LeadsLander Marketers launched www.LeadsLander.com designed to help businesses become visible on the web. The first of its products “My Landers” has been substantially revised based on user feedback.
Ed Shea a founding partner stated that, “Our client engine “My Landers” has been redesigned to make it more document centric. The new design is much easier for subscribers without knowledge of the search optimization process to promote their existing websites”.
The LeadsLander Client Engine has an integrated keyword scoring method that easy to understand. The used selects the keyword or phrase that best supports the accompanying text. Page titles and descriptions are generated, and then applied to the generated webpage.
The new release has a more complete Demo mode where many documents can be submitted and scored. Once the user is satisfied with the scoring, they can retain the demo pages for later publishing.
For a limited time Demo, users will have a single LeadsLander published to the web. Unlike “Free” website generator services, all Leadslander pages are automatically submitted to search engines for indexing. The submitted pages have been optimized for search using published search engine guidelines.
Each page contains hyperlinks to the website the user chooses to promote. As pages are added to the account interlinks between are added and updated. This makes for a more search engine friendly publication. Users are searching their local PC networks for candidate documents suitable for a LeadsLander.
The new version is available today with a demonstration video deployed at LL Video Demo.
Offer prospects a chance to have a positive experience with Search Marketing.
Search Marketing Firms turn away potential clients. Small businesses often put their toes in the water at Search Marketing conferences, and at online forums. The buzz in the news media makes them aware that there is something to Search Marketing. They have successful businesses with professionally produced websites.
The small business owner has no experience with search marketing. The prospect of selling a search marketing campaign to the tune of several thousand dollars is poor. So, what is the SEM firm to do with the interest these companies developed.? They can spend a significant effort selling them or a SEM campaign, or refer them to the “Do it yourself” path. Many of there companies are good prospects for a serious SEM campaign but are lost in the sales cycle.
Search Marketing firms offer volumes of quantity information on their websites and forums, but lose most of these prospects. The purpose of offering free advice in SEO, and SEM is intended to build some credibility that hopefully leads to some business downstream. The problem is the conversion rate is too low for the effort. The advice when taken often leads to a poor experience. Technical skills must be developed for the DIY process to be applied, with the risk of a broken website as a result. Even professionals who tackle SEO on an existing website can have problems contending with someone else’s code.
The solution to losing these prospects is to offer them a path where they can have a positive experience in SEM without a large investment in agency fees or technical training. Introducing the prospect to a product like LeadsLander will provide a positive experience with SEM without the risk of breaking their existing website. In the process of using LeadsLander campaigns, prospects collect the valued content needed for any level of search campaign. LeadsLander account users learn the value of quality content is search rankings. The “magic” of seeing their published work in Google encourages them to see the potential of Search Marketing.
Many of the free tools offered online only reinforce the arcane nature of Search Marketing and confirm the owner’s website is ineffective for search. The first recommendation is often a site rebuild, sending the prospect running in the opposite direction.
Leadslander campaigns can provide the positive experience necessary for a potential client to invest in a comprehensive SEM program downstream.
Every SEO (search engine optimization) expert starts with a search for keywords that you need to incorporate in the pages of your website. The objective is to find the terms that searchers use when looking for your products. Producing copy that will support these keywords and hopefully, the pages produced, will rank well in a search engine. This convention is well illustrated by Jill Whalen at High Rankings. http://www.highrankings.com/tz-articles
There is alternative to the “keyword development” process that collects terms and then produces copy to support the term. Quality copy must read naturally for humans and still contain the keywords found to relate to your product. All along, you have communicated with your customers in this natural style.
The alternative approach is to take all of your existing text documents and analyze them for the most relevant terms as seen by a machine. This approximates the process of the search engine when cataloguing a web page. So lets start there and the analysis tool will tell us what the search term are best supported by the our existing content. Once we know the terms your copy will support we can generate the title and other tags to best present those terms contained in your copy.
Trade publications for your industry also provide a rich source of terms that are timely and topical. Your potential customers search for information related to these articles. You can analyze this content for their keywords and match it up with your inventory. Trade journals have done the work of finding topical material in your business, and then introduce it to your customers.
LeadsLander offers a tool where you can copy and paste any text from your documents or web pages to analyze for keyword relevance. This is like taking an inventory of your text document resources.
Here is a screenshot of the analysis page applied to the bulk of this post. The text is scored for its content and the terms contained are ranked for relevance.
The tool is free to use for any text document, just login to a Free LeadsLander account
Content is King, finding content for your website promotion.
Let’s talk about what makes good content and where we find it. Search Engines all publish guidelines for good content and if followed, should lead to the better rankings. The principal guideline is always to write for the intended audience, your prospective customer.
Providing authoritative information related to your business can take many forms, which you are familiar.
• Advertisement or Flyer
• Application Note
• Customer Service Bulletin
• Sales letters to Customer
• Engineering Change Notice
• Trade Journal Article/White Paper
• Testimonials
• Recommend applications
The texts from these documents are a great source for LeadsLander campaigns, Article submissions, and news releases. The original content is written for a human audience, so it just needs formatting for the search engine. When the original documents address a specific customer or project they may be edited for a general audience. You can find candidates to publish by using the tools built into your desktop.
The example given here is a search in the Microsoft Windows XP. Find documents on your desktop that contain phrases related to your products. In the example, all the documents containing the term “music wire” are listed in the results. Select one of the documents and all or part of the text may be copied for publication.
Cut and paste part or all of the text into your promotional piece.
Who is linking to our website and how do we know if the search engine assigns any value to these links?
Links can serve to direct traffic to your site, and boost the position of your pages in the organic results. Submitting your site to industry related web sites and directories could be helpful when those sites are ranking well in the search results. You will get an indication of the pages linking to a web site using the link popularity tools. These tools are not comprehensive and dependant on reporting from the search engines
January 18th, 2008 at 01:07 pm by Fionn in Thoughts
I think this is very true. Many companies view SEO as one off and when they are ranked they congratulate themselves on a job well done. However this complacency leads to problems down the road where rankings are lost and the panic begins. So my resolution for all clients (and indeed everyone with an online business) in 2008 is to pay close attention to your links and be actively involved in developing new ones. This tactic is vital for continued success in these competitive times.
Fionn
Search engines put a lot of effort into filtering spam from their ranking methods. The process of developing links can be very time consuming, so focus on links that will provide the most value. Search engines generally ignore any in-links to your site from pages without content related to your site. Leadslander.com is one tool designed to provide quality links to your site. The tool is most effective when the content provided is highly relevant to the target pages.
Links to your web site can accomplish a number of things, the least of which is making search engines aware of your pages. There is no advantage to submitting your site to search engines directly. Once a search engine becomes aware of your site from a link on any page in its index it will schedule a crawl of your site. Once your pages start showing up in the index there is no need for resubmission. Google Maps local business center is a great place to get started building links for your site. Once you have added your entry not only will Google know about your web site, you may well be included in search results. Here is an example of the results page. So let’s kill two birds with one stone, by adding our business to the local listings of the search engines.
Follow the link and add your site to Google now. Out of pocket $0.00
Follow the link and add your site to Yahoo now. Out of pocket $0.00
Follow the link and add your site to MSN now. Out of pocket $0.00
The ideal website for search marketing would have all the authoritative content on every aspect of a subject related to your products and services. Everyone in the related fields would recognize this site by posting referral links on their websites and blogs. The anchor text of the links would have your best keywords relating to your products. This proposition is unlikely for most of us.
However, we can take advantage of the link building process to improve our web sites performance in search. Links from pages that have content related to our web site and its content have value in improving search results. Search engine rankings are relying more on referrals from related sites. The closer the linking pages relate to your content, the more value they have as a referrer. A link on your local Pizzerias’ website may get you some traffic if someone clicks on the link, but does not contribute to your search ranking.
Step#2: What does the Search Engine see on your pages?
Search Engines cannot really see your pages as human readers can. Therefore, the task for a search engine is to catalog your pages correctly in its index from the text on a page. The better job done in cataloging web pages, the better the potential for delivering results well matched to a searchers query.
Now that we have seen our page tittles and descriptions, we can look at the body of the page content. No one but the search engine designer can predict exactly how a web page is cataloged, but there are good rules of thumb. The search terms should be included in the page text, to match up with a search query.
Use the Leadslander tool http://www.leadslander.com/php/kpa.php and enter the URLs of each page you found listed for your site in the site: command step#1.
In this case, www.chirishtech.com pages were examined to find the pages that “read best” to a search engine. Pages that have titles, descriptions, and now body content that are clearly about our products key-phrases are ones worth promoting.
The home page of a website is often not worth promoting. As in the case of the Chirish site, the home page is an attractive graphic just like their print material. It is a poor candidate for link promotion, having very little text for a search engine to read.
The bluegaglepins.html page is also graphically appealing and has much richer content suitable for search promotion shown below.
Now you have listed your web pages with the site: command, and examined the content of each page for their potential value in search. Next, we will look at boosting their position in the search engines with in-links.
Most businesses have had websites for years now without any consideration for search engine marketing. We have all been through the stage of putting up a website, adding the web address to all of our printed material. We may have had the site rebuilt by a professional designer.
Search engine marketing seems to be everywhere we turn. The newspapers and trade journals publish frequent stories on the subject. Solicitations by marketing firms offering to make your site #1 in Google prompt us to consider what we are missing. The arguments they make sound reasonable, “being visible in search engines”, has to be a plus. The question is how much is it worth and how do you go about getting there?
The first step in your journey is to lay out a roadmap, with waypoints along the way. Here we plan a 12-step program where you take advantage of the possible benefits of SEM (search engine marketing) for your business. Each leg along the way has a cost commensurate with the benefit. Many steps have little or no, out of pocket expense and others may involve a substantial investment.
Answer these questions: Out of pocket $0.00
Will my business benefit if potential customers become aware of my company’s products? Can my business benefit if my existing customers become aware of a new price or process I am offering? I expect the answer is a resounding yes or you would not be reading this page.
Search engines are in business to make money, delivering the best information they can find to those who use them. The more relevant the results they deliver the more satisfied their customers. Just like hit TV shows, the advertising revenue is greater.
Step#1 in our process is to determine where we are in Search Marketing terms: Out of pocket $0.00
Unbelievably, just putting your website “on the internet” by hosting it with an ISP (internet service provider) does not mean that your pages can be found by a search engine. Each search engine builds an index of the pages it finds while crawling the internet. I do not know why we still call it crawling when it’s so fast that billions of pages are included in these indexes. The search engine employs automated software called “bots” to find and index pages by the content it “reads” from each page.
Search engines provide tools you can use to check how your site is doing in their
index. When you search for “large format printing”, you get instant results. The search engine ran your query against its index. If your page on large format printing is not in their index it cannot not be in the results.
Open your favorite web browser Internet Explore for example and goto:www.google.com
In the search box type; site: followed by www.yourdomain.com
This is a command for Google to list all the pages it has indexed from a domain.
Each page in the index is listed with the title of the page followed by a description.
The web page designer coded this text into the page. If the designer encoded no description, Google will grab whatever text it finds and display it as a description. Any time a page from your site appears in the search results this is how its’ presented.
This command will work for the other search engines like Yahoo, and MSN.
Review
If your site has been published for more than a few weeks you can expect to see results. A link to your site from any other page that Google has indexed will lead them to schedule a visit to your site. If no pages are listed, you will have to make the search engines aware of your site. This will be accomplished is a later step.
Print your results and add it to your website review folder.
Search Engine Marketers lament that so many prospects that would benefit from search Marketing techniques don’t buy into the program. The prospect wants some form of performance guarantee, often based on a lack of understanding of the process.
Client’s awareness of the performance of their website is limited to how appealing the pages render in a web browser. The first thing a search marketer does with their suite of analysis tools is show the site owner how ugly his daughter (website) is.
The next step is a proposal to fix the offending daughter with some SEO make-up. The pages must be updated with improved copy, the underlying code needs work and to perform well under the performance guarantee, a PPC program is recommended. This is an expensive proposition, involving many thousand of well earned dollars, by the consulting firm.
Ah, if only we could only take the client into the future showing the results that will be achieved. The prospect, after finding that his site returns in the Google for a meaningful search term, would gladly sign our long term contract. They have had a positive experience with Search Marketing and now “buy into the process”. PPC campaigns are often recommended to provide this positive experience. The prospect wants that elusive long lasting organic result, the result they trust in their own search experience.
The look into the future is not possible, but encouraging some activity where the prospective customer can have a positive experience with search. A search firm can offer some entry level marketing program the client can use without developing SEO skills in-house.
Many businesses can use free samples or test runs of their product to develop new customers. The customer does not have to understand how or why a product works, they can see for themselves. That still leaves the obstacle of demonstrating value of a product to a prospective customer. Unlike the legal and medical fields where demand is created by circumstances, search marketing must produce some added value.
Search Marketing offers the promises of building a business by improving the companies’ visibility in search. Visibility is the first step in making connections to potential customers. The conversion process is then addressed, through direct conversion on site, often developing direct contact to the prospect.
Do not dismiss prospects who may be potential clients down the road. Providing some free samples may be just the thing a prospect needs to develop a positive experience with search. Google Maps is one free sample that can be offered with no cost. There are several DIY options that will help lead a prospect to the professional marketer.
A demonstration video of LeadsLander Client Engine shows the simple steps to build link building campaigns. Marketing and Sales personnel can now promote their company website without web design or copyrighting skills.
Businesses have ample content available that would be suited for publication on the web, the problem lies on the lack of technical skills related to publishing material optimized for search. LeadsLander product is our attempt to offer a tool where in-house textual content can be published by “cut and paste” skill levels.
The integrated SEO scoring method provides for fine tuning by LeadsLander Client Engine. The HTML Tags important for effective indexing by search engines are automatically generated for each page. The visible scoring system assures that the page content supports the keywords and phrases chosen.
Publishing of pages to the integrated hosting is allowed once a minimum score is achieved. The page is viewed in a pre-viewer once saved, then automatically published to the AML server. Pages are submitted to search engines through XML sitemaps generated as pages are added.
