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Following are some resources that I can personally recommend!

Esther C. Kane
Eckweb Designs, Inc.

Some Excerpts From My Reading
by Esther Kane - Eckweb Designs

I've been reading (and enjoying) Web Copy That Sells by Maria Veloso and I thought I would share some excerpts from that book. (Buy your copy above)

One of the BEST ways to market your web site is to show the Internet audience that you KNOW your stuff!

If you would like to write an article about any of the following topics and submit it to our Newsletter, we would love to review it for inclusion in future issues.

Our topics of interest are...

Marketing (General)
Internet Marketing
Small Business Issues
Web Design
Web Hosting
Web site Programming

Contact us today about your article(s) and get yourself promoted!!

Editorial

I don't know if it's because the stock market is in flux or it's the new year or what but I've been getting some crazy phone calls lately!

One lady contacted me wanting to know how much would it cost to create a website and then market it on the Internet? When I asked what would the website be about she said she didn't know, she thought that was my job. Obviously, after that statement there was a few moments of silence on the phone because I didn't really know if she was kidding or if she was serious! Come to find out she was serious and she was looking for a way to make money on the Internet but didn't know how.

Another guy called me all hyper and/or hyped up on something wanting me to market all 50 of his websites. Well, when I get calls like this (and yes I get a few) I take it with a grain of salt and figure the person is drunk or high or playing a prank. Anyway, he was going on and on about his 50 websites and how they're already bringing him millions and he wants millions more! Well, I took a look at 2 of those websites and they were just one page websites selling an e-book and many promises. I couldn't find him anywhere on the search engines and when I checked the backlinks there weren't any. All of which tells me that if his sites are doing well (which I doubt) he's paying high bucks for his current marketing campaign. In either case, he never called me back.

Another person called me about his website and in the midst of the conversation he started arguing with me with about Internet marketing. I can only guess that he's had a bad experience in the past but he basically told me that he thought Internet Marketing was a huge scam. (Remember, he called ME). Well, I could only tell him my process of how I work to get websites into the search engines. I actually told him I wasn't here to convince him one way or the other I'm just doing the work I've been doing for years now. That was 30 minutes of my life I won't get back!

Although I truly love the work of SEO, I have to say that there are times it can be frustrating. But, a dear friend points out to me that anytime we deal with the public, there will be times of frustration.

I'm sure you have your stories as well!


Sincerely,
Esther C. Kane
Eckweb Designs, Inc.
678.765.0120
Improved Search Engine Rankings

Getting your pages indexed. It is your most important SEO goal and perhaps the one most vital in determining the success of your SEO campaign. However, many search engines have trouble finding links buried deep within the structure of your site. So how do you make sure your pages are easy for the search engines to find? With a sitemap. Creating a sitemap provides the search engines with a one-stop-shop for all of the pages on your site. And if designed correctly, your sitemap can also be a valuable resource to lost visitors looking to understand your site structure.

What is a Sitemap?

A sitemap displays the inner framework and organization of your site's content to the search engines. Your sitemap should reflect the way visitors would intuitively work through your site. Years ago sitemaps existed only as a boring series of links in list form. Today, they are thought of as an extension of your site. You should use your sitemap as a tool to provide your visitor and the search engines with more content. Create details for each section and sub-section through descriptive text placed under the sitemap link. This will help your visitors understand and navigate through your site, and will also give you more food for the search engines. You can even go crazy and add Flash to your sitemap like we did with the interactive Bruce Clay sitemap! Of course, if you do include a Flash sitemap for your visitor, you will also need to include a text map so that the robots can read it.

A good site map will:

Tips for Creating a Sitemap

Your sitemap should be linked from your homepage. Linking it this way will force search engines to find it that way and then follow it all the way through the site. If it's linked from other pages it is likely the spider will find a dead end along the way and just quit. Small sites can place every page on their sitemap, but larger sites should not. You do not want the search engines to see a never-ending list of links and assume you are a link farm. Most SEO experts believe you should have no more than 25 to 40 links on your sitemap. This will also make it easier to read for your human visitors. Remember, your sitemap is there to assist your visitors, not confuse them. The title of each link should contain a keyword whenever possible and should link to the original page. We recommend writing a short description (10-25) words under each link to help visitors learn what the page is about. Having short descriptions will also contribute to your depth of content with the search engines. Once created, go back and make sure that all of your links are correct. If you have 15 pages on your sitemap, then all 15 pages need to link to every other sitemap page. Otherwise both visitors and search engine spiders will find broken links and lose interest.

Remember to Update!

Just like you can't leave your website to fend for itself, the same applies to your sitemap. When your site changes, make sure your sitemap is updated to reflect that. What good are directions to a place that's been torn down? Keeping your sitemap current will make you an instant visitor and search engine favorite.

Click here to view the original article.

Not Your Usual Marketing Tips

Not Your Usual Marketing Tips
Vol. 5, No. 3

March 6, 2007

No, it’s not a cityscape from Paris. Or London. Or Brussels. Or any other place in Europe.

It’s the Plaza de Mayo in Buenos Aires, Argentina, where my wife and I visited our daughter this past week. (She’s working there for the year; see this past Sunday’s Charlotte Observer Travel Section for a Q&A the paper conducted with her…).

It’s an impressive, cosmopolitan city with beautiful architecture, trendy boutiques, lovely urban parks and fabulous restaurants. Closer to home, it reminded me at varying times of the best of New York and Chicago. In short, it’s everything we DIDN’T expect before we discovered it for ourselves.

Welcome to the international edition of Not Your Usual Marketing Tips from JDK Marketing Communications Management.

I wonder why that is. Is it because Europe “promotes” itself better? Buenos Aires is no farther away than most European cities we’re already familiar with, even if we haven’t actually been there. And it’s in “our” hemisphere, not “theirs.” Maybe B.A. is still self-conscious over their recent economic woes. (But now’s the time to go – the dollar is worth three of theirs; pesos, that is.)

Anyway, it got me to thinking about self-promotion. And then I came across marketing guru Robert Middleton’s take on the subject. Here are excerpts from his recent e-zine:

Too Proud to Market?

I was talking to my friend Patrick last week about his wife Renee’s band.

"They don't feel comfortable promoting themselves. They feel self-conscious, even embarrassed about it.

"They know they're a great band and when people hire them, they love their music. So I think they wish that people would hire them without having to promote themselves. Perhaps they don't want to come across as if they needed more work."

I pointed out to Patrick that a very large percentage of independent business owners (from bands to consultants, from artists to financial planners) struggle with this. People feel too proud to market themselves. It shows up in their thinking:

- If I'm great, people will finally discover me
- I'm lowering myself by self-promotion
- Promotion is boasting and I'm not a boaster
- People will think I'm like a used car salesperson
- I don't want to embarrass myself
- I don't want to put myself out there and be rejected
- People already know what I do, so why push it?

But aren't these all pretty poor excuses?

Imagine you were listening to Renee's band, and in the middle of the gig they did a fun and interactive song to promote themselves. Wouldn't you smile? Wouldn't you accept a card? Wouldn't you take it home and stick it on your fridge?

Would you feel pressured, manipulated and coerced into calling them to hire them for a special event or party? Of course not. You'd understand that they, like every other enterprise, need to promote themselves. You'd actually appreciate that they did it in
a fun way that got you involved and gave you an opportunity to contribute.

And I'm also willing to bet you'd think about them every time someone said they were looking for a band for a special event or party. You might even pull the postcard off your fridge and hand it to a friend or your boss.

There are a ton of things you can do that will bring you more business. Any marketing consultant could come up with half a dozen good ones in less than an hour.

But your pride will stop you.

I've seen it in my clients hundreds of times. "You're suggesting I do what!!??" And then, with some gentle persuading, I point out that they probably won't die if they give it a shot. And they do.

More clients flow in very soon after. And happiness replaces pride.
------------------------------------------------------------------------------------------------
Hasta la vista until the first Tuesday of next month, for another periodico de Not Your Usual Marketing Tips.

Joel Kweskin
JDK Marketing Communications Management
704.846.4835, office
704.575.8850, cell
704.841.2746, fax
www.jdkmarketing.biz

Should You Bring Search In-House?
By Duane Forrester
February 27, 2007

Should you bring your search marketing efforts in-house? This is a question many companies are wrestling with right now. It's a very serious question that's worth the time it'll take to make the right choice.

"Bringing search in-house" really means, in many instances, creating a new group inside the company – a new division. Sure, they'll most likely live within marketing, but they will speak an entirely different language, and they'll interface with so many other groups within your company that care in building this team is critical.
The Value of an In-House Search Program

The first step in the process is defining the need. It's a daunting task, and mistakes can be costly – both in terms of lost revenue from the Web site, and from spoiled relationships when trying to fit a square peg in a round hole. We'll talk more about "the fit" in a minute, for now, lets examine one of the main reasons this idea is even in your head.

No matter how you slice this, bringing search in-house is about one key concept: control. Some people are control freaks, others are very much hands-off. Regardless of your personal style in this regard, the desire to bring your search marketing efforts inside your direct sphere of influence will allow you some key benefits:

1. Immediate access to the knowledge – No more waiting on return e-mails to tell you if that idea is a good one, or if this idea is safe to implement

2. Integration with your current workflow – It's critical that all the efforts of several teams be fed into the system of building, optimizing and maintaining a Web site at the right time, in the right order. Having your folks in-house allows you to integrate their efforts as you would all others.

3. Innate knowledge – No one knows your product like you. No matter how good the sales pitch, no one outside your company will be able to devote enough time to researching your product to understand it at the depth you do. So, in-house efforts already grasp the core values of the company and they understand the strategic plan the company is following, so they are attuned to the nuances of how projects move forward and what the end goals are.

There may be myriad other reasons why your company is exploring this option, including past bad experiences with outsourced efforts, a corporate culture of "build, not buy," or even a community-focused desire for local job creation. Whatever the reasons, you're faced with a serious decision. Only you will be able to determine if your reasons merit the effort.

Implementing an In-House SEM Plan

So, you have been tasked with starting an in-house SEM effort. Where do you begin?

Start by dividing your search plan into two segments – optimization of the Web site for organic rankings, and paid efforts. By doing this, you'll be able to focus on the unique aspects of each vertical and decide which should get the most attention. While paid search efforts can have the most immediate results, and can often be managed by one person, there can also be a heavy cost involved.

In some industries the cost of a click has skyrocketed, which makes the talent you apply in this area very important. You'll be looking for someone who's strong on the numbers, and an excellent copywriter as well – a perfect combo of tech and talent.

Deciding to place the lion's share of your efforts into the organic search ranking side of things requires its own special mix within a person. Not everyone is equipped to manage the massive amount of continual education it requires to stay on top of the ever-changing world of search. A self starter is a no-brainer here, but this person should also be able to write excellent copy while unconsciously integrating the right keywords into the mix in the right places and in the right volume. This person needs to be able to read the analytics for your site and see the opportunities between the numbers, the direction of traffic flowing into your site, and the keyword research that has pinpointed what users are actively searching for. To say this person needs to see a "big picture" is an understatement.

Fitting Search Into the Business Organization

Now, throw into this mix that this person must excel in relationship building. They, unlike their paid search counterpart, might be integrating efforts with other marketing team members, designers, product managers, programmers and sysadmins. Who they'll be working with depends on how your internal structures are built, but I know in my own personal case, I liaise with all those folks as well as project managers, ad sales reps and the occasional executive from time to time.

Getting everyone on board with the numerous tips and tweaks you'll want to implement as part of successfully optimizing your Web site is critical. It's unlikely this person will be the person implementing URL rewrites for unflattering URL strings. They won't be physically setting up any needed 301 redirects, though this person will be the first person to see if they work or not, and they'll need a delicate touch when going back to the programmer to tell them to try again.

Organic optimization efforts live in a world that is part science and part art. Building this side of your team requires an individual who not only fits your company's culture, but who lives the world of search. It's not a 9 to 5, Monday to Friday gig that you can walk away from for weeks at a time. Staying on top of the latest trends, changes and updates requires a dedication not solely purchased with a good salary and benefits package.

Now, if that seems like a tall task, take heart. Often those who excel in this environment are already working for you. Neither of you may realize the potential, but with you leading, and having a solid understanding of the value of these skill sets to a person, it's an easy sell to get someone who's sort-of interested to convert to a full-on disciple. A savvy employee will see the opportunity and jump onto your bandwagon – and they're likely just the sort to thrive in this world.

If your main focus trends away from organic efforts and more towards paid efforts, well, things are a bit easier, but not by much. Much like a good programmer can see the three-dimensional finished product from the code he/she creates, a paid search expert must be able to see the "big picture" being painted by the numbers. Click-through rates, costs per click, budget allocations, time-of-day trends, geo-targeting efforts, visitor time on a page stats and so much more is integral to their efforts being successful. It's easy to set up the account, insert the keywords, drop some text into the ad spaces and "let 'er rip". And that sort of attitude will quickly lead to high costs and underperforming ads.

The paid side of search also requires a unique mix in an individual. They have to be "stat-happy" and able to see the picture the numbers are painting, while understanding how the copy they create influences the ebb and flow of ads within a given system. A keen knowledge of how each ad delivery system you'll be using is critical. Understanding how the systems react to bid changes and learning the tips and tricks inherent to each system can take an average PPC campaign into "stellar" territory. Such success is what you will need to show those watching this in-house experiment, too. Until everyone fully embraces what search can do for your business, consider your efforts to be in a beta state.

Manage Expectations & Track Success

As the leader of the pack, you might find yourself wearing one or more of these hats. If it's your responsibility, it's critical that you get all expectations aligned prior to starting things up. Having an executive group who thinks creating the department and backing it with $50 a month for a budget will lead to disappointment for everyone. You'll be overworked, and areas that require lots of attention might only get a cursory glance.

Remember, while paid search efforts can yield good results in a short time, organic efforts are ongoing and long-term. Think in 6-month blocks for organic efforts. If you have to pick one, make sure you review your company's goals for the year, then pick the effort that'll get the most for the least, and get cracking.

I know one individual who, when given the green light to start up PPC campaigns, but no budget, used his personal credit card to fund a campaign. As soon as the product manager saw sales increasing, the job of getting funding to continue the PPC efforts was much easier. If you truly believe in-house is the way to go, or your company wants it to happen, and you sign on for the ride, be ready. Lots of folks like the idea of managing things in-house, but have no idea of what it takes.

If you find yourself in this camp, be ready to learn it yourself, or learn enough to hire the right folks and build a solid team. Two people can make an effective search marketing team, if they're committed and willing to learn. One person CAN do it all, but invariably they will need to farm some of the work out to third parties at some point, and that brings us right back to budgets and where to spend them.

Answering these critical questions can point you in the right direction. After that, read, learn, ask questions and experiment. Success is out there, if you know what buttons to push.

Duane Forrester is an in-house search marketing manager for Sports Direct Inc., a sports media company in Eastern Canada. He is also the co-chair for SEMPO's In-House SEM Committee, as well as a 2007 board member. Forrester blogs at The Online Marketing Guy, and moderates in several SEM industry forums.

Below is information from Lori's Web Design. She does a great job of outlining some of the major SEO Blockers that many web designers still use.

Technology Blockers That Harm Your Web Site Ranking

Following are several advances in technology in recent years that give a web site a great visual appeal but prevent search engines from listing the contents of the web site and prevent browsers from viewing the content. Most of the web sites I have redesigned in recent years were originally designed with several of the following methods being used and left their owners wondering why their web sites were not being found in search engines even after several years of being online.

Technology that Blocks Search Engines

WSYWIG HTML Programs
The worst Technology Blockers of all Most programs that allow you to design a site with little or no knowledge of writing HTML, like Front Page and Dreamweaver (even the most up to date software), produce an enormous amount of code bloat and deprecated code, i.e., center and font tags that will soon no longer be supported by some browsers. The code from these programs will not validate and search engines may avoid your site depending on the errors. Check the code your program puts out with the W3C validator to see if your program puts out up-to-date code (I've never seen one that does).

Password protected web sites.
Search engines can't enter such pages because they don't have the password.

Frames
Search engines can't read the contents of sites built within frames. If you use frames you should also provide these same pages in non-frame versions (which increases the work load for the webmaster and cost for the client).

Image Maps
Links inside image maps will result in search engines not listing your site because they get trapped inside of them. You need to provide the same links in standard HTML somewhere else on the page--possibly in a site map or in the footer.

Flash
Flash technology, because it is so image intensive, slows down computers that are on dial up--and will annoy those visitors to your site. Sites with navigation generated by Flash cannot be read by search engine spiders either and thus the links will not be followed or recorded and neither can they read the contents of Flash. Some visually imparied people get physically sick watching animations and Flash presentations because of a problem with focusing their eyes. And most importantly many people are now turning off Flash in their browsers because it runs on Active-X which spreads trogans and viruses. If you're still not convinced that it shouldn't be used here is a good discussion on the Pros and Cons of using Flash.

Javascript
Sites designed with links inside of Javascript also will not be listed by search engines unless these links are provided elsewhere on the page in standard hyperlink format (the menu above is designed with JavaScript, CSS and also HTML so it's viewable by all search engines).

Dynamic HTML
Search engines can't list sites totally designed with DHTML (classifieds, databases, etc.) because the pages are actually not even there. The pages are assembled from different parts and not visible unless someone searches for data. Other arrangements need to be made for the search engine to list them such as the program generating static html page for part of the database.

Databases
Search engines can't get information from the server, only the web page (see dynamic html above).

Multimedia Files
Media files are audio and video presentations. Any important text in these files cannot be indexed by most search engines.

Forms
Search engines can't fill out forms.

Large pages
An acceptable page size is 40 K. Visitors and search engine spiders won't wait for the page to load.

A Hierarchy of Directories
Search engines and crawlers will usually not dig deeper than 3-4 directories or folders so keep your most important information in the upper levels or the root level of your website.

Affiliate Links
Some search engines are beginning to ban sites with Affiliate links and no original content, because it provides duplicate content and they are trying to reduce spam.

Technology that Blocks Some Browsers

Java Applets
Important information in Java Applets should also be provided on the text of the page because some of the older browsers can't read it. For instance, there is a Java Applet that gives a rippling effect on a picture of swimming fish of the Jerry's Koi Pond page. We have also provided a picture of the swimming fish for those viewers who are using the older browsers. Also, if people have PopUps turned off in their browser they won't be able to view Java Applets either.

Images
Important information, such as titles of articles or your major keywords, should not be put into images unless it is also included in the text because search engines can't read images. This is why, although I have the title of my site in a logo I also repeat it in the text of the page in several places. This may seem redundant or repetitive to the normal reader but we're dealing with text only search engines here--not just people.

Text-only Browsers or Text-to-voice Converters
These are used by the blind. The same thing that stops these browsers will stop most search engine crawlers so it's a good idea to have all of your web sites tested for accessibility such as: WebXact and provide an alt tag on all images and also view your site in a text-only browser (you can do this by finding your site in Google, clicking on the cache and then on the option for text only).

Template Driven Hosting Companies
Most code put out by template driven hosting companies is run by software that is so old that the code is deprecated and no longer supported by newer browsers and thus will not validate and search engines will avoid your site.

If you would like your web site analyzed for keyword ranking please check out the Website Evaluation page.