There is no doubt that links from other websites to your website is vital for an ecommerce business. It all filters down to the Google Page Rank. This is the Google tool that is used to determine how important a website is to people surfing the net.

Google will balance the number of links, the PR of the pages exchanging the links, the keyword similarities on the linked pages, how often the site is updated, and the number of hits a site receives. Two PR 4 sites sharing links between pages with ‘small business’ as the main keyword, will benefit more from a small business website with a PR4 and a private blog that discusses ‘wealth building.’

Also, 100 links between a PR6 site and a PR4 site will increase the ranking of the second site faster than 100 000 links from a PR2 site and the same PR4 site.

This can all be a little confusing. Google’s PR algorithm controls everything. The confusion comes from the fact that search engines cannot think. Both the PR4 ‘small business’ site and the PR2 ‘wealth building’ site can be helping small business owners improve their page promotion. However, search engines cannot read. If they don’t see similar keywords, then they do not understand that the sites really do have similar content.

Building Links

The main problem with generating inbound links is the time needed to generate links. Even a strong link building campaign can take months to build a few thousand organic links. This brings up the question, should you buy links from other sites with high ranks?

The benefits are solid, if the link is in the right place. Some link buying services let the business owner pick what sites their links appear on, and which pages they appear on. This is the only type of ‘static page’ service to use.

Another service puts links on blogs. This type of service, like www.payu2blog.com and www.blogsvertise.com or www.payperpost.com let business owners pick the PR ranks, topics, and quality of blog, their links are posted on. Blogs have a benefit that static websites don’t. First, blogs always put the link inside the content, hidden within keywords that the business owner chooses. This guarantees that the keywords at both sites match.

The second benefit is that blogs are pinged to blog search engines, and directories, every time the blogger posts a blog, or a comment is posted. This means that a single blog can be ‘pinged’ to the search engines daily, where a static web page is pinged every few months – if ever.

However, a static page that is linked to a blog will be ‘crawled’ every time the blog post is published and pinged.

Crawling Your Site

Many people buy links from PR4 to PR8 sites for no other reason than to have the search engines come and crawl the site. It doesn’t matter if the link goes down, because the benefits have already been received. This is the best way to have a new website resolved by Google in a matter of hours, instead of weeks, or months.

Cost

Cost can be prohibitive. Some companies have a budget of $1million for blog advertising. However, a small company can get started for $1000. In fact, if the blog owner finds blogs with ads hidden among the posts, they can contact the blog owner and deal with them directly. A PR 2 or 3 blog will cost $5. A PR 4 – 5 will cost $10. A PR6+ can run as high as $100.

However, the traffic driven to your site by Google can easily offset the cost. Buying 10 links from 10 PR5 websites or blogs can result in 100 000 extra hits in a month, which can produce 1000 extra sales.

Link Farms

Whether you buy links on blogs or web sites, avoid link farms. These are sites that are in business to sell links. If the search engines find these sites they will ban them. This can result in your 1000 PR7 links disappearing – forever. It can take Google six months, or more, to apply new links to your website. This drops your page rank, and profits, for a few months.

Outbound linking

It is also important to remember to link from inside your website to similar sites. Google will count these links too. In the end, it is up to each individual business owner to decide whether they should build organic links, or invest in buying links.

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By Mark Walters

13 Tips for Finding a Graphic Designer

Are you ready to hire someone to design your logo, collaterals, or artwork for your website? Well, here’s just the information you need to get the best results from hiring your first (or your first successful) graphic designer.

To assure that we begin on the same page, a graphic designer designs your marketing materials - the print- and web-ready art which are then turned over to a printer or coded for the web for the final outcome. Some of their vocabulary can be foreign to you, and their processes may not be familiar either. We’ll address that and more with these tactics.

This advice gives you the essentials for hiring the right person for this critical project. The more qualified the designer, and the better the match between you and your designer will lead to more appealing final designs. the more professional you and your business will look.

1. Look at their work samples. Many designers offer a portfolio of samples either on their website, by email as a PDF, or in a hard-copy format. When you review these, look for a general design style that you like, not necessarily whether they have lots of experience within your particular industry. In fact, deep experience within an industry isn’t necessarily the best thing when you want a designer to put a fresh visual spin on your business and your issues.

2. Make sure they’ve actually done the work in their portfolio. This is especially true if you’re reviewing design companies or firms. Make sure that the designers who are still on staff created the work that you really admire.

Where this can come into play with solo designers is if the portfolio isn’t clear about their involvement in the development of all the design elements. For example, if they’re showing a brochure design or a website in their portfolio, but you love the logo; make sure that they created the logo before hiring them.

And, ask what the client’s involvement in the design of that logo is-if the client came to the designer with a sketch of the logo already created, then the logo may not be reproducible by the designer or firm alone.

3. Talk to the designer. Having an actual conversation with them can really help for two reasons:

To make sure you can communicate well with each other. If you each have very similar styles of communication, levels of energy, or enthusiasm about the project, then the project will most likely run very smoothly (or has a great potential for success). Also, make sure that you each understand what the other is saying-having similar definitions for concepts is amazingly helpful. When you don’t understand something, ask questions! To see if the two of you “gel” together. You’ll be working closely, so make sure that you get along! If you don’t like their personalities or vice-versa, then the relationship will most likely become strained and difficult. 4. Review their skills. This becomes especially important if you’re hiring a web designer-make sure the designer is qualified to provide you with all the technical components you’ll need. For example, web coding, forms coding, HTML newsletter integration and Search Engine Optimization are all somewhat technical fields that not all designers can deliver. Make sure you’ll be able to get what you need.

5. Check their references. If you really like a particular project in their portfolio, see if you can get that client’s contact information. But, if the designer can’t release it, that’s not necessarily the worst sign-maybe the client prefers that their contact information be kept private. Or they’ve moved, and haven’t told the designer how to get in touch with them. Be open to reasons why they may not be able to furnish a particular reference.

6. Learn about their processes. Find out how they plan to execute on the work that you’d like to have done. Ask what the designer needs you to do, what you’ll be asked to review and approve, how decisions are made, and how they’re made final. Make sure your designer is able to guide you through the design process, providing all the information you’ll need along the way.

7. Check their turn-around time for replying to emails, sending quotes, and returning calls. Make sure that it’s in line with the turn-around time that you expect throughout the project. Turn-around time here can also indicate the designer’s level of excitement about your project. However, if it’s a bit slow, make sure they weren’t just out of their office at meetings for the day, or tied up in another deadline-understand that they’re a small business as well, and the fact that they’re busy is probably a sign of how effective they are for their clients!

8. Review the rights that they’re selling to you. Make sure that you have the copyright and reproduction rights that you want. Think as far into the future as possible-you want to make sure that you’ll have what you need as your business grows. You don’t want to have to come back to your designer and re-negotiate your rights in a few years!

9. You may be tempted to ask for some sample designs for your specific project. This is known as work on “spec” (speculation) -having a designer do work without a guarantee of getting the project. While designers can understand your fears-what if you don’t like the logo we develop, what if we don’t “get” what you want, what if…

Asking a designer to work on spec isn’t very fair. The first round of designs on any project is the most time-consuming to create-it often consists of researching your company and your competitors, brainstorming on the creative side, and generating first ideas. You wouldn’t ask a doctor to diagnose you before paying for his time, and then offer to pay him if you like the diagnosis-it’s no more fair to do so with a designer.

10. Make sure that you’ll get the deliverables you expect. Some designers don’t plan to include final files in their deliverables to you-if you want to have the original files delivered to you along with printed collateral or the final files uploaded to your web server, make sure the designer knows that up-front. It may change the pricing.

If you want to be able to edit the final files, make sure that the designer can deliver the files to you in a way that you can edit them. Realize that, depending on the software that you have, this may either limit the design or be impossible, but you probably won’t get the files in the specific format you want unless you ask!

And, if you envision having your final files in a particular format-such as having your letterhead in Microsoft Word-be sure to ask for that. Many designers don’t consider Word files to be part of a standard set of deliverables.

11. Have a realistic schedule and check the designer’s turnaround time. Allocate enough time for your project to be completed-rush jobs never turn out to be as good as they could be if enough time were allotted. An average logo project takes weeks, not days!

Also, be sure that they have time available in their schedule to complete your project on your timeline. Check for upcoming vacations, and whether they work evenings and weekends if your timeline calls for that.

12. Make sure that you’re both clear about revisions. Many designers include a set number of revisions in their project packages. Make sure that you understand what constitutes a revision, how many you’ll get and what happens once they’re all used up.

13. Get it in writing. A contract can help to lay out expectations for the project on both your end and the designer’s. Once you have a contract from your designer, make sure to read it carefully-it will often state exactly what you’re going to get out of the project, how you’re expected to pay for designs, what you’re paying for, and how to get out of the contract (in case you have to cancel the project for any reason). And, if it doesn’t make things clear, ask the designer to elaborate for you.

Following these steps gives you all of the background information you need for optimum results when hiring a designer. Use them as a reference when you review designer’s websites, meet with, or interview your potential designer. Understanding the process and expected outcome does wonders for a smooth transition from ideas to reality.

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By Erin Ferree

Copywriting Makeover: It’s What You Say AND How You Say It

The old cliché is wrong. All our lives we’ve heard, “It’s not what you say, but how you say it.” That may occasionally be true, but for the most part it’s what you say AND how you say it. Case in point: Announce It!, a custom candy-bar-wrapper manufacturer, had copy on their home page that was acceptable. It mentioned pretty much all the important things a site visitor would need to know about ordering candy wrappers. Yet the copy wasn’t pulling as well as it should have been.

The Problems

The target audience consists mostly of women. In addition, these women order favors for special occasions. That means (stereotypically speaking) you have people who ask a lot of questions and are especially cautious of buying something they can’t touch, feel or see (in person) for use at a major life event. Communication (what the copy says as well as how it says it) is vital.

The text had to convince women that they could trust “Announce It!” to produce something they would show off in front of all their family and friends for important occasions such as birthdays, graduations, anniversaries, weddings, showers and more. That meant answering the questions these women have as well as instilling confidence that their party favors would be the hit of the event.

Technically, the copy was OK. But it lacked excitement. No, not hype… excitement. It needed to reach out to women and make them feel welcome while also reinforcing that “Announce It!” was the perfect solution for them. You can see the original text here:.

As I’ve always said, you never want to “we” all over your copy. The content needed to speak to the site visitor, not talk about the company. The old text was full of “we” and “our” and hardly even acknowledged the site visitor.

From a search engine standpoint, the site was bouncing around a good bit. According to the site owner, “For a long time, I held the #1 position for many of my keywords. As search engines evolved, my site started bouncing. It was time to hire a professional.”

The Solution

The plan was to make the text more inviting and supportive while providing information that was easy to immediately identify. I wanted to help “Announce It!” differentiate itself from other candy-bar wrapper and favor sites. That meant making important benefits clearly visible. In addition, a glimmer of excitement would be added to the copy to get the women in the mood to buy.

A complete change of focus for the copy would also happen. Rather than “we” and “us” the copy would be directed toward the visitor while still communicating important benefits about buying from the company.

Lastly, correcting an elementary mistake would help the copy read better and assist with SEO. The hope with SEO was to give “Announce It!” some stability, as it had a history of bouncing back and forth between the first and second pages in the SERPs.

The overall goal was to increase conversions for this site. As the site owner herself said, “Without conversion, your rankings don’t mean as much. You really have to convert the visitors once they get to your page.” Oh so true!

First I introduced you to Announce It!, an online candy-bar-wrapper manufacturer that was seeking professional help with their search engine copywriting. Facing an audience that consisted primarily of women who were purchasing favors for special occasions, “Announce It!” copy had to be spot-on with its communication. The primary problems were that the copy did not convey a sense of excitement or answer all the questions customers might have. It also focused too heavily on the company rather than communicating with the site visitor.

Let’s see how the changes were worked into the copy and what the results were.

The Rewrite

You can see the original copy at http://www.copywritingcourse.com/customcandybarwrapper-original.pdf and the revised copy at http://www.copywritingcourse.com/customcandybarwrapper-new.pdf.

Headlines are one of the most important elements of advertising copy and of search engine optimization. The original web page didn’t have any type of headline — a fundamental mistake that needed to be corrected. The introduction of the text now begins with using a key phrase and stating a benefit. The headline reads:

Creative, Custom Candy-bar Wrappers Designed To Make Your Event a Hit!

Since “Announce It! key phrases all deal with candy-bar wrappers, it’s obvious that visitors who find this site are already familiar with the general product. (At least to the point of knowing what a custom candy-bar wrapper is.) The question they still have is, “Why should I buy from “Announce It!” instead of all the other candy-bar-wrapper sites?”

As the visitors read on through the copy, they find reassurance that their idea of using custom-designed candy-bar wrappers is a good one. Visitors are also provided with several benefits available from Announce It! that other companies don’t offer. For the sake of scan-ability, bullet points are used to further highlight differentiating factors about Announce It!. (Low minimum orders, free color proofs, free photo inclusion, etc.) This all helps to clearly explain why this site is the better choice over others the visitor may have gone to previously.)

Because the product itself is graphic, it was important to retain the product images used on the original home page. Certainly, customers would expect to see samples of the wrappers. However, to create a greater impact, each image was captioned with a short bit of occasion-specific, persuasive, keyword-rich copy. For instance:

“Custom candy wrappers are a truly creative way to send your retiree off in style.”

The finished product now speaks directly to the site visitor, sounds more professional, outlines important benefits and uses key phrases in an appropriate way so as not to hinder the natural flow of the copy.

The Results

The results showed improvements in both conversions and rankings. According to “Announce It!” their conversion rate quadrupled! They also report, “[The copy] has really made a difference in the way the site is perceived and how the customer reacts. I have gone from a one-person operation to a full-fledged business with five employees. The traffic and orders continue to increase every year!”

You couldn’t ask for much better than that!

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By Karon Thackston

Blogging 101: The Care and Keeping of Your Business Blog

So you’ve got your business blog up and running. Congratulations! But don’t think that your job is done yet. Starting a blog is kind of like keeping a pet. It’s fun and exciting and new at first, but there’s a lot of maintenance that goes into it, and if you don’t take care of it, you’re going to have one heck of a mess on your hands.

Blogs are a major benefit to your business, there’s not doubt about it. But you’ve got to put quite a bit into it in order to really reap the rewards.

Protect your Blog from spam

Many people aware of the power behind blogs will attempt to find programs that allow them to auto post spam to your blog in the form of comments and unless you take the necessary steps may end up with the wrong kind of audience. Most blogs will allow you to require that people create an account on your blog first, which we strongly recommend.

Update frequently

You don’t have to update every day (though it would be nice if you could), but once a month, or even once every two weeks, is not going to cut it. If you let your blog go too long without a post, people will quit reading it. Not only will that hurt your blog, but it will also reflect negatively on your business. People may think that your company is going out of business, or simply old and tired because you don’t put the effort to continue something you started. Pick a schedule, be it daily or twice a week or whatever, and do your best to stick to it.

Don’t talk if there’s not something useful to say

The only thing worse than a blog that never updates, is a blog that updates with posts about nothing. The concept may have worked for “Seinfeld,” but it’s not a good philosophy for your business blog. Posts that don’t say anything are boring, and people aren’t going to read boring posts. Remember your target audience here. Keep a log of topics to write about that they would find interesting, and stay abreast of industry news.

Length isn’t important

No, a post that’s two sentences long is not the way to go, but neither do you have to write a novel of “War and Peace” proportions for every blog post. If you’ve just got a little company blurb that’s 150 words long, don’t worry about stretching it out. What you’re saying is far more important than how many words you use to say it. Interact!

If you’re lucky enough to have people actually responding to your blog posts, rejoice. Now you’ve got to talk back to them. If they ask a question, answer it. If they bring up a good point, mention it and give them your own feedback. If they have something negative to say, give them a polite, professional counterargument. It’s called “social media” for a reason. If you want to take it one step further (and you should), read some of your posters’ blogs and comment on those. You could end up making priceless business relationships.

Track the things that matter

So Google Analytics regularly tells you how many people are looking at your blog. Those metrics are easy to check, but are they really what you want to know? You may assume that the more readers you have, the more customers you’ll get, but that’s not necessarily the case. Don’t focus so much on the analytics numbers. Find out from your readers what works and what doesn’t, and fix your blog accordingly.

Don’t let your blog founder because you weren’t sure how to maintain it. Take care of your blog, and you’ll find that it will benefit your business for a long time to come.

By Tony D. Baker

Advanced SEO - The Characteristics Of A Perfect Incoming Link

What is a quality incoming link? This article describes the key characteristics of a perfect link. For explanation purposes, the sample company is a shoe retailer called Fred’s Sports, and the keyword phrase being optimized for is “blue Nike sneakers

Key word phrase in anchor text

Unless you put your keyword phrase in the anchor text (the text that describes the web site being linked to), you are wasting a lot of link power. Unfortunately a lot of people don’t know this an end up putting their company name in the link text rather than the keyword phrase that they want their company to be found by. Much better that they link anchor says “blue Nike sneakers” than “Fred’s Sports Store”.

The link is from a relevant page

Google and the Google-powered search partners seek relevance in the interconnectedness of web pages. Incoming links should be from pages where the content on that page is related to the content of the page that is being linked to. A fishing related page linking to a casino site is an example of a non-related link. A jogging related page linking to a blue Nike sneakers product page is related and is looked upon favourably by the search engines.

The link goes to a relevant page

Another mistake that people make is always linking to the home page rather than to the most relevant page to the anchor text. If the link anchor text is “blue Nike sneakers” then the link should go to a page about blue Nike sneakers, not the home page. This is by far and away the most common linking mistake.

The link is from an authority site

Links from high Google PageRank sites are worth more, a lot more, than links from other sites. It’s all about trust. A link from a trusted site tells the search engines that the sites linked to are also trusted - it’s a vote of confidence from a credible source. Links from .gov, and .edu sites are also reported as having more weight than standard links. They are also more difficult to get adding to their perceived quality.

The link is at top of the page

Links from the top of a page (except for the header), are said to have more weight than links at the bottom of pages. It’s the same with keyword phrases. A keyword phrase in the heading is worth more than in the body text.

The link is one-way, not reciprocal

Google’s algorithm looks for link exchanges between sites and rates these links lower than straight one-way links. If possible, look for one way links by creating link bait - compelling content that will encourage people to link to your pages.

The link is within the body copy - not an advertising zone

Linking should be a natural part of the body copy. Recent reports suggest that the search engines will derate links from parts of the page that are traditionally sold for advertising. these tend to be the margins, header and footer areas of the page.

The link does not have a nofollow tag

The nofollow tag is a recent innovation that tells the search engines that although I am linking to this other page, I do not vouch for the page’s integrity. In short, the nofollow tag tells the search engines to ignore the link. Obviously you do not want links to your web pages to have nofollow tags. Be careful with link exchanges. Some dishonest people will exchange links with you but use nofollow tags in the links to your pages to preserve their own link power.

There are few links on page (less than 20)

One link to your web site from a page with hundreds of links does little for your SEO results. The page’s SEO power is being distributed over all the other links on the page. Goo;le’s guidelines recommend no more than 100 links per page, but I believe 20 is a reasonable goal. You never know when the Google algorithm may change. The perfect page that links to your pages should have no more than 20 links.

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By John Hacking

Tips On Writing a Good FAQ

Many companies’ help lines are usually crowded with customers trying to find an answer for their questions. Some of these questions are legitimate; others seem to be made just to annoy the help staff. FAQs are supposed to prevent such situations by offering potential help line “customers” the chance to find the information they are looking for on their own, without necessarily picking up the phone or sending e-mail.

What Are FAQs?

FAQ is the abbreviation for Frequently Asked Questions. FAQs are organized “collections” of valuable information that usually comes from questions (and their corresponding answers) for the most common issues raised by users, on various topics. Companies make up such information compilations in order to fulfill their customers’ need for answers.

They are also a means to ease the burden of the customer support group by providing answers in written form to the most commonly asked questions.

FAQs can be available online or offline, burnt on CDs or DVDs. The second choice is more viable for people who don’t have access to the Internet, though this is a highly unlikely situation.

Writing an FAQ

Why should you write an FAQ?

The most common advice when it comes to writing FAQ documentation is that, if you have some experience in a particular field, if you have ever come across issues that you finally managed to solve, it’s good to let other people know it too. FAQs are basically about sharing information in a non-selfish manner.

When you submit your FAQs to the appropriate newsgroups, you stand a good chance of getting good feedback on your work, and thus your efforts will be rewarded.

An FAQ will almost automatically make you an “expert” (more or less) in your field. People will contact you and will help you maintain your FAQ up-to-date either by asking yourself more questions (in this case you’ll have to do some research and update your work), or simply by getting hold of more relevant information, based on their own experience that can be added to your FAQ.

What should you write about?

The possibilities are endless. Practically, any subject will do. There will always be questions, let’s say, regarding the compatibility between a particular piece of hardware and some software, or about configuration errors, etc. If you figure out which could be the most common problems and you have the answers for them, just go ahead and write.

Special considerations

It’s a good idea to include a disclaimer in your FAQ. You should mention there things like the fact that, that as far as you know, the information provided in the FAQ is accurate (or was accurate at the time you posted the respective FAQ on the Web or in a newsgroup), but that you cannot be held liable for any inconvenience caused by following those instructions or using that information.

You can also copyright the information in the FAQ that you submit for public use. Specify the terms under which the information can or can’t be used without your specific consent, under penalty of law. It can give you the legal basis just in case.. Yet, experts say that this usually does not work since there are numerous companies that gather loads of FAQs from directories on the Web, burn them on CDs or DVDs, and then sell them.

A Few Tips for Writing FAQs

When you set out to write an FAQ, it is good to follow a few guidelines. Among these, we consider that it’s worth mentioning:

* Put yourself in your audience’s shoes; figure out what questions might be asked and provide the answers that you’d like to hear/read
* Mind your grammar and spelling; always remember to review what you write, or have somebody else do it for you
* Be concise enough to offer the necessary information in the least amount of words and time, but don’t be as concise as to leave the reader under the impression that they have gained nothing by reading what you have written. Check also an article about writing good software documentation
* Remember to use bullets when you have lists

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By Adriana Iordan

The Death Of Email Marketing?

Many internet marketers have deduced that email marketing faces the worst crisis since its discovery. They base this conclusion on the massive increase of unsolicited emails better known as SPAM. Recent research has shown that email campaign clicks have been reduced to their lowest point. In the past years, email campaigns were very productive with click percentages of 15%-25%. Unfortunately the click ratio is now averaged at 2%.

Since every internet user receives a huge amount of spam email messages, the time for distinguishing the legal opt-in subscriptions messages from spam has increased considerably. Therefore, it’s more likely that users will erase the genuine messages with the spam messages.

Although these facts are true, the “Death of email marketing” as some internet marketers call it, will not happen. There is solid proof that many corporations, small businesses, and home business entrepreneurs are running successful and profitable email campaigns.

All these successful email marketing campaigns have something in common, some specific principals that any online business entrepreneurs should incorporate into their marketing plans.

Personalization

Research has proven that when Personalization is used the click through rate of the email increases dramatically. A friendly tone is the key to build rapport with the subscriber. Most of the auto responder services and email software contains this feature. One thing must be specified though. There must be no exaggeration in the personalization otherwise the results will be reversed.

Email marketing schedules

The frequency of the mailings is extremely important. Although it seems tempting to send emails daily, with that strategy many of the subscribers will unsubscribe, especially if the mail contains advertisements most of the time and no useful information. One of the best email marketing tactics is to broadcast one time per week and not exceed two times per week maximum.

Which is the Best Day for campaigns

The answer is simple, Friday. The internet user has the whole weekend to check his email and distinguish the spam with the luxury of time, something not possible on other days of the week.

Use of double opt-in

Subscribers who are double opt-in are extremely targeted, because they verified their interest for the newsletter and are more disposed to buy the products or services the email list owner recommends. Plus, this feature provides maximum safety to the newsletter owner from spam complaints and the associated consequences.

Recommend not sell, plus unique content

The internet user searches for information on the internet. The same happens with the user’s email. The subscription happens for that reason over 95% of the time. Messages must contain a combination of useful information and personal recommendations of tested and proven products or services.

No Co-Registrations

This is the easy way to boost the number of the subscribers of an email list. Co-Registrations offer forms to users with many other email list owners with different fields of interest. The danger of spam accusations relies on that method and the effectiveness is questionable.

Buying leads to send emails

Another hyped email marketing technique. The list owner who bought the leads will not be clearly informed how the “subscriber’s” emails have been acquired. Have they been gathered with ethical opt-in methods or has an email script crawler been used? There is no control on that tactic and herein too lies the danger of spam accusations.

No Red flag words

Words and phrases like free, discount, bonus, make money, opportunity, income, etc. lead the email to spam folders. These phrases should be avoided at all costs. There is software that provides spam check features for that and free services as well. One of them is http://spamcheck.sitesell.com .
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By Christos Varsamis in Featured