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Small Business SEO Tip #1: Think Locally

Local SEO TipA small business generally won't have the resources to compete on a national level for generic search terms ( AKA keywords). This means your site should be optimized with geo-targeted terms, like your city, or county.

Start your keyword research by identifying the geographic terms that will bring in the most, high quality leads for your business. You should plan to dominate the city in which you are located. You can also target 1 or 2 additional geo-terms on your main pages, or create multiple pages specifically targeted to their own geo-term. Just make sure you offer value in those local pages, and don't duplicate content.

This is Tip #1 in a series of 10 SEO Tips for Small Business. 

6 Tips to Prepare For Your Web Design Project

Web Design Preparation TipsAlexander Graham Bell said "Before anything, preparation is the key to success." That is great advice from someone who knew great success. As a business owner or project manager, what can you do to prepare for your web design project, so that it will be as successful as possible? Here are some tips to make sure you have the best information at your fingertips when it is needed in the design process:

1. Define website objectives

  • Why are you building the website? 
  • What are your specific goals, and how will you determine if they are achieved? 
  • Why will your visitors come to the site? 
  • What are their objectives?

Brainstorm for ideas on how a visitor could derive value from the site, and what would keep them coming back. It is better to allow visitors to do what they came for, than to push or entice them to do what you want them to do. Hopefully those two goals are aligned, and focusing on the user's objectives makes for a better user experience. 

2. Define your competitive edge

Why will a prospect choose you over the competition? How can your superiority be demonstrated? This needs to be clearly communicated in the content and design of the website in order to drive conversions. Once when I asked a client this question, he answered "because the website will be better." I had hoped he was joking, but unfortunately he wasn't. A good website is not a cure for a bad business plan.

3. Gather existing information

  • Do you have product literature that will be placed on the website?
  • Do you have a mission statement?
  • Do you have staff bios?
  • Do you have a company background or company history?
  • Do you have videos that could be used?

All of this information will be useful in the creation of your website. If you don't have it, but would like it included, the creation of the content should be scheduled to be completed prior to the start of the design process if possible. Otherwise it is likely the website will need to be redesigned based on the actual content. Usually, as content is created it get's people thinking, which leads to new ideas. When this happens in the middle or at the end of a web design project, that means a redesign, which translates to more cost.

4. Gather existing design assets

  • Do you have a logo?
  • If so do you have the source design files, or do you know where to get them?
  • Do have print collateral such as brochures, print ads, or business cards?

Leveraging these assets can save time, and ensure a more consistent brand identity.

5. Review competitor's websites

Seeing how your competitors are presenting their products and services can give ideas on how to best present similar services. Be sure to note what doesn't work, as well as what does work in their designs. 

6. Review the visual design of a wide variety of websites that have a similar scope of content to yours.

This task is particularly important in quickly communicating your taste to the designer. It is important that the websites you choose have a similar scope of content. If not, the look will be largely irrelevant to your project. For example if you like the look of an artist's or photographer's website homepage, and it consists primarily of large images and thumbnails, or some kind of animation, that look can't be translated to a page design for a typical small business, that has significant text and a wider variety of elements. Pay special attention to style, color palette, and functions. It is important to note both what you like, and what you don't like about the designs, and why. Of course your designer will create a unique look and feel for your business, but the range of possibilities needs to be narrowed down. Otherwise a lot of time will be wasted in creating initial designs that are far out of your taste range.

Conclusion

The best case scenario would be to have all of the above information compiled before shopping for a web design company. Not only will it allow you to produce a more detailed specification, which will result in a more accurate quote, it will also help with the selection criteria and make it easier to see if there is a good match between the designer's approach and portfolio, and your needs. 

Google Penalties and What You Can Do About Them

Google PenaltiesIf you've recently lost rank in a Google search that is important to your business, you may suspect that you've been hit by a penalty. Google does in fact impose penalties in order to eliminate spam from its search results. To Google, spam is content it determines to be of low quality, and spammers are those who attempt to promote it by manipulating the results through a variety of activities. Like it or not, Google may see your content as spam, and you as a spammer!

Google imposes penalties in two ways:

  1. Manually, and
  2. Through its algorithm

Manual Penalties

Manual penalties are imposed by Google based on spammy content or spammy links. If you've been penalized manually, you will see a notice in your Webmaster Tools control panel. The "Unnatural Link Penalty" is a commonly seen penalty that gained prominence around the same time as a major algorithmic change (Google Penguin, see below) so some people initially confused the two.  Just remember if you have been manually penalized, you'll see the message in Webmaster Tools.

Websites that are manually penalized are often flagged as spam by Google users, or are competing in a vertical that is very competitive and tends to see a lot of spam. Think "viagra," "payday loans" or "work from home."

If you get the unnatural link penalty warning, you or your SEO company were probably doing some link building that, until about a year ago, was pretty common.  The types of links that are a problem are:

  • Links in social bookmarking sites
  • Links in article marketing websites
  • Links in blog comments
  • A high number of links with exactly the same keyword anchor text.

What you can do

  1. Clean up the spam. If you allow user input, such as blog comments, and don't moderate them, you probably have a lot of spam in your blog. Delete those comments and start moderating them.
  2. Improve your page quality. If you have a lot of pages that have low word count (under 300), are heavily weighted to a particular keyword, and offer little value to visitors in and of themselves, a Google employee manually reviewing your site may consider these pages as spam, and issue a penalty.
  3. Use the link disavow tool to tell Google to ignore these links.
  4. File for reconsideration. When you think you've cleaned up your act, let Google know, and they will re-review your site and hopefully remove the manual penalty.

Algorithmic Penalties
In the last couple of years, Google has made some major algorithmic changes to get low quality sites out of its results, and to penalize those sites that are the focus of manipulative activities aimed at increasing rank.

Google Panda
Panda was rolled out about two years ago (Feb 2011),  and was aimed at crushing sites such as low quality blogs and "scraper sites" (sites that copy content from other websites). It is an ongoing class of algorithmic changes that penalizes "content spam."

What you can do

  1. Avoid duplicate content.
  2. Keep page word count up to around 300

Google Penguin
Penguin was rolled out about a year ago (April 2012) and was aimed at penalizing sites for unnatural linking (thus the confusion with the manual unnatural linking penalty). The target of this penalty is non-varied keyword anchor text pointing to a website.  Links from low quality websites are reported to be more of a contributing factor. Site wide links, whether internal to the website or external websites from an external website are a problem when they use the same keywords that the page is optimized for (based on the page title, meta description and page content).

What you can do

  1. Restructure your internal linking
  2. Remove site wide links or take keywords out of anchor text
  3. Ask external websites to change anchor text or remove your link entirely
  4. Use the disavow link tool
What has been your experience with Google penalties? Let us know!

TP Designs promotes websites in the San Francisco Bay Area through PPC and SEO services.

Small Businesses CAN Maintain an Effective Blog.

Small Business BloggersBlogs are a key component of any modern web promotion strategy. Blogs are a seamless way to help your website give search engines what they are looking for to rank your site well:

  1. Fresh content
  2. A rich supply of relevant keywords
  3. Link bait
  4. Added value to the search results (as opposed to keyword spam)
  5. The opportunity to promote yourself through social media

As small business person, you know your industry. You have to in order to survive the increasingly tough economic climate. You are the expert in your field, and sharing that expertise on the substantial forum of the Internet lets everyone else know that, including existing and potential clients.

The reasons that are usually given for why a company does not want to produce a blog are:

  1. They are too busy.
  2. People in their industry are not on the internet, or at least don't use the internet for business. They aren't on Facebook and Twitter.
  3. They see blogs and the associated promotion through social networks such as Facebook and Twitter as a waste of time.

The response to the first reason is that if you are too busy to contribute time towards gaining new business, why are you looking into web promotion services? (Of course I don't say it like that!). Most small businesses just want to pay someone to promote their website, and have writing the check be their sole contribution. Well, you can do it that way, and many businesses do. The sad truth is that strategy is just a small step above throwing your check directly into the garbage.

As for the second two reasons, I guarantee there are a significant number of people in your vertical who are heavily involved in blogging and social media marketing, and they have the advantage over you. If not, then it shouldn't take too much effort for your business to become the industry leader.

There is a lot of BS around blogging and social media out there, and if anyone presents themselves as a "Guru" I recommend running the other way quickly. Do, please, however consider contributing some of your time and expertise in promoting your site through blogging. If you can't write yourself, hire a copywriter. You'll usually get a good bang for the buck, and they will take your ideas and knowledge and put them in the most effective form to market your business.

TP Designs promotes websites in the San Francisco Bay Area through PPC and SEO services.

Screen Resolution for Web Design 2012

web design screen resolutionAn important reason for redesigning your website on a regular basis is to keep up with the technology used by your visitors. The ever-increasing screen resolution of desktop and mobile devices will make a design that looked great a couple of years ago look small on the screens of today's visitors. That's why it is important to regularly monitor your traffic statistics to know how your current visitors are seeing your website.

Many business owners don't have a solid understanding of how screen resolution effects the way their website is seen. A common request is to make the website "fill the screen." The question is "which screen?" Given the variety of screen resolutions your website is being viewed at at any time, the best that can be done is to make it reasonably fill screens at the dominant resolutions and still look good at screen resolutions that are larger than normal.

Screen resolutions that are smaller than normal are usually part of older desktop or mobile systems. Depending on you traffic and your target audience, there is a point at which you'll need to make the viewing area larger than these low-tech visitors can see on their screens, requiring them to scroll to see all of the information. In my opinion it's best not to be on the cutting edge of screen resolution curve. Once your viewership at the older resolution drops to low single digits, those visitors are most likely used to viewing websites that are too large for their screens anyway, so they won't be too turned off if your's is too.

Here are the current screen resolutions being used to view this website:

 

Screen Resolution
Percentage
1366x768
14.79%
1024x768
11.04%
1280x800
9.60%
1920x1080
9.05%
1280x1024
8.72%
1440x900
8.17%
1680x1050
7.40%
1920x1200
3.97%
1600x900
3.42%
768x1024
3.42%
320x480
3.09%
2560x1440
1.77%
1360x768
1.21%
1280x768
1.10%
1280x720
0.99%

 

As you can see, the old 1024 x 768 screen res is hanging in there, at the second more common viewing size, while much larger screen resolutions are also common. One important thing to realize though is that visitors using these huge monitors are not likely to have their browsers maximized. This is because most websites they visit are still optimized for 1024 x 768 or 1280 x 1024 viewing, and there is no point in having the window take up their full screen.

With the knowledge gained by monitoring the screen resolutions of your visitors, coupled with a review of the page widths of your competitors' websites and other commonly visited websites on the Internet, you can make the best decision about when it is time to redesign.

Web Design for Mobile - Best Practices

Mobile Web Design

Unless you are a hermit, you're aware that access to the internet using mobile devices has exploded in the last few years. Your website IS being viewed on these mobile devices, and you should  now only be aware of how it looks, but you should be thinking about creating a mobile version, if you haven't already. Jacob Nielsen has a good article to start you off on your venture into mobile design.

With so many devices out there, where do you start? First, I recommend installing Android Emulator, and hooking up with a good iPhone emulator.Some Online web emulators can get the job done for multiple platforms. These "smart phone" emulators will let you see how your site looks on the most widely used mobile devices, and allow you to make and test adjustments.

Testing and development for "feature phones" will require a different set of tools. Because feature phones lack JavaScript and CSS capability, it will be necessary to develop a separate site for these phones. You can use the Nokia Emulator, which can take a lot of effort to get running, or install a developer extension that allows you to view the page without JavaScript and CSS to get yourself in the ballpark.

The difference in use of a mobile device and a desktop or laptop computer to access a website is really significantly different, and even if your site "looks ok" (albeit small) on a mobile phone, it still may not be usable. Here are some guidelines that will get you started in developing usable mobile websites:

 

  1. Have visible, obvious links from the full site to the mobile site and back. Search engines still haven't perfected the art of delivering the correct version to the searcher, so your users may need to navigate to the correct version themselves.
  2. Use horizontal swiping. Horizontal scrolling on a desktop browser = BAD, Horizontal swiping on a mobile phone = GOOD. In implementing horizontal swiping be sure to:
    • Have cues when swiping is possible
    • Don’t be ambiguous  - don't employ the same swipe gesture to mean different things on different areas of the same screen
    • Be consistent in your implementation of swiping across pages of your website
  3. Design for the small screen: Don’ make user’s pinpoint an area smaller than the size of a fat finger, and don't put links too close together. Nothing is more frustrating to the user than clicking on the wrong link accidentally.
  4. Limit the number of features on a webpage to those that matter the most to the mobile user. This probably means going back to the drawing board with your web design, and redoing the information architecture based on this new user type.
Developing and designing for mobile is no longer an option, or something that can be considered a specialty. If you design websites, you need to design for the mobile user as part of your process, and you need to make your clients understand that there will be additional effort and cost involved. That effort and cost will, however, pay of in a superior user experience, and increased conversion for mobile users.
Finally, if you develop for Joomla, you are in luck. They have and excellent mobile component that will significantly trim down your development cycle!

 

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