Search Engine Optimization

Search Engine Rankings: Be No. 1
August 15, 2007

Andrew Hazen, founder and CEO of Prime Visibility, an Internet marketing company, offers the following tips to help get your company Web site the best search engine ranking possible. Keywords: “Choose your keywords wisely,” says Hazen. “This may sound like common sense, but it’s an error that repetitively gets made and can be easily fixed.” Use keywords that are synonymous with your business, product or service. Avoid overly used and generic single keywords that will get overlooked. Title Tag: The title tag is the words that appear at the top left of your Web browser and in most instances the clickable link that will appear in

The Basics of Choosing Keywords
July 18, 2007

While there is no one best way to select keywords for a search campaign, the more you know about your goals and resources, the better your chances of getting it right. Many people fail to make the connection between their business goals and their keywords; the two should be aligned. For example, if your goal is to drive sales, you should focus on detailed, multi-keyword phrases, as they will produce qualified searches. However, if your aim is to drive awareness, you’d be better off targeting more generic keywords to generate eyeballs for your company name and Web site. In short, different goals require

Nuts & Bolts: RSS
July 1, 2007

Your RSS buffet might be loaded with information your market will find useful, but before it can feast on your insights and deals, it has to know where to request the feeds. Rok Hrastnik, international Internet director at Studio Moderna, a direct marketing service provider, shared his insights on this challenge at the ACCM conference held this past May. He identified the four hot spots marketers must use to publicize their RSS offerings to increase their reach through this channel: 1. Below your e-mail newsletter subscription box. Snag inquirers directly where they need to sign up to receive your e-mail newsletter, allowing them to receive

Two Social Media Traffic-builder Tips
June 27, 2007

Like a trendy nightclub, social media is all about who and what is scene-worthy. But instead of one bouncer to get past, social bookmarking and news sites, such as Digg and, are based on the collective user group voting your content up, down or out. To make it past the velvet ropes—and not get tossed out on your keester for bad behavior—Lee Odden, CEO of TopRank Online Marketing, a search engine optimization firm in Minneapolis, advises marketers to mind their online manners. Odden took part in the panel session, Popularity Online: Winning Search and the Social Media Contest, at last week’s DM Days NY Conference’s Brad Mehl on Online Testing Strategy
June 27, 2007

Nearly three years have passed since Thomas Publishing Co. migrated its Thomas Register directory from a more static print product into, an online, interactive resource for engineers, purchasing managers and other industrial professionals. In that time, the team has developed a host of online marketing and educational communication vehicles to engage its target audience, including a blog, e-mail newsletters and an Internet newsroom. And since no direct marketer makes big, or even little, changes without testing, the online publisher also has been fine-tuning its process of site optimization. This week, Target Marketing Tipline talks to Brad Mehl, vice president, marketing, about’s online

Five Ways to Hike SEO Results Through Titles
June 13, 2007

Blogs, press releases, podcasts, video and other types of new media offer some sexy ways to leverage your site’s natural search page rankings, but make sure you’ve already got one of the most basic and effective SEO tactics mastered first: page titles. Heather Lloyd-Martin, CEO of Oregon-based SEO consultancy firm SuccessWorks, directed attendees of her ACCM 2007 session, “Free Clicks and Hot Conversions: Secrets of SEO Copywriting,” to apply these five tactics to their page titles to get better exposure on search engine results pages (SERPs). Tactic #1: Your title should read like a compelling headline. For example, a search on MSN for “radar detector sale”

Capturing the Clicks: 8 Tips for Online Advertising
June 5, 2007

“Most Internet advertising campaigns are based on hunches and guesswork, not on the endless amounts of research that show what really brings great results in online advertising,” says Joe Plummer of The Advertising Research Foundation and co-author, with Steve Rappaport, Taddy Hall and Robert Barocci, of “The Online Advertising Playbook: Proven Strategies and Tested Tactics from the Advertising Research Foundation.” What do we really know about using the Internet to advertise effectively? More to the point, what should we know? 1. Target the right consumers. Online, you can locate precise groups of consumers, whether current customers or attractive prospects. You do it by targeting,

Six Tactics for Blog Content That Works
May 30, 2007

What’s the top secret to developing a winning blog, one that draws an audience, grows your brand and improves your products sales? For former teacher Steve Spangler, it’s learning from others who have achieved some success with this tool. Spangler is the founder and CEO of Steve Spangler Science, a multichannel firm that sells science education toys while offering kids, teachers and parents a host of free science experiments and projects. He launched his blog in 2004, giving him the perfect forum through which to share his passion for science, connect with others who are similarly inspired and promote his business, all at once.

Two Tips for Formatting Content for Natural Search
May 23, 2007

When considering natural search optimization, it’s important to remember to build your site for your user first, and for the search engines second. What search engines ultimately want is to serve results that users will find helpful and relevant—subsequently, users and spiders seek good content and helpful links, both properly formatted. Here are two things to consider when formatting online copy: • Order your information properly. When you optimize content for your users, think prominence and focus. Use techniques such as writing in a journalist’s inverted-pyramid style, with the most important information at the top of the piece. • Make your headline stand out.

Reaching Hispanics Online
May 1, 2007

With 14 percent of the U.S. adult population being Latino and about half of this group going online, your company very well could have a Hispanic following without actively seeking it out. According to a study, “Conexion Cultural/Connected Culture,” released in March by Yahoo! Telemundo and Experian Simmons Research, Spanish-dominant survey participants reported they consume two-thirds of their online content in English due to a lack of Spanish-language alternatives. In a March report, “Latinos Online,” researchers from the Pew Hispanic Center and Pew Internet Project noted that just one in three Latinos who speaks only Spanish goes online; that rate is three times higher