2008年9月15日星期一

Collateral Design

Whatever you need to complement your online presence can be produced by DexterityMedia.com.

Your ancillary business materials say as much about your company as your website - and some would argue that they say more. A tangible card, sales sheet, report or other handout stays with your client or prospect much longer than the memory of your website. Keeping your collateral materials in harmony with your overall strategic online presence is a specialty of DexterityMedia.com. We want all of the elements working together to create not just the image of professionalism, but true professionalism.

As a leading Dallas Search Engine Optimization Company & New York Interactive Media Agency, DexterityMedia.com can design and produce a variety of elements to complement your online presence to include:

* Brochures
* Catalogs
* Annual Reports
* Corporate Identity
* Environmental Graphics
* Packaging
* Point-of-Purchase
* Presentations
* Press Kits
* Trade Show
* Direct Mail
* Marketing Collateral

Contact us about your corporate identity and marketing collateral needs. We'll be glad to evaluate what you're doing now and help you make improvements on your current strategy.

2008年9月12日星期五

Creative Services

If you left website building to the programmers alone, you'd end up with some very functional yet unappealing sites. If you left it up to the creative types, you'd end up with some very nice art that wasn't very functional.

As a Dallas Search Engine Optimization Company & Interactive Social Media Agency, DexterityMedia.com takes a disciplined approach to creative service that always brings usability and searchability into consideration. It doesn't matter how pretty the end product is if it isn't navigable, functional and user-friendly. We aren't creating high-concept arthouse material. We're designing and writing for business. The bottom line is sales, and every design consideration, every word we put into our work, keeps that goal in mind. Gratuitous use of the latest tricks and gimmicks, though certainly within our capabilities, is not what we're about.

The DexterityMedia.com's creative team can put its skills to work for you in the following areas:

* Website Design and Redesign
* Copywriting
* Collateral Design
* Identity Development

We know why you're in business. Let the DexterityMedia.com creative team, in close collaboration with our technologists, strategists and you, design an online presence for your company that does more than generate "ooohs" and "aaahs" - but generates revenue as well. Contact us for an evaluation of your creative needs.

2008年9月11日星期四

Online Presence Management

You know by now that a successful online presence involves far more than inserting a few meta tags and titles into your web pages. It's much more than submitting your website to a few major search engines and hoping that keywords alone will do the job. DexterityMedia.com is a leading Search Engine Optimization Company and Interactive Media Agency with offices in New York and Dallas dedicated to finding the very best ways for your company to manage its online presence - strategically and affordably.

Your target market is constantly moving, shifting and changing habits. Through constant monitoring of your results, DexterityMedia.com may make strategy recommendations to allow you to move with the market and ideally, stay ahead of it.

A successful online presence management campaign will involve a variety of elements and rarely are the same set of ingredients found in two different campaigns. "Out of the box" solutions are about as useful as "out of the box" websites. If you want to stay lost in the pack, keep doing what the pack is doing. Templated, cookie-cutter answers are not what unique businesses need to stay ahead.

Strategic Online Presence Management begins with DexterityMedia.com. Contact us to begin a comprehensive review and evaluation process that will identify the areas of your campaign that need attention.

2008年9月10日星期三

Search Ranking Analysis

Campaign Results Reporting One Measure of Your SEO Success

Campaign results' reporting is a critical component of search engine optimization, PPC and paid inclusion programs. Generally executed at the final stages of a search engine marketing program, campaign results reporting provides an update on whether the progress of your website search engine optimization is in sync with the online marketing objectives you set for the campaign. The campaign results reports compare results against the data established prior to your search engine optimization campaign. See how you're doing on search engine rankings, search engine traffic, referrals and competitor comparisons to help you progress towards your marketing goals. Campaign results reporting also help identify the next logical step and areas that can be improved upon based on the progress made to date.

At YELLOW7.COM, our SEO campaign results reporting delivers you measurable results. We analyze your websites log statistics and also provide you with SEO reports that document the current positions of your target phrases on major search engines. In the process, we discover what worked and improve upon what didn't.

YELLOW7.COM provides you with monthly progress reports and search engine ranking reports so that the results of your SEO campaign are always accessible by you. While we provide these reports on a monthly basis they are also provided to our clients on request.

Web Analytics Tracks Your Target Traffic

Web analytics is all about gaining vital business intelligence in the online world. While attracting highly targeted traffic to your website is important, understanding what that traffic does once it gets on your website is equally important in ensuring a successful search engine optimized website. A critical component of any search engine optimization campaign, web analytics delivers you with an accurate and affordable means to measure your Internet marketing results as well as manage your e-business strategy.

YELLOW7.COM's web analytics provides you with the latest information regarding your search engine optimization activity and results. We'll help you not only track your web traffic, but understand your traffic's conversion rates. We don't restrict ourselves to any single web analytics system but provide you with the option of either a log file or a cookie-based system or a combination of both. YELLOW7 delivers you web analytics reports in whatever format you choose - and whenever you want them.

Web Analytics Process

YELLOW7.COM conducts an analysis of your website on various parameters such as visibility, functionality, loyalty, economy, etc. We analyze your website logs by finding where visitors are coming from and the search terms they use to arrive at your website. Download speeds, page visitors and session times are tracked to identify improvements in the visitor experience to the site. We also do an in-depth analysis by identifying recurring visitors, to see which products or services are popular with them to aid you in creating targeted offers and incentives. Our web tracking delivers clients with a veritable information repository of knowledgeable data. From tracking the key phrases that optimize results, to augmenting online sales and branding, as well as how the search engine optimization drastically reduces customer acquisition costs.

2008年9月9日星期二

Site Usability Analysis

Search Engine Compatibility Study

Oftentimes a lot of money is spent on developing websites that are not search engine friendly or search engine compatible. In the final analysis, a lot of effort was spent for nothing. While the latest website development technologies that have emerged recently produce great looking, often animated websites, many are sadly ignored by search engines. Even some older techniques still in use today, like site building with HTML frames, are also not feasible for gaining top search engine rankings .

Since search engines use automated software robots to crawl the page links within websites and interpret the pages, websites that use technologies which make it impossible for search engines to crawl them, do not get indexed, resulting in exclusion from search results.

Website design elements that ensure that your website will be well-ranked by the search engines include your homepage's ability to display links to the site's most recent content, as well as the site's drill-down menu structure and format. YELLOW7.COM understands that websites should appeal to online users and should at the same time be compatible with search engines, as search engines are the key channels that attract online visitors.

Search Engine Compatible Website Development Solutions

YELLOW7.COM understands what appeals to search engines and customizes your website accordingly. Our experienced SEO experts and web designers analyze your website to determine search engine incompatibility issues and customize solutions that increase your websites search engine positioning. They conduct an in-depth analysis of your websites performance in terms of browser compatibility, HTML design, navigation, search engine friendliness, user popularity, load time and dead link checks. YELLOW7.COM creates search engine friendly website architectures that improves a websites search engine rankings and site traffic.

A search engine compatibility study for your website is the first step towards attaining top rankings in search engines and is a critical prerequisite for any website that will be search engine optimized.

2008年9月8日星期一

Search Engine Optimization

Search Engine Optimization, Positioning, Promotions, and Submissions

At yellow7.com we offer a service called search engine optimization, which is a high return marketing strategy. A process of conditioning a website for top search engine ranking. The marketing objective is to create new streams of traffic that are the most valuable leads available - those referred by search engines.

More people discover websites from search engines than all other online promotion sources combined. Leads are highly qualified since they are derived by the visitor's actual need represented by the keywords used during the search engine process. Studies prove that this approach substantially increases revenue. Best of all, the return on investment is unmatched by any other website marketing strategy.

In today's world of website promotion, a business needs an effective Internet marketing strategy via an aggressive search engine optimization and search engine positioning campaign and a quality, optimized website that targets and matches your business goals with online customer needs.

Search engine optimization, also known as search engine placement, search engine positioning, search engine ranking or search engine marketing, can act as a 24/7 salesperson driving targeted search engine traffic to your marketing message.

Search engine optimization will help you:

* Increase traffic to your website
* Create a gap between you and your competition
* Develop fast and measurable returns on investment
* Lower the costs of client acquisition
* Broaden your market share

An aggressive search engine stategy includes a look into all aspects available including: pay per click campaign management, manual directory & search engine submissions, rank position, keyword marketing research and search engine promotion.

2008年9月7日星期日

Online Search Stratgey

YELLOW7.COM develops an SEO plan that is customized to meet your websites unique search engine marketing goals. As our SEO partner, you stand to benefit with your own team of SEO specialists dedicated to servicing your account during the SEO engagement. We follow a tried and tested SEO process that is essential to the successful execution of your websites search engine marketing strategy.

Pre-Analysis and Development Plan

YELLOW7.COM assesses the current status of your website. Our SEO specialists do thorough research of your websites search engine friendliness and user-friendliness in relation to your competitors. Then, in conjunction with your team, we identify SEO opportunities and tactics to ensure your website ranks higher on search engine listings.

Back-end and Front-end Optimization

With back-end optimization, we study your websites structure, navigation links, external links, sitemap and other SEO elements to detect if they in any way prevent search engines from crawling and indexing your website. In effect, we ready your websites back-end for search engines to spider, index and include in their database. We believe that good content attracts user attention, interesting external website links and referrals. Hence, for the front-end optimization, we suggest content revisions, rewrite content if necessary as well as create relevant content to support your targeted keywords.

Once we've optimized your website, we manually submit it to the various search engines and directories, closely monitoring its inclusion in search engines. YELLOW7.COM develops search engine optimization strategies that advance your page ranks and link popularity.

Maintenance and Development

As part of this engagement, YELLOW7.COM tracks and analyzes web traffic reports and your rankings in major search engines. We conduct ongoing keyword research of your target keywords, as some keywords lose their popularity over a period of time. YELLOW7.COM also maximizes your online media opportunities through the various available channels such as link building, email and newsletter campaigns, PPC and other options.

2008年9月3日星期三

Mobile Web Design and Development

Mobile Web Design and Development

Mobile technology is revolutionizing the way we access information. Mobile technology displays information relevant to the individuals physical location. This creates a whole new world of interaction possibilities. It is estimated that by 2010 half of the world will have access to the internet via a mobile device. This will make the mobile web a more essential part of our daily lives.

Yellow7.com will build your mobile compliant website so people all over the world can learn about your products and services from their mobile phone. Unlike desktop computers, mobile devices cannot handle complicated designs or large images. Mobile compliant sites must follow strict coding parameters to look correct on a mobile device.

Step One

If you have not already done so, register the .mobi version of your particular domain name. ( Need help with domain registration? No problem! We'll do this for you for free! ) .mobi domains are intended for websites that will be viewed on cell phones and other mobile devices. Most .mobi sites are short abstracts of your current website. When someone visits your website via a mobile device, they are redirected to the .mobi version. Access to your information is now quick and easy. And starting at just $99 / page, we will get your .mobi web presence up and online so you can take advantage of the mobile medium.

2008年9月2日星期二

Creative Services

Website Design & Website Development

From an online marketing perspective, it makes very little sense to drive traffic to a misguided, poorly designed, or poorly developed message. Yet this happens on the web every day, countless times. A study conducted by Stanford University credited "design look" as the leading indicator of website credibility. Users have developed efficient strategies, such as focusing on the design look, for evaluating whether a website is worthwhile.

Since YELLOW7.COM's creation, we have placed a heavy emphasis on design. After all, we started out as a Design Firm producing memorable media for the nation's top Advertising and PR firms. This experience helped us refocus our company objectives to form what we are today; a full-service Marketing Agency.

Our experienced Dallas web design & development team has won many awards and have received national acclaim from the NY Times and USA Today.

New/Rich Media Advertising

Rich Media can be described as advances in online creative that take advantage of enhanced sensory features such as animation, audio and video. As broadband saturation continues to increase, Rich Media creative continues to become more useful as an online marketing tool designed to create interactivity with the site visitor.

Rich Media takes that bland, lack-luster sales presentation and adds value by creating a memorable, value-added experience with the customer.

Combining online Rich Media opportunities with offline and traditional marketing strategies can help your sales staff differentiate themselves from your competition.

Email Marketing and Distribution

How do you take a boring text-based email and improve its effectiveness? With an HTML email marketing campaign. Newsletter and email campaigns are a proven way to stay in touch with existing clients and to recruit new clients.

YELLOW7.COM will work with your company to create a memorable message and deliver it electronically to your target audience. The results are almost instantaneous, and more importantly, very measurable. You will have access to the amount of people who have viewed your message, clicked-thru, printed or requested information.

Print and Graphic Design

A successful online campaign often includes a successful offline campaign. Since YELLOWSEVEN is a full service marketing agency we can take care of your offline marketing collateral needs: brochures, folders, tradeshow, corporate identity, branding and packaging.

We understand that in order to be successful you should diversify your marketing efforts. That is why we will develop ways to inter-mingle offline with online opportunities to maximize exposure without compromising report-ability.

Other Services

There are many variations of sub-services which fall within the above, broad categories including:

* video production
* online marketing and consulting
* cdrom
* tradeshow
* interactive

2008年9月1日星期一

To Create Dynamic Pages Choose An Advance Programming Language Like PHP

PHP is an open sourced server side scripting language and almost used in foremost operating systems like Linux, UNIX and also in Windows. PHP follows object oriented programming (OOPs), practical programming rules and nearly a combination of them. It uses command line interface, desktop applications thus it is know as the best traditional server side scripting language.

PHP programming (http://www.getaprogrammer.com.au/) supports most of the reputed database connections like Oracle, SQL, My SQL, and ODBC thus it is an easy choice for freelance programmers to build their dynamic pages with the help of PHP development. The latest version is also popular because it can be embedded HTML coding directly and can be carried by nearly all of the web servers.

PHP is a popular language because of its numerous features infused specifically to design websites or you can say to develop dynamic pages. PHP engine and the PHP coding can be used in every platform that increases flexibility of PHP language. Basically PHP is profitable for both programmers and designers, programmers who realizing its flexibility and tempo and web designers who worth its handiness and user-friendliness.

PHP language can develop giant business services like CRM solutions, community sites, chatting forums and E-Commerce shopping cart as well. Several pools of qualified web programmers (http://www.webprogrammers.com.au/) are using PHP development for organizing their goal, resource planning and fulfilling their client requirements.

Here are some few things which you can perform with PHP:

• Design HTML web forms.
• Superb Database usability to store records.
• Calculate visitors by sessions and cookies.
• You can use arrays as well.
• Play with files through file management system.
• Creating XML for large number of product list on E-Commerce

Serialization

Serialization is not needed for all kind of databases. In some particular databases like ODBC, MS SQL etc when you wish to pass a value without mentioning its type, it gets dumb. This problem is solved properly in the latest version of PHP. This is also an added advantage of PHP over all king of scripting languages.

Using PHP to Improve Design your website

PHP has many capabilities features designed specifically for use in Web sites, including the following:

1. Securing Your Website: PHP is designed to allow user level access to the file system, it's entirely possible to write a PHP script that will allow you to read system files such as password, modify your Ethernet connections, etc. thus this can provide a customer with an exclusive membership in the business.

2. Working with Web Forms: HTML form can be displayed by PHP and it is the best way to know more about the requirements of your customers and to gather note about their detailed benefits.

3. Communicate with Your Databases: When a persistent connection is requested, PHP checks if there's already an identical persistent connection and if it exists, it uses it. If it does not exist, it creates the link.

4. Customer Loyalty Functions: PHP allows content and applications to be generated and run server-side. This is highly advantageous to web users as they do not have to rely on their own system resources to generate or run content on their own systems. This allows for faster delivery of applications to the user and reduces errors and problems due to browser incompatibilities.

2008年8月31日星期日

Web Design And John Q. Public

When using web builder technology to develop your website it is important to know that the advancement of the site is based on the intuitive choices available that can help you expand the primary areas you select for your website.

Most sites have from one to five separate primary areas that branch from the home page. These areas deal with the key functions of the business. They can include Frequently Asked Questions (FAQs) About Us, and the Store.

This area can also include an Articles section for the display of knowledge-based content that is clearly linked to the primary purpose of your website. This can include general knowledge articles along with how-tos or planning tips.

There are two primary uses for knowledge-based content. The first is as a benefit to prospective customers in order to enhance their user experience. The second function is to reach out to search engines with enhanced Search Engine Optimization (SEO) strategies.

You can do an effective job of improving search engine rankings by using keywords or phrases throughout the body of your website. In other words you will want to infuse every page of your web design with the same keywords or phrases.

The simple rule for SEO is to use the same selected words throughout roughly 3% of your entire text. The more effective you are in this regard the better your site rankings.

Once you develop the springboard of the homepage to the primary directories you will need to decide the branches that will come from each of those pages. For instance if you have three primary categories of products you would have three sub directories linked to the Â"StoreÂ" section of your website. Within those pages you will include individual pages for the products you are making available within their primary category.

Many business owners may avoid the use of web builder technology simply because they either feel it is somehow inferior to a site designed by an individual or they feel as if they would be incapable of managing the development of a site on their own.

In the case of being inferior the majority of those presently using web builder site development software feel that the end result of the sites they have built far exceed their expectations and carries a price that has helped them reduce overall costs resulting in an earlier improvement to their bottom line.

In the case of not feeling capable you only need to look to a social media site to have some idea of the ease with which you can develop a site through web builder software.

The process for creating and developing a site using this technology is generally accomplished through a step-by-step guide that involves answering questions and selecting a template. Virtually all aspects of the site can be edited and redirected to fit your specific needs.

Perhaps the greatest part of developing your own website is that you have the ability to make changes when you need them made. One of the concerns many online businesses mention when talking about a traditional web designer is that it can be difficult to enact changes if the web designer is behind on other projects.

In most businesses you will want the flexibility of being able to make changes WHEN you want those changes made. Web builder technology makes it happen.

2008年8月29日星期五

Benefits of using Online Surveys

The past decade has seen a tremendous increase in internet use and computer-mediated communication. As an increasing amount of communicative activity takes place through this new medium, there has likewise been a significant increase in primary research on virtual communities, online relationships, and a variety of other aspects of computer-mediated communication. Studies of online populations have led to an increase in the use of online surveys, presenting scholars with new challenges in terms of applying traditional survey research methods to the study of online behavior and Internet use so web designers concentrating on such similar new concept.

Surveys in general benefit you in several ways like:

# They inform you of customer opinions
# They increase customer awareness of your products and services

Online Surveys Benefit your clients because they offer you easier and faster way to fill out the forms.

Online Surveys benefit you by providing:

# Easier and faster form fill out
# Better response percentage
# Immediate results
# No worries for person having to receive and open attachments
# No worries for person needing to Â"replyÂ" or Â"saveÂ" to return completed survey
# One donÂ't have to download any software
# No worries for one not having the right word processing software
# No program version conflicts
# No more email attachment malfunctions
# No more email restriction problems due to file size
# No miscalculation of results
# Reduced mailing costs
# Reduced printing costs
# More professional and technical
# Leads your client back to your homepage (or wherever you want)
# Can link to your survey from your homepage for continual input
# Shows youÂ're on the leading edge

Interactive web designs can help you to be your survey user friendly. Online surveys can add lots to your value as they are faster, cheaper, & easier to evaluate.

2008年8月28日星期四

Online Parent Safety Tips

We all know that the internet can be fun and a rewarding experience. Web design is so powerful & attractive that can drive your attention. There are many wonderful things to see, learn and enjoy. But the Internet also can be a very scary place.

Just like you wouldn't want to surf in real water when you don't know how to swim, you don't want to enter the Internet without knowing the rules of safety. So, letÂ's begin & be aware of some safe surfing on the Internet. These tips are really helpful for parents & childrenÂ's.

Tips Kids should learn:

# You should not give out personal information such as my address, telephone number, parentsÂ' work address/telephone number, or the name and location to any website until you are suggested by your parents (this especially applies to e-commerce website design).

# You should tell your parents right away if you come across any information that makes you feel uncomfortable.

# You should never send a person your picture or anything else without first checking with your parents.

# You should not give out your Internet password to anyone (even to your best friends) other than your parents.

# You should always make sure that you would be a good online citizen and not do anything that hurts other people or is against the law.

Tips Parents should learn

# Teach your children to, think before they click, with whom are they chatting or e-mailing, what are they saying and how are they saying it? Will the person on the other end know they are joking?

# Walk away from the computer and Â"Take 5Â" before responding to something that upsets them online

# Teach them that donÂ't do anything online that you wouldnÂ't do in real life!

# Install spyware and adware blocking software on your computer

# Make sure you have a working firewall

# Install anti-virus software and update it regularly

# Take advantage of spam-blocking tools offered by your Internet provider or e-mail software

Now-a-days Web designers are trying to be more intelligent & sharper for you; like asking your kidÂ's age before letting them enter to your website. But you should also follow guidelines & take care of things that can harm your computer but more importantly your kids mind state.

2008年8月26日星期二

E-Learning

Like no other training form, e-learning promises to provide a single experience that accommodates the three distinct learning styles of auditory learners, visual learners, and kinesthetic learners. Other unique opportunities created by the advent and development of e-learning by web design are more efficient training of a globally dispersed audience; and reduced publishing and distribution costs as Web-based training becomes a standard.

Advantages of e-learning often include flexibility and convenience for the learner especially if they have other commitments, facilitation of communication between learners, greater adaptability to a learnerÂ's needs, more variety in learning experience with the use of multimedia and the non-verbal presentation of teaching material.

E-learning facilitates knowledge, competence, and process improvement. It helps learners apply contemporary techniques in the real world. It is a knowledge platform that assists in unlocking the potential within each employee of an organisation to achieve performance excellence.

In online learning, the learner chooses when to learn, does so at his/her own pace and is in control of the learning. Therefore, the traditional linear approach with extensive reading of text and numerous slides of information are generally unsuccessful. Since the classroom dynamics are not present, the online approach must engage the learners, have them respond to questions, scenarios and make decisions as they are learning the content. Special links to Web sites or supplementary material make for an enriching experience. Web design companies need to create such websites that should be informative & interactive.

It is a false belief that with course content templates all that is needed is to pour in the content and have a finished product in a few hours. These become the page-turner courses that turn learners off to online learning. The cost-effectiveness of e-learning through web design is a subject of much debate as there is usually much upfront investment that can only be recouped through economies of scale. Web design and software development in particular can be expensive as can systems specifically geared for e-learning. The development of adaptive materials is also much more time-consuming than that of non-adaptive ones.

2008年8月25日星期一

E-Business

When it comes to business, most people confuse their personal opinions with facts. They believe in fact that they know something when in reality they don't have all the data to support their beliefs. There is no denying that the internet and web design has brought about a revolution. Never before have people been able to interact in such a cost effective and comfortable way. The Internet with its multiple communication channels also changes the world of business. Now it is possible for you to establish your own company through a web design company with a very small financial investment or in some cases even without any start-up capital at all.

More than 500 million people worldwide are using the internet on a regular basis, with email and search engines as the most popular services. Information is power. People are able to influence, direct, convince, educate and manipulate others through one single tool: The distribution of information.

Examples of few online businesses:-

* Auctions and Trading
* E-commerce websites
* Online auction websites
* Online retailers
* Digital gold currencies
* Direct2Drive products
* Dot-com
* E-Trade
* Electronic currencies
* Financial cryptography
* Free electronic commerce software
* Internet advertising
* Internet marketing
* Merchant Services
* Online retailers
* Payment systems
* Price comparison services
* Reputation management
* Steam products
* Web Design Companies
* Web-Searchers

When organisations go online, they have to decide which e-business models best suit their goals. A business model is defended as the organisation of product, service and information flows, and the source of revenues and benefits for suppliers and customers. Now-a-days businesses like web design, E-shops, E-procurement, E-malls etc are booming & people taking lots of interest.

2008年8月24日星期日

Web Marketing And The Potential In A Multi-Site Design

The concept of web development may include more than a singular ecommerce website.

I have talked about the subject of web development in light of positively constructing a website. IÂ've also talked about the mentality needed to envision the entire site prior to launch so you have some idea of where you want to go. The goal also included the need for a plan for growth and site expansion.

This article looks at the subject from the point of view of a corporate office with a few satellite offices that support and expand the potential of the primary business.

In a brick and mortar store environment it is often true that a business will start in a singular location. As trust is built through longevity and commitment to quality and service the business grows. If the business does well the owner may decide to develop a second store in another city within the region of primary service and support. Other stores may be opened as a result of the ongoing success of the overall operation. The idea is multiple stores – one brand.

Web development may be the mirror image of the brick and mortar model. Why do I say mirror? Well, because in the case of an online environment an ecommerce business owner may be better served by starting with the secondary stores and building up to the primary online business portal.

If youÂ're thinking, Â"That does seem backwards,Â" allow me to explain.

These satellite stores should have direct links to your primary site. Each satellite may have its own emphasis, but will always relate to the thrust of your main business. The end goal remains the same, multiple stores – one brand.

Why develop more than one site?

In web development the idea of more than one site could mean improved site rankings for your primary site and additional opportunities to reach potential customers.

Think of it this way. Each satellite website you develop can take on a distinct list of keywords or phrases. Each will be associated with your primary product. All content on the site will be geared toward the specific keyword or phrase.

If you have four supporting sites that can go online at the same time as your primary site you have five distinct opportunities to reach consumers with your message. Work to optimize each site for search engines and select unique and researched keywords or phrases for each site.

Is that the only benefit?

By developing your web presence this way you begin the process with backlinks already in place from the satellite sites to your primary web presence. As your Search Engine Optimization (SEO) strategies begin yielding results they should do so in all five instances and ultimately this effort benefits your bottom line.

By having five separate sites that market the same product from a slightly different vantage point the potential improves for increased sales. This is true not just because there are more sites for consumers to view, but because search engines will connect with this scenario and provide improved rankings earlier.

Proper web development may include more than one site and more than one approach as the vehicle used to maximize the overall potential of the product or service being marketed.

2008年8月22日星期五

Domain Names And The Perfect Moniker

Did you know you could pay someone to help you come up with the perfect domain name? ItÂ's true. A think tank of marketing experts can come together to help determine a perfect name for your online presence.

Why would something like this be needed?

It seems that most of the more obvious online names are chosen and it takes a bit more creativity to come up with a recognizable and easy to use domain name that reflects the core of your business.

The good news is you may not need to pay anyone to come up with a perfect name for your domain.

If you already know that your business name is in use on the web you might want to either alter your business name should youÂ're business still exist in the startup phase. In you already have an established business you could go with some of the suggestions you are likely to find on a domain registry site, but this often lacks a personal touch.

Invite your family and friends to assist in filling a piece of notepaper with words or attributes that describe you and your business. Find words that may describe the collective nature of your store.

For example you might have a ceramic store where you hand paint and fire a kiln to create one of a kind gifts based on the clients request. For the sake of this experiment letÂ's also say that you specialize in ceramic pigs, but sell other types of ceramics as well.

Start by listing either attributes or words that describe what you do.

Ceramics
Kiln
Paint
Hand-crafted
Gifts
Pigs
Flame
Fire
Paintbrush
Paint

OK, thatÂ's just a few words that may describe what is happening in your business. As of this writing the following web address does not exist, which is why I am using it as an example. www.firethepig.com

Maybe not a perfect name, but it would be easy to remember and in a clever and memorable way describes the specialty aspects of the store.

When you visit a domain registry you can keep checking to see if a new choice in name is available. In some cases businesses will also buy domain names that may be similar or ones that feature a different web extension such as .net or .biz. These businesses will then redirect visitors who happen to type in the wrong address to the main site.

With competitive rates for domain names it has become much easier to lay claim to multiple domain names.

The truth is you can find multiple online businesses that can assist you in site development, design, graphics, audio, content and even naming your domain. In most cases you can learn the skills through a little research and even a bit of common sense and save money for your acts of ingenuity.

In a matter of minutes you can assess your skills as a business and see if those skills and attributes line up to create an online domain name that will stick in the minds of your site visitor.

Your site name is important to the marketability of your site. It may not be in your best interest to simply take the first idea that is available. Keep the domain as short as possible and keep things memorable.

2008年8月21日星期四

Blogging

LetÂ's say for the sake of argument that you have a business blog. You have participated in online forums in your industry and now want to pass along information in a more personally directed format.

Your blog is new and site visits are not as strong as you would like. You post a link to your blog in the signature line of forum posts, but you are still hoping more people will drop by.

Starting a business blog can be a bit like starting a website – it can take a while for it to gain a following or even for search engines to index and rank the blog site.

There are a couple of things you can do to improve the visibility of your business blogging missives.

1) Duplicate posts on one or more social media blog. This idea is useful when you have social media pages that include the ability to blog. Your presence on these sites may align you with a different audience than those who might visit your primary blogging site. In many cases you can cut and paste information and allow it to reach out to other potential customers.

With the linking capability in social media it is entirely possible your blog may be visited by those outside your network of friends as visitors click from one profile to the next in search of something interesting. Perhaps they will find something used on your social media blog.

2) Use your established connections on forums or message boards to your advantage. Beyond simply placing a link in the signature line of your forum posts make sure to see if there is a Â'water coolerÂ' or Â'open lineÂ' section on your favorite forums. If so you have the capability of posting a summary or teaser in those general discussion areas with a link to your blog. This may resonate with those who are already familiar with your personality on the forum and they may be inclined to learn from your expertise. Make sure you abide by the rules of any forum you may use to implement this strategy.

You may encounter forums that do not allow outside links in posts or any posts that gives the hint of being business oriented. Know the rules of the forum before you utilize this strategy.

Your business blog can be an important way to reach out to others. This is true for those who may already know of your business as well as others who convey trust based on the sense of trust already extended by other forum members.

In essence you can use social media and forums to grow your blog presence as you wait for search engines to help make it easier for others to find you online.

The growth of business blogging would seem to be a strong indicator that this form of information marketing is not only a valuable resource, but also a great way to improve site traffic to your primary business site.

Search Engine Optimization (SEO) strategies remain the most useful key in the visibility of any site, but while you wait why not use every available tool at your disposal. In this case that would be forum and social media for improved blogging visibility.

2008年8月19日星期二

List Building And The Single Page Website

HereÂ's a scenario for an online business that provides information and is in existence to help other succeed in their online ecommerce objectives. You should know up front that the ultimate goal for the business is to get you to purchase their marketing plan.

Do they develop a flashy website with flash and animation? Do they flood the screen with video testimonials or podcasts? Do they pay a celebrity to provide a testimonial?

There is a quiet awakening in a form of marketing that is essentially low key, low budget and is essentially comprised of a single visitable page.

The page provides an audio greeting from the owner telling you briefly about the product and the potential success. You are then invited to read a singular page of information.

Once the visitor does this they have to make a choice. If the information is solid enough they will need to determine if they are interested enough to find out more. If they are then they will need to fill out a form on the single page website. That is the key that unlocks a world of information. This approach is a prime example of powerful list building strategies.

A site like this may be a prime candidate for web builder technology. The site is essentially simplified and does not require significant upkeep so the use of a site builder can be a cost effective and simple way to reach your online objectives.

The remaining functions of the website may be comprehensive or the information the guest needs may be managed through autoresponders. In other words when the door is unlocked you can help guide your visitor in the way that will best help them understand your marketing product the best.

Obviously this is a business-to-business scenario, but the process may have possibilities for business to customer applications as well.

I think one of the reasons this might be a smart approach to marketing is that you are not immersing your guest into a site that has so much information it can be intimidating to actually learn where to start.

This approach may result in fewer signups, but these individuals may be more motivated to learn more and perhaps share your message. You can help them by systematically dismantling your marketing system or product and bringing it to your customers in bite sized nuggets that are attractive and filling.

As a business owner you might look at passing along the information in either a webinar video stream or an ecourse that is sent to customers over a period of time by autoresponders.

Why do you think listening to books has become so popular? People seem to have less and less time to devote to something they feel is overwhelming. If you were to simply send out a manual in the mail with your information it may get lost and unused, but by creating attractive and helpful sections that are dispersed at strategic times you may find those same individuals learning significant amounts about your business and/or product.

There are many ways to develop your site and equally remarkable ways to build traffic. This article presents a case for a technique you may have never thought about before.

2008年8月18日星期一

Why Stealing Meta Data From Another Site Is A Dumb Idea

In the search engine realm of things I meet a lot of Â"prosÂ". I also see a lot of their handiwork when it pertains to web site optimization. But more and more I see a lot of really poorly written, (and often times stolen) bits of web page material that makes absolutely no sense.

The common thing to do among web site professionals is to try to gouge the customer for as much as they can. This includes trying to carry the project off without a hitch to show some bit of competence. I find this done with a lot of web designers who have never been certified though an SEO, (search engine optimization) program of any kind. These types will actually steal the meta data off another web site and then jam it into your pages hoping that it will work. They change a few of the keywords and pray to God that you wonÂ't catch them.

This is a really bad idea for several reasons.

There are specific categories that the search engines look for. For example, they do not look for the word, Â"retailÂ" but look for the word Â"retailersÂ" and this is the case for at least 75 other main categories. There are subcategories that are applied for each of these main categories too so it can be a bit confusing. Slapping in any keyword that comes to mind for any of these categories is what a lot of these web professionals do leaving you off the map.

The Poor Web Designers Defense

They will come out and tell you that keywords really do not matter. That is the first thing I hear quite often. The second thing I hear is that Google really doesnÂ't read meta data, (which is not entirely accurate). Some search engines do not place importance on meta data and others do. But that doesnÂ't mean that you should by any means allow some arrogant knucklehead to jam in unrelated keywords on a whim, (even if he is a nice guy or has a family).

The search engines really only make up for 10% of your overall traffic so why would you want to blow it? I would rather get someone who can do it right.

That is not the only place where you can blow it. The titles and descriptions are quite often left off of the pages. Many times they have no real relationship between the body copy or the keywords. It is still possible to create a page that uses the keywords but contains no real relationship. These pages are not ever going to get indexed and pulled up on a Google search.

Your title has to have keywords in it and those same keywords must also be included in your description. Simply said this also has to appear in your body copy, (sales copy) in order for the page to get an overall ranking of 75% and higher. Many times this does not happen because of some oversight. It is possible to wing this to a degree. But if you are making up your own meta data you could be seriously driving your web site over a steep cliff.

The worst meta data material I ever seen belonged to a site that had 17 lines of meta code. He claimed he stole it from someone else on the Internet. I was a bit impressed with it and asked him if he had any luck with it. He just looked at me sort of confused and shrugged his shoulders. I asked him how many conversions he had from visitors to sales and again he rolled his eyes and said he did not know. This is where stealing becomes a big problem. But if you are charging money to clients and doing this type of thievery you are misleading and abusing your clients.

Good Meta Data

Where can you get good meta data and good keywords? There are many free services out there that will offer you both as a consumer. You can always go to, http://www.goodkeywords.com to use their free keyword generating system. It is fairly good and accurate. It is not as comprehensive as a subscription service but you will get the general idea. For meta data generation you can always go to, http://www.1stsitefree.com/meta_gen.htm . This will get the basic job done. You will notice that there are some fields that are missing and if you are industry specific you will want to get someone who knows how to format this part of your web page properly.

Entrusting your business to someone who is hot wiring your online business on a whim is a very risky thing to do, (even if he is your best friend or ex-brother in law). The smart thing to do is to go out and find someone with competence who has actually done this before. You will save a lot of time, money and headache by dealing someone with real life experience. YouÂ're business is too important to place in the hands of a hack.

2008年8月15日星期五

The Need for Metrics in Your CMS Implementation

A good plan today is always better than a perfect plan tomorrow. Few people realize procrastination is the fastest way to disaster when it comes to implementing a Content Management System (CMS). The right metrics must be in place before you decide to procure and implement a CMS.

Before a CMS purchase or implementation, key business goals and the metrics used to measure those goals need to be identified. Without the right metrics, a CMS cannot realize its full potential because youÂ'll never be able to justify its cost. Like sails for a ship, metrics can ensure that content management is steered in the right direction.

The main goal of any technology purchase is to allow users to execute tasks more effectively and therefore reduce costs. And the only way to know if youÂ've reduced costs is to have a basis of measurement from which to benchmark and measure going forward.

There is really no magic set of metrics applicable to every implementation in every organization. Every company, department and individual has different priorities; but with that said, there are definitely some common objectives to consider.

Metric #1: Speed and Ease of Publishing Content

This is probably the most common reason for implementing a CMS. As you launch new products and services, you need to be able to quickly and easily update your Web site; and your CMS must provide the capability to accelerate content publishing. Subject matter experts (SMEs) need intuitive tools that are simple to use. Key Performance Indicators (KPI) here are financial and non-financial metrics that can then help measure the rapidity and easiness of the CMSÂ' content publisher.

Metric #2: Quality of Information

Many organizations make the mistake of dumping a huge avalanche of content on unsuspecting users. To succeed in attracting readers - and more importantly search engines - the focus must be on improving the quality of content. Information quality can be measured by allowing users to vote, rate, or comment on content. And any good CMS should be able to affect the workflow and promote that content based on those ratings.

Metric #3: Productivity

Productivity is the metric that most organizations try to tie numbers to, but ironically it is also one of the hardest to quantify. Productivity measurements usually fall into one of three areas:

• Time: The hours, days, or weeks saved by users of the CMS in creating, editing, reviewing and publishing content.

• Technology: The increase in value from the CMS, versus a manual or legacy process that the application is replacing. For example, with a hosted Web content management solution the productivity of the IT staff increases because the shift from managing hardware and infrastructure of the CMS shifts to more mission critical applications within the enterprise.

• Resources: Simply the better use of your employee resources. Are your marketing resources better used managing content rather than creating it? Or as a twist to the above example, are your IT resources adding more value installing software patches and upgrades rather than creating new functionality within the CMS to support marketing?

Metric #4: Cost Reductions

A combination of elements contributes to the total cost of owning a CMS. These elements include license fees, training costs, maintenance costs, hardware related costs and implementation costs. Organizations must clearly define metrics that capture information at a granular level for each of these components, and the ability of the CMS to reduce costs at a holistic level. Keep this completely different set of considerations in mind when evaluating different types of content management systems; like traditional installed solutions, a Software-as-a-Service CMS, open source, and even custom-built.

Metric # 5: Web site performance

Web site performance is by far the easiest to measure, with the use of any standard Web site analytics tool. Metrics can be built around anything from increasing total unique site visitors, to minimizing abandon rate on specific pages. The options are endless, but the caveat here, as with all these metrics, is to state them upfront and be able to tie business benefits to them.

Conclusion

Metrics are a concrete way of defining what a content management project will accomplish, and whether it will meet those goals. For effectiveness, metrics should be (wherever possible) quantitative rather than qualitative. For example, instead of having a broad metric such as Â'Achieve significant reduction in IT costsÂ", a more defined metric such as Â'Achieve 20% reduction in IT costs in the first yearÂ' will be more helpful.

Once the base metrics are established, organizations can look at moving to the next level, defining metrics such as percentage of sales achieved through the Web site due to improved content quality, or improved lead conversion rates. It must also be remembered that metrics need constant review and revision where necessary.

This focus on metrics provides much-needed visibility on the impact of CMS on day-to-day operations. Metrics give direction and if used effectively, can communicate the immense value a CMS can provide to increasing business opportunities.

2008年8月14日星期四

The Key To Creating Valuable Keywords

There are a few things your have to have in order to really pull people into your website. The number one thing you need to do is come up with a list of relevant keywords that will bring you and potential customers together. A couple of questions you need to get answers to are: What is the subject matter of your business? What are the sub-categories? The best way to decide these answers is to simply set down and start making a list. DonÂ't worry about thinking up the perfect words yet, just include everything you can think of that has to do with your subject. LetÂ's say my website is a coin collectors site. The subject matter for the site would be Â'collectors.Â' Without stressing out about it, I would take a pen and paper and begin writing down anything I could think of that would work with it, for instance, coin, antique, hobby, and so on. The point is to make the list as long as you can.

You may be looking at your list now thinking Â'Great, I have my keywords,Â' Sorry, but not yet. You have created a list of keywords, but they are not the ones you will use on your site. It is at this crucial step that most sites blow it. What you have before you is a list of subjects, not keywords. To really take it to the next step and reach your target audience, you need to identify the keyword phrases your potential customers are searching for within these subjects. DonÂ't get frustrated, lucky for you it is a fairly easy process.

Word Tracker is a program that will take you from frustrated and guessing to relaxed and the perfect keyword list. It is a program that allows you to analyze a subject matter to find out every phrase a potential client may be using in searches for that particular subject. So how does word tracker make your life easier? Simply put, it does the work for you, and it does it well. For $8 you can get access to the program for two days. Once you have tried it out you may want to invest in a yearÂ's subscription. Whatever you may choose, you will find that the phrases and words that Word tracker comes up with will be a perfect for your subject matter.

2008年8月13日星期三

Visitors VRS. Hits: Whats the difference?

Server logs come in raw data that most hosting companies will provide you with the information in reading form. These programs will allow you to analyze who is sending you traffic, and how many hits and visitors you have had.

The word Â'hitsÂ' has been used all to much as a catch phrase for traffic hitting a web site. It is handy to group all traffic to a site as a hit, but in reality the traffic should be divided into two groups, hits and visitors.

A visitor can be described as a click from one place on the net to your site. In your server logs a visitor will be credited with visiting your site despite the pages that visitor may have looked at while at your site. For example, if that person entered a shoe store and looked at one pair of shoes, they would be counted as one visitor despite the number of shoes they tried on.

A hit on the other hand is a click on any page of the site and represents a multiple of the visitors. So when you take a look at your server logs, a hit represents how many times visitors hit site pages. A hit in a shoe store would be every pair of shoes that person tried on would be a hit.

You may be wondering which one to study then, if they both are analyzed on the server log, and both serve a purpose, which has the biggest impact on your business? The simple answer is that both are important statistics and both have their place in your study. The visitors are important because they show how many people are being directed to your site. It is always good to see how many potential customers are coming your way.

Since hits represent the total number of pages viewed, you can use this information to see how well you website is doing itÂ's job. Is it enticing visitors to dig deeper and get to the meatier pages? Or are people passing through, taking one look at the first page moving on? Hits are important because they show every visitors history at your site. The best way to determine the depth of your site is to divide the number of hits by the number of visitors for a certain time period. By doing this you will know if people are looking at one pair of shoes or if they are looking around.

Do not discredit the power of the server log, and more so he power of hits verses visitors. Both can give you some insight to the future of your site.

2008年8月12日星期二

SEO - An overview

SEO or Search Engine Optimization is the process by which the quality and volume of traffic can be improved on a search engine on the Internet. Normally when we search for a particular piece of information or data on any top search engine ranking the results we get, are presented in a serial order by the particular search engine. This presentation of the results is derived from what is called the Â'AlgorithmicÂ' basis and the results that figure at the top of the order are the ones that would be visited more often.

A number of times the process of SEO could focus on searches that broadly range from Â'vertical searchÂ' to Â'horizontal searchÂ' or could be a very specific search. The process of SEO depends to a great extent on how the search engine has been designed to respond to specific searches. A search engine may have a particular set of search words or Â'KeywordsÂ' that has been used by a very large number of visitors to a particular site on this search engine. In this case the designers of the search engine would invariably give a very high priority to this particular set of keywords that would display the website in a privileged position in the top three or top five results on the search engine.

Now, although certain search engines do have somewhat different algorithms that are liable to change sometimes, it has been found that all engines more or less similarly appreciate the information that searchers look for, such as:

Simple, clean and implicit search engine friendly web site design

Carefully prepared, perceptive direction

Descriptive and well-written text

Tag content that that optimizes identification of relevant keywords

Accurate links that extend the scope of the search

It is true that good content that provides relevant information to the visitor to the site utilizing keyword phrases should be the objective of all contents that makes its way to the World Wide Web. Therefore a professional content writer and not SEO, is what is vital for that aspect of the job. In fact most people would rather be presented with information they require in clear, concise language, right on the main page of the site they are visiting.

Normally a decent search engine strategy takes up to a year to work although it might also work with minimal effort for a long time although it might not perform well in the beginning. If the site does not provide the visitors with what they want then it might never perform at all. Therefore while designing a site, it is important to remember that for the site to be up on the World Wide Web it will first be read by search engines that are machines. On the other hand, any content designed specifically for machine-readability could turn off a real visitor who is not interested in how the pages appear to a machine. Hence SEO is basically a question of balance.

2008年8月11日星期一

SEO Step One Of Ten: Keyword Research

Back in October 2004 I launched a series of articles outlining the ten crucial steps to a well optimized website. The steps were:

1.Keyword Selection
2.Content Creation
3.Site Structure
4.Optimization
5.Internal Linking
6.Human Testing
7.Submissions
8.Link Building
9.Monitoring
10.The Extras (all those things that didnÂ't fit in the first 9 steps)

Well in case youÂ've been asleep for the last few years on in case youÂ've just recently joined us in the SEO-realm, I – along with some of my good friends in the web marketing world – have decided to re-write the series with new information and new perspectives.

The New Series

In our updated series weÂ'll be dropping some of the articles and adding others to account for changes in the industry. Another major change in this series is that weÂ're going to compliment it with a weekly segment on Webmaster RadioÂ's Webcology (http://www.webmasterradio.fm/Search-Engine-Optimization/Webcology/) on Thursday afternoon at 2PM EST where weÂ'll be conducting interviews and discussing tools with their manufacturers to help our readers and listeners make the most of this information. If you miss the show, you can always download the podcast free of charge afterwards.

The 10 steps covered in this series will be:

1.Keyword Research & Selection
2.Competition Analysis
3.Site Structure
4.Content Optimization
5.Link Building
6.Social Media
7.PPC
8.Statistics Analysis
9.Conversion Optimization
10.Keeping It Up
Step One: Keyword Research & Selection
There are two times in a siteÂ's life when keyword research is conducted – when researching a site to rank in the organic results on the search engines and when researching keywords for a PPC campaign. In our article today weÂ're going to focus on the former and save the research involved with PPC campaigns for step seven in this series.

So weÂ've got the topic down to Â"justÂ" keyword research and selection for organic SEO campaigns – from there the topic once again gets split into a variety of areas. Those that we will cover here are:

The raw data
Studying those whoÂ've gone before
Understanding your choices

The Raw Data

The raw data is the raw estimated searches/day that you can expect a phrase to get on the major search engines. There are a number of tools you can use to compile this information. Here are some of the more commonly used:

Overture Keyword Suggestion Tool (http://inventory.overture.com/)
Yahoo!Â's keyword suggestion tool. ItÂ's fast and itÂ's free but it has some serious drawbacks. The tool often mixes singular, plural and common misspellings into one so it could lead you astray (admittedly itÂ's gotten much better lately but still far from perfect).

Is a bed and breakfast in Banff, BC better to target Â"banff accommodationÂ" or Â"banff accommodationsÂ". How about the very common misspelling Â"Banff accomodationsÂ"? That said, itÂ's based on easily the largest pool of search data made available in this way which gives it a huge edge in accuracy based on the pool of data itÂ's collecting from.

WordTracker (http://www.beanstalk-inc.com/resources/recommended/wordtracker.htm)
WordTracker is easily one of the most popular of the paid keyword research tools. It solves the problem with the singular vs plural vs misspellings however the data it accesses is from a few meta engines and is not as comprehensive as one might like.

They offer a free trial and have options to pay for just a day or up to a year so they provide options for people who simply need it for a quick round of research on one site to SEO firms who need it on a daily bases. It sells for $59/mth.

Keyword Discovery (http://www.beanstalk-inc.com/resources/recommended/keyword-discovery.htm)
This tool is very similar to WordTracker in the advantages/disadvantages category. Better specification of keywords, lower pool of data to base them on. I personally prefer Keyword Discovery simply for some of the features and the ability to export data for clients to view easily. Of course, that could well be due to my increased experience with it.

They have a free trial as well and it sells for $69/mth.

Aaron WallÂ's Summary (http://www.seobook.com/archives/001013.shtml)
Noted above are some of the most popular tools and the ones IÂ've used the most. There are some other tools definitely worth taking a peek at. Aaron Wall did a great summary on his site of the major tools, their pros and cons, etc. Definitely worth taking a peek at. Admittedly itÂ's a couple years old so some of the features have changed a bit but most of it is still valid and accurate.

Now What ...

Now that weÂ've looked at the tools, letÂ's take a look at what weÂ're supposed to do with them. As noted, we'll cover how to use these tools when launching or updating a PPC campaign in a future article, however there are still a few areas and considerations that we need to consider here.

So let's get started ...

In case no one told you – size doesn't matter. It's not how big it is, it's who's using it. Let's use as an example a phrase we at Beanstalk targetted and that's the phrases Â"search engine positioningÂ". At first this was our big phrase which now gets 7,689 estimated searches/mth (a bit higher than it was back then). Â"search engine positioning servicesÂ" gets a lowly 2,636 searches/mth. Of course we should be targeting the one with the higher number of searches (or so I thought).

Once we have attained top 3 rankings for both I started looking through my stats and setting up filters for conversion (forms filled out and visits to our contact page). People who entered Â"search engine positioningÂ" were sure interested in our blog and articles but only those who added the word Â"servicesÂ" contacted us. And so the big phrase was abandoned as a target and we began focusing on what I refer to as Â"buy phrasesÂ". So bigger isn't better if the people you want are searching using phrases with a lower search volume.

There's another time when bigger isn't better. Which of those two phrases do you suppose we ranked for first? If you guessed the services phrase then you're right. When you launch a new website (which we had) you're likely up against sites that have been around for a while, have some solid backlinks and a good number of pages. You're not going to want to go up against them for the top phrases out of the gate. Choosing to go with phrases that are lower in search volume and lower in competition will almost always result in higher rankings faster, put some money back in your pocket and ready you to go for the bigger phrases.

It's here that the model we followed works well. When you're selecting your short term and long term targets it's wise to choose phrases with the same root keywords (Â"search engine positioningÂ" and Â"search engine positioning servicesÂ" for example). This basically enables you to work towards your long term goals during link building for your short term targets. And who doesn't like to kill two birds with one stone? Or perhaps you have all the time in the world and you're one of those people who likes nothing more than working on developing incoming links.

Which brings us to Â…

Studying Those WhoÂ've Gone Before

Imitation is the sincerest form of flattery. Let's just hang onto that thought while we research what those who are successful in your industry are targeting in order to glean some insight into what works.

I've recently discovered (much to my pleasure) a very cool tool that, while a bit pricey for some, simplified MANY of the processes of keyword research, tracking and competitor keyword dissection. A company called AdGooroo (http://www.adgooroo.com/) has created what I've now discovered to be an awesome keyword tracking tool (I'd call it keyword research but it does a lot more than list off search phrases). The tool allows you to do the generic keyword research that we're all used to with the same limitations as the tools above (i.e. Google doesn't hand out their search keyphrase volumes) but that's just the first step.

They then take a look at your competitors on both the organic and PPC results, figure out what they're ranking for and bidding on and provides some great reports on saturation levels, competition levels, and a lot more. With this in hand you can then begin to analyze how they're ranking (that'll be covered next week in our article on competition analysis).

The folks at AdGooroo also store historical information so you can look back over trends in the past and compare that to what you see now. As noted, a bit pricey for some but worth it for those who can afford to know this level of information on who's doing what and what you should be doing.

I should also note that IÂ'm experienced in their SEM Insight product which costs $399/mth. They also do offer AdGooroo Express which has a lot of the same feature (but missing a lot of the ones I personally feel can give a researcher a HUGE jump on their competitors). The Express version however sells at $89/mth so far more affordable for some. And like all my favorite tools, they provide a free trial. :)

But if you can't afford that level of information you'll want to run ranking reports on all your top competitors (you likely know who these are but if you don't – they're the ones who rank in the top 10 for the most competitive phrases). You can either do this manually or use a reporting tool such as WebPosition Gold (http://www.beanstalk-inc.com/resources/recommended/webposition.htm - again, has a free trail).

If you find weaker sites ranking for large numbers of phrases, you know who to watch (again, we'll get into this more next week). The only problem with this method is that you can only think of what you can think of. The site might be ranking for phrases you never thought to look into and which, in knowing, might provide some great insight into additional targets and tactics. Of course, you might well be from an industry with very obvious and defined keywords.

Understanding Your Choices

So now you've got choices to make. You've got a list of perhaps hundreds of keywords and you need to shorten that list down. The number of phrase you target will only be limited by your site and the amount of time you have to dedicate to it.

You will likely need to pare down your choices to those that will produce the fastest and highest ROI possible. This will likely be the phrases that provide the lowest competition levels for the highest searched Â"buy phrasesÂ". Once you have attained these rankings you can move on.

The alternative is to go for the gold and target the biggest phrases in your industry. This will take longer (99% of the time) but might be necessary if there are no suitable secondary phrases. In this event you have to ready yourself for a slow rise to the top and a longer period of stagnant traffic with a big return (hopefully) at the end.

Another major choice you'll have to make (especially if you have a large number of potential phrases) is whether to start out with a PPC campaign for the traffic or to test keyword phrases for an organic promotion. While these will be covered in more detail in part 7, if you just can't wait you can find a past article on the subject titled Â"Using PPC To Maximize Your Search Engine Positioning ROIÂ" (http://www.beanstalk-inc.com/articles/ppc/4roi.htm).

More Info On This Series

As noted but worth mentioning again, this article series is being supplemented with a weekly show on WebmasterRadio.fm. Be sure to tune in or download the podcast to get the full information and hear some great interviews with the tool makers and experts.

Next week the topic will be competition analysis and will be written by StepForth, Inc. author and owner Ross Dunn. Ross will of course be on the show with us next Thursday along with some great guests.

2008年8月10日星期日

Secure PHP Programming

Secure PHP Programming 101

By Michael McCann

Last Updated: January 10, 2008

Writing insecure code is easy. Everybody does it. Sometimes we do it accidentally because we donÂ't realize that the security issue exists, and sometimes we do it on purpose because we suspect the bad guys wonÂ't notice one little vulnerability. Secure programming is often overlooked because of ignorance, time constraints, or any number of other factors. Since security isnÂ't flashy until something goes wrong, it is often easy put it off.

Once your application is compromised, you will realize thereÂ's nothing more important. The best case scenario is that you lose days of productivity and suffer downtime while you fix what was damaged. The worst case scenario &em; your data is compromised and you have no idea if it is correct, much less what the hackers managed to copy and read. Did you expose usernames and passwords to the world? Did you happen to release the credit card information for thousands into the den of identity thieves? YouÂ'll never really be able to know. ItÂ's best to practice secure programming so you never need to ask yourself these questions.

With this in mind, letÂ's examine three different classes of secure programming "no-noes," storage risks, system risks, and exposure risks and discuss how we can prevent each of them. Server configuration and data transmission security are beyond the scope of this article, but the reader should be aware that they also play a major role in securing a web application.

Storage risks are those risks involved in the storing data and interacting with a database server or file system. The most widely known of these in the infamous SQL injection attack. SQL injection is when you allow the user to input data into a query, and instead of a value he adds his own SQL into the query. The easiest way to prevent this type of attack is to escape every user variable that could touch your queries. Luckily, PHP has several build in functions for handling this, such as mysql_escape_string(). Essentially, this works by escaping characters in a string that could conceivably be used to terminate your query and run a user specified query.

When should you escape user data? It all depends on who you talk to. Some programmers prefer to escape as soon as it enters the application, while others prefer to wait until just before it is placed into the query. Personally, I prefer to escape right before it is inserted into the query. I do this because I can always look at the code, see the database interaction, and see that the data was escaped before it was being used. I donÂ't need to search the entire source to make sure something was escaped.

The second storage risk weÂ'll talk about is storing passwords as plain text (hereafter referred to as clear text). I know you guys do it; IÂ've seen too many open source applications and too many in-house applications to believe that it doesnÂ't go on. Simply put, there is never any reason to store a password in clear text. It doesnÂ't matter if youÂ're storing the password in a database or a flat file, always store passwords as a hash. You can accomplish this simply enough by using PHPÂ's md5() function to transform the password before you insert it into your storage medium. Since md5 is repeatable, you can validate a password by simply using

When should you transform the password to a hash? You should do it as soon as possible. DonÂ't let the password variable float around your application at all. As soon as you grab the password input, convert it into a hash. I prefer to do this by setting the password variable to its own hash, this avoids the chance of using the wrong variable in later code.

Next, letÂ's talk about the usernames and passwords your program needs in order to interact with other applications (like database servers). You should always separate these out into a different PHP file than the rest of your code, and reference them as constants or variables. This not only makes your code easier to maintain (if you need to change a password, you know exactly where to look), it the event that your source gets released, you know that the password isnÂ't in that file. While itÂ's certainly true that they could grab your password file, it does reduce the risk considerably.

Before we leave usernames behind, I want to touch on the concept of division of power. WeÂ're not talking about the government in this case, but about database users. The database user accounts your program uses should have the minimum level of access they need in order to function correctly.

If your application only reads from a database, then the database account it uses should only have SELECT permission on that particular database, and no access to any other database.

To take this concept a step further, I prefer to create multiple database accounts for my web applications. Typically I create one account that only has INSERT permissions for the particular tables the software needs to write to, and a completely separate account that only has SELECT access. This makes sure that no INSERT queries are accidentally performed and mitigates the possible damage done by SQL injections.

Of course, multiple accounts work best when thereÂ's a clear separation between those who can write to a database and those who can read it (such as a CMS). In theory, you could use multiple accounts in any application but you run into problems with the number of open connections to the database. This is simply something that should be considered as a possibility during the design phase of your software.

IÂ'm a big advocate, as are most programmers, of breaking source code down into multiple files at every logical opportunity. However, IÂ've noticed that a lot of PHP programmers have a nasty habit of naming PHP files they intend to use as libraries or other include types with the extension .inc, or .config, or some other non .php extension. This is a horrible idea because the server its running on might not be setup to parse these extensions as PHP files, so anyone loading the file would be exposing their source code (and potentially passwords, usernames, and other protected information) to the world. I prefer to prefix filenames myself, using inc_ or class_ when needed.

While weÂ're discussing included files, I would like to talk about to other security precautions. If you have a PHP file that you intend to use only as part of a larger PHP application, add this line to the beginning of the file (__FILE__, $_SERVER['PHP_SELF']).

This will cause the file to immediately terminate is someone tries to run it directly. A well written include or class file shouldnÂ't do anything when loaded on its own, but you can never be too careful &em; especially when a one line cut and paste can potentially save you so much heartache.

The other include-related item IÂ'd like to talk about is the difference between include() and readfile(). Include will tell the server to parse the file as PHP, while readfile tells the server to output the file as straight text. You should never use include on a file that is publicly writable (for example, if you have an application that appends user submitted data to end in order to simulate a graffiti wall or guest book) or on a file that you donÂ't control (files on other servers, or that others can edit). A malicious user could easily inject his own PHP into your system, causing untold amounts of havoc. At the same time, you should never execute readfile on a file that ends in .php. On a misconfigured system, this runs the risk of exposing your source code to the world. To summarize, use readfile() on html, txt, and remote files. Use include on local files with php code you want to execute.

Now letÂ's talk about system risks. I think of system risks as those things related to the way code executes. The primary system risk in any application is invalid data. You can never valid data enough. As soon as user data enters the system, you should immediately verify it exists and that it is what you want it to be, if not your program should halt and prompt the user for better input.

When validating data, you should use the tightest filter possible. For example, if your program is expecting a percentage, you should not simply verify that they entered something. Your program should verify that it is numeric and between 0 and 100.

You should also validate at every level. Every time a function accepts input, verify that the data is what you expected it to be and react accordingly if the data is bad. This will make it more likely that you will catch bad data due a programming oversight, it also has the added advantage of catching logic errors in your software.

Next, IÂ'd like to talk about eval(), exec(), and their ilk (shell_exec(),system(), passthru(), and pcntl-exec()). Visit their respective php pages to find out more about them, but in actuality there is very rarely any reason to use them. Eval will run any php code passed to it as a variable. This is inherently dangerous because you no longer have absolute control over what code is executed. If you must use eval(), donÂ't ever run it with a variable that has been derived from a user determined value, otherwise you run the risk of a hacker injecting his code. Exec() and the like pose similar threats, allowing your script to interact with the command line is a level of power you should rarely, if ever, need.

Finally, letÂ's talk about a couple of exposure risks. Usually, you donÂ't want to show your error messages to the world. For one, they freak people out. Secondly, they give hackers a wealth of information about potential bugs in your code. On production systems, always turn your error reporting off and use PHPÂ's errorlog() function instead.

The last risk weÂ'll talk about is using session IDs. Simply put, try not to ever send the session id to the user. Sessions arenÂ't secure, but if you transmit the session ID you run an even greater risk of someone other than the expected user to act as a "man in the middle" (to steal an analogy) and piggy-back off of the legitimate userÂ's session. An example of this would be using a session id to hijack someoneÂ's shopping cart and change a delivery address, get credit card information, or do something even more malicious depending on the system.

WeÂ've discussed many security risks involved with programming in PHP, but they boil down to a few simple concepts.

* Never trust the user &em; donÂ't let them run code on your sever and always validate any data they send you.

* DonÂ't give the user, or your software, any level of access greater than the absolute minimum needed to successfully accomplish their tasks.

* DonÂ't tell the user more than they need to know &em; donÂ't let them see your code, the session id, or any error messages that you didnÂ't create specifically for them,.

If you have any questions, please feel free to email me at michael@mmccann.com or visit my website (http://www.MMcCann.com).

2008年8月8日星期五

Part Two of Ten: Competitor Analysis

Welcome to part two in this ten part SEO series. The ten parts of the SEO process we will be covering are:

Keyword Research & Selection
Competitor Analysis
Site Structure
Content Optimization
Link Building
Social Media
PPC
Statistics Analysis
Conversion Optimization
Keeping It Up

What is a Competitor Analysis?

Have you ever wondered how a particular competitor always does so much better than you do in the search engines or online overall? A competitor analysis is one very effective method of deconstructing their online marketing strategy to discover how they are doing so well.

What Exactly Can a Competitor Analysis Reveal?

This is a very common question because many site owners don't know the lengths that a competitor may have gone to obtain top rankings. The following examples are some of the discoveries I have uncovered in a typical competitor analysis:

By examining a competitor's link structure I have found that many of the links with the most credibility came from websites the competitor actually owned. (Determining the ownership of the domain names required some sleuthing because the whois information was 'private' but ultimately the info became available.) In a couple of cases several of these domains had legitimate websites and this prompted some great ideas for my client to attain more traffic.

While researching a competitor I noticed that although the competitor's website was very similar to my client's, there was one major difference; the competitor's website structure was far better optimized. By outlining the structure the competitor used and improving on it with my own expertise our client had the information he needed to apply changes to his own site.

In another instance I provided a client the list of all the pay per click keywords and organic keywords that each competitor was currently using. The client was flabbergasted when she realized just how many keywords she had missed promoting for her own comparable services.

The Basics of Conducting Your Own Competitor Analysis

Now that you have seen some examples of what can be gleaned from a competitor analysis you might want to conduct one of your own. For the purpose of this tutorial I am assuming that you are fairly new to SEO so I created a basic plan that works for most users; but even this will require a little preparative reading. The following is a list of essential reading material:

Is Your Website Search Engine Friendly? Your Personal Checklist

This article will show you what elements of a website make it search engine friendly and this will help you see which optimizations your competitor used.

The 10 Minute Search Engine Optimization (Updated in 2007 from 2004)

A refresher on the proper elements of optimization.

15 Shades of Spam

Jim Hedger wrote this back in 2006 to increase awareness of the types of Spam that can get webmasters into hot water. It is an excellent refresher to help you identify them.

Many more free SEO tutorials are available if you find yourself needing more information. The following is an outline of the most revealing steps with the least amount of technical expertise required. Please keep in mind that the objective of this competitor analysis is to compare what you find to your own website later on. What you find may not seem earth shattering (or it might) but this analysis is meant to show you what you might be missing:

Competitor Walkthrough

Grab a piece of paper and a pen and while you walk through your competitor's website look for any particularly obvious search engine optimization techniques. Here are some elements you should check:

Does the title tag appear well written and if so is there a common syntax used throughout the website?

Look at the source code of the home page and search for "H1", "H2" or "H3". Do any of these tags show up? If so that means the competitor is using heading tags within the page. Now try identifying the text they used in the heading. Likely you will find the competitor's Keyphrase is found within the tag.

Check if the navigation is search engine friendly. Sometimes the navigation is a drop-down menu; make sure it is a type that is search engine friendly. If not, check the footer of the page and see if a text menu is placed there.

Keep an eye out for a pattern of keywords being used in text links. Certain words are likely to appear more often and these are likely some of the target phrases your competitor has decided to focus on.

Look for nofollow tags. No follow tags are often used to channel Page Rank efficiently throughout a website. This is called a themed structure and it can have incredible ranking benefits. If you see a pattern of nofollow tag use then you can be relatively certain your competitor has/had a well-informed SEO firm on hire.

While you roam through the site look for pages that have particularly high Google PageRank and try to identify why. In most cases these pages have information that visitors decided to link to. Perhaps this will give you some ideas for creating similar quality content for your website.

Check the site for the presence of an XML sitemap. Usually it will reside at the root of the website so try typing in the basic URL of the competitor's website and add (minus the quotes) "\sitemap.xml" on the end. The details within the sitemap might be a little confusing to you but just acknowledging that the competitor has one is noteworthy.

Have you found any incidences of spam throughout the site? Take note, I have lost count how many competitors succeeded using shady tactics. This doesn't mean you copy them, however, but it may at least give you yet another indication of what helped the competitor attain rankings. Believe me, in most cases these sites will get caught with their hands in the cookie jar at which point you won't want to be associated with the same tactics.

I can't possibly list everything you need to keep an eye out for when walking through a competitor's website; at least not in an article format. Just keep an eye out for anything that looks particularly purposeful in the site and linking structure as well as the content of the website. If you find something you can't be sure is worth noting, then try researching it online; chances are someone has written about the topic/concept or can provide you advice in a forum.

Backlink Analysis

This portion of the analysis will require that you use one of the following link analysis tools: OptiLink (not free but my first choice) or Backlink Analyzer from SEO Book (free). In each case these tools have excellent help files that I suggest reading in order to get the best results from the data they generate.

In this particular stage you are going to use your new tool to analyze the first 1000 backlinks of your competitor's domain.

Program Setup Note: Be certain to set up the software to acquire Google Rank and Alexa Rank information for each backlink and filter out any rel=nofollow links. The setting is easily found on the front of both applications with the exception of the rel=nofollow which is an option in Optilink but automatically checked in Backlink Analyzer.

When the report is completed sort the backlinks by both PageRank and then Alexa Rank; examine each sorting separately.

Why Are Both PageRank and Alexa Rank Used?

The reason both are used is because they each have notable disadvantages and advantages. PageRank is notoriously unreliable especially lately since Google now penalizes the PageRank of any site with any relation to link buying. As a result, sites with low PR could be missed as a quality site. Furthermore Alexa Rank is a decent indicator of a site's popularity but I can't rely on it since it is not an established indicator of how well a site is regarded in Google. Between the two stats, however, we can glean a good indication of the sites that have the best reputation for link building.

Creating a List of Authority Competitor Backlinks

Using Excel or another spreadsheet application copy and paste the data you received from OptiLink or Backlink Analyzer into a worksheet. Then create a copy of the sheet so that you have an exact copy of all the data on a single sheet. Now follow these steps:

On the first worksheet sort the data by Google PageRank (PR) from highest numbers to lowest. Now remove all of the pages that had less than a PageRank of 4 so you are left with the best sites according to this data. OR just separate the lower PageRanked sites so they don't get in the way.

On the second worksheet sort the data first by Alexa Ranking (sort lowest to highest numbers) and then do a secondary sort by the Google PageRank (highest to lowest numbers). Delete or remove all sites that have a negative Alexa Ranking ("nm" is how it shows in OptiLink) or otherwise partition them from your other more valuable data.

Now you have two excellent worksheets that provide lists of authority pages that have links pointing to your competitor.

How to Use the Backlink Data

Take some time now to filter the links by domain and you will see just how many links per domain each competitor has. If you see a website that appears to be linking to a website a lot it is usually because either the competitor owns the website or has purchased a link on the website. To find out if your competitor owns the website try running a Whois on the domain.

Also check the content of the link data for how many pages listed are from the competitors own website. If you see a great deal from their own website then you can be relatively assured they have good content which is important to note; perhaps you need to focus on better content on your own website OR how to get others to notice your good content.

Now the most logical step is to figure out which links are worth getting for yourself. Chances are a decent number of the links you found are from pages that would be willing to link to you as well.

Don't Lose Focus on Your Own Website

So now you have a few tools to conduct a cursory competitor analysis. You will likely find some very useful data that you can act on but is this all you need to do? Is a competitor analysis going to be the golden key to increased profits? No. I have a great deal of faith in competitor analysis because I know determining what a competitor is doing successfully can improve a marketing plan dramatically. That said, you also have to pay close attention to your own website and the quality information that can be gained from using free tools like Google Analytics or handy paid tools like ClickTracks Professional.

Using a quality analytics program will allow you to get as granular as monitoring the success of each page in your website with details such as: where did visitors come from (somewhere in your site or from another?), how long on average visitors stayed at a particular page, what keywords led visitors to the page (if any), and much more.

With proper analytics you can actually compare and contrast the effects of minor edits to a page's content; this is called multivariate testing. For example you can run tests to see if you can improve the retention of visitors by adding a better image or a better tag line because you noticed that many visitors were entering at a page deep within your site that was not originally designed as an entry page.

Truly, the sky is the limit with analytics and it would be irresponsible for me to state that competitor analysis is more important than making your own website run smoothly. Do yourself a favour, if you haven't already got an analytics program running on your site, get it done now or learn how to use the one you have; it will pay off in the long run. Especially when you want to monitor the success of the tactics you applied to your site from your competitor analysis findings.