily get all of your domains aligned and properly setup, eliminating your need to worry.

Implement the following steps to keep your multiple domains from becoming an arrow in your search engine marketing efforts side:

301 redirect all other domains to the main domain

Align the following DNS details for all domains. (All domains must have the exact same information for the below attributes)

Administrative Contact

Technical Contact

Name Servers

Focus all of your linking efforts on the one main domain

Focus ALL efforts online and offline around the one main domain

Spring Cleaning for your Web site

2009-03-31T15:16:00.008-04:00

Spring is in the air! Snow is melting, birds are singing, and people are gearing up to do some spring cleaning! Why not get in on the action by doing a little online spring cleaning of your own? Not sure where to start? One simple, but effective way to clean up and refresh your Web site is to work on your content!

8 Easy Ways to start the spring cleaning:

Get current - Check your content for currency. Did you remove all references to 2008? Are all of your current promotions discussed on your Web site? Have you started to offer new products or services? Businesses change, and too often Web site content is not refreshed to keep up with those changes, leaving both customers and search engines in the dark about what it is you truly offer.

Check your links - Are all of your links functioning properly? Are there new places you can add links within your content? You know how frustrating it is to click on a Web site's link and get an error. Make sure your visitors aren't having that problem.

Evaluate your blog - Are you on a consistent schedule with blog posts? Do you have new material to add? Become more consistent with blog posts. If you want, now is a great time to do a little redesign of your blog. Get some new graphics, add new material, and update author profiles and company information. Re-release the new and improved blog with press releases and a promotional campaign.

Get organized - A page on your Web site should have an obvious purpose. If you have a page that tries to do too much, it will get overwhelmed and messy. Utilize headers, bolded and italicized words to show both search engines and people what the main points of ear page are. If you have tried to cram too much information onto one certain page, expand! Clear out the clutter and decide the intention of each page. Don't be afraid to create new pages, or to get rid of the mess. That's what spring cleaning is all about, right?

Do new research - Understanding the importance of targeting the keywords your market searches is important. Jargon and terminology change. Doing research now will give you a current, up to date look at exactly what it is your customers are searching for online. Turn to your SEO firm or trusted keyword research tools like Google's Keyword Tool to get the most recent keyword research, as the number can change drastically over time.

Get recommendations - You probably aren't an SEO specialist. Even if you understand the importance of Search Engine Optimization, and have picked up on some of the basics, there are still a lot of things that only professionals know. Many Search Marketing firms offer a free search marketing analysis to serious Web site owners looking to make improvements. Turn to the professionals for a little help with your spring cleaning; you'll probably learn a lot!

Create something new - Now is the perfect time to add a new page or two to your Web site. Get creative and write some how-to articles, or top 10 lists. Add a customer testimonial page or a glossary. Do you have an FAQ page yet? Adding a new page will not only give your visitors a new reason to come to your page, but it will also give search engines a reason to take notice.

Get connected - Hopefully, content has been added over the last few months. Just because it's on your Web site, does not mean it's going to be seen though. Increase the chances of visitors finding the newer content by using internal hyperlinks. Mention a product on an information page? Link it! Reference an article on your blog? Link it! Be your own best resource and cross link!

Spring is the perfect time to make sure your Web site is current and attractive to both search engines and people. Many companies looking to maximize their Web site's potential will work directly with SEO professionals. Contact your SEO specialist or find a qualified Search Marketing professional today to make sure that you're Web site is ready to do all it can for you this spring.

Search Marketing Scams to Avoid

2009-03-12T13:37:00.015-04:00

Effective search marketing is valuable for growing business. Done well, search marketing can be the most efficient and effective form of marketing available today.

However search marketing is not well understood. This opens the door to a variety of scams. From reading my junk email and talking to search marketing sales people whom our clients direct to us, search marketing scams are more prevalent today than ever. I also fear they are bagging too many clients who have no idea that they are being taken.

So avoid these common scams:

Unsolicited emails...
Ignore all unsolicited search marketing emails. When I check the sender's email address and contact information, they often do not match. When it is possible to check the domain of the sender's email, I usually find no Web site, a Web site "Under Construction" or a Web site with a Google PageRank of 0. These are not credible organizations. Stay away.

Guaranteed top search position...
The only way to guarantee top search positions is to buy Pay Per Click Advertising ? Google AdWords, Yahoo Search Marketing or MSN AdCenter. If the seller claims some "proprietary method" or a "special relationship with Google," run away. These are fabrications.

There are search marketing companies that do guarantee top search positions by using PPC. Make sure they are being honest with you about that. Then check your search positions to verify that the ads you are paying for are actually displaying.

Advertising on search engines you have never heard of...
If a salesman wants you to advertise on a search engine that you have never heard of before, don't do it.

There is one so-called "search engine" that will manufacture fake traffic to your Web site for two or three months. Then a salesman will call you. He will ask you to look at your traffic reports and point to all the traffic his "search engine" is sending to your site. He claims "Advertise with him and you will have more traffic." Tell him, "no." Then look two months later at your traffic again. You will probably see that "search engine's" traffic disappeared. Don't worry. You lost nothing.

Another "search engine" wants you to buy ads that they guarantee to place at the top of searches for the phrase you buy forever, with a yearly service charge. This "search engine" has no traffic. Save your money.

Submitting your site to "hundreds of search engines"...
Automated submissions of Web pages to search engines have long had no impact on search visibility. Despite that fact, there are many services still offering to submit your site to not only Google, Yahoo and MSN, but "hundreds of search engines." I could never find "hundreds of search engines." Can you name even twelve?

Save your money and skip services that submit your site to search engines.

Search marketing is a reputable way to grow your business, as long you entrust the job to reputable people. Demand that your search marketer's strategies are transparent to you. Don't buy into the quick and easy strategies. Effective search marketing is neither quick nor easy. There are trustworthy professionals who have made search marketing their careers. Those are the search marketers that will get you the long-term effective results you deserve.

Don't Panic!

2009-03-05T13:29:00.002-05:00

The economy is tanking, your sales have dropped and you're ready to panic. Be careful! Your Web site can be your most powerful sales generator in these slow economic times. We have seen many companies make fatal mistakes when it comes to their Web site in the past few months, severely hurting their visibility on the search engines and in turn hurting their bottom lines. Don't make the same mistakes.

Below are some of the mistakes we've recently witnessed that can be fatal to a Web site's success:

Complete redesign of the Web site. The new Web site is either not search-friendly or has erased all SEO elements, such as target phrases within navigation or little content.

Redesign of the Home Page by adding big banners but removing or pushing down optimized content

Stopping the creation of informative content, such as a Blog or White Papers

Attempt to boost site traffic by starting or expanding your Pay Per Click program by targeting keywords lacking relevancy

Buying ads on search engines that no one has heard of

Starting a new Web site with a new domain that has no link popularity or search position history

Not expanding your search marketing initiatives

And the most fatal mistake - not including the SEM firm in the discussions and strategies your company is considering to boost business.

When looking to improve your Web site, don't make any major changes or build a new Web site without discussing it with your Search Marketing firm first. A good Search Marketing firm can help guide you so you don't build a non-search-friendly Web site. They can help prevent you from losing search visibility, positions and history your Web site has already achieved. With the economy as tight as is it, losing search visibility is fatal, especially if you are within a competitive market. When you're planning on doing something to benefit your business in this rough economy, make sure to do it right the first time, consult the ones that have helped you in the past. Your Search Marketing firm should be more than willing to help you through these harsh times.

So, please don't panic. A good SEM firm can help increase the effectiveness of your Web site and assist you in getting your business through these tough economic times.

11 Tips for Creating a Blog

2009-02-26T18:31:00.006-05:00

Blogs are an easy way to get your voice out on the Web. Whether you're looking to increase the traffic to your Web site, or hoping to find a place of your own online, Blogs are mainstream media and are becoming more and more popular. Blogs have transformed since their introduction on the Web. They now can help with your search positions, building your brand, and connecting with your customers like never before. Creating a blog may seem intimidating, but here are the basics to get you started...

Appoint your writers.Who is going to write your blog? Are you going to have one author or many? Are you going to be doing all the writing? Will you turn to other people to write the blog? Knowing who is responsible for writing is key. Knowing who your designated writers are will make it easier to develop a consistent schedule and create a strong identity for your blog.
Design the look. How your blog looks will reflect your company's reputation. Make sure you choose a layout that works with the rest of your Web site and brand. If you're new to the blogosphere, simplicity is best. 2 or 3 column layouts are clean and simple. The easier it is to read your blog, the more effective it will be. Make your blog your own.
Do your research. Research will never go out of style. Building a solid foundation is just a good decision. What kind of research goes into developing a blog? How about keyword research? Know what keywords you should be using, develop a glossary, and categorize your posts with relevant keywords. Give your readers an organized and easy to navigate experience.
Follow the rules. Though the Web may still seem like a wild frontier, there are some legal matters you need to make yourself aware of. Also, for your blog to do well, it's important to pay attention to the webmaster guidelines.
Choose an angle. What are you going to write about? Think you'll have a hard time filling your blog? Think again. Blogs aren't the place for you to talk about your products. Blogs are the place for you to establish yourself as an industry leader. When you read a blog, you want to write for the readers. What are interesting developments in your industry? What insights can you offer? What information do you have that your audience can benefit from? Sure, the occasional company update or plug about products, services, or specials may be in order. In all reality, people are going to keep coming back to your blog when you offer quality, informational content, and not sales pitches.
Get creative. You know how boring some text books can be. Don't bore your readers. Talk to them. Use personal stories, with relatable language. Use pictures when appropriate. Take a look at Google's advice when using rich media. Make your titles descriptive. This will add to your readers' experience as well as to your search visibility, as post URLs are often generated from the post titles. No one is going to keep coming back to read you rattle off lists of how much you know, what your company's specials are, or how great you are. They'll come back when you can creatively relate your expertise and experiences in an interesting way.
Be available. This is a two part suggestion. First and foremost, make sure your blog is easy to find. Provide links to it from all of the pages on your Web site, with a prominent link on your home page. Second, you want feedback and discussion from your readers, so that you can create even more informational, entertaining content. You need to do everything you can to encourage comments from your readers. This can include thank you messages to those who post, starting discussions yourself, and being in touch with the people who are taking the time to add to your blog.
Develop a schedule. You need a consistent schedule of Blog posts. Shoot for writing a minimum of 2 new posts every week. 3 to 4 is better, but you need a schedule that you can realistically stick to. Don't plan on writing 4 posts a week and end up with lots of boring, uninformative posts. Write the best posts possible, as often as possible.
Get to the point. You don't have hours upon hours to read through blog entries, and neither does your audience. You have worthwhile information to share. You need to write in a clear, succinct way so that your readers can come to your page, read your entry, have time to comment and share, and then get on with their day.
Be provocative. Your content should be thought-provoking. That does not mean confrontational, insulting, or inflammatory, but inspiring. Writing dull content won't get you anywhere. Motivating, intelligent posts are key. Provocative posts are read more, are commented on more, and have a much better chance of going viral. Write something that you would want to read, and you'll be one step closer to reaching your target audience.
Broadcast yourself. So you've got a blog with everything we've talked about so far. That's great. But how are you going to get people to read it? You need to make the right people aware of your blog. Go to industry blogs and forums, become a known resource, introduce yourself, share information, make your presence known, request feedback and reviews of your blog. Use StumbleUpon, Social Networking Web sites, and bookmarking services. Publish feeds of your blog. When you write, make sure the people that read your blog know it. Add a blog roll to your Web site, adding worthwhile industry content, and let those authors know you've added them, perhaps they'll return the favor. Distribute a press release announcing your blog. Get creative in getting the word out there.

Blogs can be a powerful tool for companies and individuals to build their brand, educate their audience, and connect with those on the Web. Keep these tips in mind when creating your blog and you will have a better chance of reaching your target audience.

Linkbait?

2009-02-17T12:47:00.003-05:00

Wikipedia defines linkbait as "any content or feature within a website that somehow baits viewers to place links to it from other websites"*. Linkbait in my terms is anything, whether it is content, video, photo, contest or an application, which attracts viewers to your Web site. With the continued growing popularity of Social Media Web sites like Facebook, Delicious and StumbleUpon, creative linkbaiting is even more important in building your Web site's online visibility.

So now you're thinking, we?re in a boring business, so we can't utilize Social Media Web sites. You're wrong! You just need to get those creative juices flowing or enlist the help of outside sources and think outside the box.

Take BlendTec for example. BlendTec continues to have great success on YouTube with their famous "Will It Blend? series of videos in which every day items (cell phone, GPS, shoes) are shredded in one of their blenders. Their YouTube channel has over 160,000 subscribers. The average number of views for one of their videos is close to 900,000. Now that is a lot of eyeballs!

Great linkbait that creates buzz not only helps increase brand awareness but can ultimately lead to more sales. Since the start of the "Will It Blend?" series, BlendTec saw retail sales for the Total Blender grow 700% in the past 2 years. Not to mention, that with all the attention the series generates, many other Web sites link to the "Will It Blend?" Web site www.willitblend.com; which Google currently reports with over 800,000 backlinks. Backlinks generated from viral content such as this can lead to higher rankings on the search engines, especially Google.

There is an unlimited amount of linkbait opportunities to explore. Here are some of the more commonly used forms of linkbait:

Videos like BlendTec

Creative photos or art including your product

Blog

How To Articles

Top 10 Lists

White Papers

Industry Humor

Add on widget applications

There is no question that linkbaiting is worth your company's time and resources. Explore outside the normal realm and develop a creative linkbait campaign. Not only will you have the potential to gain thousands of eyeballs, but when properly implemented and marketed, it can also drive many other Web sites to link to yours.

* http://en.wikipedia.org/wiki/Methods_of_website_linking

Free SEO Information is Inadequate and Often Wrong

2009-02-10T16:26:00.014-05:00

There is plenty of free information about search engine optimization on the Web. Some of it is accurate. Much of it is outdated, incomplete or plain wrong. Trying to sort through which is which requires full-time devotion to sorting out effective techniques from the garbage.

Practical Ecommerce conducted a survey "SEO is Both Important and Misunderstood." Its findings reveal how deceptively easy SEO looks when you research the topic on the Web.

"Only 25.6 percent of the merchants surveyed had ever hired a paid SEO professional to help them. Many of the respondents said that SEO services were just too expensive for their company or that they believe there was enough information available for free to do a good job without professional help or training."

"Unfortunately, it was also clear that many of the merchants surveyed did not understand the difference between good SEO tactics and questionable, even unethical, practices. 53.9 percent of those surveyed said that keyword stuffing, another poor and potentially unethical practice, was at least somewhat effective."

I commonly find poorly search optimized Web sites where it was obvious SEO was attempted. Bad page titles are typical. Page titles are your most important SEO tool. Many sites rely on over-stuffing keywords in meta-tags. That is not effective at all today.

Too many top Webmasters still rely on outdated, ineffective SEO. In the past six months, twice I found on brand name Web sites hidden text links for Cialis, Levitra and Prozac that point to the brand's product pages. These links were not the work of hackers. Nothing else on the site indicated any mayhem committed by outside forces. Optimizing for popular pharmaceuticals that you do not sell is as effective as optimizing for "sex." What's the point?

In other words, time to get serious. Search engine optimization is too important to be playing games. Unless you practice SEO full-time, including measuring results and taking steps that lift your search positions up and keep them there, you would be better off with professional search optimization services. Professional results will pay for themselves.