Internet Marketing in 10 Minutes

What are they? How do you obtain them? How do you find them once you obtain them?

I’ve had many clients ask about them and I’ve seen other Internet marketers ask about them on forums, webmaster related chat rooms, blogs and even the most recent Google phone conference last week (March 28th 2008).

What Are Sitelinks?

So what exactly are Sitelinks? Well first off they allow people who might be searching for your website to pick and choose which page of your site that they might be looking for. At this time Google decides which of your internal pages are displayed… if any.

This is one example of what Sitelinks look like when they show up for someone searching.

News, Games, People and places and so on in the above image are considered Sitelinks. At this time you can have a maximum of eight Sitelinks. Keep in mind though that if within your Webmaster Tools your site is only displaying three or fewer Sitelinks then Google will not show Sitelinks for your website.

Speaking of Google Webmaster Tools, you can find what pages Google has identified for Sitelinks by going to Links and then to Sitelinks.

If Google has declared any Sitelinks for your website then you’ll see something that looks like this inside Google Webmaster Tools.

How Do You Obtain Them?

I’ve already mentioned that Google decides which of your internal pages are displayed. However the decision isn’t entirely out of our hands. Like anything else with search engine optimization, there are things that can be done to help Google along.

For example, if you want your contact page to show up then make sure you have one or more of the following on site optimization techniques covered (preferably more than one).

1. Name the page according to what it is about. Creating ‘Contact-Us.html’ gives search engines and visitors a pretty clear idea of what the page is about.
2. Include the page within your Google Sitemap AND your on site Site Map if you have both of them; if you don’t then you should.
3. Within the content of the page use the words, ‘Contact Us’ and see about using H1, Bold and other formatting to help make it stand out.
4. Link to the page from other pages of your website using the anchor of ‘Contact Us’. Make sure this isn’t just done in your navigation though as search engines pick up constants on a website like navigations.
5. Link to the page from other pages of your website using images that have Alt Text of ‘Contact Us’; maybe even go as far to have the image named ‘Contact.jpg’ or something similar.
6. Off site linking to that page should also help as it gives an outside referral that search engines will hopefully detect.
7. If you are building your meta tags properly then you will naturally be mentioning ‘Contact Us’ somewhere in your title and description.

You’d obviously want to repeat the above steps for other pages that you want to stand out a little more than others do.

How Do You Find Them?

Google displays Sitelinks based on what the searcher has searched for. Google will return the most useful and relevant results. If Google thinks that some of your pages listed within Webmaster Tools are relevant then they will display.

Above I showed you an example of five Sitelinks that can possibly show up for my wife’s tutoring company in Southern California. However I have not yet conducted a search within Google that has caused the Sitelinks for that site to show up. Others on the other hand may have done so and seen completely different results than I have due to the types of searches i’ve performed and they have performed.

If you’d like to see a live version of Sitelinks simply search for MSN on Google and you’ll get some results.

Sitelinks Management

There are some pages within a website that just shouldn’t be displayed as a Sitelink yet alone indexed by a search engine. Removing a specific page from Googles index is a completely other post but you can choose to block a page from showing up in Sitelinks. Notice the third image above? Simply select Block next to the URL you don’t want displayed and Google will take it out for 90 days. Of course 90 days comes and goes pretty fast so you’ll want to make sure that you are purposefully MANAGING SITELINKS.

In Conclusion

Sitelinks have been around for some time now. They help increase your advertising space within Googles SERPs and help potential clients locate exactly which page of your website they are looking for if you take the time to help Google determine what should and shouldn’t be considered a Sitelink. You won’t always see them when conducting searches and just because Webmaster Tools shows that you have them doesn’t mean they will always display.

For more information on Sitelinks directly from the horses mouth, I’d consider this Google page titled, "How does Google compile the list of links shown below some search results?"

John Jones

- 10 minutes of SEO, SEM & Internet Marketing

• Uniqueness: 6.7
• Overall Rating: 8.0
• Usefulness: 9.3

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Blogs have an uncanny advantage over most static websites on the web today. Here are just a few of those advantages:

1. They automatically alert search engines of new posts whereas a static website gets to simply wait to be crawled for the update to be picked up.
2. They are also crawled in the same way a static website is crawled in addition to advantage number 1.
3. They tend to rank far quicker for many different terms than static websites.
4. People can subscribe via RSS Feeds which also announces new additions by the Blogger.
5. There is a whole subset of search engines are available to blogs that aren’t as readily available to regular old static websites.

However while all that might be impressive and certainly many reasons why you should have a blog; it may not be worth all it is made out to be. Consider the following scenario:

You write a post targeted to reach a particular audience. Let’s say that post is all about foreclosures in your area. You then spend your time promoting that post through different social media sites, forums, maybe a press release and other types of marketing venues.

Sure you’ll get targeted traffic for this and you might even pick up a customer or two and a few really good rankings in Google in a matter of days. While this all sounds good here is what happens next in this scenario:

The housing market is no longer in trouble and our economy is stabilizing out. The banks and lending companies are just about back to normal with foreclosures in your area and new homes are priced so well that this is the latest buzz.

You write a post targeted to reach people interested in new homes and since foreclosures typically indicate a formally inhabited home, you decide to stay clear away from mentioning foreclosures except maybe in a brief passing. You then spend your time promoting like you did before.

Now you’ll get a whole new group of targeted traffic. However you are still getting traffic from your foreclosure post and that particular targeted audience is now seeing a post on new homes. This creates for a potential increase in bounce rate and lost business.

Not only does a Blogger have to find a creative balance when making sure not to alienate one target audience or another but they also have to worry about maintaining rankings for older posts as well.

Every time a Blogger posts a new post on a different topic, closely related or not, they are giving search engines the idea that their topic of interest has changes which then begins a slow and steady rank decline for past targeted keywords you’ve spent time and money targeting.

How about tried and true static websites? Do they have advantages? Absolutely and I have a few advantages to point out about them as well. They are:

1. They don’t typically change all that much and when they do it is partially due to syndicated content which isn’t always seen by search engines depending on how the website owner is choosing to display it.
2. Because they don’t change all that much their rankings tend to be long lasting even though it almost always takes some time to rank for targeted keyword terms.
3. Visitors come to recognize your site and learn how to navigate it. This would help increase your return visitor ratio.
4. The more times someone visits your site the more likely they are to do business with you because their return visit usually means they are keeping an eye on something you have.
5. With a little creativity you can syndicate pages of your website to other websites and even get to those special search engines like Technorati.

Clearly there are advantages and drawbacks to both methods. One shouldn’t replace the other though at this stage of the game.

Final Thought: While you are constantly posting new posts to your blog you should be spending equal amounts of time building onto your plain old static websites.

John Jones

- 10 minutes of SEO, SEM & Internet Marketing

• Uniqueness: 10.0
• Overall Rating: 10.0
• Usefulness: 10.0

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For many months now a group of friends and co-workers of mine have had this little ranking game going on with a particular keyword in Google. The objective was to out rank one another and stay at the top of Google’s SERPs for as long as
possible.

Good old Matt Cutts rocked our world on Thursday when we discovered one of his posts sitting at the top of our little competition. Our little side competition suddenly became much more interesting. Now instead of out performing one another we will have to set our scope on beating Matt Cutts in a game he robably doesn’t even know he has interrupted at the time of this posts writing.

I’ll be the first to admit that not all of our tactics to game one another have been all that kosher but at least in my case I figured it was a harmless term that very few people actually search for.

From blog category names to creative usage of titles and even creating the post with a keyword rich name and then renaming it so it wouldn’t be so obvious at first; we have pretty much done it all just to game one another.

All four of us involved in this little content writing competition have had our fair jokes about how Aaron Wall virtually made the term “SEO Book” popular. Before he came into the picture I think I read somewhere that it wasn’t a widely searched term. (If anyone reading this knows a link to an article that talks about that i’d appreciate you letting me know so I can reference it). Our little posse of small time bloggers figured that just maybe we’d make our term a big success like Aaron has. Well Matt; it looks like we now have a lot to work to do.

As far as I know only two of us have seen Matt show up at the top for our term so this post is somewhat of a head start for me but I think I will be giving the advice that we all should work not only towards out ranking one another but that each of us should work on pushing Matt down just for the added thrill… That is IF Matt allows us to have our fun without getting creative with his Super human Google Powers.

By now I’ve probably triggered a few Google Alerts. Somewhat purposeful and somewhat accidental I assure you. However it is what it is and I’m sure that Aaron Wall and Matt Cutts have probably browsed this post by now or at least have been informed that their names were brought up in one way or another.

Let me introduce the game players so that everyone knows who all might be involved in this little game of ours that has taken a serious interesting turn of events.

Zak Nicola - Zak happens to have some of the most interesting posts out of all of us simply because they aren’t all related to Internet Marketing or SEO related topics. He has a page or two on the ever so popular cat frenzy that seems to keep everyone occupied and let’s not forget Zak in drag! This very sexy picture of Zak Nicola got us laughing and smiling for a long time.

Jeremy Rivera - Jeremy is to blame for this competition. He is fairly new to Internet marketing in general and prior to that he was a Customer Support Supervisor. He got nosey and started asking questions one day and never stopped. It was a surprise to us all when the company we all work for decided that Jeremy deserved to be the Marketing Manager.

Jeremy originally ranked for this keyword term prior to his promotion. We all thought that it would be funny (and easy) to push his blog down on our targeted keyword so set out to write a lot of content (some useful, some not) around the topic. So the game began and has gone on for several months now.

Shirley Tipsy - Many people might recall Search Engine Strategies San Jose 2006. There were two ladies who attended the conference that wore “Matt Cutts is a God” and “Matt Cutts Makes Me Google” T-shirts. Needless to say; to this day Shirley Tipsy still Googles over Matt Cutts. I was unfortunately not brave enough to wear any of those shirts during that trip so I didn’t go down as the guy wearing a “Matt Cutts Loves Me” T-shirt or whatever Shirley had planned for me.

Shirley Tipsy is also known as Audrey and she is our former Marketing Manager. She still works for the same company but now she is in charge of our company site and not our client sites. She has been involved in this game since the beginning but has been an even bigger game player in the SEO industry for many many years.

(Compliments of http://www.webuildpages.com/)

John Jones - That’s me! Jeremy first showed off his new blog to me via instant message at work one day. Later that evening at home he sent me another instant message letting me know that he was ranking for a keyword that looked rather impressive at first.

It is always easier to write about other people yet it is always easier to speak highly of oneself; why is that? I’m not exactly sure what to say except that I’ve been honored to work with the people I’ve worked with. I’m also very happy to have been contacted by people like Rand Fishkin and Rebecca Kelley for very small and non important issues all the way up to Barry Schwartz aka Rustybrick
over at Search Engine Round Table right around the time that Google launched their Adwords Print Campaign capability.

So now that I’ve introduced the players of this game I’ll tell you that the targeted keyword is “Content Writing Advice“. Many posts and many links have been purposefully established just to target and rank for this keyword term.

Zak probably has one of the best posts out of the four of us while my original post is probably the absolute worse out of the bunch. Now that Matt and others may be taking a small interest in this little game of ours though I hope that we will all be able to step it up a notch and show that we really truly deserve those top positions instead of Matt’s post on, “SEO Advice: Writing useful articles that readers will love“.

John Jones

- 10 minutes of SEO, SEM & Internet Marketing

Update 3/7/08 4:18am: For the record, Matt has always had a ranking
for this keyword term; he simply has never been number one for it. I should have
taken periodic screenshots and certainly a screenshot for last night. This morning
my obsessive compulsive self checked CWA (Content Writing Advice) and Matt is
no longer at the top again. Possible Google fluke last night or maybe this morning
but I still think this will be a fun addition to our competition to follow through
on.

• Uniqueness: 10.0
• Overall Rating: 10.0
• Usefulness: 10.0

4 Comments »

I am employed by a large company offering marketing packages for their clients. For the most part I’d like to think that I am fairly successful at what I do. 78% of the keywords that I track for all of my clients are ranking within the first page of Google during the month of September.

A lot of what I do for each and every client I have is customized to their own specific needs. Some clients simply want more eyeballs on their website which means higher rankings on many related keyword terms. Others like the traffic and leads that their website generates for them while others still are perfectly fine with 1,000 visitors and a high lead capture ratio. Regardless their needs, I do my best to oblige them.

I must admit though that a lot of what I do or instruct my clients to do is pretty much Cookie Cutter SEO. If something worked for one client in Florida then the same concept might work for another client in California or anywhere else. Should I not doctor up an existing e-mail that was previously written by me for one client and send it off to another client?

Some of these things are as simple as adding keywords within the content, updating meta tags, anchor text links, cleaning up the source and I’ll even go as far as suggesting the same kind of lead capture idea’s to one client that I’ve already suggested to another client.

The suggestions or practices may be Cookie Cutter SEO but the end results are all different and unique to each and every client.

I don’t always agree with Cookie Cutter SEO. I don’t believe that you can sit down and write out a years worth of suggestions if you are a consultant and upon obtaining a new client set them up on an e-mail drip campaign. Many things could have changed since you wrote your suggestions out and you could be causing more harm than good for your new client.

If you are primarily a consultant, which means you tell your client what to do instead of doing it for them, make sure that if you are going to use
something that you’ve sent someone else that you rewrite it some to be unique to that specific client. I’ve made the mistake in the past by simply forgetting to change the name after ‘Dear..’. Whoops!

I write most of my proposals or suggested modifications to a website in Word. I save those in a folder called TEMPLATES and I’ll occasionally pull bits and pieces or all of the information from a specific file to send to one or more clients. A habit I’ve developed is to make anything variable within the document bold and red. You might try implementing some strategy like this as well if you start to manage dozens of clients on a regular basis.

- 10 minutes of SEO, SEM & Internet Marketing

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Before Internet marketing became a wonderful reality for me I had devoted my younger years to becoming a Chef. The one thing I remember about working in kitchens is that I never wanted to go home and cook dinner. I always went straight to the freezer and grabbed the best looking TV dinner.

I have close friends that work at Wal-Mart or Radio Shack and others that are teachers. Regardless what profession people are in, the common consensus that i’ve seen is that we like to leave work at work and enjoy what little time we have of our home life having fun.

My choice to dive into Internet marketing over six years ago has completely changed my understanding of being passionate about what I do. It also brings on a whole new outlook on being addicted to work.

So taking a page out of Rebecca’s rulebook over at SEOMoz I thought I would outline my typical day with my addiction with Internet marketing. Unfortunately it isn’t filled with sushi, repeat visits to Starbucks and meeting with people like Dave Naylor. It does however depict a day in the life of an SEO addict.

• 4:00 am: Wake Up
• 4:05 am: Check e-mail and Google Reader for eye catching SEO article titles.
• 4:55 am: Run out the door while still swishing mouthwash because I read an article or two and lost track of time.
• 5:20 am - 6:00 am: Try to catch a nap on the train but end up thinking about what I read in the morning and how to apply it to my days work ahead of me.
• 7:00 am - 3:30 pm: Spend my day and most of my breaks in front of my computer providing my clients with advice and reviewing their newest additions. I also end up doing research which sparks conversation between all eight of the marketing specialists in our department.
• 3:30 pm - 4:15 pm: Carpool with a co-worker where we end up rehashing things we’ve read during the day or strategies either one of us has decided to test out.
• 4:30 pm - 6:00 pm: Get as much time in on my personal websites as possible before the wife comes home and threatens me with the dog house if I don’t peel myself away from my work.
• 6:00 pm - 7:00 pm: Dinner with the wife and a show or two.
• 7:00 pm - 8:00 pm: Back at the computer hitting forums, on line marketing chat rooms and blogs commenting or helping others.

Somewhere in there you can count on me checking rankings, analytics, sitemaps and other factors that I pay attention to.

While it may look like the only time I have away from my addiction is during dinner I swear I step away on different occasions through out the week. Errands have to be ran, the Gym has to be visited, I need naps and well… my wife and I are having a baby so I’ve obviously made time for… well you know.

The few things I don’t like doing at home is taking my work home with me. Content writing is also one of those things I’d prefer to leave to things I am passionate about and that is mostly talking about SEO, SEM, Internet Marketing and the works.

Rule of Thumb: Don’t ask for content writing advice from John unless it is geared towards a topic he is passionate about. He will be happy to recommend a writer or two though.

Anyways, this post came to mind today between 3:30 pm and 4:15 pm when my co-worker and I were on our way home from work. We both are addicted to Internet marketing and while neither of our spouses understand our obsession maybe some of my readers will understand exactly where we are coming from.

Can you relate? Do you find yourself having a similar schedule? Share about it; after all the first sure sign of an addiction is denial.

• Uniqueness: 1.0
• Overall Rating: 1.0
• Usefulness: 1.0

5 Comments »

Thanks to the capabilities of the Internet we are able to obtain so much information about our visitors and use that information to appeal to them. Why not use that information and play on their egos or possible interests through the content of your website?

Anyone that knows me will know that I’m not one to encourage or promote the adult industry but a perfect example of using information provided to a website is unfortunately a dating type site called adult friend finder. I’m purposefully not linking to it but if you are interested you are more then welcome to Google it. Anyways, if you go to their website you’ll see that it will tell you something along the lines of, “Meet people looking for sex in Riverside”. All you need to do is change out Riverside with your own city and there you have it, a perfect example of a websites ability to display something specific to my own needs.

A former co-worker of mine, SEO Hotshot Kid Disco aka CK Chung also has a nice feature on his blog that initiates every time you visit with an Internet Explorer browser window. What happens is that a script checks to see what browser you are using and if you are not using Firefox it will cause a drop down advertisement asking, “REALLY?! Why are you using Internet Explorer?… Use Firefox! It’s a helluvalot better…”

Another great example for people who build affiliate websites would be to take advantage of knowing where the visitor came from through the referring URL. With a little creative programming or perhaps off the shelf programs that can do this for you, you’ll be able to realize that a visitor came from NFL.com (or other sites) and display sports ads (or other ads) on your site.

These don’t always work as there are ways to restrict what information is passed to a web server when you visit a website. However a large number of people don’t know they pass this kind of information to website owners so I’d say it’s pretty safe to utilize this kind of effective marketing on just about any website.

To get started you’ll have to do your research on server side data collection and then learn how to manipulate that data in a real time environment. There are many possible ways of setting this up. Kid disco most likely uses javascript, the adult dating site most likely gets their data through server side data. Either way, a little research, some programming or off the box product (if one exists) and you are on your way. Have Fun!

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