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Monthly Archives: September 2008

The Long Tail Search – Understanding niche marketing.

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Internet marketing provides small home-based businesses an avenue for advertising that is both inexpensive and extremely frustrating.

It seems so simple to build a web site, publish it to the Internet then be viewed by millions of surfers.  In reality it simply doesn’t work this way.  Unless you have an extremely unique item or service, you are competing with hundreds if not thousands of other websites for possible clients.

The solution to this situation is very simple, make your product unique.
An example is dog treats. If you do a general search on Google for dog treats you come up with a whopping 2,010,000 results. If you have optimized your site for just dog treats you’re going to be lost somewhere in the 2 million plus sites.

However, if you make homemade dog treats and you optimize your site or page for homemade dog treats, the competition is whittled down to about 159,000 sites.  This number may seem large but with good optimization you can achieve a high enough placement to achieve sales.

Let’s take this one step further. If you have done your homework and researched the number of searches that have been done for these terms, you have probably found a considerable number of searches being done for natural pet or dog treats.

The key phrase natural dog treats has over 295,000 search results shown in Google.  This same phrase appears to only generate approximately 120 searches per month.

By utilizing the idea of long tail optimization you focus your page for all natural dog treats. This phrase shows almost 2200 searches per month.

Let’s play with this one a little more, all natural gourmet dog treats have in the neighborhood of 1500 searches being done every month.  Both of these sets of key words can be optimized on the same page.  Usually when people make this specific a search they’re an excellent candidate for sales.

These are just simple examples of taking a common product and refining its description to fit actual searches.  By choosing to refine the key words into a unique and more focused subject you are placing your website or web page in front of fewer searchers but probably in front of more buyers.

This is what the long tail search can accomplish.  Most inexperienced marketers are looking for large numbers of visitors to their sites and this is a common mistake. Focus should be in attracting people who are actually looking for a specific product or service to purchase.

Debunking the “can’t be optimized” myth

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The Homestead SiteBuilder program often receives negative remarks from coding purists and those ill-informed of the benefits of the website designing software. Bring up the topic of Homestead in a Forum such as the Google Group and you immediately have snide comments.

Far too many web designers who hand code, utilize templates or even software programs such as Dreamweaver tend to look down on Homestead’s drag and drop type of program. They look at the site’s code and spout things such as “couldn’t produce a well optimized site if it tried.” Granted, Homestead’s code is not the prettiest, but it can certainly hold its own with websites developed using the methods mentioned above. And, as time goes by Homestead will almost certainly improve upon the coding structure of the software. There are many, many Homestead users who have websites that outrank sites developed by web designers who used the so-called conventional methods. 

The average user can create an attractive, user friendly site that is well optimized using Homestead’s SiteBuilder program. Any website, regardless of the method used to build it, will suffer if the webmaster doesn’t also have a working knowledge of usability and search engine optimization. The site can also suffer if the designer doesn’t fully understand the program they use.

Those of us who utilize the Homestead Site Builder and have a working knowledge of website usability and search engine optimization understand the short comings of the SiteBuilder program. We have learned how to work with the program and work around the problems that are intrinsic in using a WYSIWYG or drag and drop site builder software.
It is important to learn and understand certain potential road blocks presented by portions of the SiteBuilder program and adjust accordingly to bypass these issues. Items such as Java Script navigation and some of the templates that rely heavily on java-script can be problematic. The Apply-to-All feature for Meta tags, while seemingly a time saver, should never be used. Using the full SiteBuilder program rather than SiteBuilder Lite offers more options for creating a user friendly, well optimized site. Making use of the Homestead Connection Forum, the Homestead Connection Site, and even this Blog will help users of the program learn the do’s and don’ts associated with it.

Designing a site that will succeed is not so much dependent upon the method the site is built with as it is having a basic understanding of Search Engines requirements and usability standards. Every search engine uses different algorithms and knowing the basic requirements of those engines aids in producing an acceptable website. This applies to usability as well. Knowing what is user friendly helps to design a site that visitors will find appealing.

Homestead websites can be optimized to do as well in search rankings as any website regardless of who built it or how it was built. But, sites built with Homestead have something most others don’t and that is the ability for the site owner to either build their own website or to easily take it over once the site is designed. This is not the case with the vast majority of web sites that have been created by design companies. In most instances the owner ends up with a website that they can’t update or make even simple changes to. They have to continue to pay someone for updates, and SEO and link building.

It is no wonder that many web designers and those who are ill-informed or biased take the stance that Homestead sites are lacking…. if everyone were to find out that they are a viable option that can save the site owner time and money and do well in searches, we would see even more people taking the Homestead route.

Mini Websites – A niche for Web Designers

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Can a single page website be of value?

There is a segment of the business population who simply don’t require a large multiple page website. But, having a web presence would definitely add to their customer base and the potential for increased sales or allow a group a convenient way to keep their membership informed.

Marketing gurus preach time and again the importance of having a website. Yet most-many-a lot of these small businesses either don’t think a website would benefit them, feel they can’t afford it, or they plan to do it themselves and never get around to it. 

These businesses aren’t involved in national or international sales. Rather they are small industries and organizations or service industries. The businesses are often owned and operated by one or two people and offer a specific service or product within a localized area. 

Following are just a few of the industries that could benefit from a mini website:

Electricians and Plumbers
Dog Groomers
Adult and Day Care
Butcher Shops, Organic Food Mart
Taverns and Cafes
Barbers and Hairdressers
Handyman and Painters
Attorneys and Accountants
Non-profit Organizations
Homeowners Associations
Service Organizations

The key to these types of businesses is that their customer base generally knows what they want, they just need to know who offers it, where they are located and how to contact them.  A one page website offers enough room to give the visitor an overview of the value of the service/product offered, contact information, including a map and even allows for the business to include special offer coupons or monthly/seasonal specials.

A mini website is like handing out a business card on the web.  It puts a business or organization in front of a larger consumer base and just makes good marketing sense.  In today’s economy the more a business can do to attract customers the more apt they are to be in business tomorrow.

For web designers this niche market would be good to tap into. Best bet to reach this market is to advertise your service locally in the newspaper, post flyers, hand out your business card whenever the opportunity arises, make direct contact with someone you know who could benefit from a mini website. Be prepared to explain how a single page website can help the particular business or organization.

The mini website can definitely serve to help the small business or local organization attract new customers/members and increase both their visiblity and credibility.

Homestead web site designers have the ability to make these mini-sites quickly and affordably. They should definitely be in your list of services offered.

Keyword density – Don’t over optimize

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Writing good page copy has two goals.

  • Keep a site visitor on your site long enough to buy your products or service.
  • Provide search engines information about your site. This information can help in ranking your site in searches.
Over the years there have been specific keyword densities associated with ranking a website or page. Each major search engine had a specific requirement for the density of keywords in the on page copy.
Keyword density tools were created to provide way to check page copy for its percentage of keywords.There are a number of these keyword tools on the web and many people still use their ‘magic numbers’ in creating website copy.

In all honesty the results may have provided the right percentage of usage for the search engines but in a lot of cases these numbers were and still are, a real turn off for page readers. Win the ranking race but lose the visitor to bad copy. Not a really great situation for a website that depends on generic searches and even worse for those depending on pay for click visitors.

When writing your page copy use these keyword tools as a guide only. The information that these tools provide can ensure you do not overdo keywords.

Algorithms are evolving and many Search Engines are now actually down ranking sites that are over optimized for specific keywords. This makes writing copy directed at search engines rather than people, unwise.

You are better off to simply place the primary keyword in your first paragraph and place it prominently. Make sure that this word/phrase shows up again toward the middle of your copy and in the last paragraph on the page. Beyond that, if it fits use it, but cautiously. Your secondary key phrases should be worked into the page copy as they fit.

Make your page interesting to read and provide good information for your visitor, this can be done and still utilize the important keywords needed by the search engines.

Remember … keyword tools should be used as a guide only and fixating on the numbers can be counter productive if your pages don’t provide good reading for site visitors.

Design fast loading pages

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One of the most important things for the Homestead webmaster to keep in mind when designing sites is that to be successful a page needs to load fast. The impatient web viewing public will not sit around and wait for a page to load – count on it! Search Engines have an easier time of indexing a page if it isn’t bloated with code – what does that mean? Every item on a web page is rendered into code – every image, every piece of text, every photo, every border, etc.  The SE’s have to parse through all the code and find the relevant information they need to properly index a site.

The general rule of thumb is that you have 10-15 seconds to get the attention of the viewer. The 30kb rule should remain a benchmark – a page that weighs 30kb will load within the 10-15 seconds over a typical modem connection. Even with the advent of cable, wireless and DSL there are still many, many viewers still using dial-up and you need to keep them in mind when you design your pages.

As with all things, there is no absolute. The secret is in using good judgement when adding anything to a page and keeping in mind that a little goes a long ways. So what can you do to minimize the weight of a page making it both viewer and search engine friendly?

Load time isn’t just due to the weight of the page

Page weight is just one factor involved in how fast (or slow) a page will load. Keeping page weight under control is important so that it doesn’t contribute to a potential slow load.

What factors determine the speed at which a page loads?

  • The type of connection and dependability of the viewer’s service provider (dial up, DSL, etc.)
  • How much traffic on the Internet there is at the time the page is requested
  • How the web server is performing that viewers get the page from
  • The dependability and speed of that particular server’s connection to the Internet
  • The viewer’s computer – old and slow or new and fast
  • The weight of the page

Use text instead of images

It doesn’t take long for a page to get seriously heavy when images are used in lieu of text. Textual content is extremely important to a web site’s success and should be the main portion of a page using images sparingly. Obviously images are important on sites that are promoting products, but even these can be whittled down in size by using a small, optimized thumbnail image with a link to a larger view and making more pages with less on them.

Optimizing images is critical to keeping the page weight under control. Reducing the dimensions (length x width) of an image does NOT make it weigh less. There are many programs, such as Easy Thumbnails available that can be used to reduce the resolution (weight) of an image.

Repeating an image will also help with reduction of page weight. Images only need to load one time. As an example, your logo (if it is an image) will load on the first page a viewer lands on – from that point it is stored in the browser’s cache and won’t reload every time a new page is chosen.

Avoid gizmos and gadgets

The saying, “if it doesn’t add value, don’t use it” really applies when it comes to the countless gadgets available in the Homestead SiteBuilder program and on the Web. The majority of these are simply ‘fillers’ and add nothing to a page but weight and the potential to irritate your viewers. Also, anything that moves can be a distraction to your visitor and removes their focus from the important aspects of the page. In most instances they also cheapen the appearance of a site. Remember that your visitors are on your site for information or a product or service.

Some things to avoid:

  • Guest books on professional sites
  • Add to Favorites
  • The Link to Me button
  • Moving text – includes scrolling, bouncing, fading, etc.
  • Recommend this site
  • Music on sites unrelated to music (or be sure there is a way to turn it off)
  • Cutesy clip art
  • Animated anything
  • Hit counters
  • Date, Time element

The benefits:

Fast loading pages that are clean and uncluttered make visiting your site a pleasant experience for viewers and the more apt they are to return. The easier it is the more likely they are to stay and shop or utilize your service. Pages that load quickly also make it simpler for the Search Engines to crawl and index your site appropriately.

Keywords – The real start to SEO and a successful website

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Everyone works hard to make their new web sites look pretty, graphics are added, the page is laid out and the text written. When everything is completed thoughts may turn to web site optimization. Optimization should be integrated into the site from the beginning, but better late than never.

Stick in a few key words, make a description and the site is optimized, right? Wrong!

Keywords need to reflect what the site is selling, or providing. These are the essence of the website, but they also need to be the terms that people actually use when searching for a product or service.

These words/phrases should be utilized in every aspect of the website or web page. They should appear in the Meta tags and in the on page copy. Every web page needs to revolve around and focus on the primary keyword or key phrase.

You also need to KNOW EXACTLY what phrases people use to search for similar items. This information is one of the most important things you need for the website to be successful. To determine actual search terms you need to research the keywords that are appropriate for your site. To do this you need to use a keyword tool.

Keyword tool  programs have been around for years. Today most are based on Realtracker’s information.  This company provides a free tool as well as a pay for use program. Personally, I have never been a fan of most of these tools as the results vary and at times are somewhat conflicting.

Google has also provided some information to webmasters who use their adwords keyword tool. It never gave a lot of specific information but it did provide a graph showing usage of terms and some suggestions for other terms that might work. When used in conjunction with one of the other keyword tools it provided a better understanding of the possible key terms being checked.

About 2 months ago Google made a major step in providing the webmaster information….Their Keyword tool  started giving actual search numbers, a graphic representation on monthly cycles and the results can be modified for different criteria.

I have been using this new and improved Google option since it was made available and I am impressed. It is an approximation only but it does provide some real usable information.

Perhaps it is time for you to address the keyword situation and gain focus on your website.

SEO is a combination of many things that need to be built into a website and one of the major factors is utilizing good keywords and phrases.  Use this information to focus your site and use terms that will bring in visitors from actual searches.

Good keyword selection is the first step in gaining visibility in the search engines.

For more information on how to actually use your keywords in the site read the keyword density article.

Do-It-Yourself Website Design With Homestead

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You are about to begin on the journey of web design after having found Homestead’s easy-to-use site builder software. The sales pitch says that you can build a site in 30 minutes. This is true. You can throw together a one or two page website in 30 minutes by using the ‘cookie cutter’ templates, the existing page copy, the ‘canned’ meta tags, etc. offered by the SiteBuilder Lite program.  What you can’t do is build a site that meets usability standards, is a well-designed, properly optimized, or viewer friendly site in 30 minutes. If all you want is a personal site or one to share with family and friends then the 30 minute approach will probably work for you.  If, however, you are building a site to sell a product or service or an informational site that you hope will reach vast numbers of people on the Internet, it’s going to take considerably more time than that. Why? …

It’s about more than just a pretty site

Successful websites depend on two very important factors: search engine optimization and good page design. You can have one without the other, but without the combination the odds of your site doing well are minimized. Done right, the two intertwine so that while you are designing, you are also optimizing and while you are optimizing you are designing.

When we talk about SEO most people think it refers to meta tags: titles, descriptions and keywords, but SEO is much more than that. Search Engines index and rank sites based on many factors not just the meta tags. 

When page design is mentioned thoughts immediately go to the colors and the fonts and the pretty pictures. Just as with SEO, page design encompasses more than just the visual aspect of a page and it plays a part in how the Search Engines react to the site.

How A Web Page Works – The Simple Explanation

You design a page.

How well that page is optimized and designed are major factors in how the Search Engines will index and rank the page which determines how well it places in searches. (There are dozens more factors that will have an impact on placement, but these two are primary.)

Page/site success is also reliant on visitors. If a page isn’t viewer friendly (i.e. poor design) or doesn’t offer the information/product the viewer searched for (poor meta tag info) they leave. You lose a potential customer. If the site shows a large percentage of visitors bouncing out without spending time on the page the Search Engines may take that into consideration and decide that your particular page must not be offering the right info for the given search term and thus the page falls back in placement for that keyword or phrase.

To build a truly useful, successful and appealing site means researching and studying what site design and search engine optimization are all about and then putting that knowledge into practice. I guarantee it will take you a lot more than 30 minutes, but I also guarantee that you will see positive results. And one thing to keep in mind – Web sites are never done.


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