Archive for May, 2009

A while back, I told you that Google’s index will double by the year 2011 every 11 hours… The amount of pages in its database will double ever 11 hours.  That’s staggering.  It tells us two things — 1) people who position themselves now and base their revenue off search traffic will explode their businesses, and 2) people who wait will be crushed by the competition.  Gone are the low competition days of the Early Internet, but this is still the Wild West in terms of competition — especially where things are going.  The fatal flaw I see most businesses make when they are coming online is lack of planning.  You have to have a plan; you must know your outcome before you set out or you will never arrive.  Without a plan, you will throw thousands of dollars at bad ideas and poor execution and only start the process all over again with another web design firm, and another after that…

So, what is the plan?  How is your business going to take your existing website and actually make money with it?  If you don’t have a website, how are you going to develop it so you can be assured of success…?  If you’re thinking that you’ll simply build it and you’ll get traffic — because naturally, there will be so MUCH traffic that someone is bound to run into you… Well, that is not going to work.  In fact, I’ll tell you bluntly that it’s naive.  It would be like opening up a storefront on the busiest street in town, but not hanging a sign, not unlocking your door, and painting black on the windows…  People will have no idea you’re there or what you do.  You have to be open for business, and on the Internet, that means marketing your website. 

Before you start marketing, you have to look at your site.  Think about it as another business, because unless you’re already in the direct marketing business, it’s a completely different thought process from where you are right now.  I’ll do my best in the pages of this site to inform and advise, but really, consider hiring a reputable, experienced professional — of course, I think my firm would be your best choice ;) — but hire someone who has navigated this course before and can advise you based on their experiences.  Find someone who will advise you honestly on the best course of action for your particular business, which will not necessarily be the cheapest option for you.  Find a firm that specializes in taking real world brick & mortar businesses from offline to online.

Let’s assume for the moment that you don’t hire someone like me.  There are different ways to approach your company’s website.  Think in terms of what you currently offer your community.  Do you see your website as being a business card for your existing product or service, or would you like to conduct sales on the website?  Do you have information you could share with others that would benefit them?  If so, you have the opportunity to package that information and sell it as a book, course or coaching program (among many other ideas).  Your local business can remain a local business online, or be focused on much bigger markets — it really all depends on what you want to do.  The good news is, you can do anything you want on the Internet.  That’s the bad news as well.  A myriad of choices and possibilities, but one of the most crucial things you can do online is decide who you are, decide who is your market, and be that one thing to that one market.  Diversification is death on the Internet.  Niche is success.

Here’s one clever strategy a recent client has decided to implement — consider all the different niches that are within their existing business and create separate web properties for each of them.  Buy up the domain real estate for about $7/year and then take the time to methodically develop those websites fully within the niches they serve.  There is a definitive strategy on what to name your website — the XYZ in your dot.com — which I’ll be happy to share when we speak.

Keep it tight, keep it focused.  Be patient.  You will reap the rewards with your online business(es).

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As small business owners, we need to find traffic for our websites from wherever we can get it — assuming, of course, that the source is relevant traffic.  Irrelevant traffic actually HURTS your website’s ranking in the Search Engine’s eyes, so we don’t want that.  For that reason, we are not fans of reciprocal linking schemes, link farms, etc.

Case in point.  I recently met with a new client who had previously enjoyed a Page Rank of 5 for their website.  Over the past two years, it has dropped to a Page Rank of 3.  This was due to a number of factors, but chief among those was the fact that they had been forced into a reciprocal linking arrangement with an unscrupulous vendor.  It benefitted the vendor tremendously, as they were able to show the search engines that their site was being ranked to from a PR5 website; it made the vendor’s site more “buoyant” (it made it rank higher) in the search engines.  The moral of the story is, be very careful if someone offers to do you the “favor” of creating a link to your site, in exchange to linking from yours.  It could be detrimental to your website’s Search Engine health.

Nevertheless, you should look for opportunities to receive links from relevant websites whenever possible.  It might not seem fair to “take” a link without giving one back, but there are other ways you can help the linking website.  If they have a satellite website, you could consider linking to that in the body of one of your posts — relevant topic / contextual link / deep link to the satellite site.  Just be careful that the link partner understands that directly linking from the satellite site to their main site will not be nearly as good as if they link in a broad circle of 10 sites before returning to the main site.  This is somewhat sophisticated SEO / linking strategy that we’re sharing, so it’s not for everyone to implement on their own.  It also implies that you have up to 10 web properties that are all somewhat related that can be daisy chained together… Again, not for everyone.  But definitely for businesses that want to insure being on Page 1 on Google. ;)

It requires a lot of time, attention and planning to implement a 10-site daisy chain strategy, and we encourage you to go into that with plenty of forethought.  Take the time to not only analyze and eliminate any chance of reciprocal linking or neighbor linking possibilities in the chain, and also insure that whomever in your organization will be managing your website network understands this strategy.  A company SEO Policy is a very smart investment in resources. It takes relatively little time for a website to fall in page rank, and a significantly greater amount of time to gain rank — especially after it is lost.  

The underlying issue of Page Rank has been said to be overrated, and it’s largely a symbol of the site’s overall bouyancy in the search engines… it’s not necessarily a goal for a web owner to achieve a particular page rank; it’s more of a barometer or guideline than a definitive benchmark or landing point.  The website owner with a page rank of 0 would certainly agree that a page rank of 5 would represent that his/her traffic has achieved more traffic (visitors), more conversions and more leads & sales.  That’s really the benchmark we’re aiming for.

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Me Marketing at the Expense of You

One of the most common marketing mistakes is not focusing your business on the needs of your prospects and customers.  Take an honest look at your website, your Yellow Pages advertising, magazine ads, etc.  Do you talk about your business or your customer?  As a basic rule, if more than three-quarters of your ad relates to benefits for your Customer or Client, your execution is good.  If most of your advertising concerns your business, your services, your features, your information (location, hours, etc.), then you are failing to be relevant to your Customer.  

Some of the greatest copywriters in the last 70 years have said this in many different ways, but it’s the same basic idea — focus on the sizzle and not the steak.  Focus on benefits, not features.  

People really want to know what’s the upside for them, especially when they are online searching for a solution to their problem.  Do your business a great service and focus on your Customer.  It will help your marketing tremendously.

If it’s too “close to home” to dissect your own marketing efforts, take a look through your Yellow Pages.  Are most of the ads describing the companies (location, hours, honors & accolades, their products or services), etc.?  I think you will find that nearly 100% of the ads you read are focused on the business and not on what the business can do for you, the potential customer.  

It has been said that Internet marketing is a lot like direct marketing; it is “me to you” communication.  This is true whether your website is focused on a B2B (business-to-business) model, B2C (business-to-consumer) model, or strictly informational with no commercial agenda.  It is very direct, personal communication.  Therefore, think in terms of your prpsective customer or client; in everything you create, imagine you are them.  What would you want to know?  

Now think in terms of your own copy (the content in your website or advertising).  After every line of copy, ask, “So what?” as it relates to your customer.  If you can pass the “so what” test at every line, you have something relevant to say to that prospect.

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Online profits from a few simple strategies

One of the simplest and most overlooked aspects of online marketing is that it’s not complicated. Or more to the point, there are a lot of “experts” who try to make it complicated. Aside from whatever motivation they might have to do that <COUGH: SELL THEIR STUFF>, online profits happen as the results of one simple equation –

Traffic + Conversion = Sales

– performed over & over & over again

There are MANY ways to get traffic (visitors) to your site and get them to take some action (convert) which will either result in more leads or (less frequently) result directly in more sales to your business.

So here’s the other simple rule — you only need to master 1 or 2 traffic methods and 1 or 2 conversion methods, and you will make money. You don’t need to master the entire kitchen to make a grilled cheese sandwich, and you don’t need to know EVERYTHING about internet marketing in order to add revenue to your business.

With that in mind, there are a few basic traffic techniques I’ve implemented in some of my sites and client sites that have universally and consistently WORKED. Here are a few of those methods — but remember, you only need to pick one or two:

Traffic Generation

1) Twitter is a highly effective means of targeting your niche and developing the conversation with your customers and prospects. There really is nothing like it. However, most businesses don’t know how to use it effectively. They spam with “sales tweets” — “Look at the cool new thing I’m selling.” The 80/20 rule is highly effective — 80% of your tweets should be about something interesting, funny or otherwise engaging… a question of the day (“What’s for lunch?”)… anything to get people talking, laughing, thinking… Also, keep it consistent and be generous with re-tweets. A few tweets a day go a long way toward establishing a rabid list of followers. The wrong thing to do is to Tweet like a madman for a day or two and then disappear for a month. Or worse, don’t reply when someone direct messages you or @messages you. That’s like ignoring someone at a dinner party when they ask you to pass the gravy. You WON’T get any dessert.

2) Video marketing. This is still a very fast way to rank your site and get lots of inbound traffic. Keep your videos consistent — don’t show up one day in a baseball cap and dark lighting, talking about the rain, and another day bouncing in a jungle gym screaming about business leads. Consistent message, consistent tone, consistent look & feel. Also, be sure to put a call to action in your video’s description, as well as the full URL of your website’s landing page, and use appropriate keywords.

3) Article marketing. This is an evergreen method for outstanding traffic generation, with one HUGE caveat — mix it up! Putting the same article on 400 article directories will get you nowhere fast. You will get a bump in traffic from all the inbound links until Google figures out they’re all the same article and basically count it as one link. There are content spinners out there that alter the content of your articles automatically, but you have to be very careful here as well. Most content spinners change a word or two to replace it with a synonym, or they mash up the article randomly to the output is basically junk that cannot be read. It has to pass human review. So if you’re looking for a quality content spinner, ideally you want to be able to change the entire sentence, do that with many sentences in the article, and then have it spin those into hundreds of different articles. That’s the professional way to do it. At the bottom of your article, have a call to action in the information field; a blurb about you (the author) and a link to a free guide the reader can pick up at your website.

Conversion

1) Keep it simple. The landing page has to do ONE thing — get people to ACT. For this reason, it’s been called a SINGLE ACTION PAGE. Pear it down to the bare essence of what you need the visitor to do. Consider placing a video on the page with a very simple message, “Hey thanks for stopping by for my free whizbang. Just type in your first name and e-mail address and I will rush it right over to you. In just a moment after you send your information, you’ll get an e-mail with a confirmation link. Click that link and I will instantly send your free whizbang.”

2) Direct, direct, direct. Notice the video script in #1 above — see how we instructed the user on exactly what they need to do? And then we told them what to expect next, and what they would then need to do. And we closed with a reminder of the benefit — the free whizbang.

If you have trademarked the term “whizbang,” then I apologize in advance.

3) Test, test, test. ALWAYS have two versions of your landing page operating at one time. You can optimize your landing page using freely available Google tools in the Web Optimizer toolbox. You really can’t go on “gut” here — the data will be you every single time. Even on PPC ads, we have literally seen the addition of a question mark in the ad increase conversion by 16.8% So test, test, test.

Conclusion

These methods work on any business in any industry. Here is some social proof –

  • Local landscape designer increased her traffic by 7,342% (yes seven thousand percent)
  • Local artist went from three visitors a day to an average of 41 visitors a day
  • International digital publisher had zero e-commerce and started converting 16% of all traffic to revenue within 72 hours of implementing one traffic strategy and one conversion strategy
  • Changing a landing page to a simple design on an e-book site turned conversion from an anemic two sales per week to eight sales a day — on the same traffic.

I hope this helps your business. The average business fails to do what it takes to drive traffic or achieve conversions to their website. While they exercise 20-30 traffic methods on average, they don’t do a single one effectively.

I have written a definitive guide listing 750 traffic generation methods that’s available here. Choose one or two and do them effectively.

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Google has recently announced a new Adwords interface that we’ve had a chance to beta test and found it to be a vast improvement in managing single campaigns. 

The new Adwords interface was built in response to the Adwords user community who needed a method for getting their work done faster. Among the many new and improved feature set:

Faster Account Navigation

  • Browse your campaigns and ad groups at once in a new account tree
  • Compare performance easily by jumping between ad groups

 

 

 

Track Performance Efficiently

  • Use Custom Graphs to chart trends in up to two metrics at once
  • Filter your data to focus on the keywords that matter most

 

 

Find New Optimization Opportunities

  • Use roll-up tabs to find your biggest opportunities for improvement
  • Get new keyword ideas with easier access to search query reports
  • Add negative keywords quickly to refine your targeting

 

 

 

Spend Less Time Making Changes

  • Edit bids and keywords without loading a separate page
  • Change keyword match types with a new drop-down menu
  • Make bulk edits with just a few clicks

 

 

 

Get More Out of the Content Network

  • Check your performance on individual sites on the new Networks tab
  • Adjust your bids for different placements based on performance
  • Exclude placements that aren’t working for you

 

 

 

 

The biggest time savers that we have found are the Account Tree, In-line Editing.  The Account Tree allows you to quickly navigate to any campaign or ad group from any page in your account.  In-line editing allows you to click & edit without having to navigate away from the page you’re on.  The Networks Tab is useful for comparing your ads’ performance on Google, search partner sites and the Google Content Network.

Google has listened to what Adwords clients need and has delivered very well.  If you do not have an Adwords account, sign up at http://adwords.google.com  – and then download our free white paper, Adwords Survival Guide.

**If you’re a marketing firm needing to manage multiples of Adwords accounts and ad groups for numerous clients, sorry but you will still need a more robust solution…

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Some of the advantages e-commerce has over traditional commerce are the reasons that shopping online has become so popular. If e-commerce sounds complicated to you, don’t worry. When you decide to start selling your products or services online, Kinetics Web Pro will consult on the available options and make recommendations based on your specific needs. There are literally thousands of possible e-commerce platforms out there, and many good ones… but having used the best e-commerce platforms extensively, we can discuss the pros and cons as they relate to your business. We also take into consideration your current needs with your future plans for growth. In discussing one client’s retail strategies recently, we revealed an entire wholesale model to them that they hadn’t even considered; this will potentially be worth millions of dollars to their company in revenue.

If you have no experience with e-commerce, it’s not a difficult concept at all. E-commerce is simply the exchange of goods and services through electronic data transfer. You pay online and either download an electronic item you’ve purchased like a digital book or music, or the physical goods are shipped to you. Almost everyone has used some sort of e-commerce. Online auctions like eBay are e-commerce, too, but that’s considered C2C or consumer-to-consumer commerce. And if you’ve ever used file-sharing software, whether money changed hands or not, that’s a form of P2P or peer-to-peer e-commerce.

The term e-commerce has been around a lot longer than eBay or Amazon.com. In the days before the Internet when businesses used to exchange information electronically, the term e-commerce was born. But only after the invention of the Internet did e-commerce become something the average consumer could use.

With more and more people getting online every year, more people discover the convenience of e-commerce, so sales are growing right along with increased Internet usage. Most traditional retail stores now have an online presence that accounts for a large percentage of their sales. Even small local Mom & Pop shops often have online stores that allow them to sell electronically, and bring local business into their retail stores. So many people search online and comparison shop before they actually go to a store to purchase an item, that not having an Internet presence makes no sense in today’s marketplace.

The advantages e-commerce offers business makes running an online store a highly desirable thing to do. Not only do you show up in Internet searches for your products, if you’ve taken care to make sure your search engine rankings are good, but you’ll draw local customers as well as long-distance customers who can order your goods or services online regardless of location.

Advantages e-commerce offers the merchant also include the ability to change prices, and even an entire business structure, just by making changes to a website. A merchant can try several different methods of online promotion and marketing, and track each one to see which works best. The ability to quickly adapt to trends and adjust sales efforts is one of the chief advantages e-commerce offers over traditional marketing and promotional methods. If a print ad or even television commercial isn’t giving you results, there’s little you can do. But a banner ad online can be changed and tweaked until results are more favorable. Customization is one of the advantages e-commerce offers merchants and consumers. Web sites can be designed to offer recommendations based on a customer’s last viewed or purchased items.

The ability to shop without having to stand in line or pay for gasoline is also one of the chief advantages e-commerce offers today.

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In case you missed it, Google has just released a cool new set of tools on it’s search pages.

Go to Google and type in a search term — maybe even the main search term for YOUR business.

When the results come up, look under the Google logo to the left of the search box. Click “show options.”

Now look at the bottom of that list — click on the link, “Wonder Wheel.”

Now is when it gets very interesting…

Click any of the spokes on the wheel — you’ll dig deep into that niche and find some very interesting sub-niches related to the original search term.

This is a great way to get insight from Google on how it thinks about your niche… or perhaps give you some idea for additional content on your own website. ;)

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You own a small business, just like me. You own a brick & mortar business. I have over a decade of personal, hands-on experience with that; I have paid rent, payroll, payroll taxes, sales tax, worried about inventory and sell-through… I get it. Your margins are getting thinner and sales are getting smaller. You have been looking at every expense item in your business and you have probably run out of things to cut. The next thing to cut will be you, or the business itself. What you need are more customers. More customers will solve your problem, won’t it?

I’d like to ask you to think about advertising your business in the Yellow Pages. I’m not suggesting you think about it as a viable means of advertising — I’m asking you, consider the advertising that you’re doing, whether it be the Yellow Pages or any of the other “old school” methods for advertising your business. Consider how that ad works for you. Consider how that ad MUST work for you in order for it to do its job of bringing more customers into your store or restaurant, or getting more prospects to call you. Someone needs to get the idea to open the phone book, page to your category, peruse the ads, find YOU, see something in your display ad to make them take action and call. NO ONE works that hard anymore to seek you out. That advertising costs thousands of dollars a year. How many of your new customers came from the Yellow Pages last year? Do you even have any metrics (data) to know where your new business came from? Humbly, I suggest the best thing you can do is eliminate that display ad; create a regular, simple listing and pay for an extra line for your website address.

Now please consider your website. I’m going to be very direct and honest with you — if you are running your website like most small business owners, it’s failing to add anything to your business. Many small business owners operate their website as though it were a Yellow Pages ad; it’s there. Your customers won’t randomly find you on the Internet. They won’t just happen to think about your business and type it in. Even if your potential customers go to a search engine and type in your TYPE of business, they probably won’t find you unless you have 1) optimized your pages properly and 2) created specific methods to increase the presence and visibility of your website to the search engines. You see, not only your customers need to know who you are, but Google, Yahoo and MSN does as well. If they don’t know you exist, they can’t deliver your site to people who need your product or service.

Done properly, a website can be a VERY effective method of adding customers to your business. It can be modified very quickly to adapt to trends. Through your website, you can feature sales, talk to your customers and find new clients. A website can be any size you want it to be. You can even sell some of your products on your website and reach beyond your local market.

Consider your website name. If your business is about plumbing, and you don’t have “plumbing” in your .com name, does Google know what your site is about? Do the pages of your site talk about the various aspects of your business? Oftentimes, you’ll see a local business have a three-page site — a Contact page, About Us, and then a HUGE page about everything it is they do. Why? Because they “got a deal” from a web designer for a three-page site that was cheap and easy to implement. This is a terrible strategy in terms of search engines. Segment your pages into one topic per page. Make sure the metatags on each page match the topic. You can Google a discussion about metatags, but essentially, metatags are the code Google looks at for clues on what the page is about. YOU determine what the metatags are. Oftentimes, web designers don’t put anything in the metatags because you have paid for “web design” not “SEO.” That’s one reason why you got such a “deal” on the price. ;) (Kinetics Web Pro only creates SEO-friendly sites, so every page has metatags.)

Metatags are easy to find. Just go to your website, and then in your browser, go to “View Source.” Search for the TITLE and DESCRIPTION tags. If you don’t have anything there, or you can’t even find those words in your code, then your page is not optimized for search engines in the most basic way.

Metatags are the simplest way to optimize a website for search engines, but really, it goes to the very structure of the site. Think in terms of an outline with 1) 2) 3) and sub-sections of a) b) and c) — search engines think the same way. They like to see orderly, planned websites that function logically. Your site should be the same way.

We hope this has been helpful to your business.

If you don’t have time to do this work yourself, we can help. Contact us today.

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I just received an e-mail from a business owner who feels he has done all the right things in the last six months — he started a WordPress blog, assigned one of his employees to post to it a few times a week, optimized the site for SEO, created an opt-in box to capture e-mail leads, etc., but he’s not seen any traffic to speak of… a few visitors a day, no opt-in’s, no extra business, and nothing but expenses and bills to show for his efforts… and needless to say he’s frustrated, discouraged and at the point of giving up.  His results are actually very typical, but it doesn’t have to be that way.  Millions of websites are earning revenue for their businesses by following a few key strategies.

A few years ago, you could create an SEO-friendly website and the mere fact that it was optimized would attract traffic to your website, but that’s not enough anymore.  You must advertise or market the site.  

Before we move forward, I’ll state unequivocally that if your site is not optimized, you will suffer search engine rankings.  It’s part of building a professional website, and simply a matter of course that you need to pay attention to proper optimization of each page.  It would be like showing up at the opera in a dirty t-shirt and cut-off’s; it simply isn’t done if you want to be taken seriously.  Pay attention to the title of your page, as well as the description, keywords and especially the content.  Tag your images with relevant keywords.  Do all those things — especially if your keyword competes with less than 50,000 – 60,000 other web pages in Google’s index.  We commonly see the lack of optimization on home-made websites (made in a free editor), Flash sites (pretty but not very smart) and old websites (technically obsolete).  If you have a home-made, Flash or old website, it’s entirely possible to have a well optimized site, but you may have to work harder to get here than the guy with the WordPress blog.  WordPress sites are about as good as it gets for good SEO, and should be your model to emulate in your own web property.

More than simply optimizing your site for search engines, you must tell the world about your website.  There are simply too many pages on the Internet about your topic — too much noise for a page to simply “exist” and get any attention at all.  Time and again, you have heard me talk about “the conversation,” and that’s an image I’ll return to again here.  Think about a cocktail party.  If you are in the street outside the house, you could be the most relevant contributor in the world to the conversation; but unless you walk into the house and actually join the conversation, you’re not relevant.  You’re not even on the radar.  People don’t know you exist.  You are a mere murmur in a world that is shouting.

The Internet — and by extension, search engines — filter out pages for a number of reasons.  Spam content that contributes nothing gets thrown to the side of the road.  Good content with no volume is not found, and that is a true shame.  There are many ways to join the conversation.  If you have something to say — especially if you have something of substance to contribute — you have a responsibility to make yourself heard.  So get out there!  It’s time to be heard.

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Fear and Marketing the Swine Flu

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