Business Blog VS Website Case Study

I’m VERY excited!   I’ve been wanting to write this post for a number of weeks but I held off because I wanted enough time to gather solid and consistent data.

I blogged about one of my clients, Arrow Tree Ontario in a post earlier this year:  Case Study – Arrow Tree Ontario

I spent a day with Rick last spring and he was relatively happy with the inquiries and business resulting from the optimization of his website.   However, we both agreed that we needed further  Internet Marketing strategies to further increase his business.

Over the  previous winter I had been testing the WordPress blog platform.   I was excited to discover that I was able to achieve first page keyword listings within hours of posting a blog entry.   Google loves WordPress and the proper use of behind the scenes plugins and posting tags can earn you very high points with Google and the other search engines.

Long story short I implemented a blog for Rick called Rick’s Big Tree Moving Blog at the beginning of July, 2010.   We have been VERY happy with the results from the blog.   I have published 18 blog posts, all targeting specific keywords, over the last 2 months.    As expected we achieved page one Google within hours for some tags and within days for others.     We have been achieving great results for both long and short tail keywords.

The blog has been consistently outperforming the SEO website over the summer.   The increase in activity of the blog can be attributed to more and more page one keywords.   I have posted two screen grabs from Google Analytics for the month of August 2010 for both the website and the blog.

Arrow Tree Ontario Website – Google Analytics – August 2010

Website Google Stats - Aug 2010

Rick’s Large Tree Moving Blog – Google Analytics – August 2010

Blog Google Stats - Aug 2010

As you can see the Blog outperformed by 2.5 times.   I know, I know that this doesn’t tell the whole story.   How many inquiries and how much business was generated?    Generally the visitors for the blog were just as geographically targeted as the website.   Inquiries increased with a resulting increase in business.

Another question – What would have happened if we spent the same amount of time and effort further optimizing the website?   I feel that we would have needed MUCH more time and energy targeting keywords on the website (WordPress makes this very easy if it is set up properly).   I have found that it takes SOOOO much longer for Google to index and rank (if ever) an optimized website than it is for a proper business WordPress blog.

Future for this customer? I will keep posting and experimenting with the blog and I will keep you up to date – please watch this space!!!!

You might be interested in checking out a few other business blogs that I have implemented:

Great Northern Adventure Blog – Make sure you read some of the amazing adventure posts

Duluth Outdoor Education Center – Complete rebranding

Personal Chef Ontario – Another complete rebranding

Child Pet Photography – New business

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If you would like a custom, SEO optimized blog please contact me:

Bruce Sharland

searchtopten@gmail.com
613-338-1026

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Top Ten Reasons to Blog for Business

Ok … your beautiful website has been up for a while.   You’ve optimized your site by:

• including highly targeted keywords on the appropriate pages
• listing your site with all the proper directories
• getting back links from some authority sites
• getting listed in Google Places
• performing other white-hat SEO (Search Engine Optimization) tactics

Your site has been indexed by Google and the other major search engines and you are getting a moderate number of inquiries (email & phone calls).   All is good and you have proven the power of Internet Marketing.

What next???? Unless you are getting too many inquiries for your services or products then you probably want to increase you internet presence.   You have a number of options including:

• Add more content to your present website and hope the search engines notice the changes
• buy more hits – Adwords
• Set up an internet Blog that promotes your services

I’m going to discuss the Blogging aspect.  What kind of businesses would benefit from a business blog?   Almost any business type!

Why Blog for Business – Top Ten Reasons ?

1. Relatively easy to setup, update and manage (no website programming required)
2. SEO tools built in – Your pages and posts are automatically optimized
3. Sitemap automatically updated as you add content
4. You can notify hundreds of ping sites every time you post
5. Almost immediate indexing by the major search engines
6. Hundreds of FREE themes and plugins available
7. Easy to target keywords including long tail
8. A business blog gives you credibility and makes you look like an expert
9. You can register a new keyword rich domain to host the blog under
10. You can put up a handy Q & A section that can  serve as template responses for email responses

Best Blog Platform – Definitely WordPress -  10′s of thousands free, beautiful themes and powerful plugins.    If you want to get free wordpress hosting visit WordPress.com and setup a blog that would have a URL like myblog.wordpress.com (like this blog).

If you already have a hosting account or want to buy hosting to have a URL like myblog.com visit WordPress.org.    I would recommend setting up a self hosted blog because you have many more options for themes and plugins although this option requires a moderate level of expertise (do you know how to FTP?) whereas the free Wordpres.com option allows you to get a blog up within minutes.

Please see my Case Study comparing Website Vs Blog results: Blog Vs Website Case Study.

You might be interested in checking out a few other business blogs that I have implemented:

Great Northern Adventure Blog – Make sure you read some of the amazing adventure posts

Duluth Outdoor Education Center – Complete rebranding

Personal Chef Ontario – Another complete rebranding

Child Pet Photography – New business

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If you would like a custom, SEO optimized blog please contact me:

Bruce Sharland

searchtopten@gmail.com
613-338-1026

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7 Questions/Google’s Local Business Center

7 Questions about Google’s Local Business Center

1) What is the Google Local Business Center?

Google has been showing their Local Business Center map and listings for quite some time now.  It is a Google map and listings located below the top paid listings and usually above the organic, natural, unpaid listings.

Google's Local Business Center - The potential is AMAZING!

Although the Local Business Center (LBC) is not new, only recently did the marketing potential become obvious to SEO (Search Engine Optimization) practitioners and business owners.

For years the thrust of the industry was to achieve top Google organic, natural listings.   This was done by many techniques such as website keyword optimization, back links and directory listings.

The LBC is a completely different animal.   The old SEO rules do not apply.   Website optimization?  Heck you don’t even need a website to rank high in the LBC.   Back links?   You don’t even need one back link to rank.

New terms have entered the SEO domain.  Words such as citations and reviews.   It is a brand new world.

2) When does the Local Business Center show?

The LBC usually shows when you search for a business or service.   Dentists, lawyers and plumbers are obvious ones.   If you live in a very small community (like I do) you probably won’t see it.   I searched for “plumbers” and I didn’t get it but when I entered “plumbers Toronto” I got it.

You obviously won’t see the LBC if you search for information such as “sex life of a tsetse fly” or “how do I fix my sink”.   There are anomalies however … search for “dog sledding Ontario” and you get the map but if you enter  “personal chef Ontario” you don’t – “personal chefs Ontario” you do.  Go figure.

3) How do I list my business in the Google Local Business Center?

You might already be listed.   Unlike website search engine submission Google adds businesses from many sources – from IYP (Internet Yellow Pages) such as Superpages, Yellowpages or Yellowbot.   So if you have a business phone you might very well be listed.

If you aren’t listed – it is sometimes hard to figure out – you have to  login to  Google with an account and navigate to the Local Business Center and add your listing.   It takes up to 30 minutes to fill in the blanks and add your business categories.   You can choose up to 5 categories and this is a very important step!

After you have finished with the sign up form Google tries to find your business and if it does it allows you to “Claim” the listing otherwise you add your listing.   Next step is to “Verify” your listing.   There are two ways, both involve entering a PIN number.   You choose between Google phoning you with a computerized PIN number or sending you a postcard.   Either way it is hard to “trick” Google because they use either your submitted mail address or phone number

4) How important is a high LBC ranking?

There is a hot debate among the Search Engine crowd whether a high ranking in the Local Business Center is more important than the regular, natural, organic listing below it.     There will likely be no consensus without further testing and tracking.   Even then there are probably too many variables to make such a general statement.

Either way a high Local Business Center ranking is VERY important!   It garners many site visits and it is said that searchers who click on the LBC link convert better because they are ready to buy and are looking for contact information and/or driving directions.

5) How can my business get a high rank in the LBC?

Obviously the first thing is to “Claim” or “Add” and “Verify” your business.   The next involves trying to get Google to find many other references about your business on websites throughout the Internet.   Website links are optional with these references. Google is looking for what they call “citations” and “reviews”.   There are many other factors including keywords in your business title, closeness to the geo center of your city and age of listing.  Listing and formatting details are a bit technical and outside the scope of this blog entry but you are welcome to contact me for more information.

6) What is the buzz around the popularity of the LBC?

Once again Google has taken over a niche that many other Internet properties have been filling for many years.    I don’t think the hundreds of popular business directories are shaking in their boots just yet.   The directories where businesses can list and describe their businesses for free will probably not notice much of a reduction in listings but they will probably see a drop off in users searching for local businesses and reviews.     When the eyeballs leave the paid enhanced listings will probably leave.

Google is test marketing PAID Local Business Center listings in two American cities.   I feel that the full roll out of this service will be the death knell of many of the other business directories.   The thing is Google, with their expertise in gathering data across the web, can do a much better job of showing users ALL the ratings and reviews for a business in one place … why would anyone go anywhere else to find, choose and contact a business.

7) What is the future of Google’s Local Business Center?

Ok … crystal ball time!   As already mentioned Google is test marketing paid Local Business Center listings.    These paid listings take up more room than the present listings.   More room for the LBC means one of two things … the paid listings at the top of the page will be reduced or eliminated or the natural, organic, unpaid listings will be pushed further down the page which will lessen the impact of traditional SEO.

Conclusion

The Local Business Center actually makes total sense.   In the dark ages of search engines a local contractor  could pay for a well designed website, including dynamite landing pages and keyword optimized pages.   He could then hire a Search Engine Optimization expert to take him to Google number 1 for “contractor anycity USA”.   He would then get a daily infusion of inquiries and quote many jobs.  In reality he was the city’s worst contractor and rarely finished any job but was expert at extracting the maximum down payment.  The Internet helped him snare unsuspecting clients.   The only recourse was legal or blogging or giving a bad review or rating at a second rate local business directory.

The Local Business Center would reveal this contractor for what he really was because the reviews and ratings would be hanging right out there for anyone to see.

Google’s Local Business Center is here to stay.   Any business person who cares about increased business success must embrace this new beast.   At least take the initial steps to claim or add your business so that the listing can age.   Try to fill as many profile items as you can.

There are urban legends out there that some businesses are moving closer to the city core and changing their legal business name to get higher rankings in the LBC.   I don’t think any of us have to go that far but there is no downside to embracing Google’s Local Business Center!

Organic Search vs PPC vs Yellow Pages

So you are a Google Adwords (PPC – Pay Per Click) advertiser.   Or you have been sold by that friendly Yellow Pages salesperson – you have agreed to spend hundreds per month to have great exposure on their website directory.

Great!  You have realized the power of the internet and search engines to generate clicks on your website and inquiries for your business.

PPC and Yellow Pages advertising seems natural to you – this is traditional advertising – you pay for media exposure and receive branding and and exposure for you business.   Right?

Partially … this is a brand new world here on the Internet and you are missing MANY opportunities to grow your business and wasting hundreds, thousands or perhaps tens of thousands of your hard earned dollars!   Please read the following very carefully and I will show you why and how.

They say a picture is worth a thousand words.  Take a look below of a screen capture  results for one of my clients on Google Analytics.

I implemented  a Google Adwords campaign for the above client – although I was getting top page one search results.

You will notice that there were 105 visits (total from Google, Bing, Yahoo and AOL) from organic search results.   Organic means natural clicks from unpaid search engine results.

Compare this with 36 visits from Google / CPC (which is from paid Adwords clicks).  What does this tell you?   Well … when a user searched using their keywords they most likely  saw two links where they could click to visit my client’s website … a Google Adwords ad (paid) either above or to the right of the natural organic listings or the organic listing (unpaid) for my client.

The search engine users chose free, organic, unpaid listings  almost 3 to 1 over paid Adwords listings.  At that time my client wasn’t number 1 in all keywords so if the client had been number 1 the organic clicks would have been even higher!   How many prospective clients are clicking on your competitors top page one search engine listings and not your PPC Google Adwords ads?

Now let’s look at the clicks from Yellow Pages.   There were only 6 clicks from the former marketing giant.  My client was paying over $300 per month to Yellow Pages and much of that was for Yellow Pages to display my client’s display ad and video on the Yellow Pages internet listing.   What a waste of money.

Now let’s talk about conversation rates.   Conversion rate means what percentage of people that actually contact the company after clicking to the website.   If 100 people visit the site and 4 phone or email then the conversion rate is considered 4%.

A recent study had the following results.

This shows that not only did searchers choose organic (unpaid) listings at almost 3 times the rate as PPC (paid) listings  they contacted the company more often.

Summary and Conclusion

If you are presently spending your hard earned cash every month on marketing your website and business with Pay Per Click or Yellow Pages then you must seriously consider Search Engine Optimization to get you a high ranking on page one of the search engines especially Google.

The long term business advantages of proper, professional optimization of your site is obvious.

You will receive many more inquiries and contacts from clients.   Your customer acquisition costs will plummet.

I can explain all of this to you.   I will do a free analysis of what I can do for your company if you Contact Me:

Please contact Bruce Sharland:

Phone: 613-338-1026

Email: searchtopten@gmail.com

Please check out the following SEO Case Studies of my clients:

Arrow Tree Ontario – Large Tree Movers
Forest Trail Dogsled Tours – Dogsledding in Ontario
Zap Courier – Same Day Courier in Toronto
LittleBiteDifferent – Personal Chef Services

Please contact us – we will perform a FREE/NO COST analysis of your Search Engine Optimization requirements for your site!

SEO Case Study – Little Bite Different – Personal Chef Services

Personal Chef Keith Little

Personal Chef Keith Little hired a professional web designer to develop and publish his site LittleBiteDifferent.com in 2007.

The web designer did a very good job of capturing keith’s passion for food and menu design but he did tell keith at the time that the site had to be optimized for search engines.

Like most small business start ups, Keith had many other places to put his limited supply of hard earned dollars and thought that the website would stand on its own and produce interest and inquiries.

Keith called me in the fall of 2009, two years later, and told me that the site had not produced one lead or phone call.    I checked and although the site was indexed and friends and family could find the site if they typed “Little Bite Different” or “Chef Keith Little” into the search engines he was nowhere to be found in the search engine rankings (greater than page 50 on Google) for the important phrases like “personal chef” or “catering“.

I performed my Quick Start SEO Package on his site and to make a long story short he received his first internet inquiry three weeks later.  Within 5 weeks he was on the first page of Google! In December 2009 he was receiving multiple inquiries per day, just in time for the important Holiday/New Years season.   He received a number of very important dinner parties, weddings and private multi-course dinner party bookings and is very pleased.

We are now working to expand his geographic area of service and things are looking up for LittleBiteDifferent.com.

Please feel free to contact Keith Little about his SEO experience with me at: littlebitedifferent@rogers.com

littlebitedifferent@rogers.com

SEO Case Study – Arrow Tree Ontario

Arrow Tree Ontario is a large tree moving and landscaping company located west of Toronto Ontario in the Kitchener Waterloo/Cambridge area.

Arrow Tree has been transplanting and moving trees since 1991 in Ontario.   The company was purchased by Rick and Ruth Boyd in 2008.

In late 2009, Rick and Ruth  hired me to help them develop a comprehensive internet marketing strategy beginning with Search Engine Optimization of their site and then a Google Adwords campaign to increase the business resulting from web searches.

The Arrow Tree website was not generating any inquiries  although they had invested many dollars getting the site developed.   The reason turned out be the fact that the site was not ranked in Google or the other search engines.  The only visits to the site was by searchers who already knew the company and entered something like “Arrow Tree Ontario” or “Arrow Tree Moving” into Google’s search box.   This is a very common misconception by businesses who say they are on Google but don’t try to optimize for the key words that people are actually searching for!

I optimized their site in December 2009 and performed link building and some social media bookmarking during the winter.  During the winter my changes percolated in Google and by the end of February we achieved high rankings for some import keywords.

I spoke with Rick Boyd on March 10th, 2010 and he said that they had never encountered this many inquiries this early in the season.   He is very pleased and has quoted on some very large jobs including one from a Hollywood producer that wants to use his spade tree moving truck in a commercial.    Google can be your best friend in business if you have a Google friendly site.   I’ll keep you updated on further developments with this site.

Here are some important keywords where Arrow Tree ranks very high.   Please click on the links to see the actual Google results

“large tree mover kitchener waterloo” – #1 at this time
“tree mover kitchener waterloo” – #1 at this time
“large tree mover cambridge” – #2 at this time
“large tree mover ontario” – #2 at this time
“large tree transplanting kitchener waterloo” – #2 at this time – #1 is not a competitor

SEO Case Study – Zap Courier Toronto

Sameday Delivery in Toronto

Zap Sameday Courier Inc has been in business for over 20 years in Toronto, Ontario Canada.

The Toronto sameday delivery marketplace is very competitive with hundreds of companies competing for a limited number of high volume customers.

Gary Davis, president and owner of Zap Courier, has always embraced the latest technologies to achieve better customer service and to lower operating costs.   In 1998 I helped Zap to implement the first web site in the world to allow clients to enter sameday pickup and delivery orders online.   The website quickly was used as a powerful sales and marketing tool.   Soon over 50 percent of Zap’s clients were using the website to enter their order.

When I designed the Zap Courier site (zaptor.com) I studied the limited articles  available at the time about Search Engine Optimization.   I integrated this information into the site.   I used alt tags with keywords for all pictures and photos, used keywords in H1 headlines and bolded certain words in the text paragraphs.  I also used proper titles and meta tags.  I also submitted a Zap Courier listing to most of the limited directories available at the time.

I’m not a web designer so I’m not so proud of the look of the web site however I am proud of the search engine rankings of the Zap site.

In the very competitive Toronto GTA marketplace I have achieved Google rankings that have brought in many inquiries.   According to Gary Davis the value of the business from the web site is over $ 100,000.

We are the #1 listed courier for the phrase “Toronto Courier” and also many other high rankings for important keyword search terms.

Please feel free to email Gary Davis  (gary@zaptor.com)  president and owner of Zap Courier Services to discuss his SEO experiences with me.

SEO Case Study – Forest Trail Dogsled Tours

Happy Dogs & Dogsled Tour Guests

Forest Trail Dogsled Tours has been in business for 18 years.   The company is located close to the Algonquin Park Ontario tourist area.

Forest Trails is a small operation with 41 purebred Siberian Huskies.   Historically their winter (mid December to mid March) season bookings were from word of mouth, referrals from local resorts and cottage resorts and a few web directories.

A single page website was published in the summer of 2007 – Forest Trail Dogsled Tours – Dogsledding Ontario.

No inquiries were received from the site for the winters of 2007-8 and 2008-9.   The site had been indexed by Google within 6 weeks of publishing it but did not rank within the top 500 for a few important keywords.

I performed Search Engine Optimization on the site  in the spring and summer of 2009.    By November 2009 the site ranked very high  when people searched for some important keywords including – “Dogsledding Ontario” where I acheived the coveted #1 postiion.

What a difference a year makes.   Because of the economy the referrals and contacts from the resorts almost completely dried up.   Thank goodness for Google!    From mid November  the client started receiving inquiries (both email and phone calls) at the rate of 2 to 30 a day.   Consequently the number of dogsledding tours booked skyrocketed including all weekends and many midweek bookings.

The client contacted us and said that the Search Engine Optimization resulted in over $ 15,000 in additional business over the 3 month dog sledding season.

Please feel free to email Arly Kirby (foresttrails@gmail.com)  at Forest Trail Dogsled Tours to discuss her SEO experience with me.

“Winter 2009-2010 would have been a disaster without Bruce’s optimization of my site.  My bookings would have been almost 55%  less and would have made life very difficult for me!” Arly Kirby – Forest Trail Dogsled Tours – Maynooth Ontario

Google Doesn’t Give A S**t About You

White Hat SEO

You have two hats (no, not black, grey or white) – one as a web publisher, be it a website or a blog and one as a searcher.   When you have your web publisher hat on the great, almighty Google doesn’t give a s**t about you.   They don’t care about your published content because you are just one in 10’s of millions.   If you don’t produce content on your subject then there are tens of thousands waiting behind you to produce that content.    There is nothing unique about you!   You are disposable and a tick that can be eliminated without a ripple.

However, when you change hats to one of a searcher, the whole scenario changes.    As a searcher Google treats you with the utmost respect.   They want you to find exactly what you are searching for and hopefully providing that information within the first 3 or 4 listings on the first page.    Why?  Because there are forces on the Internet that want to grind Google into the ground!    Yahoo and Microsoft are combining forces to eek out small percentages of new searches.   They have their swords out and have put on the armor and are programming their little asses off.   Like David and Goliath – Yahoo and Microsoft are David and Google is Goliath – they know that the weak point in Google’s armor is spam.   There are so many people out there trying to trick Google – take a peak at http://www.blackhatworld.com, which is a forum for Google and searcher trickery, and find thousands of them – that Google is investing thousands of person years trying to build models and algorithms that identify and eliminate the spamalot crowd.   You know the pages that I mean … you have entered the perfect search term into Google and the first page gives you some perfect results (at least according to the title and description and URL).   You click on one and you enter a page with a single paragraph of gibberish surrounded by ads, both text and banner and finally a pitch to click here to overcome one of you biggest fears.

So let’s say you are researching “the sex life of a tsetse fly” and you have a couple of hours to produce content for your theses and you type the phrase into Google’s search box and you get some not-so-great links like:

#1 – Increase the pleasure of your sex life (obviously pointing to an affiliate program that sells a product that increases the length and breadth of your appendage and

#2 – is a link to an affiliate program promoting a site that sells you the top 10 secrets of fly fishing in an ebook that you can buy for $ 9.99 and

#3 – links to a site that tells you how to annihilate fly populations with a spray that makes them infertile

Then you look above and see advertisements for ebay that proclaim that you can buy “The Sex Life of a Tsetse Fly” at ebay and Ask.com says it will provide all you ever wanted to know about that subject and when you click the link you are served a generic page that lists nothing but ads that have nothing to do with what you are looking for.

Hmmmmm … not exactly what you had in mind!   What’s your next move?  …  you look at the top right hand side of your IE 8 browser and low and behold there is another search box for Bing (by Microsoft) … so you enter the phrase there and you get links to some more appropriate content.

So what is the big deal.   You are not paying any money to search at Bing instead of Google.   Google should be happy that you are not wasting their bandwidth with inane searches.   WRONG!

You have a set of eyeballs.   You have purchasing power and as long as you keep Google as your one and only search engine Google is happy.   You might even have Google as your browser home page.    A better Bing or Yahoo search experience is Google’s worse nightmare.   Because if you switch allegiances then there are millions of other searchers that might switch also and that could mean a big dent in the 10’s of billions of dollars that Google makes in Adwords – you know the ads that show up in the searches at the top and right hand side of your screen and also beside your Gmail screen and many, many other places on websites on the web with the small caption “Ads by Google”.

These ads are PPC (Pay Per Click).   Every time someone clicks on these ads then they receive a commission which may be anywhere from $ .05 to $ 5.00 or even higher.   Companies, charities, organizations of all kinds and individuals are all after your eyeballs!   If you are not searching with Google then there are less eyeballs and hence a drop in the effectiveness of Google’s Adwords revenue.   This is the major source of Google’s billions of dollars in revenue.   So they are afraid, they are very afraid that you will switch to a competitor.

When you have your “searcher” hat on you are gold to Google.   You are worth a king’s ransom.   So, thinking like Google what do you do?   You declare war on the spam pages, the article rewriters, the affiliate sellers, the link farm practitioners, the ewhoring crowd, the “I can solve one of life’s biggest problems with a simple one step solution ebook” publishers and the whole population of black hat magicians that think they have Google’s number.

Actually Google has their number!   They will win.   Stay tuned for more updates on how Google will win this war on spam and trickery.   To you the searcher searching for content on the Internet is important but you do not realize HOW important you are to Google and how much they will fight …. Swords drawn and armor on ….

Seach Engines – They actually think – I think

Let's try to figure out how Google thinks

Welcome to my first post of my blog about getting the most out of search engines.   The audience for this blog will be people that have a website, a blog or use search engines.

Google began in March 1996 as a research project by Larry Page and Sergey Brin, Ph.D. students at Stanford working on the Stanford Digital Library Project (SDLP). 

Page considered—among other things—exploring the mathematical properties of the World Wide Web, understanding its link structure as a huge graph.  His supervisor Terry Winograd encouraged him to pick this idea (which Page later recalled as “the best advice I ever got”) and Page focused on the problem of finding out which web pages link to a given page, considering the number and nature of such backlinks to be valuable information about that page (with the role of citations in academic publishing in mind).  Note: The previous two paragraphs were taken from Wikipedia.

I did a WordPress search for “Google” blogs and posts and out of the 450,000 results I perused around 300.   I was going to link some blogs to this post but I found none that was even remotely relevant to this post.   I can classify them as either Fanclub or a What’s New entry.  Nothing about the behind the scenes “thinking” of Google.

This amazing search engine was designed by two humans, implemented by thousands of humans and basically does the bidding of humans … so it must think!   So to understand the “thinking” will help both searchers and publishers and I hope I make a tiny difference in the way “humans” interact and think about Google. 

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