Fredrick Marckini from iProspect provided a clever, polished and highly informative presentation today at a full East Room at the Mayflower Hotel in DC. I'd recommend you reach out to him to get the presentation, or I will ask him to post a link for us here. Get the tape of his presentation too. Or just give him a call. I have his home phone around here somewhere. Not the number, just the phone itself.
If I read the room right, or maybe I am just reading my own mind, or maybe I noticed about 30 people in line to give him business cards, Marckini made everyone realize how much they need to pay attention to how traffic is coming to their Web sites, and how they need to stay on top of how those things change.
Marckini artfully, and more artfully than I am "summarizing" his talk here, demonstrated how simple adjustments to text in the right places -- the title, the URL, in activated links, etc. -- can make a difference that can generate thousands of visitors and result in millions of dollars in leads. For example, the title tag (which appears in that blue space all the way at the top of your browser) for iProspect says "search engine marketing firm -- iProspect." Not something like, "iProspect, we're really cool," which may be fine if you're selling sunglasses or air conditioners.
Paying attention to SEO is particularly important because, as he explained, 72% of all clicks in Google search results take place in the natural search results, not in the paid ad area.
He encouraged people to optimize press releases for the search engine's news tabs and to be sure to conduct keyword research before writing them. He talked about the importance of including your search marketing targeted keywords in the headline and body copy of the press release, and to include activated links so that when people find your press releases in search results, they can click on those links to visit your site. He pointed out that if a press release ranks well in search results due to proper keyword optimization, the actual press coverage of that press release is less important than the traffic and audience that release garners.
If I read the room right, or maybe I am just reading my own mind, or maybe I noticed about 30 people in line to give him business cards, Marckini made everyone realize how much they need to pay attention to how traffic is coming to their Web sites, and how they need to stay on top of how those things change.
Marckini artfully, and more artfully than I am "summarizing" his talk here, demonstrated how simple adjustments to text in the right places -- the title, the URL, in activated links, etc. -- can make a difference that can generate thousands of visitors and result in millions of dollars in leads. For example, the title tag (which appears in that blue space all the way at the top of your browser) for iProspect says "search engine marketing firm -- iProspect." Not something like, "iProspect, we're really cool," which may be fine if you're selling sunglasses or air conditioners.
Paying attention to SEO is particularly important because, as he explained, 72% of all clicks in Google search results take place in the natural search results, not in the paid ad area.
He encouraged people to optimize press releases for the search engine's news tabs and to be sure to conduct keyword research before writing them. He talked about the importance of including your search marketing targeted keywords in the headline and body copy of the press release, and to include activated links so that when people find your press releases in search results, they can click on those links to visit your site. He pointed out that if a press release ranks well in search results due to proper keyword optimization, the actual press coverage of that press release is less important than the traffic and audience that release garners.
"Study the searches that bring visits," he said, saying not to use lame terms like the name of the site or your company slogan. Know what people are searching and know which searches bring them to you.
Fredrick said another speaker at the event, whom I didn't hear, Jay Berkowitz with Ten Golden Rules gave an excellent talk on Web 2.0 strategies for online profits.
Nice job, Fredrick, and thanks for speaking to us.
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