Posts Tagged ‘search engine optimization strategy’

How to Plan a Link-Building Strategy

You might have heard the phrase ‘link building’ tossed around when new media marketing professionals talk about search engine optimization,  and to many, it sounds incomprehensible. How can you build a link? Can you pay someone to link to your site, like an advertisement? Or do you create connections with other companies and bloggers, who might then link to you? The answer is: both of these strategies, and more.

Link Building Tools

But let’s start from the beginning. When coming up with a link-building strategy, we need to know what we’re aiming for. Which website linking to yours would be the best for your company’s overall business strategy? Shoot for the stars at this stage, because you really never know who might pick up on your content. Once you have a comprehensive list of all the sites you’d like a link from, highlight the biggest. This doesn’t have to be the site with the most readers, but the one with the most authority in your area of expertise.

Now ask yourself: Why would they want to link to us? The answer is already on their site. What kind of content do they currently publish? What do they usually link to? Are they all about fresh new statistics? Unusual ways to make business connections? Graphics about obscure points of code? Try to find a gap in their current content spread – maybe they haven’t covered JavaScript in a while, or perhaps you recently had an employee attend a stand-up comedy workshop for better confidence when giving presentations. Whatever you choose to write about, make sure that you have as much information as possible on this subject. Remember this piece is going to be seen by hundreds of thousands of people, right?

After bringing all the research together, and creating the content, see if there’s a timely opportunity to publish it. Maybe it’s World Comedy Day or World Code Day. These sorts of events mean that people will be looking for content on these topics, and they will be prepared to share them. On a smaller scale, there will be blogs running carnivals, and blogs curating all the posts on these topics for that day, so seek these out and make sure you get a link on their websites. This will make it easier for the bigger names to find you.

Finally, don’t assume that researches on the big name sites, or in the big name companies, will stumble on your content, and don’t be afraid to directly contact the people who you want to link to you. It’s more acceptable than ever to shoot off a succinct and respectful email asking for a link, or even to Tweet at people who might be interested in your piece.

What do you think of this off page SEO strategy? Have you successfully earned a link from a big name site or company? How did you do it?

Share/Bookmark

The Dangers of Content For Content’s Sake

The Anxious Type by JD Hancock

The Anxious Type by JD Hancock

Content is king!  The web is all about content!  You must have fresh content if you want to be seen on the new, ever-changing, social web.  A lot of advice regarding social media strategies and blogging suggest creating new content every day, setting a schedule to post within, and not deviating from this. This approach does have its advantages – for example, the idea that people will check back every day, or on certain days, out of habit, whether they have seen a social media update informing them of a new post or not.  Bloggers and businesses alike  promise themselves that they’ll add content to their site as frequently as possible, to keep up the momentum of FRESH!  NEW!  CONTENT! 

However, some content creators, particularly for business, find themselves in danger of creating content without intent – content solely for content’s sake.  Sometimes, there isn’t any news. Sometimes, there isn’t anything in the media which even vaguely relates to your field of expertise. Sometimes, there just isn’t anything to say. So, what happens then?

Content for content’s sake is just noise.  Content without intent is irrelevant.  Content for content’s sake is content that contains very little actual value to readers, and is only there to make your site seem “fresh”, and to beef up your backlinks, or keywords, for SEO purposes. This kind of post seems valuable – fresh content attracts search engines, but it can be off-putting for your audience. Repeat readers will be expecting a post of the usual high quality with relevant, actionable or inspirational information.  To come across a boilerplate piece that’s only posted as a means of sticking to your posting schedule and boosting search engine rankings may make them reconsider your value (and where they spend their time on the ‘net).

Frank Reed of Biznology says:

“Businesses that produce too much information start to appear spammy and scattered. This does not instill confidence in customers and prospects. In fact, it is more likely to confuse them and push them away. Content for content’s sake does not help a business that is trying to be a true influencer in their industry. In fact, it makes you look like the little boy who cried wolf, because when you actually have something important to say, no one will be able to see it through all the other drivel you have produced.”

And it’s true.  Everyone re-Pins.  Everyone re-posts.  Everyone re-Tweets.  Google any one phrase and you’ll see a host of websites with that same message.  What stands out from the masses of repurposed content?  Content that’s relevant, that makes sense, that’s written for humans by humans as a means of conveying facts, knowledge, opinion, and interesting information.  And if you don’t have that?  Don’t post just because you have to keep your site fresh.

A good way of avoiding this type of content is to read over each piece and ask if you would send it to a stranger as a good representation of your website overall. If the answer is no, then don’t publish it! Readers would rather a blogger miss a few days worth of posts than read through half-baked content.  Post when you have something to say – it doesn’t have to be life-altering, but it should be valuable to your reader.

Have you ever skipped a few days of publishing content until you found something worth writing about? How did it affect your website?

Solve Your Customers’ Problems Through Search Engine Optimization

Search engine optimization is certainly one of the trickier beasts to handle on the internet, which is why we at RoryMartin.com work hard to help you improve your SEO, and implement search enginge optimization strategies which will result in increased customer conversions at your website.

How many times have you, frustratedly, typed a question into a search engine, rather than a search specific keyword? We’re not talking ‘Where are my keys?’ but more, ‘Why is my internet so slow?’ or ‘Why doesn’t this bike pump work with my tires?’ Many companies use their websites as a place to put the information which they want people to read, but only a few companies give a thought to what their customers might actually want to know.

People purchase products or hire services because want solutions to their problems. All good marketing creates an awareness of this problem in the potential customer’s life, and then offers the perfect solution – as far as they’re concerned. Most companies use this tactic in their advertising, but how can this be used for better search engine optimization?

Implementing this is a several stage process. You should already know the most popular search terms through which people arrive at your website, so it’s important to notice if any are of the ‘frustrated question’ type. Firstly, see if is this a question which your business was made to answer. If it is, then check which page this search leads to. Does this page have an explicit answer to this question? If it does, then congratulations! You can expect this person to have a positive view of your website, and your products or services. Hopefully, this will even lead to a conversion.

However, if the page doesn’t have an explicit answer to this question, when it could, then your site will achieve the opposite of the desired effect. The final stage in this implementation process is to either create new pages which directly answer the most common question searches, or to clearly add in the information which most people come to your site searching for.

What do you think of this as an SEO strategy? Have you already implemented something similar?

Create an Eye-Catching Site with Innovative Web Design

At RoryMartin.com, we put a lot of time and effort into web design and development, because we recognize the importance of the website as your introduction to the world. With people using the web for everything nowadays – research, communication, shopping, networking – a website must work hard to attract and keep an audience.

The perfect website should be unique, yet recognizable

This means that the site should be different enough from its competitors to be memorable and exciting, but that traditional features which appear on many sites should be in obvious and expected places. Have you noticed that Login buttons on social media sites are almost always in the top right? People will naturally gravitate to that area to log in or sign up to your site, and if it’s not there, they will become frustrated at having to search for it.

The perfect website should be easy to navigate

Web users expect to be able to achieve most things on-line in two or three clicks. If they search ‘Comedy nights’ and your website comes up, but listings aren’t immediately available in two clicks (or less!) they will quickly head somewhere else – and this is bad news for your Bounce Rate. A good website should also be completely navigable from within the site; this means that a user should never have to click their browser’s back button! These are the kinds of issues which usually asrise during the testing process, and are quickly resolved.

The perfect website should be eye-catching, but not overwhelming

When you want your website to stand out, it can be tempting to make the headers even bigger, use lots of different fonts and throw photos at it like confetti. Users who arrive at a site like this quite literally will not know where to look! At RoryMartin.com, we like to keep things slick and simple.

Against this background, a different header font or announcement photo will have a greater impact on audience attention.

The perfect website should be clear about its purpose

Do you design stained glass windows, wash windows, install double-glazing, or sell glass paints? When a web user can reach your site by searching very common terms, it pays to have a tagline which makes the purpose of your site clear. This might increase the bounce rate of visitors to the site, but it will also prevent people associating your site (and services) with being a waste of time!

The perfect website should be up-to-date

Most sites will have a copyright notice in their footer. If people are going to trust your site, then this copyright certainly needs to be up-to-date! Another way of appearing up to date is to have a regularly scheduled blog, or social media accounts displayed on the page, which are updated every day, or near enough. This immediately lets people know that someone is on the other end of this website, and that it’s easy to get in touch with them.

At RoryMartin.com, we put a lot of time and energy into web design and development, in order to build amazing sites that mirror your business strategy. Talk to one of our Seattle web design experts today about what we can do for you.

Have You Gone Overboard on Your Search Engine Optimization?

The rules of search engine optimization are always changing, and at RoryMartin.com we keep on top of those changes, for your benefit. Recently, Google’s head of search spam, Matt Cutts, made a comment about how the search engine will soon be penalizing sites which go overboard on their SEO. Some typical ways of improving rankings will now be responsible for pushing your site off the front page; maybe it won’t even appear at all.

Previously, search engines have assumed that a website or blog post which mentions certain words, over and over, will be relevant to that word, which seems logical. However, some SEO practices repeat certain words more than necessary, to the point where the website content becomes useless, but ranks highly. We are assured that keywords are still important, but optimization tricks such as duplicating content and writing repetitive post and page titles will be no-go. Primarily, the search engine will be looking for signs of life.

We’ve compiled a few tricks of our own to help your website and social media strategies stay afloat as the changes roll out.

To begin with, try to consolidate any duplicated content. For instance, if you have one page on ‘Decorative Lights’ and one page on ‘Fairy Lights’ with similar general product descriptions, this could work against you.

Too many links in your website could become a problem as well. It can be difficult to know where to draw the line, especially if you sell a main product and accessories – you will need a thoroughly linked website – but a footer full of arbitrary links is a distraction for the user and a point against you from Google.

Even too many links into your website can now affect you negatively, although this is mainly a problem if they come in from penalised websites. Instead of arranging linkshares with websites, try to cultivate a social media presence; Facebook, Twitter and LinkedIn links are all being integrated into Google search algorithms and are seen as more trustworthy – social media is all about people sharing useful links rather than bots spamming keywords, after all!

We want to help you improve your search engine optimization strategy, so if you’ve noticed a drop in your traffic, or if you’re just starting out with your website, get in touch and let us give you the advantage of our expertise.

Forbes: 10 Social Media Mistakes

We found an article on Forbes this morning listing 10 social media mistakes businesses commonly make.  They range from not addressing negative feedback, to skimping on social media time, to not measuring your return on investment.  Forbes tells you what to do, and at RoryMartin.com, we tell you how to do it:

Mistake No. 1: Not Having a Plan

Sit down with your marketing guru and map out where you want to be with your social media campaign and what you want it to do for you.  Be realistic about what you can achieve in 1 month, 3 months, 6 months, 1 year, 3 years.  Figure out how you’re going to do it and who’s going to administrate your accounts.  Map out your monthly social media calendar and estimate how much time you need to spend on each piece of the puzzle.  Great planning produces great results.

At RoryMartin, we create customized social media calendars for each of our clients, making sure we match our marketing recommendations with your marketing plan.

Mistake No. 2: Too Much Too Soon

You don’t have to do everything all at once.   Your plan (above) should work in waves.  That way, you have ample time to put into each step of your plan and nothing is missed.  If you follow your social media calendar you should avoid that overwhelmed feeling of trying to do it all.  Keep it simple, and only build when you’re ready to take on a new challenge.

If you don’t have the time to keep up with your social media accounts, consider hiring a company like RoryMartin.com, a search engine optimization, web design and web development, social networking, and social media marketing firm.

Mistake No. 3: Not Measuring Your Success and Return on Investment

You need to know if what you’re doing is producing results, right?  Get Google Analytics and become familiar with that tool.  Check out Google Webmaster tools (and yes, the two are very different).  Create Google alerts, email alerts and Twitter alerts to find out when, where and how your company is being talked about.  Analyze which avenues work the best and build on them, which will help you cut out the unnecessary steps in your social media plan.

RoryMartin.com specializes in helping businesses create social media strategies with the analytics and reports that help you see the effects of a good social media strategy.

Mistake No. 4: Underutilizing Social Platforms for Branding

Make sure you fill out every available field you can on those social media accounts.  It’s like talking about your company or touting your elevator pitch.  The more complete your profiles are, the more accessible your business becomes and the more transparency and brand value those sites have.  Won an award?  Manta asks for those kind of stats, and that can be the reference your brand needs to pick up that high profile account.  Got a blog that offers industry insights?  Put that into your LinkedIn profile, to make sure other professionals in your industry know about your blog and have the chance to stay up to date.  Make sure your Twitter account is linked to that blog, and to your LinkedIn, and to your Facebook.  Leave no stone unturned.

Mistake No. 5: Promoting Without Listening or Engaging

We’ve talked about social media engagement, here on the RoryMartin blog.  Social media is a communicative tool.  As with any form of communication the best thing you can do is listen. Listen to your audience, your competitors, and people you want to work with. Listen, or look for conversations that you want to be a part of. Listen to, and watch social media influencers and keep track of ways that you can contribute to become an authority.

Be a part of the conversation – the HUMAN conversation. Creating relationships in the social media world is important to creating trust between your brand and the world. Develop a deeply human relationship with your audience, and your audience will reward that relationship.

Figure out why your customers would want to befriend you in their social media networks.  They want to know “what’s in it for me?”  And you need to be able to answer that question.   At RoryMartin.com, we can help you answer these questions and show you how to engage your social media customers.

Mistake No. 6: Not Addressing Negative Comments or Feedback

Instead of responding with ire, or just ignoring this conversation completely, ask those negative commenters what you can do to “make better”.  Customer service is all about finding better ways to communicate and better serve your customers.  Look at those avenues of social media as creative ways to give better customer service.  Start a dialogue with your unhappy customers, and they’ll be a lot less unhappy.

Mistake No. 7: Not Claiming Existing Profiles

Your business is most likely listed in several places you didn’t know about.  And the info on those sites may be old, outdated, incorrect or incomplete.  The strategy here is to search for your company, across the web, to find out where you are listed and what needs to be updated.  After you’ve made a list, go through and systematically update your profiles to reflect your website, your address, your contact info and interlink your profiles – adding things like your Twitter account and Facebook page.

Mistake No. 8: Skimping on Time

Let’s face it:  Social media is a time investment.  It can take months for your social media efforts to pay off, and patience is key.  That’s why tip  #2 is so important.  Don’t bite off more than you can chew, and know that you’re going to have to block out chunks of time to monitor and engage in your social media efforts.  If you don’t have the time, hire a professional who knows the ins and outs of social media engagement, or look for a Social Media Marketing company like RoryMartin.com who can help you build and implement your social media strategy – so that you have more time to run your business.

Mistake No. 9: Lacking Passion

If there’s one thing we have here at RoryMartin.com, it’s passion for social media.  Without the passion, your social media efforts may fall flat – you know your brand and as a business owner, you more than likely love what you’re doing.  Try to channel that into your social media efforts, since social media is an extension of the way you promote what you love.  If you just can’t get jazzed about interacting on the social web, consider hiring social media professionals who have the passion and knowledge to be the voice of your brand.

Mistake No. 10: Not Knowing When Social Media Isn’t Right for Your Business

81% of entrepreneurs still don’t take advantage of social sites like Facebook, Twitter and LinkedIn and 40% small and medium-businesses don’t even have a Web site.  That said, internet users spend approximately 22% of their Internet time in social media, making social media a priority for any company that wants to be visible.  Think about your target market and your audience.  Who are they and where do they spend their time.  Maybe social media isn’t right for your business, but how will you know unless you try it?

At RoryMartin.com, we’re focused on finding the right social networking and social marketing options that are right for you.  We do the work so you don’t have to, bringing social tools to every business, and making social media simple.

Deciphering your Bounce Rate

In trying to keep visitors on your site, knowing your bounce rate is half the battle.  It can be difficult to determine how your bounce rate is calculated and which factors affect your bounce rate.  We found this cool infographic from KissMetrics that shows which factors you can work on to retain visitors, and it even shows the industry standard for your industry.  Check it out!

bounce rate infographic

As a Seattle Web Design company that specializes in Seattle Search Engine Optimization and Seattle Social Media Marketing, RoryMartin.com can help you build a Social Media Strategy that reflects your unique brand, draws and keeps visitors on your page.  We help implement exciting content and social tools that will make your business stand out.  From a one-time site analysis to full search engine optimization strategy and execution, RoryMartin.com can help your business grow.

Make Your Keywords Pack a Punch

Keywords play a large role in search engine optimization, and are a key factor in social media marketing.   Having the right combination of keywords will generate hits, increase traffic and drive sales; however, it’s not always easy to determine which keywords are right for you, and where your keywords aren’t packing a punch.  At Rory Martin, we specialize in helping business come up with relevant keywords that drive traffic to their site. We do the research so businesses don’t have to.

– Ask yourself: What would my customers search for?

This seems relatively easy enough. If a customer would find your services by searching “freelance writer Los Angeles”, put that on your list. Your keywords might be words your competitors use or words that are industry specific. Think up simple terms and phrases that specifically target your site or business, but know that using one word is going to decrease the likelihood that your site will stand out in a crowd.

You will get higher search engine ranking by choosing a mix of specific longer phrases, and general targeted keywords.  Look at the breakdown of search terms as they show up on Google:

Number of Google Matches

Term

11,600,000

writer

1,200,000

real estate writer

48,000

freelance real estate writer

9,000

freelance real estate writer los angeles

Source: WebsiteHelpers.com

You’re going to have an easier time getting click throughs if you narrow it down a little – by adding your location, but be cautious about being too specific.   For example using “Neon Helmet Tacoma WA” won’t drive people to your site. Phrases that are just too specific may offer you the #1 slot on Google, but still won’t deliver the clicks you’re looking for, because they’re not keywords that people would search for. Ranking #1 on terms that nobody is searching for is just as bad as ranking #300 for terms that everybody is searching for. You can’t get the traffic if people aren’t using your search terms, no matter how well you’re ranked.

When you have a list of possible keywords, check out tools like Google’s Keyword Tool, that will help you determine whether or not people are actually searching for those keywords, by populating a list of terms related to the keyword you entered. Look for targeted keywords, and specific phrases that are relevant to your business and your industry.

Search Engine Optimization through keyword analysis is one of the most effective ways to increase targeted traffic to your web site. At RoryMartin.com, we put our Seattle Search Engine Optimization experts to work to research your target audience, determine what keywords they are searching on, and then make sure, through proven search engine optimization tactics, that your web site is the one they find.

As a Seattle Web Design company that specializes in Seattle Search Engine Optimization and Seattle Social Media Marketing, RoryMartin.com can help you build a Social Media Strategy that reflects your unique brand and meets your business goals. From a one-time site analysis to full search engine optimization strategy and execution, RoryMartin.com can help match your keywords to your SEO needs.

The Maturation of Social Media ROI – by Brian Solis

chart imageBrian Solis is a principal at new media agency FutureWorks, and author of the upcoming book, Engage. You can connect with him on Twitter or Facebook.

The debate over measuring social media investment inspired many brands to cannonball into popular social networks and join the proverbial conversation without a plan or strategic objectives defined. At the same time, the lack of ROI standards unnerved many executives, preventing any form of experimentation until their questions and concerns were addressed.

In 2010, we’re entering a new era of social media marketing — one based on information, rationalization, and resolve.

Business leaders simply need clarity in a time of abundant options and scarcity of experience. As many of us can attest, we report to executives who have no desire to measure intangible credos rooted in transparency and authenticity. In the end, they simply want to calculate the return on investment and associate social media programs with real-world business performance metrics.

Over the years, our exploration and experience has redefined the traditional metrics and created hybrid models that will prove critical to modern business practices and help companies effectively compete for the future.


Early ROI Adaptations


Where the “I” in ROI represents investment, marketers have also explored ancillary elements to address the socialization of media, marketing, and the resulting dynamics of engagement.

Adaptations included:

Return on Engagement: The duration of time spent either in conversation or interacting with social objects, and in turn, what transpired that’s worthy of measurement.

Return on Participation: The metric tied to measuring and valuing the time spent participating in social media through conversations or the creation of social objects.

Return on Involvement: Similar to participation, marketers explored touchpoints for documenting states of interaction and tied metrics and potential return of each.

Return on Attention: In the attention economy, we assess the means to seize attention, hold it, and measure the response.

Return on Trust: A variant on measuring customer loyalty and the likelihood for referrals, a trust barometer establishes the state of trust earned in social media engagement and the prospect of generating advocacy and how it impacts future business.

But as we progress through the ten stages of social media integration, our views and techniques mature into more sophisticated strategies.

For many businesses, the case for new metrics can’t be made until we have an intrinsic understanding of how social media engagement affects us at every level. It’s not as simple as counting subscribers, followers, fans, conversation volume, reach, or traffic. While the size of the corporate social graph is a reflection of our participation behavior, it is not symbolic of brand stature, resonance, loyalty, advocacy, nor is it an indicator of business performance.


The Need for New Scrutiny


scrutiny imageIn 2010, social media endeavors are often still thought of as “pilot programs,” launched to steer a brand toward perceived relevance. Budgets, for the most part, are borrowed from other divisions to fund the largely experimental programs. Where that money goes and comes from depends largely on the social media champions who push for this experimentation from the inside.

In many cases however, new programs are introduced without an integrated strategy. Money is allocated from existing programs. If we’re going to take away from something, we should determine whether or not we’re justified to do so.

According to a 2009 study performed by Mzinga and Babson Executive Education, 84% of professionals in a variety of industries reported that they do not measure ROI.

In 2010, executives are demanding scrutiny, evaluation, and interpretation. Even though new media is transforming organizations from the inside out, what is constant is the need to apply performance indicators to our work.


The Business of Social Media


The CFO, CEO, and CMO of any organization would be remiss if they did not account for spending and resource allocation for social media.

MarketingProfs recently published a study by Bazaarvoice and the CMO Club that revealed the true expectation of chief marketing officers. The bottom line: They want measurable results from social media.

However, the study found that the exact implications of social media still evade CMOs.

– 53% are unsure about their return on Twitter ()

– 50% are unable to assess the value of LinkedIn () or industry blogs

Most importantly, about 15% believe there is no ROI associated with Twitter, and just over 10% cannot glean ROI from LinkedIn or Facebook ().

I believe this is the direct result of a disconnect between social media activity and a clearly defined end game. We must establish what we want to measure before we engage. By doing so, we can answer the questions, “what is it that we want to change, improve, accomplish, incite, etc?”

Defining a clear strategy can help us reach our social media goals, including:

– Sales
– Registrations
– Referrals
– Links (the currency of the social web)
– Votes
– Reduction in costs and processes
– Decrease in customer issues
– Lead generation
– Conversion
– Reduced sale cycles
– Inbound activity


Customer Insight


insight imageCustomer ratings and reviews rose to the top of useful marketing feedback, as they delivered tangible ROI insight. In 2009, 80% of respondents reported that customer stories and suggestions shape products and services. As a result, brands earn the trust and loyalty of their customers by listening and responding.

According to the MarketingProfs study, CMOs will have more opportunities to engage with user-generated content in 2010, with many reporting:

– A 400% increase in use of Twitter comments to inform decisions about products and services

– A 59% increase in the use of customer ratings and reviews

– A 24% increase in use of social media for pre-sales Q&A


Monetizing Social Media


Social media metrics will be increasingly tied to revenue in 2010. To what extent seems to vary according to CMOs. The study indicates:

– 80% predict upwards of 5%

– 15% optimistically hope for 5-10%

In 2009, those companies that aligned social media investments with revenue estimates:

– 5% or less revenue tied to social in 2009 foresee an increase of an additional 5% in 2010

– 6-10% of revenue stemming from social media is expected to increase more than 10%

– Those with greater revenues resulting from social engagement expect an escalation of revenue derived from social at 20%

Companies like Dell are not only tracking the impact of social media on revenue, but expanding lessons learned across the entire organization. According to Dell’s Lionel Menchaca:

“Our @DellOutlet is now close to 1.5 million followers on Twitter, and back in June we indicated that @DellOutlet earned $3 million in revenue from Twitter. Today it’s not just Dell Outlet having success connecting with customers on Twitter. In total, Dell’s global reach on Twitter has resulted in more than $6.5 million in revenue. In fact our Brazilian and Canadian accounts are growing rapidly too –- and it was Canadian tweeters who asked to make sure Dell Canada came online to Twitter. Dell Canada responded because the team heard our customers. In less than a year, @DellnoBrasil has already generated nearly $800,000 in product revenues. Similarly, @DellHomeSalesCA has surpassed $150,000 and is increasing at notable pace.”


The Forecast for Metrics in 2010


Earlier we mentioned generic forms of social media metrics. The survey revealed that indeed, 89% of CMOs tracked the impact of social media by traffic, page views, and the size of their social graph or communities. However, 2010 is the year that social media graduates from experimentation to strategic implementation, with direct ties to specific measurable performance indicators.

In 2010, CMOs will seek to establish a connection between social media and business goals. The study documents the adoption of three metrics:

– 333% surge in tracking revenue

– 174% escalation in monitoring conversion

– 150% increase in measuring average order value


A Call To Action


Defining the “R” in ROI is where we need to focus, as it relates to our business goals and performance indicators specifically. Even though much of social media is free, we do know the cost of engagement as it relates to employees, time, equipment, and opportunity cost (what they’re not focusing on or accomplishing while engaging in social media). Tying those costs to the results will reveal a formula for assessing the “I” as investment.

When we truly grasp the ability to define action and measure it, we can expand the impact of new media beyond the profit and loss. We can adapt business processes, inspire ingenuity, and more effectively compete for the future.


More business resources from Mashable:


The 10 Stages of Social Media Business Integration
HOW TO: Use Social Media to Connect with Other Entrepreneurs
HOW TO: Implement a Social Media Business Strategy
9 Great Document Collaboration Tools for Teams
5 New Year’s Resolutions for SMBs
HOW TO: Choose a News Reader for Keeping Tabs on Your Industry
5 Advanced Social Media Marketing Strategies for Small Businesses

Seattle Web Marketing Relevance meets the real-time web from Google and RoryMartin.com

12/07/2009 11:31:00 AM

As a Seattle Web Design company that specializes in Seattle Search Engine Optimization and Seattle Social Media Marketing, I think Google real time search is great and believe it is a true answer to Twitter’s claim that Google is lacking. Here is the original link from Google. http://googleblog.blogspot.com/2009/12/relevance-meets-real-time-web.html

Search is a natural starting point for discovering the world’s information, and we strive to bring you the freshest, most comprehensive and relevant search results over an ever expanding universe of content on the multitude of devices you use to access it.

That’s why today, at the Computer History Museum, we’re excited to share a few new innovations in the areas of real-time, mobile and social search that we feel are important steps in the evolution of information access.

First, we’re introducing new features that bring your search results to life with a dynamic stream of real-time content from across the web. Now, immediately after conducting a search, you can see live updates from people on popular sites like Twitter and FriendFeed, as well as headlines from news and blog posts published just seconds before. When they are relevant, we’ll rank these latest results to show the freshest information right on the search results page.

Try searching for your favorite TV show, sporting event or the latest development on a recent government bill. Whether it’s an eyewitness tweet, a breaking news story or a fresh blog post, you can find it on Google right after it’s published on the web.

Here’s how it looks:


Our real-time search enables you to discover breaking news the moment it’s happening, even if it’s not the popular news of the day, and even if you didn’t know about it beforehand. For example, in the screen shot, the big story was about GM’s stabilizing car sales, which shows under “News results.” Nonetheless, thanks to our powerful real-time algorithms, the “Latest results” feature surfaces another important story breaking just seconds before: GM’s CEO stepped down.

Click on “Latest results” or select “Latest” from the search options menu to view a full page of live tweets, blogs, news and other web content scrolling right on Google. You can also filter your results to see only “Updates” from micro-blogs like Twitter, FriendFeed, Jaiku and others. Latest results and the new search options are also designed for iPhone and Android devices when you need them on the go, be it a quick glance at changing information like ski conditions or opening night chatter about a new movie — right when you’re in line to buy tickets.

And, as part of our launch of real-time on Google search, we’ve added “hot topics” to Google Trends to show the most common topics people are publishing to the web in real-time. With this improvement and a series of other interface enhancements, Google Trends is graduating from Labs.

Our real-time search features are based on more than a dozen new search technologies that enable us to monitor more than a billion documents and process hundreds of millions of real-time changes each day. Of course, none of this would be possible without the support of our new partners that we’re announcing today: Facebook, MySpace, FriendFeed, Jaiku and Identi.ca — along with Twitter, which we announced a few weeks ago.

The new features will be rolling out in the next few days and will be available globally in English. You can try them out today by visiting Google Trends and clicking on a “hot topic,” which in most cases will bring you to a search results page with the new real-time feature.

Here’s a first look at our real-time search:

We have also made some new strides with mobile search. Today’s sensor-rich smartphones are redefining what “query” means. Beyond text, you can now search by a number of new modes including voice, location and sight — all from a mobile device. So we’ve been working to improve technology that takes advantage of these capabilities.

Starting today, we’re extending our voice search capabilities on Android devices to recognize Japanese. In addition, we’re using the location of your mobile phone to launch some helpful features, like showing you “what’s nearby.” Finally, at our event this morning, we demonstrated Google Goggles, a visual search application that lets you search for objects using images rather than words, using your camera phone. For more information on these mobile innovations, check out the Google Mobile Blog.

As we’ve written before, search is still an unsolved problem and we’re committed to making it faster and easier for people to access a greater diversity of information, delivered in real-time, from across the web. I’m tremendously excited about these significant new real-time search features.

As a Seattle Web Design company that specializes in Seattle Search Engine Optimization and Seattle Social Media Marketing, I really like this article…for more information please visit our site at RoryMartin.com

© Copyright © 2012 Rory Martin Inc.