The official slogan for Google+ is “real-life sharing—rethought for the web”. Google+, is a social network operated by Google Inc, with integration across a number of Google products, including Google Buzz and Google Profiles.

Started in June 2011 as a test version, its popularity has grown by leaps and bounds. Google+ notices are posted inside users’ Gmail inbox, so it’s 100% real-time Gmail deliverability. When you write about a subject on Google+ and your circle friends Google that subject, your comments and links are displayed automatically on page one of Google. No back-linking, no on-site optimization, just free traffic. All these factors make it a social media platform that is likely to stay on the scene and gain increased favor.

Building your Google+ Presence

I am continually frustrated by how much misinformation there is out there regarding SEO. In many cases, the information is blatantly wrong and in other cases it is just being misapplied.

Most business owners and executives are not savy SEO experts. They all know that this “SEO thing” is important to their business so most are open to learning more.

In an effort to improve our knowledge I thought I would review some common misconceptions.

1. You must have Meta Keywords to boost your organic rankings. This is not true, Meta Keywords no longer have any real value in boosting your rankings. Google doesn’t even consider them in their ranking algorithm that includes well over 100 different factors.  Take Away: If someone is speaking to you about the value of meta keywords, this a red flag that they really do not know what they are talking about.
2. Google Page Rank directly impacts your site’s keyword rankings. There is evidence that Page Rank is positively correlated with rankings on Google.com. However, the degree of correlation is not overwhelming. Page Rank should simply be viewed as a benchmark indicator of Google’s view of the importance of your site.  I regularly see sites with lower Page Rank that rank higher than competing sites with a higher PR.  Take Away: Don’t get hung up on PR. It’s a nice number to look at occasionally but focus your efforts on converting your site visitors to customers.
3. “Our SEO is endorsed / approved by Google.“ Google clearly states that they do not endorse any SEO companies. Companies can be Google Certified in certain Google products, such as Adwords or Analytics. However, these certifications are NOT for SEO.  Take Away: In Google’s words “Beware of SEO’s that claim to guarantee rankings, allege a “special relationship” with Google, or advertise a “priority submit” to Google. Read more from Google on SEO.
4. Guaranteed Rankings. There really is no such thing as guaranteed search engine rankings when you’re dealing with natural search results.  Google states on their on site that “No one can guarantee a #1 ranking on Google.” Read more from Google. Take Away: Any company or individual that promises ‘Guaranteed Rankings’ should treated with extreme caution.
5. SEO is a one-time activity you complete and are then done with. How many times have you heard someone say “We actually just finished SEO’ing our site”?  SEO is not a one-time event. It is an ongoing process that must be actively managed.  Do you think your competitors are going to do a little work and then stop?  As competition online becomes more heated, it is essential that companies engage in an ongoing SEO program.  Take Away: If you’re serious about promoting your business online, then SEO should be a standard component of your marketing plan.
6. Spending money on Google Adwords boosts your natural results. It is understandable to believe that spending money on paid ads with Google will somehow affect your organic / natural rankings. However, it is not true. Google has stated repeatedly that paid ads have no bearing on organic search result, yet this myth continues to live on. Running paid ads in conjunction with an SEO program can certainly be a good thing. It can give you increased visibility which can lead to higher click through rates, more natural inbound links. etc. Take Away: Incorporate a PPC campaign as part your overall online marketing strategy but don’t expect it to have any impact on your SEO efforts.

SEO can be a very confusing subject to the average business person. However, that doesn’t mean that you should ignore it. My advice is to do some research and find a reputable SEO company to partner with…get a basic understanding of their approach to SEO, talk with their clients, and verify results they have achieved.

Here are my top 6 reasons I may hate your website:

1. Slow Load Times – If your site takes more than 4 seconds to load, then chances are I’m not waiting around. Google hates slow page load times too and is starting to incorporate it into their ranking algorithm.
2. Splash / Intro pages – These pages were cool in 2000 but now they just waste my time. I do not care to see the same intro every time I visit your site. An exception would an intro where you’re really telling me something new or making an offer.
3. Poor Web Design / Confusing Layout -  I use the 4 second rule on this one too. I should be able to quickly determine the following: Am I on the right site? Do you have what I need?  What do I need to do next?  Don’t make me think about it.  Your web design needs to lead traffic down a path that leads to conversions.
4. Too Little Information – Give me as much information as I need to move to the next step. If I cannot find the information on your website, then it is likely that I will move on to the next site. A good rule of thumb is to give your visitors as much information  as you can in a manageable format. Give me a quick overview and then give me a link to more detailed information if I want it.
5. Lack of Contact Info – Seriously?  Are you a real business? I’m very skeptical about doing business with a company that doesn’t give me easy access to contact them, if needed.
6. Too Many Google Ads – I really hate sites that are littered with Google Ads. I understand their value but a home page with Google Ads throughout it screams spammer to me. Google hates spam in their search results, yet many of the spammy sites I run across are littered with Google Ads…go figure.

Most of my reasons are common sense, yet I still see websites everyday that I hate. How does your site stack-up?

In it’s effort to continually provide better search results, Google is once again changing way search results are displayed for Local searches.  An example of a local search would be ‘plumber greenville sc’.

Previously, Google Places listings (formerly Google Maps) were display in an abbreviated version next to a Google Map.  This week, we are starting to see search results for local business in a new display.  The Google Map can now be found in the upper right corner of a search result page (see image below).

In addition, Google is now displaying much more information, such as images, on each local listing and the format is very similar to the organic results that are shown below the top seven Google Place results.  The Local search algorithm is also changing and it is evident that two key factors are the physical location of your business, as well as having a strong website that is optimized for local search results.

Previously, you would see businesses listed in the Google Map results that may not even have a website. We are seeing that many of those businesses are no longer listed in the top results. In addition, they will now find it almost impossible to maintain a listing without a well developed and locally optimized website.  This is good news if you have been engaged in local search engine optimization.

From an SEO perspective, we’re seeing businesses that previously had a high organic ranking on page 1 may now be pushed to page 2.  The new page one results for local searches are showing the Top 7 Google Places along with the top 6 organic results.  So if you were previously listed in position 7-10 on the first page, it is possible that you may now find yourself on page 2 if you are not optimizing for local search results.

Google continues to add more enhancements to their local listings, i.e. Google Places, that give business owners more ways of making their listing stand out. After several months of testing, Google has officially rolled out an update that allows business owners to Tag their local results. Google Tag’s are yellow markers that allow business owners to promote important features of their businesses that differentiate them from other similar businesses.  Users can scroll over Tags on Google or click on the sponsored link to view coupons, photos, or other select features (see example below).

Tags are not free, but for just $25 a month you can create a yellow price tag that shows up on the map as well as in the 7-pack (Google’s listing of the top 7 businesses on local searches).

TIP: Google is offering a 30 Day Free Trial of Google Tags, but the offer to enroll expires on 7/23 – Visit Google Places for more details.

As you can see in the screenshot below, in addition to the standard info and Tags, Google also released a new feature called Posts. Posts allow business owners to create a custom message with their Google Local results to let the world know what may be going on with their business at that moment. Examples of Posts are:  exclusive coupons, special event announcement, happy hour specials, new products in stock, or other discounts and notices.

To see an example, check out the Place Page for Mission Mountain Winery which posted to introduce a new wine.

You can now get the word out by posting to your Place Page directly from your Local Business Center dashboard. Once you’ve logged in and are on your business’ dashboard, post an update and it will go live on your Place Page in just a few minutes.

Finally, I”m sure you’re wondering how all this affects search results. The short answer is that Tags and Posts do not affect the rank of search engine results. What they do is simply add more information about your business and give you another tool to make your listing standout when people are searching.

Contact WSI if you have further questions or need assistance.

There are essentially three conversations taking place online today.  All three of these conversations should be addressed as part of your digital marketing strategy. The conversations are:

1. SEARCH – Consumers SEARCH online.
2. SURF – Consumers SURF online.
   
3. SOCIAL – Consumers SOCIALize online.
   

SEARCH represents a Consumer to Business Conversation. SEARCH is the #1 resource consumers use when looking for a local business.  Consumers have a specific need and are initiating the process with businesses. People only spend around 5% of their online time doing SEARCH. However, these consumers are looking for information, product, businesses, etc.  Having visibility online at this stage is critical for local businesses and the return is high.  If you own a local business, it is now critical that you’re being found in search.  Here are three simple to ask yourself? If you cannot answer YES to all three, then you should quickly address any deficiencies.

• Do you have a professional web design that is setup to convert / sell?
• Are you being found for your key services and product?
• Are you measuring your results and return so that you can continually improve them?

SURF represents a Business to Consumer conversation. SURF is often overlooked even though consumers spend more than 40% of their time online SURFING.  Many people today use the internet as their primary source of news and entertainment. The opportunity for businesses is to create awareness of your brand so your business will be the one they remember when they are ready to buy. Display advertising can be a cost effective method of brand advertising. The return is more difficult to measure but the intent is to be where the eyeballs are online.  And yes, you can target display advertising locally.

SOCIAL represents a Consumer to Consumer conversation. SOCIAL Media is a very important method of marketing, sales and branding for many businesses. It does work, and is a communications medium that should not be ignored. Consumers give and get referrals through online conversations and reviews on tons of social sites like Yelp!, Google Places, City Search, Merchant Circle,  Trip Advisor and more.  Some simple objectives with SOCIAL should be to leverage social sites to promote your online referrals, create brand awareness and manage your online reputation.  A simple way to measure your return and progress is through customer reviews and referrals.

So what?  Where do you start?

The simple answer is — your website. I know that sounds obvious but I see too many businesses getting caught up in the euphoria of SOCIAL media while they neglect SEARCH and SURF. Your website is your storefront and often the first thing consumers see about you. You should absolutely have a strong web presence and be found for consumers doing SEARCH.  These consumers have a need and are looking for a solution. The return on investment is very measurable and generally much stronger than SURF and SOCIAL.

Once you have your web presence in order, then you can address the SURF and SOCIAL as part of your overall digital marketing strategy.

If you’re not running some sort of web analytics package on your website, then this should be the first thing you do in 2010.

One of the huge advantages of the internet over traditional media is that you can measure everything…if you have an analytics program. Google Analytics is a FREE program gives the average business more information than you’ll ever need.

Once you start gathering data, then you can answer questions that drive your future decisions on web design and search engine marketing. Questions, such as:

• How many people are visiting my website?
• How are they finding your web site?
• How long are they staying?
• How many site visitors convert and become real leads?

Your focus should be on conversions, leads and sales – not just visits. Once you start gathering data and determine your current results, then you can put a plan in place to improve the results.

Need help?

WSI is offering a Special Deal through January 2010 – Install Google Analytics for $88.  Sign up for this special offer.