SEO Review

We live in an age of clones: somebody makes a very profitable movie about vampires, and the next thing you know we’re all inundated with movies, television shows, books, blogs, websites, and every form of blood-sucking permutation you can imagine.

CSI begets CSI Miami, which begets CSI New York, which begets NCIS, which begets NCIS Los Angeles, which is just about as much as anyone can take. If something is successful, you can be sure more of the same will follow.

Despite the occasional success story, most clones either fail completely, or never live up to the success of their groundbreaking predecessors.

Most of the copycats fail because the clone-masters behind them don’t understand why the original worked, and as a consequence, they clone all the wrong elements. This is as true of commercial presentations as it is with broadcast programming.

Cloning a successful format is not the same as Slipstreaming. Clone marketing is just rote copying of technical elements without any reference to why the original worked, whereas Slipstream marketing takes a familiar idea and plays off it like a great jazz musician reinterprets an old standard.

Kleenex “Let It Out” Campaign: Recognizing The Emotional Value Proposition

What is more generic than facial tissue? A consumable paper product that you use once and discard; it is the very definition of a commodity, and as we all know commodity-sales are primarily based on price. Enter Kimberly Clark, one company that has managed to turn their commodity product into the industry standard to the extent that the commodity itself has become known by Kimberly Clark’s designated brand name – Kleenex.

The Kleenex, “Let It Out” campaign is just one example of a company that recognizes that in order to turn their commodity product into something of higher value, they have to link it to what we refer to as “an emotional value proposition:” the implied psychological or emotional connection between the product and the consumer.

The original series of Web videos was housed on a dedicated video microsite. The series of videos showed a casually dressed interviewer with an engaging personality asking people to sit down on a couch in the middle of a busy street to chat about some significant emotional moment in their lives. Some people talked about their children; one woman even discussed Katrina and the impact it had on her. People cried, and people laughed, until tears came to their eyes, at which point, the interviewer handed each person a Kleenex: Kleenex and emotions go hand-in-hand. Let It Out, the concept was brilliant.

The following version was created for television; it is a compendium of clips from various videos, and as good as it is, it doesn’t have the same emotional power of the Web video versions that concentrated on each person’s emotional response to the interviewer’s questions. It’s good, but not as good, but it does serve to illustrate the point. Unfortunately the individual videos are no longer available.

Kleenex “Let It Out” TV Commercial

Everything in the commercial works: the interviewer’s manner and personality, the visual imagery of the couch in the street, and the memorable music message. It’s all good, very, very good.

On The Other Hand…

Rogers Communication Inc. is a large Canadian communication company that provides digital cable TV, high speed Internet, and mobile phone services. Their primary competition would be Bell Canada.

In order to promote their new Home Phone service Rogers initiated a series of commercials featuring a man on the street interviewing people passing by, asking them to compare their phone service to their competitors. They used a red and blue couch in the street with the red side of the couch representing Rogers and the blue side representing Bell. They handed each person a blue phone and asked them to call a friend or relative; then they handed the person a red phone representing Rogers, and asked them to call the same person. Then the interviewer asked them to compare the service, which according to the commercial was the same. The difference of course was in the price.

Anyone who has seen both campaigns could come to only one conclusion, and that is the Roger’s commercials were patterned after the Kleenex, “Let It Out” campaign. Did it work? Take a look.

Rogers Home Phone Campaign

On a very superficial level, the commercials are eerily the same, both have a couch in the street, an interviewer, and a passerby; but on an emotional and psychological level, they are as far apart as you can get.

Kleenex tied the use of their product to people’s most personal feelings, their response to emotional reminiscence, while Rogers relied on price only. Their service isn’t better, it’s the same; it’s just cheaper so the ad says. The Kleenex interviewer is courteous, interested, and responsive, while the Rogers representative is glib, and a bit smarmy.

The Technique and Why It Worked

The Kleenex campaign works for all kinds of reasons, the most important of which is that it engages the audience with an intriguing visual presentation that resonates on a psychological level by providing an emotional value proposition associated with their brand. On the other hand, Roger’s value proposition is price.

You may say, price is important, but pricing tactics are a dangerous game. Competitors aren’t just going to sit back and let you drive them out of business. If you fire a price missile across your competitor’s bow, you can bet they’ll respond, and that’s exactly what Bell did.

Whoops!

By not understanding what Kleenex had done in their campaign, and not following Kleenex’s precedent by associating their brand with an emotionally resonant value proposition, they laid themselves wide open to a slipstreamed response by their competitors, who created a campaign that riffed on their imagery, and one-upped them with an alternate price comparison.

Rogers Advertisement

Bell Advertisement

Conclusion

If a commodity product like facial tissue can become a major brand by employing marketing strategies that emphasize their emotional value proposition, then so can your product or service. Delivering a marketing message based on it’s underlying emotional value is a better strategy than price and feature selling, a tactic guaranteed to be short-lived. Features are forever being added and prices are continually under competitive pressure, but emotional relevance is sustainable.

For many companies, it is very difficult for them to see the emotional value their offering brings to the table, but the conceptual basis of any effective marketing campaign starts with discovering that underlying human connection your product or service has with its audience.

About The Author

Jerry Bader is Senior Partner at MRPwebmedia, a website design and marketing firm that specializes in Web-video Marketing Campaigns and Video Websites. Visit www.mrpwebmedia.com, www.136words.com, and www.sonicpersonality.com. Contact at info@mrpwebmedia.com or telephone (905) 764-1246.

There’s much to be said about the respective values of social media and SEO, both as individual entities and a collective. A cornerstone of search engine optimization is linking, while social media is all about being, well, sociable. But which is better today?

That’s very much a question that’s open to debate, depending on who you ask, you could expect to hear a whole range of answers. Networking has become ingrained in the Internet marketer’s psyche, building relationships while interacting with your fellow professionals and consumers. But can it really compete with building an impressive linking infrastructure when it comes to marketing your website online?

Let’s start with the positives…

Both techniques work in very different ways. You build links by making requests, payments (only to the right people – directories and the sort) and creating content that causes a stir. Networking can of course help this process. When you get noticed by more people, they may be inclined to link to you; there’s no certainty of course, but social media is a way of raising a profile and showing off your expertise to the world – prime link bait conditions.

There are easy ways to get links and hard ways. Even if you create a fantastic blog, a great new piece of shareware or a stunning design, there’s no assurance that people will find you. Quality links are often those that happen organically, the kind of thing that you can’t force. Article submission and press releases will assure you of at least one (sometimes more) link back to your site; while the every little bit helps strategy is a good one, that link can take time to gain and time is precious, particularly when the outcome doesn’t quite justify the means.

Of course the main reason most people create an article or release, at least in an SEO capacity, is to get it picked up and syndicated across a number of sites. The dream ticket is a major news agency picking up a story on their newswire and sending it global; this, of course, is extremely rare. For this to happen, it needs to be relevant, it needs to be interesting and it needs to provide something new. Regurgitating the same stuff over and over again may save time, but that could well prove to be a false economy.

But once again we’re thrust back into the realms of Web 2.0. If you want to get people talking about your content, you may first need to start shouting about it. Herein lies the weakness though of social media.

…Now for the negatives

There is still a cloud of mysticism that hangs over the social side of the Internet. Just how effective is it? If you have the time to dedicate to interact with the wider community day in day out, then the benefits can’t be argued. Normal people have become celebrities, while the celebrities themselves have been out there growing legions of new fans. All very positive. But what is the value of a follower or a friend? Commenting on blogs, reciprocating tweets and conversing offers a fantastic community spirit; allowing users worldwide to get involved in a continuous conversation.

What all this won’t do, necessarily, is improve your site and its strength. You might get traffic, in fact you will almost certainly get traffic, but if this comes from the same basic group of people, none of whom have the slightest interest in using your business or buying your products, is it really worth the investment of time? Friends and followers aren’t just an ego trip; it shows a level of influence and provides a wider sphere of influence. A strong linking strategy though goes further.

Every link you earn will join a wider group of inbound pointers. Google likes websites that people like pointing to. Therefore, Google likes nothing more than a site with links going to all pages, coming from a variety of sources and in a natural fashion. While there are dangerous links out there, toxic ones that will cause more damage than good, these can be avoided and banished if need be.

Whether it’s on a directory, bolted onto an article or has come from a respected source organically, the power of the link is hard to question. Aside from a permanent new gateway for targeted traffíc to find you, it adds vital strength to your website’s overall profile. PageRank maybe all but defunct, but that doesn’t mean that links are treading the same path.

We wouldn’t ever discourage people from using social media; it has fantastic potential and is evolving all the time. But if website promotíon and search engine marketing is what you’re looking to do, the tried and trusted link may well prove a more constructive use of your time. It maybe a quieter way of going about things, anti-social even, but links get you seen on search engines and search engines get you seen by consumers.

Your online profile may ebb and flow, your popularity wane, but when you build a strong link profile you create stability and open the door to continued development. They are the foundation to any successful site; so while it’s always nice to have flighty friends, the stability and long-term benefit of a link is still very much the method of choice for most.

About The Author

Stephen Logan works as a Copywriter for leading Hampshire-based SEO Agency Impact Media. They provide a full range of SEM solutions including expert Link Building services.

Do you really want your website on page one of Google for your chosen keyword phrase(s)? What do you want your marketing online campaign to accomplish for you?

I asked a potential new SEO Coaching client last week this first question. From my end of the phone call, it sounded as if he almost fell out of his chair!

I followed up by asking him if he could ever think of ANY reason for his website pages NOT to be found on page 1 in the Google SERPs (search engine results pages).

How ’bout you? Can you think of any reasons you’d NOT want your pages to be found for your targeted keyword phrases on page 1?

Keep in mind, I’m talking about your chosen keyword search phrases.

I can think of at least 3 reasons. Maybe you can come up with some as well.

Is there Commercial Intent?

Let’s say you have not just a page 1 Google result, but you’re actually the first result. Here is an important question for you to ask yourself.

What is the commercial intent of this keyword phrase? Do the words contained in the keyword phrase give any indication of someone getting ready to spend money on a product or service like you provide?

For instance, compare these keyword phrases: Keyword Research, Keyword Research Specialist and Keyword Research Consultant. The latter 2 phrases give an indication of someone who is getting ready to spend money.

You can also Google the Microsoft Commercial Intent Tool and consider its results when evaluating your keyword search phrase choices.

If you are targeting a keyword phrase that has questionable commercial intention at best, is there any reason to really be found on page 1? Wouldn’t it be better to target more appropriate phrases instead?

If there’s no commercial intent, how does that help your online marketing?

Can you see where I’m going?

How Much Traffic Really Matters

Now, I’m giving you a choice: you can have a first page result (with commercial intent) and your position number is 4.

Your other choice is a different keyword search phrase with a second page result, position number 12, also with commercial intent.

So, the choice is obvious?

Well, I forgot to give you the rest of the details.

The first page choice has monthly search queries for its phrase of 3,240.

The second page result choice has monthly search queries for its phrase of 22,167.

Do you still believe that the best choice in this example is the first page result?

According to numbers from Aaron Wall’s site, approximately 6% of search users will click on that number 4 result in Google. That’s 194 visitors in a month.

This is figuring average title and description tags of typical online marketíng ability to convert to a click. “Your mileage may vary.”

And for that second choice, the second page result? Over 1% should click on the search result, but let’s use just 1%. That’s 222 visitors per month.

Last time I checked, 222 is more than 194, so the second page result trumps the first page result, because the second page result has greater traffic that can convert to a transaction.

How Many Google AdWords Ads Show for your Chosen Keyword?

If you don’t see many AdWords ads, this should be a warning!

One of 2 problems exist (or both):

1. There isn’t enough traffic for AdWords advertisers to target the phrase.      2. There isn’t commercial viability for the phrase. Either way, is a first page result going to help you? Probably not.

The Value of a Committed Searcher

Want a recipe to waste your time (or your employees’)? Get a first page result in Google for your keyword search phrase and place your toll-free phone number in big numbers on the top right of each of your Web pages.

People clicking the first result in the SERPs are often less serious than those who go through the first few results or who continue searching onto the second page.

There may be something to be said for avoiding people who almost randomly click the first result and who may have impulse control “issues”.

Now, if you have a large staff to answer your incoming phone calls AND if your conversion rate from those calls is strong, then the potential problem I described probably isn’t a problem for your business.

On the other hand, if you are a solo professional, this strategy can be hazardous!

How are you going to perform your paid work when you get “Internet lookiloos” asking you questions they could get answered, if they would simply read a few words on your website?

Are these the best potential clients for your services or products and the best use of your time?

A second page result could bring you more serious potential customers, people who might be more likely to actually READ your website content, understand your products or services better and who might be more likely to convert to a transaction.

It’s sure something to think about.

Don’t get me wrong. I’m not against first page rankings for your marketing. I’m just for thinking a little further down the road than JUST first page rankings.

About The Author

Marketing online since 2004, Paul Marshall can help you market on a budget. He’s an Online Marketíng Consultants expert, offering marketing services (and d-i-y Coaching). You can learn more about Paul on his Affordable SEO LinkedIn profile and at Strategic Web Marketing.net.

Search engine marketing (SEM) has evolved to become the most reliable strategy for reaching your target audience and driving conversions on the internet. It compels your market to visit your website; it boosts your company’s exposure within your space; it positions your product as the solution to their problems. As a result, your sales go up. Your revenue and profit swell. Your ROI rises. And your business enjoys stronger branding and customer loyalty in the process.

Many of your competitors are already using SEM in an attempt to capture a larger portion of your market. There hasn’t ever been a better time to protect and expand your territory. This article will explain why search engine marketing should be a critical piece of your online marketing strategy. You’ll discover the value of hiring an SEM expert versus forging a path yourself. We’ll also describe how SEM PR and SEM social media tactics converge with SEO and PPC to produce a groundswell of momentum.

Why Search Engine Marketing Is Critical

Search engine marketing blends SEO, pay-per-click advertising, and social media strategies to give your company a higher level of visibility within the search engines’ listings. However, visibility without sales defeats the purpose. And therein lies the true value of SEM.

Your marketing efforts must generate conversions in order to justify the investment. Conversions might include a prospect buying your product, signing up for your newsletter, or becoming your affiliate. It might include subscribing to a continuity program that generates monthly revenue. Search engine marketing not only allows your company to approach your audience, but it engages the conversation that is already occurring in their mind. It compels action, which lifts your conversion rate.

Is Hiring A Search Engine Marketing (SEM) Expert Necessary?

Every tactic that is leveraged within a comprehensive search engine marketing deployment can be learned. The problem is, doing so is incredibly time-consuming. The algorithms that govern the search engine’s organic rankings change constantly. The major PPC platforms endure a seemingly endless string of upheavals. Social media sites are still in their infancy; as they mature, so too, will the tactics required to leverage them. Developing proficiency in each area of search engine marketing takes an enormous amount of time.

An SEM expert will design a search engine optimization campaign that pushes your website to the top rankings for your chosen keywords. They can also launch a pay-per-click, PPC, advertising campaign that further improves your exposure. Social media marketing tactics can be integrated to dovetail with the rest of your search engine marketing deployment. Even though you could launch these strategies yourself, do you have the time to learn and apply them?

SEM PR: Melding Search Engine Marketing With Public Relations

SEM PR has its roots in search engine optimization. Years ago, online public relations was managed largely through the creation and distribution of online press releases. This is still effective today. These press releases gain traction in the search engines’ organic listings. That builds your company’s brand while helping to push negative publicity off the first page of results.

Today, online public relations has been incorporated within a broader search engine marketing context that includes PPC, SEO and online reputation management (ORM). For example, a press release can be distributed online in order to gain traction within the natural listings. Then, a PPC campaign can be launched to direct your audience to the press release on your website. Links can be placed throughout the page to other positive coverage. The more points of exposure, the less likely negative press will penetrate the top rankings in the search engines. This is a core element of ORM and by extension, search engine marketing.

Leveraging SEM Social Media Optimization For A Competitive Edge

Social media sites began to enjoy ranking authority in the major search engines a few years ago. That authority has only increased over time, making social media an important cog in search engine marketing. This is the reason SEM social media optimization has become critical for companies that need to reach niche markets.

By establishing a presence on the top social media sites, a search engine marketing agency can develop multiple entry points in the organic listings. That increases your audience’s exposure. It also prevents bad press from infiltrating the top listings for your keywords. These advantages converge to deliver a competitive edge for your company.

The Value Of Hiring A Professional SEO Marketing Consultant

Time is the most valuable commodity of all. Once it expires, it cannot be retrieved. This is why a growing number of companies – including your competitors – are opting to hire a professional SEO marketing consultant. They realize that search engine marketing strategies are complex. The learning curve is steep. What’s more, deploying PPC, SMO and SEO tactics poorly can do more harm than good. Precision in execution is critical.

If you have already mastered each of the strategies that make up search engine marketing, and have a refined the systems through which to deploy them, you may not need an SEM expert. Otherwise, you might be fighting an uphill struggle. Consider contacting a search engine marketing specialist today.

About The Author

With 20 years in marketing, advertising and 10 years in internet marketing, Rostin Reagor Smith has refined the SEM SEO Expert Formula. Hundreds of internet marketing case studies have combined to build the formula that drives search engine ranking through Social Media Optimization, Online Reputation Management, Social Marketing and web 2.0 communities and resources. www.rostinreagorsmith.com