10 Steps for Increasing Visibility Online

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Most small businesses that run a website today don't have the insider knowledge to optimize their content and overall visibility online. I personally handle internet marketing issues--SEO, PPC, e-mail marketing, copywriting--every day, and I'm always surprised to see how many businesses have no understanding of what SEO means, let alone know how to approach it.

In the vast sea of websites--from e-commerce, media and informational websites to blogs and wikis--most site owners use a basic approach to search engine optimization. They submit their site to more than 200 search engines and blast these with some domains and keywords that may be related to the site. Some go to blogs and forums--related or not--and start "fishing" for links (making random, non-intelligent forum comments and submitting links back to their site). Even worse, they'll pay companies to undertake this useless exercise.

Next, if that doesn't work, they will purchase a marketing book, apply all the techniques and sit back, hoping that something will take. Often this will be done by an IT person who has been told to optimize the company website, which isn't part of their daily routine or knowledge space.

Rather than these slapdash attempts, you need a strong, long-term commitment to SEO and must always stay on top of the search engines and their ever-changing, underlying landscape.

Google, the top search engine--and the one to optimize for--handles more than 50 percent of search traffic and utilizes more than 100 algorithms to track and manage HTML content ("on-page factors"), external profiles ("off-page factors"), link architectures, popularity and reputation, as well as PageRank calculation (a complex site voting system) and web bots. The content gathered from spidering search-friendly sites gets stored into huge databases (called the "index") on a powerful grid of network computers.

Google weighs all of these elements into an overall score, and if you have optimized well in all areas and have reviewed your competition and their strategy (I'll talk about how to do this in an upcoming article), you can and will rank well for fairly competitive key terms. You must realize, though, that the more competitive your term is, the longer it will take--but you can get there.

Here's a 10-step plan to improve site visibility and increase search-friendliness. The first five steps address parts of your website's HTML code, while the final five are more abstract. Together, they add up to a "must do" SEO list.

1. Title tag (SEO Gone Wild – microsaw.com)

• This is most important of all. If you have the title tag set up right, and it's a unique enough phrase, you could rank on page one for this alone.
• Write your keywords early in the title, and place your company name last--unless you are Coca-Cola, or have a huge brand.

2. Meta tags

• Description--. Place your page content description between the blank quotes with a call to action statement like, "Sign up here," or "Call us at 800 XXX-XXXX."
• Keywords--. Place keywords between the quotation marks after "content," separated by commas. Google ignores this, but it appears that other search engines still review it.

3. Header tags

• H1--This HTML tag should contain your core keywords, one per page.
• H2--This HTML tag should contain derivatives of the keywords.

4. Body

• Content--Use content that matches the keywords on your site. You should ideally have 400 to 800 words on a page.
• Bolding--Include bolded keywords that match your topic/theme on the page.
• Create a blog--Wordpressis an amazing blog that is free and can easily be optimized via plug-ins. Then, write entries twice a week.

5. Linking

• Use links and anchor text to create popularity and reputation around keywords (example: don't link to just "click here," but create a better link like, "download the digital camera white paper").
• Internal links (link to other pages on your site)
• Outbound links (you link to another authority site on your topic)
• Reciprocal links (join link exchanges and contact partners to exchange links)
• One-way links (when other sites link to your blog, press releases or articles) are typically more effective than outbound and reciprocal ones.
• For some internal links, use "rel=nofollow" in the code to avoid losing PageRank to less important pages like "about us," "contact us" and "privacy policy."

6. Domains

• If starting a new site, try to get an established URL (purchase it if you have to).
• Use keywords in an easy-to-remember domain. Google recognizes domains that have been around and establishes credibility; you can avoid the Google Sandbox (where you don't show up in the index for months, potentially).

7. Users first, then search engine

• Make sure your sites have valuable and readable content. If you've optimized for search engines only and no users stick around your website, you haven't been successful.
• Navigation, directory structures and file names should be well defined. An easy way to solve this is to use breadcrumb navigation and linked navigation, not flash or JavaScript or image-based links. Develop a flat directory structure (no more than three levels deep) and name your keywords in the file name (ex: content-management-system.htm)

8. Keyword research

• Keyword development is one of the first places to start. Two to three keywords per page is possible. Combined with the items listed in the first five steps above, you will have a high success score.
• Use tools like Yahoo! Search Marketing/Overture, Google's Keyword Tool and SEOBook keywords tool.
• Try to shoot for keywords that have higher search counts; over 20,000 searches for your keyword are good, but it all depends on your industry.

9. Competition

• Find out what the competition is doing. Type in your search term into a search engine and locate three to five of the top results. Look at these sites and see what they are doing in the HTML (on-page) and linking (off-page) areas. I'll discuss this more in a future article.
• To find out how many sites are linking to your competition, type "link:http://www.competitorname.com" into Google. Do the same in Yahoo!, and you'll see a higher count because Yahoo! is more all-inclusive.

10. Be cool.

• Don't let this business get to you; it's frustrating at times. SEO is a long-term commitment. Some weeks are great, others are not.
• It's a serious investment of time, sweat and staying the course. The best success factors I've seen: Approach content and website design in a natural way; be ethical (don't spam); and keep it real--it's a business, and nothing comes for free.

Don't forget that search/internet marketing is multi-faceted. Traditional Marketing 101 teachers would say to build a comprehensive plan for marketing. Don't just work the online factors, but create a sound strategy around offline marketing, using ideas like postcards, trade magazines ads, phone/sales work, word of mouth and additional tactics that can help create a "buzz" around your products and services. Search engine optimization applied correctly will create better visibility online, but it's just one part of your overall marketing strategy.

Jon Rognerud is a recognized authority on the subject of search engine optimization and has spent more than 15 years developing websites and marketing solutions at companies like Overture and Yahoo!. His website provides a wealth of informative articles, resources and complimentary e-mail courses on everything you'll ever need to know about SEO and search marketing.

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Top 20 Motivation Hacks - An Overview

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For the last two weeks I've been posting the Top 20 Motivation Hacks, one by one. These are the tips and tricks that, if used in combination, are a nearly sure way to achieve your goals.

Achieving goals is not a matter of having "discipline". It's a matter of motivating yourself, and keeping your focus on your goal. Follow these hacks, or any combination of them that works for you, and you should have the motivation and focus you need.

Here they are, in reverse order (links take you to more on each):

#20: Chart Your Progress. Recently I posted about how I created a chart to track my progress with each of my goals. This chart is not just for information purposes, for me to look back and see how I'm doing. It's to motivate me to keep up with my goals. If I'm diligent about checking my chart every day, and marking dots or "x"s, then I will want to make sure I fill it with dots. I will think to myself, "I better do this today if I want to mark a dot." Well, that's a small motivation, but it helps, trust me. Some people prefer to use gold stars. Others have a training log, which works just as well. Or try Joe's Goals. However you do it, track your progress, and allow yourself a bit of pride each time you give yourself a good mark.

Now, you will have some bad marks on your chart. That's OK. Don't let a few bad marks stop you from continuing. Strive instead to get the good marks next time.

#19: Hold Yourself Back. When I start with a new exercise program, or any new goal really, I am rarin' to go. I am full of excitement, and my enthusiasm knows no boundaries. Nor does my sense of self-limitation. I think I can do anything. It's not long before I learn that I do have limitations, and my enthusiasm begins to wane.

Well, a great motivator that I've learned is that when you have so much energy at the beginning of a program, and want to go all out -- HOLD BACK. Don't let yourself do everything you want to do. Only let yourself do 50-75 percent of what you want to do. And plan out a course of action where you slowly increase over time. For example, if I want to go running, I might think I can run 3 miles at first. But instead of letting myself do that, I start by only running a mile. When I'm doing that mile, I'll be telling myself that I can do more! But I don't let myself. After that workout, I'll be looking forward to the next workout, when I'll let myself do 1.5 miles. I keep that energy reined in, harness it, so that I can ride it even further.

#18: Join an online (or off-line) group to help keep you focused and motivated. When I started to run, more than a year ago, I joined a few different forums, at different times, on different sites, such as Men's Health (the Belly-Off Runner's Club), Runner's World, Cool Running, and the running group at About.com. I did the same when I was quitting smoking.

Each time I joined a forum, it helped keep me on track. Not only did I meet a bunch of other people who were either going through what I was going through or who had already been through it, I would report my progress (and failures) as I went along. They were there for great advice, for moral support, to help keep me going when I wanted to stop.

#17: Post a picture of your goal someplace visible -- near your desk or on your refrigerator, for example. Visualizing your goal, exactly how you think it will be when you've achieved it, whether it's financial goals like traveling to Rome or building a dream house, or physical goals like finishing a marathon or getting a flat stomach, is a great motivator and one of the best ways of actualizing your goals.

Find a magazine photo or a picture online and post it somewhere where you can see it not only daily, but hourly if possible. Put it as your desktop photo, or your home page. Use the power of your visual sense to keep you focused on your goal. Because that focus is what will keep you motivated over the long term -- once you lose focus, you lose motivation, so having something to keep bringing your focus back to your goal will help keep that motivation.

#16: Get a workout partner or goal buddy. Staying motivated on your own is tough. But if you find someone with similar goals (running, dieting, finances, etc.), see if they'd like to partner with you. Or partner with your spouse, sibling or best friend on whatever goals they're trying to achieve. You don't have to be going after the same goals -- as long as you are both pushing and encouraging each other to succeed.

#15: Just get started. There are some days when you don't feel like heading out the door for a run, or figuring out your budget, or whatever it is you're supposed to do that day for your goal. Well, instead of thinking about how hard it is, and how long it will take, tell yourself that you just have to start.

I have a rule (not an original one) that I just have to put on my running shoes and close the door behind me. After that, it all flows naturally. It's when you're sitting in your house, thinking about running and feeling tired, that it seems hard. Once you start, it is never as hard as you thought it would be. This tip works for me every time.

#14: Make it a pleasure. One reason we might put off something that will help us achieve our goal, such as exercise for example, is because it seems like hard work. Well, this might be true, but the key is to find a way to make it fun or pleasurable. If your goal activity becomes a treat, you actually look forward to it. And that's a good thing.

#13: Give it time, be patient. I know, this is easier said than done. But the problem with many of us is that we expect quick results. When you think about your goals, think long term. If you want to lose weight, you may see some quick initial losses, but it will take a long time to lose the rest. If you want to run a marathon, you won't be able to do it overnight. If you don't see the results you want soon, don't give up ... give it time. In the meantime, be happy with your progress so far, and with your ability to stick with your goals. The results will come if you give it time.

#12: Break it into smaller, mini goals. Sometimes large or longer-term goals can be overwhelming. After a couple weeks, we may lose motivation, because we still have several months or a year or more left to accomplish the goal. It's hard to maintain motivation for a single goal for such a long time. Solution: have smaller goals along the way.

#11: Reward yourself. Often. And not just for longer-term goals, either. In Hack #12, I talked about breaking larger goals into smaller, mini goals. Well, each of those mini goals should have a reward attached to it. Make a list of your goals, with mini goals, and next to each, write down an appropriate reward. By appropriate, I mean 1) it's proportionate to the size of the goal (don't reward going on a 1-mile run with a luxury cruise in the Bahamas); and 2) it doesn't ruin your goal -- if you are trying to lose weight, don't reward a day of healthy eating with a dessert binge. It's self-defeating.

#10: Find inspiration, on a daily basis. Inspiration is one of the best motivators, and it can be found everywhere. Every day, seek inspiration, and it will help sustain motivation over the long term. Sources of inspiration can include: blogs, online success stories, forums, friends and family, magazines, books, quotes, music, photos, people you meet.

#9: Get a coach or take a class. These will motivate you to at least show up, and to take action. It can be applied to any goal. This might be one of the more expensive ways of motivating yourself, but it works. And if you do some research, you might find some cheap classes in your area, or you might know a friend who will provide coaching or counseling for free.

#8: Have powerful reasons. Write them down. Know your reasons. Give them some thought ... and write them down. If you have loved ones, and you are doing it for them, that is more powerful than just doing it for self-interest. Doing it for yourself is good too, but you should do it for something that you REALLY REALLY want to happen, for really good reasons.

#7: Become aware of your urges to quit, and be prepared for them. We all have urges to stop, but they are mostly unconscious. One of the most powerful things you can do is to start being more conscious of those urges. A good exercise is to go through the day with a little piece of paper and put a tally mark for each time you get an urge. It simply makes you aware of the urges. Then have a plan for when those urges hit, and plan for it beforehand, and write down your plan, because once those urges hit, you will not feel like coming up with a plan.

#6: Make it a rule never to skip two days in a row.This rule takes into account our natural tendency to miss days now and then. We are not perfect. So, you missed one day ... now the second day is upon you and you are feeling lazy ... tell yourself NO! You will not miss two days in a row! Zen Habits says so! And just get started. You'll thank yourself later.

#5: Visualize your goal clearly, on a daily basis, for at least 5-10 minutes. Visualize your successful outcome in great detail. Close your eyes, and think about exactly how your successful outcome will look, will feel, will smell and taste and sound like. Where are you when you become successful? How do you look? What are you wearing? Form as clear a mental picture as possible. Now here's the next key: do it every day. For at least a few minutes each day. This is the only way to keep that motivation going over a long period of time.

#4: Keep a daily journal of your goal. If you are consistent about keeping a journal, it can be a great motivator. A journal should have not only what you did for the day, but your thoughts about how it went, how you felt, what mistakes you made, what you could do to improve. To be consistent about keeping a journal, do it right after you do your goal task each day. Make keeping a journal a sensory pleasure.

#3: Create a friendly, mutually-supportive competition.We are all competitive in nature, at least a little. Some more than others. Take advantage of this part of our human nature by using it to fuel your goals. If you have a workout partner or goal buddy, you've got all you need for a friendly competition. See who can log more miles, or save more dollars, each week or month. See who can do more pushups or pullups. See who can lose the most weight or have the best abs or lose the most inches on their waist. Make sure the goals are weighted so that the competition is fairly equal. And mutually support each other in your goals.

#2: Make a big public commitment. Be fully committed. This will do the trick every time. Create a blog and announce to the world that you are going to achieve a certain goal by a certain date. Commit yourself to the hilt.#1: Always think positive. Squash all negative thoughts. Monitor your thoughts. Be aware of your self-talk. We all talk to ourselves, a lot, but we are not always aware of these thoughts. Start listening. If you hear negative thoughts, stop them, push them out, and replace them with positive thoughts. Positive thinking can be amazingly powerful.
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Top 10 Things I Had to Learn on the Road to Full-Time Self-Employment

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As we wind down the year, I know many of you are considering your career directions and setting some resolutions to launch your own ventures in 2007. Allow me to give you some food for thought from the other side of that transition. Going from over a decade of salaried work in a licensed profession where I had a clear role and status to full-time self-employment in a profession that is a bit like the Wild West was not without it's challenges. If you are an entrepreneur or considering making the leap, here are a few tips I can offer you from my own insights and dope slaps along the way.

1. Admit it when you need help and then ask for it. Pay for it if you have to. Stubborn independence is not an asset when you are stuck.

2. Accept help and support without worrying that people will think you less of you if you aren't a 100% Self-Made Success. There is no such thing as a successful person who was not given help along the way.

3. Don't overplan. Once you start moving, new energy, new people and new opportunities always show up. You may even discover talents that were previously dormant. Leave some room for synchronicity.

4. Develop work habits that bring out your best. It may take a while to shed old habits and the remnants of burn out. Be patient and persistent with yourself and make sure you don't just substitute one stressful job for another. Experiment with what work flow is best for you.

5. You don't have to catch every ball thrown at you. If you are working from home, it does not mean your schedule is free and that you are on call to fill everyone else's needs. Know the difference between a business and a hobby.

6. Take a look around you once in a while. One's environment is a very strong, clear reflection of your overall life balance. Mix business and pleasure. Your work should support and energize you, not drain and consume you. Not sure if you are balanced? Look around you and take note of areas that are being neglected and make a plan to handle them.

7. Just because you are good at something doesn't mean you ever really enjoyed it. It's natural to gravitate toward our strongest skills, but they may just be overworked muscles. No one likes feeling incompetent, but if there are skills and talents you would like to explore, make it a priority to devote time to developing them.

8. Don't let small stuff serve as a distraction, you will fool no one. We are always making choices, and what we choose to tolerate are the most powerful choices we make in determining how high we will reach in life. Handle the little stuff and be a good gate keeper before clutter accumulates. You may feel like you are busy but is it with the right stuff? If you were on trial for running your business, would you be convicted?

9. You won't do it exactly like anyone else. Don't assume that all the experts know the secrets to your success. Study good models but listen to your gut.

10. Take care of yourself, you are your greatest asset. People are attracted by the person, not the message. You will succeed when you walk the talk because a powerful life is the greatest attractor.

Need help moving from insight to integration and implementation of these concepts? Visit Wellspring Coaching.

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