6 Reasons Why NOT to Use Keywords in Your Domain
By Shalom Issenberg | July 17, 2008
Obviously there are advantages to having keywords in your domain:
- Relevancy in SERPs
- Clear explanation of brand focus to customers
- Immediate appearance of legitimacy and authority
Here are 6 reasons why not to go after keyword rich domains:
- Unless you bought the domain 10 years ago, it’s probably not possible to find a short keyword rich domain, and long domains are less practical.
- You can’t trademark a keyword - example locationrealestate.com - it’s great but impossible to trademark and can leave you open to a dispute later on.
- Keyword rich domains are usually very generic.
- If your site/business has multiple focuses your keyword focused domain name will be limiting.
- Most keywords are referred to in a variety of ways; therefore monopolizing one variation of the search term might not be your best advantage especially if you sacrifice branding potential for it.
- Most people in your vertical will probably be including the keyword, by not including it in your domain you may stand out even more in the SERPs or other listings.
Things you should look for in a domain:
- Short
- Memorable
- Easy to spell (really easy)
- Meaningful
- Relevant
- Relevant extension: .com. co.il, .ca, (depending on your target market).
Having your keyword of choice in the domain can be helpful but is not necessary so don’t get stuck on it.
Topics: Domains | No Comments »
You Made Two Fatal Errors! Website Usabilty NO NOs
By Shalom Issenberg | June 20, 2008
Today I came up with a new interesting business idea. Unfortunately it requires a Canadian business presence and I am currently located far from Canada. No problem, I’ll open up a Canadian corporation online. Which brings me to the first problem: Incorporating in Canada.
Step 1: search Incorporation Canada via Google.
Step 2: Visit About-com’s page related to incorporating in Canada.
Step 3: Eventually find the http://www.oncorp.com/ link and click there to begin setting up my new Ontario Corporation online.
Now here are their two fatal mistakes in their websites usability:
Fatal error #1: about.com maintains the sessions by serving the link’s page inside a frame. This means that as long as I am inside the about.com frame I cannot sign up for services as cookie settings, required by the site, can not be utilized. This is fatal error #1 as it renders 99% of traffic from about.com useless. My advice - if your site requires cookies, script it with an alternative so that if sessions can not be started or maintained due to web browser settings - redirect to a lead form; At the very least!
But as an experienced internet user I recognized the problem and bypassed about.com knowing that the site error was caused by the frame. Now I am at the application process…
Fatal error #2: OEY VHEY, the first thing they do is ask me for my credit card information. Are you crazy? My advice here is to make users go through the application process and then ask for credit card details. The majority of users will back out once prompted to give credit card details, your best chance in getting the conversion is to make users more committed to the action by taking them further into the process. A larger percentage of the interested users will complete the funnel if the credit card payment is the last thing requested after they have already committed to the bulk of the process. It’s like the joke about the guy who swam half way across the lake got tired and turned around to swim back. If they have gone most of the way they will complete the process except for those who were really not interested or are unable to pay. Putting the payment at the beginning is not helpful and is totally unnecessary.
To oncorp.com and any others who have made the same foolish mistakes… my advice is to get some professional website usability consulting!
Topics: Uncategorized | No Comments »
Is Your Site Worth Millions?
By Shalom Issenberg | June 15, 2008
There are a significant amount of ambitious individuals out there interested in developing websites with the hopes that some potential buyer with deep pockets will turn up with a meaningful offer, preferably in the millions!
So what’s involved? What makes your website worth millions?
Simply stated: Traffic
Not so simply stated: Clear and stable monetization and opportunity
The main issue becomes determining value.
- The site has an assumed value based on traffic.
- Its actual value is made clear by its profits.
- Its potential value is a bit more ambiguous.
“Potential Value”
Your site may be profitable, but may only be profitable under certain conditions, or may be dependant on factors that are not predictable or even worse; unstable.
Example: The majority of your traffic is referred by one medium or source like organic rankings. Well unfortunately rankings change. Therefore the potential value could be less than the current actual value.
Or
Your site may not be profitable but potentially could be worth a fortune for the right buyer.
Example: Your website receives 100K visitors per month and impressions generate $10k/month gross ad sales. A vendor in your vertical could use your website to do lead generation converting 7% of your 100K visitors into leads valued at $50/lead therefore producing $350K worth of leads per month. So you can see that the same site being monetized differently can determine its profitability.
Typically valuing a site involves looking at four quarters of profit. There are some brave or “other” investors that may determine value based on other factors but than it’s near impossible to negotiate prices up unless you have proven the profitability historically or you have other serious offers.
The best things you can do are:
- Diversify traffic
- Effectively monetize
- Keep accurate records
- Create interest/buzz via press to bait more buyers
- Hire a firm that’s handled large transactions
- Be patient - large transaction and website sales can take 6 - 12 months after a show of interest from a potential buyer.
If and when it does sell, be prepared to continue working on the site for the buyer a least for a short term.
Topics: Business | No Comments »
Why do you want to work in Internet Marketing?
By Shalom Issenberg | June 4, 2008
A guy I know recently dropped in on me at my office because he is interested in getting in on “The Internets” (Bush 2007), and had a question regarding an opportunity that had come to his attention.
The opportunity of course was some third tier affiliate spam email he received after filling out some forms online; which almost definitely were found by searching ” make easy money on the internet without even understanding how to use a computer”. Of course I told him not to quit his job, so he thanked me and continued off to work.
He hadn’t been the only person in the recent months to express interest in my line of work, which made me think… Is working in internet marketing as good as people think it is?
Yes and No.
- I love having the ability to work flexible hours, but I end up working all the time anyways!
- The internet can be fun… when it isn’t your job! I can’t remember the last time I played a game online.
- Designing and building websites allow me to be creative; Debugging sites give me heart burn!
- High rankings make you feel good; Low rankings make you feel worse!
- Getting traffic to your website can be profitable, until one of them hacks your site!
- I love to write, just not about half of the keywords I target!
In summary, the money is good, I can work from anywhere, and I really do enjoy some of what I do. However, if the internet disappeared tomorrow I probably would have to thank someone, until then I’ll just continue to work and be happy with the way things are.
Topics: Marketing | No Comments »
The Internets & The Google; According to Bush
By Shalom Issenberg | May 24, 2008
It’s a little “sad” and very funny. No wonder the dollar is in trouble!
Topics: Funny | No Comments »
Are you covered? Insurance & Risk Management for Internet Development & Marketing Companies
By Shalom Issenberg | May 5, 2008
I had a meeting with an “Insurance & Risk Management” consultant about a month ago. The purpose of the meeting was to identify risks associated with services, specifically in terms of liability for potential claims related to loss and damages.
Many web development and SEO/ SEM companies underestimate the risks that exist in our industry.
The main concern for my consultant was the potential for a client to claim loss or damages connected to their brand’s reputation or market position on-line. Compensation related to claims may extend to losses pertaining to investment costs as well as anticipated future proceeds.
3 main factors that contribute to risk:
1. Outsourcing
- Using offshore development companies may expose you to a variety of risks: time delays in deliveries, malicious scripts, lack of accountability, poorly designed scripts that may create server vulnerability, etc.
- Confidentiality and Privacy: if you are handling an e-commerce project or a secured database with customer client data outsourcing may add risk for credit card or identity fraud.
- Outsource companies can steal your ideas after developing to use internally or resale.
- Outsourcing parts of SEO can lead to bad on-line reputation if spam techniques are employed or even a ban from the SERPs if “black-hat”techniques are used.
2. Guarantees & Result Based Services
Offering guarantees for SEO is one of the biggest traps. On one hand your clients want to hear the guarantee – even if you don’t want to give it to them. Many times this is a struggle for SEO professionals who understand that it is what the client needs to hear. Be fair to yourself and the client – don’t give in, don’t make promises you can’t guarantee!
Some companies will try to incorporate commissions or fees based on results, this can be dangerous as well. I once saw an SEO company charge $500 for a number 1 ranking, $100 for a top 5 and $50 for a top 10. The problem became that a top 10 ranking proved to be meaningless for many of the keywords they were being charged for. Also rankings don’t guarantee traffic and traffic does not guarantee business success. Don’t sell people what they don’t need!
3. Poorly Defined Contractual Terms & Conditions
Your clients don’t understand your job as well as you do. But you have to make them understand clearly what it is you will do. Avoid misunderstandings that can later become the basis for claims related to undelivered services.
Be careful in terms of structuring deals and writing contracts or service agreements. If necessary look at how other “larger” firms propose service contracts (not that I encourage it, but you can always pretend to be a potential client).
…Another area of risk that you should not ignore:
Technology Risks
Viruses, Malware, Hackers, etc.! The wrong malware on your computer can hack your Adwords account and spend your clients money on “spammy” ads (potentially hundreds of thousands of dollars in minutes). Trojans can hijack customer mailing lists. Viruses injected into your clients websites may access visitors’ computers in order to gain banking and other personal information.
For PPC managers… should you be concerned that your client will hold you responsible for marketing investments lost to click fraud?
Every business owner needs to consider risks; Internet professionals are no different! Speak to a trusted business insurance consultant or broker. If you offer your services internationally make sure your insurance consultant understands this.
Topics: Business | No Comments »
Google April 2008 Page Rank Update Here Again
By Shalom Issenberg | April 30, 2008
Once again Google PR Updates are on their way. It appears as though the updates just started minutes ago and I’m seeing many changes in Toolbar Page Rank figures across many sites.
PR updates will probably continue into May 2008. Lets all sit back and wait to see the results. At least for those who care!
Topics: Google | No Comments »
Google’s plan for the future: Google City
By Shalom Issenberg | April 25, 2008
Here is a glimpse into the future.
Topics: Google | 1 Comment »
Stop Designing Websites like it’s 1994
By Shalom Issenberg | April 21, 2008
I manage many website development and website redevelopment projects. The one task that proves to be a difficult and unique challenge each time is getting the design right!
A Website design works to accomplish a set of goals I have termed “FAR” (Functionality, Appeal, Representation).
Functionality
Design needs to be developed considering all the content and functionality that your website intends to deliver. This means planing menu effects, placement of content, “calls to action”, and content delivery. Sophisticated web applications and scripts also require integration with design.
Appeal
No matter how great your website content and tools may be, a poor design can destroy its potential for success. Example: If you have great professional content on your B2B site but you have an amateurish design, visitors might dismiss your content before reading it. The opposite also applies; A website’s content may receive more attention based on a friendly and attractive design. This is a very basic concept, similar to the food industry where presentation is just as important as taste.
Representation
Whether your site represents a commercial entity or an individual, choosing the right design is an important part in determining how you want to be represented. The images and the colors you use create an impression the same way as the set-up of your retail location or your personal appearance might in the real world.
Websites exist in an rapidly evolving environment where the term “Timeless” does not apply. Unlike the majority of internet users, designers seem to be stuck in the mid 90’s around the time they first entered graphic design school and stopped surfing the net recreationally. Web design is not architecture, we shouldn’t be trying to revive the classics here.
Here are some tips to producing an effective more modern website design
- Do not use fonts that look like they were printed on your typewriter
- Use “Web 2.0” font styles and colors
- Try to use a lot of white space
- Rounding edges instead of sharp edges
- Design for higher resolution and wide screens
- Replace animated .gif files with video and flash
- Incorporate AJAX into your design
- Many times less is more
Also, once you feel like you have created a successful design, show it to as many people as possible. Consider them your focus group, take their feedback seriously! Redesign if necessary.
Topics: Website Design | No Comments »
8 Must Know Wikipedia Tips for SEO
By Shalom Issenberg | April 17, 2008
I’m a big fan of Wikipedia and also the chairman of the “I hate Wikipedia club”. My split feelings towards Wikipedia depend on the keyword I’m targeting. In general I believe that it’s a great place to get free links for traffic. The links are “no follow” so they won’t help boost your search rankings directly, but they can contribute to a steady flow of traffic depending on the wiki page and the location of your link. On the other hand, Wikipedia’s traffic comes from its strong hold over the SERPs and SEOs know it’s not always easy outranking Wikipedia for a top organic position.
The Good:
- Free links
- Traffic
- Lends authority to your site
- Builds visitor trust
- Other potential “link sites” find your content and link to it as well
- The warm fuzzy feeling you get from knowing you got a “wiki link” (OK maybe not)
The Bad:
- Spiteful editors – removing your links
- Hard to control reaction – may require reputation management
- Traffic is passive (information seekers) low conversion on leads/sales
- Nothing to stop your competitors from gaming the same page
- Wikipedia pages might compete with your site
If you are going to use Wikipedia here are some marketing tips:
- Find relevant pages and place links to your site within the content not just the footnotes.
- Whenever possible place your links high on the page.
- If a Wikipedia page does not already exist for your keyword target, don’t create it – rather try to use the most relevant existing page. Essentially you don’t want to foolishly create a new strong competitor.
- Be objective. This will help avoid being edited
- Be honest – don’t create false information just to sell something.
- Link to relevant content.
- Link to informative, high quality content.
- Don’t link with competitive keyword anchor text, Its raises flags and the “no follow” on the links make it pointless anyway.
By the way membership to the “I hate Wikipedia club” is now open to the public. Membership is free!
Topics: SEO: Search Engine Optimization | No Comments »
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