Posts Tagged ‘Internet Marketing’
The Value of Search and the User Experience
I’m currently reading a book titled Search Patterns by Peter Morville and Jeffery Callender. Picking up a book is a rare treat for me, so even though this book is technically work-related I’m don’t mind. It is a good book and speaks to the Internet geek within me.
As I read through the pages I’m awestruck by the explanation given for the qualities associated with the searcher’s experience. The authors boil this down to a simple illustration called the User Experience Honeycomb.
The User Experience Honeycomb Includes
- Useful
- Usable
- Desirable
- Findable
- Accessible
- Credible
- Valuable
While many readers might not deem this concept worthy of much pondering, I do. If you understand search and website design, you know the user experience is paramount in any Internet marketing effort. Explaining this to prospects and client’s is sometimes difficult for me, because not everyone grasps the subject. Some individuals are so burdened by their daily work requirements, they have a difficult time digging into the theories behind a quality search experience. Search is a science and an art that goes much deeper than just the front page of Google.
Many times one of the first things a prospect asks about is reaching page one of Google. Unfortunately, most think this is a short-term event that is triggered by voodoo and magic. They think there is a quick fix to reaching page one and converting each visitor to a lead or a sale. It isn’t that simple. Search has come a long way, but it still requires work. And more importantly, solid content that embodies the honeycomb concept mentioned above. If you provide useful content that visitors will find usable and they can easily locate, you will be rewarded.
Reaching page one or increasing your Internet sale volume requires work and real effort. If you are afraid of either, stick with your pay-per-click campaign or physical storefront and just call it a day.
I have a client who recently told me he doubled his sales funnel since his new website went live a few months ago. Why some may not believe that claim, it is true. I watch his Google Analytics account closely and I can tell many people are finding what they are seeking on his website. They are staying and they are converting.
Together we built a new website and launched an Internet marketing campaign that was built around the honeycomb theory. He produced solid content that people in his industry would find useful, usable, and valuable. In doing so, he increased his already high credibility factor. I took his strong content and made it findable and accessible. Together we became a powerful force and his company is reaping the rewards.
The client believed in the long haul of Internet marketing. He received benefits quickly and I’m sure has obtained a great deal of his project ROI. He did so because he is smart and he believes in the value of hard work. He also believed in the honeycomb theory. When I would talk about usability, he would listen. When I would say we should have “x”, he would deliver it quicker than I expected. He would also think about the project on his own and make valuable requests that would benefit the overall process and his ultimate success. He was an invested party and an active participant that believed in the honeycomb theory.
As I continue to read through my new book, I already applaud the authors for simplifying what many of us website designers and SEO consultants find so difficult. After so many years of working with organic SEO and website design, I find it fairly common sense. Well, I’m a geek and I am not normal. For others, they need an understandable concept and thus far, that authors of Search Patterns are providing just that to their readers.
If you would like more on the subject, I encourage you to purchase the book. Search Patterns is available through O’Reilly Media.
Conflicts Within Marketing, Social Media, and ERP Software
Internet Marketing Guru Matt Cutts Talks Sock Puppet Marketing
Last week Google’s Internet marketing Guru Matt Cutts posted a new video in their Webmaster Central Channel on YouTube. I love these videos because they are short and to the post and without any pitch or longwinded verbiage cluttering the real message. The video that caught my eye was Matt Cutts’ discussion on Sock Puppet Marketing. Yes you read that correctly. Mr. Cutts is talking openly about puppets.
Puppets aside, the discussion was in relation to an individual or company creating fake Internet personas for marketing purposes. While Matt did not go into how Google would react to such tactics, he did provide a very funny puppet commentary to illustrate the process. While the entertainment value alone was good, Matt briefly described a real-world scenario where one company was fined over $300,000 for creating fake testimonials on the Internet. He further talked about why he and Google felt this practice was harmful for all involved.
The short of this video is this – Internet marketing is powerful and effective. People, companies, and the government now consider Internet marketing in the same ranks of traditional marketing techniques. If a technique wasn’t legal in traditional marketing, it isn’t legal on the Internet either. If marketing misrepresents anything, it isn’t marketing. It is just bad business.
Matt summed this up with stating you should avoid anything you wouldn’t want your mother to see or read. I struggle with this, because I am a mother and I know different mothers nag about different things. I would be a larger nagger than most. So, I would modify his statement to caution against any marketing tactic you have to think twice about. If you question it, don’t do it. You’ll be much better off in the end.
Google and Twitter Make Social Search a Reality
Google Degrades PageRank
Much to the surprise of many Internet marketing consultants, Google recently removed PageRank information from their Webmaster Tools. In a response to a posting on Google’s Webmaster Central forum, Susan Moskwa stated “We’ve been telling people for a long time that they shouldn’t focus on PageRank so much; many site owners seem to think it’s the most important metric for them to track, which is simply not true. We removed it because we felt it was silly to tell people not to think about it, but then to show them the data, implying that they should look at it.”
Ms. Moskwa then points to the FAQ section of the forum that states PageRank is one of Google’s 200 plus criteria for performance, but that it is only updated a few times a year so it should not be a focus of SEO consultants. The FAQ continues with a suggestion of focusing on Google Analytics and a website’s actual performance.
So PageRank is not fully dead, just not nearly as important as solid and unique page content. In the end is this news at all? Didn’t we already know content was king?
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