What Starbucks Taught Me About Search Engine Marketing

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When it comes to having a lot of options for coffee you can’t really beat Starbucks. It seems that there’s virtually a store on every corner. Bad planning or an intentional marketing ploy? It’s been statistically proven that the more Starbucks stores there are in a - mile radius the better each individual store will do. So what does this mean for your Internet marketing campaign? It means that the more ’stores’ you own, the better your main store will do.

Here’s a real-time illustration: if you have a main website and five incoming links, you’ll get traffic to the main site from five places. Now this doesn’t mean you need five additional sites along with your main one, these five incoming links are from other websites that often won’t belong to you. Now if we’re talking numbers let me say this: five is paltry compared to where you need to be. When we work with clients we like to double, triple, or quadruple their incoming links. What does this mean to sales? Well, let’s go back to our Starbucks example. Let’s say you’re scouring the ‘Net for a perfect cup of Joe. When someone Googles “perfect cup of Joe” the mentions of your site come up in excess of 5,000 times. Your competitors come in somewhere at 1,000 or less. So it stands to reason that someone searching on this topic will go to your site before they hit your competitor, right?

Ok, so now that we have the incoming links thing down, how in the world do you go about getting all of these links? Well, sometimes the build is slow but that’s ok. What we’re looking for are high-quality, high-traffic incoming links to your site. Let’s break this down even further.

Going after incoming links can happen a variety of ways. Not the least of which is a link you get from a site after your book is reviewed. That’s probably the most basic link you can get. Ideally you want links from sites that can drive readers (buyers) to your book. Links from other author sites might be a nice way to network but they don’t often leverage anything in the way of ranking or sales potential.



Why? Well, readers shopping for similar titles often won’t migrate from one author site to another via a link, they’ll generally head over to Amazon and find a list of “similar titles” or the category: Readers who bought this also enjoyed this title. Which then refers you onto a list of their best-selling books in the same genre. Second, unless you’re getting a link from a celebrity author site, you’ll probably find that most author sites don’t have great ranking. Google looks at the ranking of the site that’s linked to you to determine how valuable this link is and in turn, how much it will matter to your overall site ranking.

The ideal incoming link is from a niche site, meaning that if you’re pushing a WWII novel or a book on dieting, the link is coming from an authority site, i.e. a site that specializes in that topic.

The next option for getting more real estate is to start your own social networking page. There are a variety of sites that can benefit you including: Linkedin, MySpace, Squidoo, and my personal favorite: Facebook. These sites can all offer you a way to connect not just with other people in these social networking circles but also gain a valuable incoming link to your site.

Article syndication is another fantastic way to get more links. Most of us know and understand the article syndication process. You write an article of 500-2,000 words and send it (called syndicating) to sites like: EzineArticles, ArticleCity and many others. Remember to include your byline in the article with a link back to your site.

Commenting on blog postings is another way to drive links back to your site. Head on over to Technorati and dig up at least twenty of the top blogs in your market. Then get in the habit of commenting on the various posts with a link back to your site. The more you comment, the more links you’ll get. The secondary benefit to this is virtual networking: getting to know bloggers in your market is never a bad thing.

Gaining valuable real estate and building your “stores” isn’t as difficult as you might think. It takes time, persistence, and some keen research skills to find the appropriate sites. In the end, the benefits far outweigh the amount of work you’ll do. Gaining exposure online will increase traffic, build platform, enhance exposure and grow your bottom line. So take a lesson from Starbucks and start building a store on every corner. You’ll be glad you did.

Penny C. Sansevieri, CEO and founder of Author Marketing Experts, Inc., is a book marketing and media relations expert whose company has developed some of the most cutting-edge book marketing campaigns. Visit AME

Article Source: http://www.totallyawesomearticles.co

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Link Building Development - Advanced Link Building Strategies

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Link development is also an imperative tool for a better search engine optimization. Link building creates a link environs in which you add relevant related website links. When your website has more than a few related links then it becomes easier for search engines to locate your website. Link development is basically the link exchange between two websites. Links should be exchanged with related websites; links are some related to your business.

You can add numerous links but if your website won’t be authentic then none will accept your request .More the links more popular you become for search engines. But, be careful while exchanging links. If you exchange links with websites which are banned or are ridiculous then search engines can automatically ban your website too.

Doesn’t technique website for search engines make it for your visitors? All the search engines are there to help your visitors to find you and if your information is not attractive or useful information to your visitors then no search engine can help you achieve something. First of all recognize your target audience then find what appeals them and design your website accordingly. Your anchor text and content should be clear and descriptive. Your visitors and search engines look for the clickable links of your website. Hence make your links clear so that the visitor and the crawler can easily understand your links. Try to use your keywords in the link description.

Search engines work as per your keywords hence be careful while selecting right and useful keywords. Your target audience will search your website only through keywords which they type in search engines. Don’t choosing keywords to simple; be specific as per your business and expertise audience. So design your website according to the keywords and other information which can demand to your visitor and help them obtain the required information.



Every search engine reads the website through its crawlers. Crawlers go through the site and later categorize them as per the need of the searchers. But crawlers can’t read can’t construe Flash and graphics. Hence make sure you have HTML links in the main direction-finding of every page. Search engines love content reach rich websites because it gives them enough text to categorize the website. It is crucial to have a website without content. Your content should focus on the keywords and should be relevant and informative. Only content can pay you great ROI. Title tags are very important for your search engine visibility. Whatever keywords you have you should have those in your title tag. Title tags are what your visitors see in search pages. When it comes to choosing your initial keywords, it is best to be methodical for your first. The best way to go about it is to open up a search engine and start typing in different combinations of keywords. If competitor’s pages start coming up then you are on the right track. Record your entries. An easy way to do it is to copy and paste them from your browser into a Notepad page.

Web site content is an important aspect of search engine optimization because search engines will review each site and the more relevance it has to a specific set of keywords, the higher it will appear on the search results. There are several ways to optimize your company’s web site content. It is important that you break down the essence of your business and get to the bottom of what is making you the most money and what products or services you specialize in.

These techniques try to optimize your web site content, but they have the possibility of putting your web site on search engines black lists. These lists contain the websites that are no longer presented on the site, no matter how relevant it may be. To be black listed is detrimental to your web site hits and will probably be the end of that web site.

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