SEO Automation Tools - Conductor Searchlight vs. Bright Edge

I'm a big fan of implementing automated systems to be more productive. Marketing automation reduces repetitive tasks associated with the marketing process. For example email marketing can be automated with Infusionsoft to keep your message in front of new and prospective customers.

I have recently researched SEO marketing automation tools and would like to share my results. These SEO and SEM automation tools are for professionals in enterprise organizations that have implemented the Adobe Online Marketing Suite of applications. Specifically I am talking about SiteCatalyst for analytics and SearchCenter for search marketing. While consulting for a large bio-tech I compared and tested multiple SEO automation tools based on the following criteria;

• scales to a global organization
• fast and accurate data
• low overhead
• ease of use
• keyword categorization
• automated alerts
• custom reporting
• keyword tracking
• rank tracking
• recommendations
• back link analysis

There were two products that emerged as having scalable solutions that fit these criteria namely Conductor and Bright Edge. Both were quick and informative SEO tools but based on our previous experience we were looking for a solution that had a solid integration into Adobe SiteCatalyst data. In March of 2011 Conductor's Searchlight developers were finishing up the Adobe Genesis integration into SearchCenter. Being able to use one data set meant we would have one source of truth and the ability to report on SEO stats within SearchCenter for the first time. Now we would be able to use the SearchCenter's SEO data to make recommendations for new SEM keywords and vice versa. The Conductor and SearchCenter integration is still in the testing phase but so far the results look very promising.

Conductor Searchlight screen shot

Bright Edge screen shot

Three Keyword Placement Rules

Here is an example of a site I optimized for the keyword "Protocol Exchange." Following three basic keyword placement rules for the page title, description and URL helped increase page ranking.

1. Place keywords at the beginning of the Page Title, this becomes the link in Google.
2. Place keywords at beginning of the meta description and 2x in the first 155 characters if possible.
3. Create the page name using the keyword for placement in the URL will also help increase page rank.

Tip: Adding keywords to the meta data is a good practice for the following reasons. First some search engines still look a meta keywords but I find it useful to store relevant and ranking keywords in the keyword meta field for future reference. This way when I'm updating page copy and links at a latter date I don't have to research the keywords all over but can easily access them by viewing the source when I need to see related keywords for that page.

21 Google Apps Tested and Combined

I love it when Google comes out with new web applications. My background as a software test engineer makes me want to try out all of the new Google applications. I don't want to add them to client's live websites without testing them first so I created the Anaheim Visitors Guide as a test website where I can experiment with everything Google.

The Anaheim Visitors Guide currently has 21 of Google's applications crammed into one website... I know it's not very pretty.  What I like is that many of these applications are what my small business clients need today in order to cost effectively run their business. Some of the apps include Google Places, Maps, Docs, Gmail, AdSense, AdWords, Analytics, Gadgets, Blogger, Picasa, Webmaster, Translate, YouTube, Google Sites and Custom Search. As I test out these applications I show my clients how to take advantage of these free tools to boost their productivity.

21 Google Applications Tested

1. Gmail – emails services and centralized login account. The first thing I create for every new business.
http://mail.google.com

2. Google Docs – content creation and online survey form. Share and collaborate on docs.
http://docs.google.com

3. Google Calendar – online calendar for Anaheim area events.
http://www.google.com/calendar/render
(If you are running a small business you should consider using the version of Google Office Apps that allows you to send email using your own domain name. www.google.com/apps/business )

4. Google Places (Local Business Center) – online business listing with top ranking local search results.
http://www.google.com/local/add/businessCenter

Only rely on Google Places if you have a real business and even then for one source of traffic. Sick to SEO for the core of your traffic.

5. Google Maps – embedded maps for restaurants, hotels, and shopping etc.
http://maps.google.com

On the Anaheim Visitors Guide there are 6 Google maps that drive traffic to the website by placing back links in the map bubbles. These are indexed by the search engine to provide organic traffic. As of writing these maps have received over 255,000 views.

6. Google Alerts – keeps track of Anaheim news and events. Setup an alert to pull news into the iGoogle page, then syndicate via RSS.
http://www.google.com/alerts

7. Google Reader – collects Google Alerts into one list. You can then syndicate that list via RSS to automate Twitter feeds. Very cool.
http://www.google.com/reader

8. AdWords – run Pay Per Click campaigns, test keywords and generate traffic reports by connecting with Google Analytics.
https://adwords.google.com

On the Anaheim Visitors Guide only ran a PPC campaign for a very short time to jump start the site traffic. Over all I wanted to see how much organic traffic I could get in this very competitive market.

9. Google Analytics – track site visitors and usage, very useful tools.
http://www.google.com/analytics
This is a must for tracking your site visitors. Google has really beefed up their analytics application to the point of being an advanced application.

10. AdSense – monetized the site with links, banners and video ads.
https://www.google.com/adsense

AdSense is essential for monetizing a site. You can also use it to monetize parked domains. On the Anaheim the banners on top and links on the sides are what pays to keep the server going. When testing found the video ad option did not show relevant content for the site. This feature was new but when the random videos played they were just wrong.

11. Google Webmaster Central – WMC is essential for webmasters to get their website properly indexed. The tools help you fine tune your site and create a site map for indexing.
https://www.google.com/webmasters/tools

12. Google Gadget – uses as weather forecast gadget for services page.
http://www.google.com/ig/directory
I use the weather gadget on the services page. But as you can see it’s currently providing weather for Rio de Janeiro. There are lots of open source types of gadgets available. Some are better at providing quality information than others. On the Services page the Directions tool on the left works well for providing driving direction.

13. Google Translate – translates the Anaheim site into over 30 different languages.
http://translate.google.com/translate_tools

Used on every page of the site to translate the pages to many languages. Works well. If I had my pick I would just like the Spanish option not all 35 languages.

14. Google Transit – detailed driving directions and ground transportation updates. http://www.google.com/intl/en/landing/transit/#mdy San Diego to Disneyland transit options

15. YouTube – video content to make the site more interactive.

Granted I only have one video on YouTube on the above link but I think it goes without saying that the online video medium is a great way to broadcast your message. I promise to spend more time at Disneyland taking more videos. http://www.youtube.com/user/AnaheimVisitorsGuide

16. Picasa – add pictures and slide shows to the site.
http://picasaweb.google.com

As part of the site the Picasa Photo Gallery has been implemented and includes original photo slide shows that have been added to the website and blog. The photos on this Anaheim site have been viewed 1000's of times. Notice the link under each photo. http://picasaweb.google.com/anaheimvisitorsguide

17. Blogger – easily add updates on various topics via email.
http://www.blogger.com/
The Anaheim Visitors Guide blog was setup in 2009 and also receives organic traffic and feed visitors into the main website. http://anaheimvisitorsguide.blogspot.com

18. Google Voice – Online voice mail system that stores messages like Gmail stores emails. You can call long distance by purchasing credits.
https://www.google.com/voice

The (714) phone number and voicemail service on the Anaheim site are driven by Google Voice. The Google Voice settings allow you to store and forward voicemails via email, translate voicemails to text and receive SMS messages.

19. Google Sites – used as graphic and file storage for downloading PDF files.
http://sites.google.com/site/anaheimvisitorsguide
The Google Sites account includes space to create a website. I have uploaded the eBook “Anaheim Visitors Guide to Disneyland and California Adventure.” This prevents excessive bandwidth usage by using Google’s server as a download source.

20. Google Earth – although this is a desktop application you can use it to create .kml files which are used for indexing map locations.
http://earth.google.com

21. Google Custom Search Engine – search the site content and combine with AdSense links. http://www.google.com/coop/cse

Thanks for reading this far. I look forward to adding more Google Apps.

5 Cool Tools to Automatically Promote Your Business Online

1. Photoshop.com
Create a Portfolio of your work using Photoshop.com the online version of the popular image editing software.




http://www.photoshop.com/users/opensite

2. Acrobat.com
This file sharing site allows  you to upload and save all of your documents. You can then create PDFs and download. It's a great way to backup you important files so you can access them from remote locations.


https://acrobat.com

3. YouTube
The popular video sharing site is still the best way to put videos online. If optimized correctly your video can appear in Google Universal search results, spread virally and work 24/7 to promote your business.


4. Facebook Viral Generation Engine
With a business page on Facebook you will start to collect an audience. But it takes a long time to get enough people to join most groups and business pages.  You can push out your message in a viral way on Facebook using a Viral Generation Engine. With this snowball method other people start doing the work of building a community for your businesses. Contact us to learn more about our Viral Generation Engine community building method.

5. Automate Twitter Posting
A great way to promote yourself or your business is to post Tweets and automatically get followers. Twitter is emerging as a new search engine and people are looking for profiles that match theirs. Contact us to learn how to setup automated Twittering.

New Features for Company Pages on Facebook Make it More Interactive

Use Facebook as Your Page

Facebook just launched new features for Company Pages. Check out the OpenSite Facebook page to see the following updates.

1. Notifications - Receive notifications when people interact with your page or posts.

2. Search - Find other pages to like and comment on them as your page.

3. Home - Keep up with the other pages you've liked through a newsfeed just for your page.

4. Account - You can go back to use Facebook as yourself anytime - just click Account and select your name.

You can get notifications about activity on your page, see stories from the pages you like in your news feed, and interact with other pages as your page.

• You now have the flexibility to interact with the other areas of Facebook as a page.
• Get notifications when fans interact with your page or posts
• See activity from the pages you like in your news feed
• Like other pages and feature them on your page
• Make comments as your page on other pages

We have lots of other ways to optimize your social media accounts. Contact us and ask for our steps on automating and optimizing Twitter feeds.

SEO Consulting and Strategies

As a Search Marketing Specialist I have seen what works quickly to help get small businesses noticed. With the right search engine optimization (SEO) techniques and search engine marketing (SEM) tactics you can work your way through a sea of competition. First I will quickly outline basics SEO strategies in my Quick Start Guide articles and share specific instances where I have helped small companies with search optimization and marketing campaigns. I find it most helpful and interesting when other people share marketing examples by telling stories. So to keep it fresh I will share specific strategies of how I approach SEO and SEM tasks for specific businesses.

There are plenty of blog articles about SEO and SEM. In an effort not to duplicate too much content that has already been created I will share my experiences, quick start tips and examples on how I have helped fortune 500 companies and venture funded start-ups get their online marketing going. If you need to jump start your companies SEO efforts I suggest you work with Enliven Group a Utah SEO company and partner as they have great service and support.

Thanks for reading my blog and let me know if you have any questions about search markting as you begin to optimize your website.

Marv Ahlstrom
www.opensitestudios.com

5 Applications to Build Your Network

If your a small business owner getting new clients is like having a job interview every day. Here are five new web applications to help with your networking. Everyone knows about Linkedin so here are some great new ways to network when finding new clients. Using free online services like Facebook is a great way to get connected and get hired. -Marv Ahlstrom

1. Coworkers on Facebook
You are most likely to get hired by someone in your network. When it comes to getting a job if you stay connected with past coworkers you will have a stable pool of contacts. Use Coworkers on Facbook to organize your past coworkers and stay connected.
http://apps.facebook.com/coworker

2. Google+Email = Gmail
New businesses just getting started no longer need to incur the cost of purchasing the basic communication software such as Word, Excel, PowerPoint, IM and Task management. Signing up for Google Apps with a Gmail account and you can collaborate with email and IM with all your contacts. I like how two or more people can edit one doc at the same time. Very cool stuff.
http://www.google.com/apps/

3. Online Voicemail
If you have not used online voice mail then you have not experienced the simplicity of automatically receiving voice mails as attachments to emails. Google Voice is a free and easy way to get professional voice mail for your company. It's easy to configure and use.
Google Voice

4. Discover Business Relationships
Building business relationship is more important than every. It's all about who you know, and who they know. If you use social network sites like Linkedin or Facebook you will want to check out People Maps to see how large your network really is.
www.people-maps.com

5. Online Greeting Cards
Letting your contacts know that your care is one of the best way to retain loyal relationships. Sending a card and gift online with this service is a simple way to let them know you care.
www.cardcafe.com