Posts by ‘Cindy’

Effective Keyword Research Tactics

Written by Cindy on July 29th, 2010

Do you speak your target market’s language?  If you don’t, you are missing out on an essential component of keyword research and implementation.  There are many powerful uses for keyword research, from selecting lists of keywords for PPC campaigns, to using keywords effectively in press releases, articles, blog posts and website copy.  But in order for the work to be effective, you’ve got to select and use the words that lead to the highest conversion levels.

Wondering where to find these mystical words?  According to a recent survey of marketers, the most highly rated keyword research tactics use site log files.  Analyzing site log files for highly converting search words and for frequent keywords were ranked as the two most  effective tactics. Keyword experts know how to use the art and science of their research by mining the data found in site log files for the most effective keywords.

Site logs contain vital data such as the number of visitors to your site, where they live, what time they visited, and if they are new or return visitors.  They also show how people got to your site: Did they type in the address directly? Did they come from a referrer page such as an article or industry listing? How much traffic are you getting from individual search engines?  In addition to that wealth of information, you will also find the keywords used on the search engines by your site visitors.  Clearly this is a great source of keyword data that represents the interests of the real visitors to your website.

Other tactics chosen as “highly effective” by lower percentages of survey participants include analysis of internal site search (once visitors are on your site, what are they hoping to find?), competitors’ sites and competitive tools such as SpyFu.

Your target market’s language is waiting to be uncovered in your site log files, and an experienced keyword researcher can serve as the translator that allows you to implement the most effective keywords.

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Building your Business with PR

Written by Cindy on July 6th, 2010

Public Relations is almost always a key factor in building a successful business, especially in today’s competitive marketplace. Whether you’re just starting up a new company or working to expand an old one, using PR can be especially beneficial in constructing credibility and spreading awareness in the most economic way possible.

Having well-written material that is relevant to your business can not only be used to draw new customers in, but can help establish your company’s credibility. Choosing appropriate and interesting topics for your target market will give you a leg up in attracting new clients. Also, by producing articles that have informative and professional content and sending them through the media, your company will be deemed the expert. This will allow you to better create the image that you want for your business.

PR can also give the perception that your company is active and constantly moving forward. Occasional press releases are a great way to spread public awareness on any related events happening with your business. They can also be helpful if ever needing to manage a crisis happening within your industry. PR tends to be much more effective than other forms of marketing communications like advertising, especially when trying to relay an important message.

As a new, up-and-coming form of communication, PR is a fast and effective way to reach large audiences. You’ll have a much easier time reaching your target market through extensive media coverage, and with different, but relevant, content you’ll be able to better reach out to new clientele. Circulating new blog posts and articles each week or month is a relatively easy way to socialize with new and old clients and business connections.

Online PR can be especially helpful in spreading awareness. By using key words in your website content and a strong site structure, you’ll be able to heighten your search engine rankings and improve your online presence. Having authority content online can also better connect you with other websites associated with relevant and quality businesses. It’s a great way to increase the flow of traffic to your company or keep it at an all time high.

Though you may have to work with a PR specialist to get your desired results, the amount of media coverage you’ll get is well worth the dollars spent. You’ll have a flexible and efficient way of communicating with different markets that other forms of advertising have a hard time accomplishing. Different media like newspapers, magazines, and online databases don’t charge for publishing your articles, so you’ll be gaining mass coverage for next to nothing.

Overall, Public Relations is a less expensive form of paid communication that can leave you with a controlled image of your company and a positive public perception. Companies that rely on PR for getting their message across often reach their initial goals quickly and without complaint. If you’re looking to give your business a boost, consider taking a dive into the world of PR, and discover a new market of opportunity.

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