The Web For Business.com Blog

Internet marketing observations, perspectives, tips and tricks for your education and enlightenment.


When Was Your Last Website Update?

Mark Kawabe - Wednesday, October 04, 2017

QuestionsFor small business owners, updating your website's probably not your first priority. I get it. I'm the same way. However, I'm here to remind you that updates are your friend for a number of reasons.

SEO

Let's face it. Google's the main game in town when it comes to being found in search. What does Google like? Current information, among other things. If there's no new information on your site, it may slide in the SERPS until one day you wake up and realize you're not on the first page anymore. If you want to have a better chance of top rankings, update your site regularly.

Humans

How do you feel when you visit a site that's advertising a sale from 3 months ago? Does it give you the warm-fuzzies about that business? Chances are it doesn't. If you've created a website with no dates, that's fine. It probably won't hurt you, but it may not help you either. If you want to stand out from the crowd, update your site regularly with useful information and perspectives. Chances are you'll be one of the few in your industry who does.

Creating Content

Don't worry so much about being a creator. Most of the topics you can think of have already been talked about elsewhere. Fortunately, your customers and prospects probably haven't done much reading on those topics yet, so your information will still be new to them. Another thing you have going for you is your experience and perspective. You will likely convey the same information in a different way than your competition, and it might just strike a chord with your reader in a way that someone else's article on the same topic didn't. Being creative often just means being you.

Frequency

So many people want to know what the "right" frequency is for posting new material. The short answer is it depends on who your target audience is. If you're in the wine business, posting every 30 minutes about a different bottle of wine is going to overwhelm your audience. Similarly, posting once a week when you're running an entertainment website isn't going to be enough. Professionals can probably get away with once a month, or even once a quarter, as long as the information is solid and useful. Of course, keep in mind that if you're going for some SEO frequency benefits, you'll want to post more often than quarterly.

Your website is your digital storefront. Keeping it updated shouldn't be considered a chore, but rather, a necessity. Be engaged with your website to be considered more relevant to the robots and humans who visit you online. If you're not relevant, what are you?

New Online Video Production Services from The Web For Business.com

Mark Kawabe - Wednesday, September 08, 2010

Since our first foray into online video things haven't really changed all that much. I mean, YouTube is still a great way to market - it's just gotten bigger. Image quality has been improved, but that was to be expected.

One thing that hasn't changed much is the cost of getting a video produced. I personally think videos offer great value on websites, but the cost of development can be a barrier. On a client's behalf, I did some calling around to several video production companies. The cost to produce a 20 second spot to use online (with some green screen background manipulation) was anywhere between $500 to $1100 - and one company wanted more details before providing an estimate which to me suggests they would have been on the high side of the range.

What does this mean for our customs? It means we've gone out and come up with a lower-cost option for you to peruse. These days even cell phones have HD capability, so you know the cost of equipment has come down. The cost of software for video editing has come down as well. We've made an investment in both equipment and software and can now produce short slideshow-type videos starting at $150.

A long-time acquaintance recently opened his own business doing video shooting, editing and production. For companies that are looking for videos with higher production values than I can offer I highly recommend him. His name is Merv Wrighton and his company name is UBU Video Productions. UBU is pronounced "You Be You". You can reach him at 905-651-2728 or at [email protected] His website will be online soon so you can view his portfolio. He has produced videos for two of my clients and both are quite happy with his work, as am I.

Search Engines Owe You Nothing

Mark Kawabe - Monday, July 05, 2010

There seems to be a persistent belief that when one has a website, it will somehow rank in the top results automatically for a variety of keywords of your choosing.

Sorry if this is the first time you've heard someone tell you this, but it's a lie.

Search engines are in the business of providing the most "relevant" results. Defining "relevant" is therefore key to understanding how results are ranked. Here's a primer:

  1. Your beautifully-designed, well thought out and sparkling website is not automatically "relevant" in the eyes of a search engine.
  2. You can "optimize" your website until it hurts, but that may still not benefit your "relevance" to a search engine.
  3. If you are under the illusion that your site "should" rank well in the search engines, keep in mind that search engines owe you nothing. It is your responsibility to understand how THEY work. The onus is not on any one search engine to understand how fantastic your website is.

How search engines work is a well-understood mystery. There are practices that most search engine marketers "know" work, but exactly how they work is a mystery - and the mystery changes from time to time as search engines update their formulas.

For example, it is "known" that Google "loves" inbound links to websites. This is why there are now things called link farms. These are also thinly disguised as web "directories". Link farms add links by the thousands to other people's websites - mostly for free but often people will pay to submit their website's link to hundreds or thousands of these sites. Have you ever been told or read that to be successful in Google they need to get as many inbound links to your website as possible? This is a half truth.

The other half of the formula is something called link "relevance". Let's say you're a breeder of Border Collies. If you ask your fellow Border Collie breeders to put a link to your website from theirs and you reciprocate, those links have some "relevance" as they're coming from one Border Collie breeder's website to another. If you also get a link from a link farm where there is no theme to the page your link is found on, that link will have lower "relevance" in comparison to the one from the other breeder's website. So, you could have thousands of largely "irrelevant" links to your website and still not rank highly in Google.

This is just one area of misunderstanding when it comes to search engines. There are dozens more criteria that make up the ranking formulas of the search engines. How each of them fits into the search engine marketing (SEM) puzzle are generally known by people in the SEM industry.

I will be covering search engine optimization and more during my next seminar series. Contact me if you want to know when our next seminars will be held this fall.