Ten Tips to Improve your Search Engine Traffic

Posted by admin on June 01, 2009
Search Engine Optimization and Marketing / No Comments

Optimizing a site for search engines is an increasingly critical component of any online marketing effort. Ranking well in search engines can be very competitive and is only going to get more difficult. There are millions of pages of new content indexed by search engines every day. It’s inevitable that something is being written every day that competes with your websites content. In order to stay competitive in your search engine rankings, search engine optimization, or “SEO,” techniques need to be implemented to make sure that people searching for topics you write about will find your site.
Here are ten tips that will help improve your search engine rankings:

1. Keyword Research
Researching keywords in your industry is going to give you an idea of the search volume for that keyphrase. Once you have this knowledge you can use it to modify or create content that targets these keywords. The Google AdWords keyword tool allows you to enter a keyword giving you related keyword suggestions and the approximate monthly search volume for that keyword. When you’re doing your keyword research, create a spreadsheet with your targeted keywords and check your search engine rankings for each keyword. Use your spreadsheet to benchmark how well you’re ranking and to see your improvements over time.

2.Keyword Density
If you’re targeting certain keywords it only makes sense that keywords appear in your page content. The key is to make the placement of your keywords look natural and not overdo it. Shoot for around a 5% keyword density. Once your get over 7-8% it might start to look a bit spammy. There are several keyword density tools available on the internet to measure the keyword percentage.

3. Title Tags
Use keywords in your title tags but also make sure that each title in your website is unique and descriptive. Having the keyword towards the beginning of your title also helps. Users see the page titles in the search engine results pages (SERPS) so a well written title can make the difference in the users decision to click through or not. Duplicate titles across your site is a sure way to lower your rankings.

4. Google Analytics

Google Analytics will give you an unbelievable amount of information about your site. Use the information to examine where improvements can be made to your site. For example, through Analytics you may discover that the bounce rate on some sections of your site is very high. You might want to do some experimenting with navigation or graphical elements to make the site more ‘sticky’. Analytics will quickly let you know if your changes are working or not. A quality user experience is a factor in search engine rankings so it’s important to respond to the information Analytics offers you.

5. Link Building
Generally, the more inbound links you have to your site the better your site will rank. Every link to your site is looked at as a ‘vote’ for your site. The key is to have quality and relevant links. A link to your site from New York Times online doing an article about your industry will far outweigh a link that was created through a link exchange program. Another important factor in link building is the anchor text of the link. Anchor text is the text used in the link itself. If you sell golf putters an inbound link using ‘golf putters for sale’ will have much more value than ‘click here’. I cannot stress the importance of what a quality inbound link can do improve search rankings. I have seen inbound links from quality sites that have propelled the recipients ranking for the phrase used in the anchor text almost overnight.

6. Quality Content
The old SEO adage that content is king is as true today as when I first heard it almost ten years ago. Continually creating unique and quality content for your website works on many levels- it creates a good user experience, it helps your site become ‘authoritative’, it allows more opportunity for visitors to find your site and it help create ‘link bait’- content that is compelling enough for other sites to link to.

7. User Friendly URLs
User friendly URLs are URLs that include keywords. For instance the URL mygolfsite.com/ping-redwoood-golf-putter is much more attractive to search engines and users than mygolfsite.com/products.php?prouductid=54271. User friendly URLs that include keywords help in a couple of different ways. First the keywords will be bolded in the search engines which will help with your click through rate and secondly if someone links to your site using the URL as the anchor text the keywords will already be included in the link.

8. H1 tags
H1 tags help to organize the page by telling search engines that the topic is important. Avoid using titles, anchor text and H1 tags that are identical.

9. Meta Description Tags
Most search engines display the meta description tag in the SERPs so this is your chance to write a captivating description that will increase your click through’s. Like the title tag, each meta description should be unique and descriptive.

10. Make your site ‘Crawler Friendly’
Search engines can’t crawl javascript and flash links, so if you do use javascript or flash in your navigation, make sure you have an html alternative for the search engines. Create an XML sitemap of your site and submit it to Google through webmaster tools. Google will give you warnings if they are having any problems crawling your site.

Microsoft Announces Bing

Microsoft announced it will replace “Live Search” with “Bing” as search engine to contend with current competitor Google. They are renaming the search engine in an effort to drive search traffic and have “bing” become apart of search rhetoric. While the name certainly has a ring to it, only time will tell if we will start to “Bing” rather than “Google.”  Read more at New York Times.

Coke Pushes For Pay-for-Performance Model

Posted by admin on April 27, 2009
DRTV Direct Response Television, Uncategorized / No Comments

Getting consumers to pour themselves a nice fizzing glass of ice cold Coke, has never been easier for Coke, that is. Recently, Coke has adopted a P&G favorite, the Pay-for Performance Model for agency work. This model ensures value-based compensation, and is quickly becoming an advertiser favorite. This method allows for agency accountability, when something works, the agency sees some of the profit, if not they only recoup agency expenditures. ROI is coming to the forefront of brand advertising, something the direct response industry has held as a tried and true standard. Read more at AdAge.

Optimizing Video for Search

Posted by admin on April 20, 2009
Search Engine Optimization and Marketing / No Comments

Using video on your website is a powerful way to reach you audience. A well crafted video with a catchy title can quickly go viral and is an excellent way to bring links to your site. In turn, links will help give your site search engine authority and ultimately higher search rankings.

The problem with video is you can have great content full of all the keywords you are targeting but search engines are going to have no idea what that content is. Here are some tips to optimize your video content:

  • Transcribe your video. Transcribing your video is a great way to let the search engines know what your video content is. There are many affordable transcribing services that will do this for you.
  • Keep it short and sweet. Internet users have a short attention span. Keep your videos under 6 minutes. If you have a longer video that you just can’t edit down to a reasonable time, consider breaking the video into chapters.
  • Use catchy titles. Using a catchy title will give you a much higher click through rate on your videos. Even if your subject is dry, be creative in how you title your video.  For example if you have an instructional video on how to paint a room,  instead of calling it “How to Paint a Room” you could call it “Painting a Room: In 5 Minutes we’ll Teach you to Paint Like the Pros”
  • Understand 3rd Party Hosting. Posting your video on video sharing websites like YouTube, Meta Cafe and Vimeo are a great way to increase your video views but understand that these sites will have very high authority and will likely out rank your site. If the video becomes popular, the links will point to the hosting site instead of your website. One way to combat this is to optimize the on page factors on your site using the desired keywords. If you decide to post the video on a sharing site, change the titles and tags as not to compete with your site. Also be sure to include a watermark of your website name  as part of the video being posted on hosting sites.
  • Offer the option to embed your code. Offering the code so visitors can post the video on their blog or website will help to make your video viral. Be sure to require a link back to your site for people who use the code.
  • Use a good thumbnail image. Using a compelling thumbnail will greatly increase the chances of your video being viewed.

WGN America Acquires Entourage & Curb Your Enthusiasm

Posted by admin on April 09, 2009
DRTV Direct Response Television, Uncategorized / No Comments

WGN America

Tribune Broadcasting acquired the off-net series Entourage (six seasons) and Curb Your Enthusiasm (7 seasons) from HBO and Warner Bros. Both series are scheduled to air on all the Tribune stations in 17 markets (including WGN Chicago) and WGN America beginning fall 2010. Both will be scheduled six times per week, airing M-F and one additional run on the weekend.

DR Spending Is Up!

Posted by admin on March 18, 2009
DRTV Direct Response Television, Uncategorized / No Comments

Direct Response television is holding its ground with a profitable 2008, and a prospering 2009. Spending was up 9.2 percent for direct response advertising spending in 2008. Additionally, the most profitable markets were the Hispanic cable TV and Cable TV. Read more at Electronic Retailer Magazine.

Tower Media & WITS

Posted by admin on February 23, 2009
DRTV Direct Response Television, Press Releases / No Comments

Tower Media recently made a contribution to the WITS (working in the schools) program. Working in the Schools (WITS) is a literacy organization that increases the reading proficiency and learning capacity of low-income and minority students in Chicago Public Schools. WITS recruits and supports dedicated business, government, and community volunteers who deliver measurable and consistent tutoring and mentoring services. Read more about Tower Media in the Donor Spotlight section of the WITS website.

Tower Media To Rep WGN Paid Programming

Posted by admin on February 12, 2009
DRTV Direct Response Television, Press Releases / No Comments

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February 12, 2009
Tribune Corporation

New York – WGN announces today that all paid programming will be represented by Tower Media based in Chicago. In recognition of the long-standing relationship and outstanding service we have always enjoyed from Tower Media we have decided to consolidate our long form paid programming business with Tower Media stated Christopher Manning, General Sales Manager of WGN America. This change takes affect on February 28th, 2009. Click Here to Read More

Questions and inquiries should be directed to Phil Rozansky at Tower Media (312) 856-0700

Links to this press release:

Response Magazine Jaqueline’s Journal

Direct-To-Consumer Of The Year

Posted by admin on February 12, 2009
DRTV Direct Response Television / No Comments

Electronic Retailer will soon announce the Direct-to-Consumer Marketer of the Year at the eRetailer Summit, March 1-3. The honoree is said to have a 122-year-old iconic brand with mostly offline business. Who is the luck honoree? Avon! Read more at PrWeb  and Electronic Retailer Magazine.

Facebook & Direct Response

Posted by admin on February 11, 2009
DRTV Direct Response Television, Technology / No Comments

Facebook is creating an advertising environment of highly accountable and relevant direct response advertisements. Messages can be targeted well through demographic data and products can even be recommended to friends. Even better your product can be a part of a fan group! Brand building and selling wrapped into one. Direct Response at it’s best. Read more on The Plainsmen website.

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