28th
July 2010
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Are you an active BaseKit user? Do you love spreading the word about how awesome it is? Then we want to reward you!
Now, we know we’re ALL friends here really (it’s a very friendly place!), but if you sign up to become an official Friend of BaseKit we will give you
Sneak previews of our exciting new templates and features
Great offers from us and our partners (including Google, iStockphoto and Typekit!)
An EXTRA FRIENDLY goody-bag filled with BaseKit love to share…
PLUS the first 25 to sign up will get a FREE Plug In SEO for your site for 1 month! How friendly of us is that?!
All we want from you lovely people in return is a friendly open communication channel – both between you and us (keep us informed of what you think about our latest stuff, and about what you’re into) and between you and the rest of the world who you can introduce to BaseKit! If you’re already using and loving BaseKit then you’re probably already doing this anyway, so here’s a chance to get some FAB rewards from us as a token of our appreciation!
So sign up today at www.basekit.com/friends and let the friendship roll!
4th
May 2010
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Starting out in blog or website-owning brings the immediate worry about where your traffic is going to flow from. It’s a headache with a vast number of solutions, among them link-building, social media pimping and self promotion. Beyond all that stuff, at ground level, you’ll find that the better your site is stacked with content primed for search engines, the better dividends Google will reap for you.
Google is your friend, and the way sites manage themselves these days is a process which essentially involves making content appeal to Google spiders that roam the web, looking for stuff on behalf of its users. Getting your content in the right format for Google to pick up on leads to more traffic from the Daddy of all sources, so if you don’t have SEO habits already, it’s a good idea to start learning and implementing them fast.
It’s highly probable that all the above is obvious. You know you need to improve the SEO factor in your content and you just need a handful of methods to bump up your Google ranking. So, without further ado, let’s grab the basics.
URLs and Page Headers
Google spiders, like most human beings, tend to look at headers and URLs first. It’s pretty important then to be as blatant about your page’s content as you can be within the topic header. It’s often tempting to make a tabloidy pun or play with words for maximum effect, but sadly the only real way to turn heads and drive traffic is to write about content with high relevance or topicality and then signpost it as clearly as you possibly can.
Get Tagging
Within your BaseKit site you have the ‘Manage’ option. Go the the ’site settings’ option and you’ll find a section marked SEO settings. This gives you the option to tweak what Google sees on your site. Probably the most important element is the SEO title. This will be the first thing the Google spiders read. Remember that the first thing that google reads will be most important. And remember that very few people will be searching for your brand name, but will be searching for what you do. So, if the site is for ‘Dave Examples Building Supplies’ – based in Dorset go with ‘Building Supplies Dorset – Dave Examples Building Supplies’ not ‘Dave Examples’s Building Supplies’
Next is the description – in here, describe your site and what it does. Make this readable to people as well as to those Google spiders. Use the same principals as above and put what you do first. Follow this up with location if relevant. Think about what you would be searching for to find your site and use these words.
Finally there are the keywords. Here just write a list – comma separated – of the most relevant words to your site. Simple!
Sitemap Your Site
A sitemap looks, to the untrained eye, like a marginal tool for readers to navigate your site. Really, it’s much more useful than that. It’s not only your visitors who might cling to it for coherence – those all important search engine spiders will immediately default to using your sitemap to crawl for keywords. Get one set up – only takes a couple of hours to sort and offers clear instructions for the internet monkeys to show off your wares.
Google Loves Keywords
We’ve mentioned them above, but it can’t really be stressed enough. The more your content contains searchable terms, the more searchers will find it. Stuffing a page with arbitrary keywords is against the accepted code of web etiquette and ends up with your site actually being ignored by Google, so use keywords carefully, contextually, but abundantly for maximum effect.
Keyword Linking
Following on from that, when linking to outside content or a post that’s within your site, be sure to make the actual link – the text in underlined blue –contain the keywords describing the thing you’re linking to. If your links are all associated with keywords, they’ll prick up the ears of search engines to a much greater effect.
Get Linked
One thing that is guaranteed to push you towards the summit of a keyword search engine listing is your online popularity. Google and other search engines judge this on a number of terms, but the one you can really get a handle on is ensuring that you’re linked all over the web. There’s no real need to do this in a spammy way either. The key is to find your competitors or sites on topics similar to yours, then ask for a link. Chances are they’ll respond in the positive – and that means you’ve climbed a listing rung on the ladder of search.
Track Your Findings
If you work on the above, then things will start off on the right foot. But the only way to be sure that you’re improving over time is to actually track your stats. I use Google Analytics – possibly the most infuriatingly addictive tracker available and easy to set up on BaseKit – to judge which keywords prove popular and which keywords are redundant for my audience. It’s an invaluable tool, because it essentially acts as a memo on exactly what your readers want to see, and what they couldn’t care less about. It’s also incredibly important as a keyword valuation tool – where you can easily figure out what will draw further traffic to your site.
Be Patient
Sadly, just as Rome wasn’t built in a day, your web empire won’t necessarily be a smash hit from day one. Unless you’ve got the budget for a TV ad campaign and have hijacked billlboards across the land, you’re going to need time before all these effects kick in and you see your product rise in the hit parade. Have patience, and in the meantime, get on with the task of bumping up your keywords, writing great content and finding yourself link partners. Keep yourself busy and it will take care of itself.
Write Good Content
Good content is the key to good traffic, and search engines notice good traffic. It’s the most tired phrase in SEO instruction, but quality content is the deal-breaker. People won’t read content that isn’t new, vibrant, funny or informative. They’ll go somewhere else. So spend the majority of your time writing good stuff. It’s only fair on the casual visitor.
Constantly Read Up
We’ve only scratched the surface here, but the good news is that one Google search will summon you a million articles on SEO methods (as well as ads for dud SEO engines that’ll never work). Read all the free content you can from reliable sources and keep up with the new developments in SEO. If your interest in driving traffic starts to slip, you’re standing on the edge of a rocky road. Keep motivated, keep informed, and – most importantly – keep writing great stuff. The internet depends on great stuff.
This post was written by Liam Tucker of the excellent Watch With Mothers. He writes great stuff. – Want to write for the BaseKit Blog? – Drop us an email.
27th
April 2010
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Now you’ve got your shiny new Basekit site – or sites – up and running, it’s time to get out there and promote yourself, and when it comes to digital marketing, any fule kno that social media is the place to be –at least right now. But with all the attention Twitter and Facebook are getting as promotional tools, there may be a network you’ve been unfairly dismissing – LinkedIn.
Over the past year, Linked in has undergone some dramatic changes that have transformed it from a business contacts site into a viable networking and promotion tool that gives you direct access not only to your customer base, but also to fellow professionals –meaning LinkedIn has forum capabilities sorely lacking from sites like Facebook. LinkedIn’s profiles are directly aimed at the business market, so they are likely to be open and honest, giving you great information on your allies – and rivals – in a complicated marketplace.
If you’re setting up a business empire using Basekit to build your sites, then you need to be in touch with the movers and shakers out there and LinkedIn is a great way to do it. Despite this, the majority of users still seem to be primarily using Linked in as a job search and employment site – big mistake! Make sure you get the jump on your competitors by avoiding the mistakes they are making and properly utilising the site. Here are ten quick tips to get you ahead of the pack:
1: Default Lies With You
Almost every profile I come across on LinkedIn has the same problem – settings left at default. With the URL it’s a fixable problem, but with My Company it’s a nuisance. If you haven’t taken time to enter your current business or employer name in this field do it right now (Click websites, then ‘other’ in the options to fill this out), otherwise people have to scroll back up to see who you are and what you’re pushing, then scroll back to click it. Remember the old maxim –if content is not reachable in 3 clicks then people won’t bother. Exactly the same principle here. Above all else, eliminate extra effort for people trying to find you.
2: Who Are U(RL)?
Make sure you take the time to change your URL. Much like Facebook’s much publicised move last year, you can set a personalised URL in LinkedIn, so make sure you exploit the branding and marketing potential this offers. Head up to the Edit Public Settings button at the top of your profile and change the Public Profile URL to your- or your business –name.
3: Complete your profile.
OK, so you may have a face more suitable for radio, but that doesn’t mean you can afford not to have a clear, businesslike photograph on your profile. Likewise, don’t be tempted to cover up with a logo or a gravitar -LinkedIn is about people, so brush yourself off and smile. Recognition and personality is key in generating new business. Also, make sure you’ve really thought about that job description keyline -nobody is typing ‘CEO’ into their search boxes, so think about your job title and how it relates directly to the service you provide. ‘Copywriter’ will work, ‘Internet Guru’ won’t.
4: Keep your friends close..and their friends closer
You can currently join up to 50 groups on Linked in –sounds like quite a few right? And how many people are there in the larger groups –and perhaps more importantly, what do they do? The average Google employee has about 40-50 connections on LinkedIn, but a group may hold hundreds, even thousands of talented people interested in what you are doing –people you haven’t contacted previously. Not joining up is a massive failure in your networking plan, so get out there and share. Even if you can’t keep an eye on all the groups you’ve joined your name will still be out there.
5: Go Public
It’s called Social media for a reason. Google’s offering live and social searches now, so make sure you’re profile stands out and is counted! LinkedIn is great for this because you can offer specific business information, and not worry about it being watered down or undermined by pictures of you feeding a dog cider at last year’s Christmas party. Don’t set your profile to private, but DO take care what you put on it. If it isn’t public then you may as well not bother in the first place.
6: Too Much Twitter
The easy option when linking Twitter is to set it to automatic and let it run itself. The smart way however, is to take five minutes a day and update manually – post relevant tweets and links –your customers don’t want to know that you’re meeting Steve for a pint later, they want to know “Ten great ways to find the perfect Lawnmower.” Whatever you’re selling, keep it relevant if you want to drum up extra business. All your tweets go on Twitter, things worth talking about and promoting go on LinkedIn. In essence you should strive for a balance, don’t put out too much noise – instead let people know what you are involved in, your interests or projects you’re helping on, not your laundry list.
7: Who’s Company?
Again, LinkedIn is all about business, so having a separate page clearly detailing yours is just common sense. The added bonus? You’re automatically tied into your employee’s networks, giving you broader influence and opening up new marketing opportunities. Initially businesses may have been concerned about receiving bad word of mouth from ex-employees because of this, but given the reach Social Media has these days then any negativity will find it’s way out, so you really can’t afford to miss out on the positive side of a full business site because of any hesitation you might have about this – and hey, you aren’t the kind of business that treats people badly anyway are you?
8: Only 100,000 Links On The Clock Honest Mate…
Don’t being a dodgy salesman. OK, so the bottom line is you’re here to promote your site and your business, but don’t go at it like a market trader. LinkedIn is not the place for your sales pitch. If you do, you’ll end up looking like a spammer. Send out thanks for connecting notices, but don’t add a salesline, it’s crass and off-putting, especially when the people connecting to you are already taking an interest in who you are and what you do. Don’t go for the heavy sell.
9: We Don’t Have To Talk About It – But You Should
Again, Social Media is about connecting, and while it’s great that people have a list of your stats on hand, talking to them is the best way to make sure they remember you and your business. Take part in relevant discussions whenever you can. In addition to great opportunities to promote yourself, you’ll end up with valuable information and the people you are questioning will remember your name. Get talking as often as possible. Getting feedback is free and sharing your own viewpoints and expertise will help you build an industry reputation –even if you’re a relative nobody, you can still advise Bill Gates on why your product will unblock his sink.
10: Are You Even Listening To Me?
Not responding. If someone comments, get back to them in a timely fashion. You wouldn’t ignore emails at work, so don’t forget to comment on comments. Exactly as you would with a blog, if someone is checking your profile out and questioning or suggesting something, get involved and create a dialogue with them. Letting them know you’re listening by responding to or making recommendations – just don’t dole out opinions too readily or you’ll end up seeming self-satisfied. It’s fine to give the odd recommendation to join a group -hopefully your connections will be savvy enough to offer them back so that you both benefit. It’s not a direct approach but it’s a friendlier one that will work better if you’re playing the long game (as any good business should be).
Guest Post from Matt Owen of Epic Win Media – Want to write for the BaseKit Blog – Get in touch!
20th
April 2010
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With Basekit, you have the ability to get a new site up and running faster than ever before. If you’re smart, you’ll have done your research and your advertising will be ready to roll when you go live –good for you; you’re a genuine internet entrepreneur. But wait! It’s all well and good promoting yourself, but how are you going to tell if it’s actually doing you any good?
In the past many advertisers have had more faith in ‘traditional’ advertising platforms like TV and Radio because the perception is that it’s easier to measure impact than in the online environment, but with a few key metrics in place you can easily track what’s working for your site and why accurately – and hopefully get your hands on some of the lovely cash that would otherwise be thrown at major TV and Radio broadcasters.
1: Don’t Just Watch Traffic
This is a ridiculously obvious point but one that many people miss out because they can’t see the initial value of mapping referral sources or customer geography – figures that you should record along with your basic traffic numbers. Make sure you have a Google Analytics account and make time at least once a week to go through and compare figures – it’s just basic business sense. This way you’ll be better informed if something on your site is turning off part of your key demographic – or appealing to a different one. It’s surprising but true that Websites often find their own audiences regardless of the original intention behind them, so make sure you aren’t missing out.
2: Don’t (Just) Do The Maths
Pure numbers aren’t the be all and end all for measuring genuine success. A good example of this is MTV, a company which boasts a massive advertising profile and brand awareness but has relatively few actual ‘stick-around’ viewers or ‘Must See’ product.
Success online is similar – particularly with the exponentially increasing importance of Social Media – it isn’t necessarily about pure numbers. Growth will come from time, effort and a fair amount of love. It’s not absolutely necessary to track every number as the responses you receive from customers will help illustrate how well you’re doing (or not as the case may be). That said there are a few figures worth keeping note of:
3: You Want Fries With That?
You’re in business to make money, so actual sales numbers are pretty essential. Let’s assume you have sales source or referral tracking of some sort is in place, even if it’s just through Google. Have you thought about how to extend them?
If you discover that a particular stream is proving effective in selling one particular product or service, you should investigate the traffic there and utilise it to promote other products.
E-commerce has the advantage that all leads and sales – barring genuine ‘down the pub’ word of mouth – can be tracked online, so make sure you consistently run searches in your SM streams to see how word is spreading.
With this in mind Traffic numbers are straightforward. If the site gets 100,000 hits then it’s a plus (assuming it’s not a ‘compare the meercats’ phenomenon – check your company name isn’t being interpreted in an overly literal manner by search engines, and keep an eye on bounce rates as well as hits). Your first step with any content should be to check the daily traffic and keyword searches that were leading people to it.
4: Somebody Talk To Me
You need to see how much of an effect your content is having on your customer base – back to those bounce rates again – if you can interest a customer (or a potential customer) enough to interact on site via the comments board or through Twitter then they’ve already proven a vested interest. Consistently check on levels of participation and interact with these customers as much as possible.
If you engage positively and helpfully with these customers then you can improve loyalty and therefore revenue. If your target audience know you listen to them then it will significantly improve customer satisfaction. Happy customers are more likely to recommend. More importantly, satisfaction will lead to an increase in return business – another metric you should constantly check.
5: Who Knows What’s Going On?
Quality product will to an extent sell itself. However you should note word of mouth responses online. A quick scan for your website on socialmention.com will show levels of awareness along with positive and negative opinion. Perhaps more importantly however, you’ll see which responses are neutral. It’s worth remembering that even this is good – a non-negative mention of your business is in essence a free advertisement, and if you can increase these, you’ll increase your brand awareness. You should also be looking to engage with neutral customers and transform as much of this into positive commentary as possible. In other words:
“RT@Basekit what are the secrets of a successful website? – LINK” is good, but:
“Fantastic new report on successful web practice -RT@Basekit what are the secrets of a successful website? – LINK” is much, much better.
Get your customer base working more effectively for you. Positive brand identity can only encourage extra ad clicks and site hits.
6: Where Did That Come From?
In addition, it’s important to keep a close watch on search keywords and the referrals that result from them. SM has a surprisingly powerful SEO function. If you’re getting a lot of through-traffic from StumbleUpon for example, then it’s a guarantee that there will be a snowball of increased interest and linking going on behind that. If 10,000 people stumble your content, then it’s a fairly safe bet that perhaps 50-100 of them will link or mention the article on their own sites -moving it happily up the Google page ranks and increasing long term traffic. If you can post and upmod your content on aggregators then there’s no reason not to.
All of these metrics are easily available methods of increasing customer retention as well as generating new business. If you can increase business from your existing client base then word of mouth will create new business with less initial effort required, so make sure you check your figures and do your homework. You may not get a gold star from the teacher, but you will benefit from increased product awareness and invaluable brand recognition from those you interact with.
Guest Post from Matt Owen of Epic Win Media – Want to write for the BaseKit Blog – Get in touch!
