SEO tip #2, phrases not words

The average number of words we use to search the web is constantly increasing. That´s why we should start promoting phrases rather then using words in our SEO. By using phrases, you also approach the benefits of long-tail hits – If someone would search for just “shoes”, they are probably thinking of bying new shoes this spring, maybe because they know that they usually do. If they instead would search for “Running Shoes”, they have probably gained a few pounds over winter and are starting to think about doing something about it. But, someone searching for “Red Nike Mens Running Shoes”, would probably hit the street this afternoon – He/She will most likely buy the product in the nearest future. Thats the exiting effect of long-tail SEO.

Figure out what people would go looking for when it comes to your products and/or services. Which phrases would they use? Keep in mind that it’s seldom the product name or marketing terms that you normally use in your corporate communication.

• Use phrases, not words
• Listen to your customers and adapt their language
• Keep optimizing!

More to read on this subject:

http://www.marketingpilgrim.com/2009/02/8-word-search-queries-up-34000-in-last-5-years.html
http://www.forwardleap.com/number-of-words-per-search-query-increases/
http://searchengineoptimization.elliance.com/search-marketing-resources/seo-infographics.aspx?title=Long-Tail-SEO&Category=Keyword Selection

A/B testing tip #1, General advice

A/B testing as well as the more advanced “Multivariate testing” can be invaluable assets in your online optimization. I recently had the opportunity to listen to Søren Engelbrecht from Scandinavian Airlines (SAS) when he described how this had changed their view on good and bad on the web. With more than 35% of their business online, they should know. Small things like the difference between red and green buttons, or the change from one image to another, can greatly influence your overall conversion rates.

So, are there any guidelines, things you should always consider when designing your landing pages? Well, there are some very general advice, some of them listed below. However, the common view seems to be – go testing and continue testing. Something that is true for one page/target group may not be true for another.

1. Common guidelines – http://www.cmswire.com/cms/web-content/10-best-practices-for-website-landing-pages-003971.php
2. Work on ONE area at a time, one product, category or campaign
3. Start testing, optimize and then keep testing!

One way of doing it is of course: http://www.episerver.com/en/Products/Marketing-Arena/EPiServer-CMO/ the USP is that you instantly can publish the winner in EPiServer. Or, use  www.google.com/websiteoptimizer with the Multivariate possibilities. And yes there´s other products out there too!

SEO tip #1, Keywords in content

With or without EPiServer SEO, go for the easy targets first. Many SEO consultants will tell you to start working on you links, I say wait. Start with your daily work, things you do everyday, like writing text and publishing images. Start by otimizing your content. If you use EPiServer SEO, start by simply following the editor´s advice. Keep using your prioritized keywords in the title tag or, You´have multiple H1 tag or, Only 3 out of 7 images have meta desriptions. Those kind of things. Easy. Of course the use of Keywords implies that you actually have defined your key phrases, but come on, you already did that right Here´s some tips if not: http://www.seobook.com/creating-sweet-high-value-keyword-list-5-minutes. When writing, start placing your keywords were they do the job, this will be a very good way of starting your SEO.

If you want all tips in one day please attend our SEO training: http://www.episerver.com/en/Education/Course-Descriptions-Sorted-by-Products/Other-courses/E1910—Accessible-websites-through-Search-Engine-Optimization/

Optimize yourself to optimize your web

OK you say that Internet is vital for your marketing. So how´s your search engine rankings? What are your long-tail keyphrases? How do you structure your website for an optimal result? Not sure? One day can make all the difference: http://www.episerver.com/en/Education/Course-Descriptions-Sorted-by-Products/Other-courses/E1910—Accessible-websites-through-Search-Engine-Optimization/

Marketing Arena Seminars

EPiServer SEO, EPiServer CMO, EPiServer B2B Adapt and EPiServer B2B Prospect. Sure. Sounds great, but what are they really? Join one of our Marketing Arena seminars to find out. Here´s one http://cloudnine.se/sv/Nyheter/Frukostseminarium-med-EPiServer/ and more will follow.

New life for my blog?

Maybe I shold start blogging again…, and why not use my old account? I don´t promise you daily news or even weekly updates, but once in a while, when I feel for it, I just might use this blog for (hopefully) interesting subjects around Internet Marketing, EPiServer and the combination of the two.

BR Martin

EPiServer acquires Dropit product family and makes Web Content Management system easier than ever to use

Stockholm, Sweden, January 15 2009 — EPiServer, the world’s fastest growing provider of platforms for Web Content Management and online social communities, today announced the acquisition of the product family of Dropit.  This investment will enable EPiServer to continue to offer the most sophisticated content management system (CMS) available today – based on fast, simple and effective functionality.

Read more at Episerver.com