The Green Apple Blog

The web is all about sharing information. The things you received for free you should spread for free. This excellent web statistics package falls in that category. 

Some time ago, Google bought Urchin web analytics software. It allowed you to track number of visitors, from what search engines and keywords, and so much more. From what I understand, Urchin used to cost upwards of $500/mo. Google aquires it, improves it, and releases it for free. It is a snap to install on any website, not taking any more than 15 minutes for your webmaster to put on there.

Learn more about Google Analytics here.

Many of Create Web Development Studios clients want their web site to come up on top on Google search. In fact, some expect it to happen. While we do have a host of search engine optimization techniques that we apply, it is unrealistic to expect to come up first in the search engines for “Jacksonville Real Estate”. I honestly don’t know of any company in Jacksonville, Florida that can pull this off. I would suspect the budget would be tens of thousands of dollars and would be a monthly battle to stay on top in the search engine results.

On the other hand, if you are in a unique market or specialize in a highly competitive market, there are things you should consider. For example, a realtor may focus on selling “atlantic beach homes” instead of “jacksonville real estate”. Highly competitive markets like clothes, electronics, and realty requires you to specialize to achieve top organic search engine results.
What should you be able to do with search engines and your web site?

• Your Company Name Comes Up First in Google, Yahoo, and MSN
  In most cases, searching on your company name should result in the top ranking for Google, MSN, and Yahoo. Even with sites that use flash technology this is possible. Search Google for our clients “Mack Salon” or “Create Studios Jacksonville” and see who comes first. In some cases it is necessary to qualify the search with your business location, since “Create Studios” is rather generic, whereas “Create Studios, Jacksonville” qualifies the search.
• Build Your Web Site Content with the Right Keywords
  Find the keyword “buckets” that will help sell your business products and services online. Many times these keyword buckets are counterintuitive. The realtor selling “atlantic beach homes” may need to target “move to atlantic beach” since it may generate 120% more traffic than the previous keyword phrase. There are many free tools to help you analyze keywords such as this keyword suggestion tool or the Google keywords analysis tool
• Learn to Write Content for Your Website
  Team up with someone well versed in web copy writing techniques as they differ greatly from the off-line world. A book like the Online Copywriter’s Handbook.
• Stay Clear of Black Hat Techniques
  Don’t use any “black hat” techniques for cheating the search engines. We consulted once with a prospective client who bought 12 different domain names, based on keywords, and redirected them all back to his master site. Google had them dropped within months!

Advertising is undergoing a paradigm shift. It used to be “yell louder, harder, and more” and you’ll get the consumer’s attention. We are all familiar with car dealerships illustrating this principle. However, today people want information where they want (blackberry, internet, on demand tv) and when they want it. Scream louder and they will simply turn you off. Marketing guru Seth Godin argues that businesses can no longer rely solely on traditional forms of “interruption advertising” in magazines, mailings, or radio and television commercials. He quotes this direct mail executive who states:

“Advertisers are going to have to learn how to deliver messages with frequency and low cost if they are to cope with the increasing competition for the consumer’s attention.”

–Lester Wunderman, Chairman-Emeritus of Wunderman Cato Johnson, the largest direct-marketing firm in the world

How can the web can play a key role in this new marketing paradigm? Your website is the perfect medium to broadcast frequent messages with a minimal amount of time and effort (as compared to creating a print campaign or television broadcast). One key strategy is to become an information resource for your field. For example, Medisolare - a non surgical cosmetic center, seeks to become an authority on this subject posting articles, tips, and expertise on this new and emerging field.

What tool can help you post frequent and easy messages to your consumer base? A blog is the best place to start. Wordpress.com, Blogger, and Typepad are great places to start. You don’t even have to own a domain name to get started.

How Can You Drive Visitors to Your Site? Post your website URL everywhere, and we mean everywhere… Start with your business cards, marketing collateral, professional organizations and more. Reach out and get others to link back to your site… maybe a mortgage broker recommends you as a realtor. Your networking and professional organizations can have websites that will link back to yours as well. Have people in your office setup a profile on linkedin.com or myspace.com

Paying for Eyeballs Small costs can return big dividends… try pay per click (PPC) advertising with Yahoo, MSN, or Google. Pay to register in directories and other places (yellow pages, google maps, etc…)

Track Your Stats You need to know what’s working, so make sure your web host has statistics you can review or try the Google Analytics.
Examples

Foster community on your site. If you are contractor matchmaker like Donna Bavier, let customers post reviews of their experiences - and don’t filter out the negative ones.

If you are a salon, explain the latest in hair styles by showing before and after and walking the customer through the experience.

Edit a video clip of your salon experience and post it on you tube.