Posts Tagged 'Ecordia'

Don’t Miss the PubCon South Review at this Week’s DFW SEM Meeting

DFW SEMThe March gathering of the DFW SEM association will be held Wednesday, March 18, 2009 from 6:30 p.m. to 8:30 p.m. at the Renaissance Hotel in Richardson, Texas.  Members of the DFW SEM community will be hosting an informal panel to discuss and review the latest news and trends learned from PubCon South.

PubCon South is the largest search marketing and social media conference in the state of Texas. The event, which occurred last week from March 11 through March 13, brought together the leading thought experts in the field of search engine marketing and social media.

Speakers at PubCon South included Guy Kawasaki and Matt Cutts, along with numerous experts — including Lead Maverick CEO Sean Jackson and Lead Maverick Partner Tony Wright — and others from the DFW SEM community.

“We created this panel to help share with our community the information we learned from this tremendous event,” says Tony Wright, president of the DFW Search Marketing Association. Tony continues, “PubCon represents a gold mine of knowledge about tactics, tips and trends that are occurring in the market. Our goal on Wednesday, March 18th, will be to share these insights with our community in North Texas.”

You do not have to be a DFW SEM member to attend the meeting. The cost is $10 for members and $30 for non-members. You may pre-pay the event registration online.

The Easy Way for Agencies to Do SEO

The Easy Way for Agencies to Do SEOSearch engine optimization (SEO) can be a little intimidating for the non-technical person. After all, it’s a mysterious science filled with unknown algorithms, metadata, XML sitemaps, HTML tags, linking schemes, and much, much more. And to further complicate things, it’s always changing.

Then there’s the agency that is not even responsible for the client’s website. How in the world is an advertising, public relations, or marketing communications agency supposed to get involved in SEO? Actually, it’s pretty easy these days. I’ve compiled some tips to help get you started.

Take advantage of others’ SEO technology.

SEO has matured to the point that there are countless platforms optimized for search. You just have to add the content and the search engines do the rest.

  • Social media sites like YouTube, Flickr, LinkedIn, and Merchant Circle, to name just a few, are large in size and highly optimized. Posting content on these sites will help you get listed in the search engines. Just be sure to use your keywords in the postings for the various sites. And include a keyword in the file name of any photo or video file you upload to a website too!
  • Blogging platforms like WordPress and Blogger are free, easy to set up, and highly optimized. However, the biggest obstacle with a blog is that it takes some time to grow the blog to a size large enough to be noticed by search engine
  • Press Release wire services like PR Newswire and Business Wire provide optimization of press releases and host the release on their site. In addition, the press release is distributed to media news sites that also host a version of the release on their site. This gives one press release numerous opportunities for listings on a search engine results page (SERP).
  • Lead Maverick is an SEO platform developed specifically for agencies with integrated optimization tools for content, customizable landing page designs and real-time tracking stats — all in a non-technical, user-friendly interface. Lead Maverick agency partners use the SEO platform to get their clients to the top of organic SERPs or to add additional listings so their client owns more of the SERP real estate.

Write well, rank well.

There are a number of guidelines for developing content that will enhance its findability in organic search. The goal is not to trick the search engines, but to provide quality content on a subject while following SEO best practices.

  • Length of content should be at least 300 words.
  • Each content posting should focus on one keyword, keyword phrase or keyword theme. Putting too many different keywords in one posting will dilute its effectiveness.
  • Headline should not exceed 70 characters and should include a keyword ideally placed towards the beginning.
  • Subhead should not exceed 160 characters and should include at least one keyword ideally placed closer to the beginning.
  • If there is not a subhead, treat the first paragraph of the content as the subhead by making it bold, keeping it under 120 characters, and include at least one keyword.
  • Emphasize a keyword by making it bold and emphasize other important points with bold or by using a bulleted list.
  • Rule of thumb for keywords is one keyword for every 100 words. If you repeat a keyword more than this, the search engine may think you are keyword stuffing and not add the page to the index.
  • Include at least a couple of hyperlinks to your website. Also include a link or two to a third-party website, preferably ones with good size and traffic. For example, Wikipedia is good to use for a definition.
  • Link your various content pages with hyperlinks on your keywords. Be sure the page you link to discusses the keyword that is hyperlinked.
  • Avoid posting duplicate content from another website by making some edits to your posting. Add a link to the page with the original content so the search engine will know that you are not trying to trick it.

Spread Keywords Across the Sales Decision Process.

One of the greatest benefits of search marketing is the ability to track responses and conversions. For that reason, many advertisers focus keywords on driving a purchase. But, searchers use the internet throughout every stage of the sales decision process. They search for information on categories at the beginning of their research, all the way through to searches on specific products to check pricing.

Keyword Sales Decision Process

Be sure you focus keywords and content for every stage of the sales decision process. Just set your client’s expectations for ROI. The earlier in the sales decision process, the fewer click throughs on the landing page. Early on in the process, you are trying to educate and build awareness for a purchase down the road. And you’ll have keywords and content covering those later purchase-related stages where click-through rates and conversions will be the key success metrics.

Leverage Existing Assets.

Most companies have a wealth of information already developed about the company. In developing your online posts, leverage the existing assets that already exist, incorporating targeted keywords:

  • brochures
  • white papers
  • fact sheets
  • executive bios
  • advertisements (print, broadcast, etc.)
  • trade show schedules
  • speaking engagements
  • press releases
  • product photos
  • how to videos
  • power point presentations

This list is just the beginning. Try to identify all existing assets. Each asset represents a potential posting for a search engine. Spread the posts out across the sales decision process as mentioned above. Supplement with new content developed with your keywords in mind. Just be sure to follow the content writing guidelines above.

Get in the Search

Leave the website optimization to the geeks experts. Now that others are taking care of the SEO part, it’s easier for agencies to get their clients to the top of organic search — with keyword strategy and content.

DFW SEM Meeting Set for Thursday, Feb. 19

dfwsemlogo-182x96The next meeting of the Dallas Fort Worth Search Engine Marketing Association (DFW SEM) is set for Thursday, February 19, 2009 from 6:15 p.m. to 8:30 p.m. at the Renaissance Hotel in Richardson.

The featured presentation will be on keyword research, from the basic to the advanced. Following the presentation, a site clinic will be held. All are welcome to attend. The cost for members is $10 and for non-members $30.

DFW SEM meetings are sponsored by SEMPO and Lead Maverick.

The Dallas / Fort Worth Search Engine Marketing Association is dedicated to the following principles:

  • Educating North Texas businesses and marketing managers about the value of search engine marketing
  • Promoting the search engine marketing industry in North Texas and surrounding regions
  • Recognizing the value North Texas search engine marketers provide to businesses, advertisers, and search engines.

Options to Get Your Clients to the Top of Organic Search

man-on-mountainYour client wants to be on page one of Google’s organic search results. But you and your agency have not yet entered the wonderful world of search. What should you do? Here are 5 options for obtaining top organic search results.

Optimize the client’s website for search engines – Otherwise known as search engine optimization or SEO. Requires making changes to a website’s code, design and content to follow the search engines’ recommendations for SEO best practices. The good news is that search engine optimization done well usually delivers long-term organic results. And you own the site, you have complete control over it and the content is exclusive to the company. However, the cons with search engine optimization are that you must make changes to your website, which is not necessarily inexpensive or painless. And SEO can take six to 12 months to see the organic results. But perhaps the biggest barrier for an agency is that SEO requires specific expertise and experience. Agencies without experience with website SEO should find an SEO consultant to hire or to bring in as a partner. To learn more about optimizing a website, read this article.

Launch a company blog — There are plenty of blogging platforms, even free ones like the one used for Search Matters from WordPress. Most are extremely easy to use for the non-technical and have many search engine optimization features built in. However, be prepared to write and publish often, and to invest time to market your blog. It takes about six to nine months at the least to build the authority of the blog to the point of realizing seo benefits. But the long-term benefits of a blog are great. Here’s an article to help you get started with a blog.

Add the company to online directory listings – There are countless online directories for companies. These range from online yellow pages, business listings, and map listings to industry, product or geography specific directories, and more. Advantages for directories are that they do not require special expertise, many listings are free, and most only require a one-time submission. But, the challenge with directory listings is that you are usually along side your competition fighting for attention. And, you are limited to just the company name. To get rid of ads on the page or to get above your competition, you will have to pay for a premium listing. Although it is a good idea to make sure your client is listed in the major online directories and targeted directories, it is not necessarily a long-term strategy to get your client to the top of organic search – with the exception perhaps of the company name. You may read more about directory submission here.

Submit articles to online sites – Also known as article submission or article marketing. You write articles around the topics of your business integrating targeted keywords and submit them for publishing on various article sites. It is important to publish articles with quality content, providing educational information. The biggest sin of article marketing is just writing a sales pitch. Article submission allows you to extend your message across the internet as well as search engines without making changes to the company website. It helps the company build itself as an authority in the industry. However, some of the article sites review articles prior to publishing and deny those deemed to not meet their article standards. And like blogging, there is time involved in writing the articles as well as the submission process. Here is an article that further discusses the benefits of article submission.

Become an Ecordia Reseller Partner – Ecordia is the proverbial “all of the above” option for agencies because it combines the search engine optimization best practices and advantages of websites, blogs, directories and articles. At its core it is a super-charged directory of  landing pages. It is a non-technical way for agencies to publish content  for its clients onto pages custom styled according to the client’s brand identity. Ecordia integrates a keyword research tool and an automatic SEO analysis for the content. So you’ll know prior to publishing how optimized the content is, and what you can do to improve the findability of the page. Simply put, Google loves Ecordia pages. To learn more about Ecordia, visit the website.

These are just a few of the ideas for search engine optimization. It really is becoming easier than ever before for the non-technical to conquer the top of mount Google.

The Reasons for Agencies to Offer Organic Search are Growing

You can’t turn on the news these days without hearing at least one story about the economic conditions ─ bail outs, bankruptcies, cutbacks, layoffs and more. Marketing and advertising dollars are usually the first slashes made in the budget so it’s no surprise that industry analysts are projecting advertising spending in all categories to be down in 2009 ─ all areas except one: online advertising.

Online ad spending is expected to grow between 6 – 10%  in 2009. The largest category of online advertising is search, which is expected to comprise more than 47% of the ad spend online. Clearly, this creates an opportunity for agencies, but many advertising, public relations and interactive agencies have not yet jumped into organic search.

Ecordia White Paper: SEOIf you are one of those agencies, you’ll want to read the white paper titledHow to Grow Your Agency in the Downturn: SEO Answers the SOS.” Written specifically for owners and managers of advertising, public relations, interactive and marketing communications agencies, this white paper addresses the current market conditions for the advertising industry and shines the light on the opportunities with search engine optimization (SEO).

Topics covered include:

  • 2009 outlook for ad spending
  • analysts’ projections for growth in online spending
  • income potential of search
  • challenges agencies face in providing SEO services
  • proven, SEO platform developed just for agencies
  • historical similarities to the current agency environment

How to Grow Your Agency in the Downturn: SEO Answers the SOS” is freely available for download on the Ecordia website at It’s a must read for all agency professionals who are considering adding organic search to their service offerings. The reasons to do so are growing and with Ecordia, the barriers are shrinking.

New Year, New Blog

The new year is officially here and so is this new blog. I titled it Search Matters because not only is search going to be the primary focus of the site, but it also emphasizes the importance of search engines. After all, there are more than 12 billion searches conducted on search engines every month. And as the following chart from comScore shows, the number is growing.

Monthly Search Engine Searches -- October 2008

Monthly Search Engine Searches -- October 2008

Search Matters will approach the subject with the agency executive in mind, specifically those who are not yet knee-deep into the wonderful world of search. This is a perspective the author, Katy Barrilleaux, knows quite well. With more than 20 years in the agency business — the last ten years in interactive — and the past year focused specifically on search engine optimization (SEO) (definition), Katy Barrilleaux knows first-hand the challenges facing agency professionals.

I will attempt to get information posted as quickly as possible, but in the mean time, if you have an urgent client opportunity with search, I encourage you to check out Lead Maverick (website) — the SEO platform specifically for advertising, public relations, interactive and web development firms. No technical knowledge is needed; just use Lead Maverick’s proprietary online content analyzer to publish onto our highly optimized SEO platform — and watch the top natural search results come!

Let me know if there are specific topics you’d like to see covered here or if you have any questions. I hope you find Search Matters informative.

Happy New Year!

Katy Barrilleaux


There are approximately 12 billion searches conducted on the internet each month. And that number continues to grow. As more companies look for ways to gain an advantage in an increasingly competitive environment, marketers seek to integrate search engine optimization (SEO) into their marketing communications. And with the advancement in non-technical online tools, SEO is not just for programmers and search marketers anymore. Search Matters is specifically for marketers who want to learn about organic search and how to integrate SEO into their integrated marketing communications programs.

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