Larry BraunerThe four-day International Watch Fair on Facebook, which begins Tuesday,  is a free Facebook page event that’s open to the watch industry, the media and the public. Several hundred will attend this unique event at which luxury, fashion and sporty watchmakers will display a wide variety of timepiece collections. You’re welcome to join me there.

The objective of this Facebook watch fair is to increase Gevril Group page membership and member engagement. Importantly, however, the fair is just one of many web-based strategies and techniques I’m using to build the company’s brand. My strategies include search engine optimization, social bookmarking, business networking and email campaigns, as well. It’s the synthesis and synergy of all these strategies that create an ever-growing buzz around the brand.

Since launching the Gevril Group website this past December, the company’s online presence has grown considerably. During the nine-month period since the launch, there were 53,128 visitors to the site and a healthy number of inquiries from consumers, job applicants, the trade and the media. At the same time, I’ve drawn conclusions I shall share with you.

Overall monthly visits grew from 2,221 in December to 8,572 in August as illustrated below:

Gevril Group Website Visits Months 1-9 - All Traffic
Gevril Group<br /> Website Visits Months 1-9 - All Traffic
Click to Enlarge


Initially, there was substantial traffic from social media, particularly StumbleUpon. However, during the nine month period, social media traffic failed to increase:

Gevril Group Months 1-9 - Social Media vs. Non-Social Media Traffic
Gevril Group Months 1-9 - Social Media vs. Non-Social Media Traffic
Click to Enlarge


Facebook traffic grew from 113 to 338 monthly, but while a remarkably useful networking tool, Facebook hasn’t yet become an important traffic source for Gevril Group:

Gevril Group Months 1-9 - Facebook vs. Search StumbleUpon Traffic
Gevril Group Months 1-9 - Facebook vs. Search StumbleUpon Traffic
Click to Enlarge


Unlike social media traffic, SEO traffic grew exponentially from 119 to 4,979 monthly and now accounts for 58% of all monthly visits:

Gevril Group Months 1-9 - Search vs. Non-Search Traffic
Gevril Group Months 1-9 - Search vs. Non-Search Traffic
Click to Enlarge


Search traffic for Gevril Group related keywords grew from 51 to 343 monthly as the company became better known. However, search traffic for other keywords grew much faster from 68 to 4,636 thanks to the ongoing addition of rich content to the website:

Gevril Group Months 1-9 - Gevril Group vs. Non-Gevril Group Search Traffic
Gevril Group Months 1-9 - Gevril Group vs. Non-Gevril Group Search Traffic
Click to Enlarge


Since the inception of the Gevril Group website, 19,591 visits were from SEO; 16,894 from social media; 8,548 from browser bookmarks, links in emails, typed in URLs and untraceable social media; 8,095 from referrals from other non-social websites:

Gevril Group Months 1-9 - Traffic Types
Gevril Group Months 1-9 - Traffic Types
Click to Enlarge


These data are consistent with something I’ve known for a long time. The greatest source of website traffic is search engines, and if a site’s pages are optimized for relevant keywords, search visitors will find those pages’ content relevant. Social media helps to build and solidify relationships, but SEO will attract more traffic in the long run.

Hope you’ll join me at the International Watch Fair on Facebook this week. :)

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Larry BraunerYou’re creating content for your blog or website. You can create content haphazardly, or you can laser focus your web content to advance your site in the search engines.

A website consists of one or more web pages. Search engines index web pages individually.

For each keyword phrase that you care about, create a web page on your site dedicated to that keyword phrase alone.

Your Keywords Don’t All Need to be Popular

For example, your company name is probably a low volume search term, but it’s meaningful to you, all the same. It’s you who decides which keyword phrases deserve focus and assign each of those phrases its own page, either a static page or a blog post.

Real Time Web AnalyticsIf your website has been online for a while and you notice from your web analytics that certain pages are already receiving substantial traffic for certain keyword phrases, then those pages are evidently already focused on their associated keywords.

Throughout your site, link occurrences of your keyword phrases to their associated web pages, thereby helping those pages gain authority and climb the ranks of the search engines. When generating external links into your site, make a keyword phrase your anchor text and link to that keyword’s special page.

Edit Previously Published Blog Posts

Don’t hesitate to edit your previously published blog posts. If they’re your pivotal keyword pages, try hard to enhance them. However, review all your pages and update their links in order to sharpen your site’s keyword focus.

Stick with it, since search engine optimization takes time. However, with consistent effort, you’ll dominate the search engines one keyword phrase at a time.

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Comments are welcome — of course. :-)

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Larry BraunerSearch engine optimization professionals usually have a few tricks up their sleeves. Of course, they want to generate lots of website traffic for their clients or employers.

Most so-called SEO tricks are actually legitimate techniques for tackling complex search problems, while some, like the recent JC Penney website traffic scheme — no, Penney didn’t purchase this link from me :-P — are totally reprehensible.

Every sordid detail of the JC Penney search scandal — and how JC Penny allegedly racked up much unjustified website traffic during the holiday shopping season — are spelled out in Dirty Little Secrets of Search on the NY Times website.

Every cloud has a silver lining. Google “changed its mathematical formula late Thursday in order to better weed out ‘low-quality’ sites that offer users little value,” said Amir Efrati in Google Revamps to Fight Cheaters on the Wall Street Journal website. Hopefully, Google’s new algorithm will improve its search performance and deliver traffic to deserving websites.

My Dirty Little Secrets of Search and Website Traffic

My Dirty Little Secrets of Search and Website TrafficLike other webmasters and website owners, I too want to generate truckloads of website traffic, and as you might guess, I have a bag of tricks at my disposal — my dirty little secrets of search.

I share with you four of my top secrets of search and website traffic:

  1. Help the Search Engines - Lay out your site, tag your images and your posts, and embed your internal and outbound links in ways that make it easy for search engines to determine the subject, thesis and nuances of each of your articles.
  2. Help Readers - Write articles that are easy to find and read. Doing so will help your readers and help you remain honest with your on- page search engine optimization.
  3. Don’t Cheat - As much as you’re anxious to get more website traffic, don’t do anything on-page or off-page that you wouldn’t be willing to shout out to Google, because the search engines are listening. All your tricks should be legit. If you buy links, buy relevant links from reputable sites and directories. Avoid any form of linking scheme.
  4. Keep it Simple - If you can’t explain your strategies and techniques to an intelligent layperson, they’re probably too complex. Seek ways to simplify your approach.

Honesty and transparency are at the core of my dirty little secrets of search and website traffic.

Search gurus will likely call my way simplistic, but it has permitted me — with plenty of hard work posting content, of course — to take a new watch company website from 0 to 75 search visits per day in only 12 weeks with more web site traffic on the way.

Please subscribe. A nice comment will earn you a free dofollow link back to your website or blog. :-)

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Larry Brauner3 Key Social Media and Web Marketing Strategies for 2011 discussed the decline of open networking on Facebook, the revival of Ning networks and the continued relevance of websites and SEO in building your web presence.

Here are several more social media marketing ideas for the new year that can be especially helpful for small business marketers and entrepreneurs.

Bigger Long-Term SEO Objectives

GoogleOne of the most serious social media and web marketing mistakes I’ve ever made was choosing Online Social Networking as the name of this blog.

I considered naming my blog Social Networking Sites but decided not to, because social networking sites seemed too competitive a keyword phrase for the newbie that I was. Online social networking is searched for 12K times monthly compared to 250K for social networking sites. 12K per month seemed like more than enough traffic to me at that time.

Online social networking was a “reasonable” keyword term. Since it was much less popular than the often searched-for term social networking sites, I hoped to rank for it relatively quickly. However, in the long run, I believe that social networking sites would’ve brought me both greater and more profitable traffic.

My blog probably wouldn’t have yet hit the #1 spot in the search engines for the search term social networking sites as it has already for online social networking, but it would’ve ranked much higher for social networking sites than the present #32 and might have still placed close to the top for online social networking.

I should have considered long term potential and selected more ambitious keywords, just as I have for Gevril, for whom I’ve chosen tough keyword phrases, such as luxury watches and mens watches.

In month one, Gevril Group received 150 search visits. I’ll let you know what happens in month two.

Ning Network Groups

Ning Social NetworksNing groups function like Facebook groups with a few welcome exceptions:

  • Your potential emailing list is unlimited. You can broadcast to Ning group members even after their count exceeds 5,000.
  • The content of your Ning group can be indexed by Google and other search engines, and the greater your group membership, the greater your authority with the search engines will tend to be.
  • Group activity is displayed in your Ning network’s activity feed and transmitted to Ning group members who elect to follow you.

I’m ready and able to assist any group owner on my new Small Business Network who’s dedicated to building a large and influential Ning group, and the group need not necessarily be business-oriented.

Connecting One-to-One

SkypeYour personal network will be strong and prosper if you focus on networking one-to-one. Speak on the phone or over Skype even one time to each person, and you’ll surely build solid online relationships.

If you’re growing a Facebook page, a Ning group or a Twitter account, individually adding one-to-one connections can amount to a large number over time — and perhaps these connections will even help you make many more.

Hope you’ll find these social media and web marketing strategies useful.

Wishing you a successful year. :-)

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Larry BraunerThe social media and web marketing space is evolving, and we must therefore continually revise our social media and web marketing strategies and techniques.

Here are several cases in point that affect social media and web marketing practice, especially for small business.

Good-Bye Facebook Open Networking

FacebookFor years, Facebook was an open social networking site that permitted members to befriend people whom they didn’t know despite mounting privacy concerns.

However, in 2010, Facebook tightened its friending policies in order to combat phishing and spamming practices.

It appears that Facebook now evaluates friend requests based on degrees of separation and profiles users who repeatedly go out-of-bounds, restricting their friending capabilities.

Consequently, we must regard Facebook as a closed networking site going forward, despite the Facebook Freedom to Share and Connect principle, and find approaches to building our Facebook networks that don’t raise red flags.

Hello Ning Open Networking

Ning Social NetworksSince the Ning shift earlier this year from free or paid networks to paid-only networks, protest from disgruntled free-site creators has subsided and, as promised, Ning has come through with improved functionality upgraded periodically.

While Ning cannot compete with Facebook based neither on popularity nor functionality, Ning is nevertheless a great platform for creating niche social networking sites and for open networking.

I’ve dedicated the Small Business Network, my own Ning networking site, to the pursuit of open social and business networking, and I would be delighted if you would join me there.

You can still share via broadcast any of your Ning content, like blog posts or pictures, with all your Ning friends, a feature not found on the Facebook or LinkedIn social networks.

Search Engine Optimization Still Pays Big

GoogleNotwithstanding my remarks in The NEW Search Engine Optimization, search engines are still the mightiest source of website traffic, and SEO is still the most vital web marketing activity.

Social media sites send thousands of visitors per month to Online Social Networking. However, Google and other search engines send much more. Having a website or blog site and optimizing it for search engines and humans is of paramount importance if you want to market successfully on the web.

Put website development and optimization at the very top of your to-do list for 2011.

Please accept my sincere wishes for a healthy, fulfilling and peaceful New Year. I look forward to growing and sharing with you in the years to come.

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Larry BraunerTwitter and LinkedIn partnered last fall enabling you to automatically tweet your LinkedIn status and to post your Twitter tweets on LinkedIn.

However, I envisioned a much more significant integration of the two social media sites than merely enabling users to cross-post with ease.

I predicted in Top 10 Reasons Why the Twitter LinkedIn Partnership is Big News that the integration of Twitter and LinkedIn would reduce an enormous amount of content by functioning more or less like a Twitter list containing members of your LinkedIn network.

LinkedIn Signal Beta

With the recent release of LinkedIn Signal Beta, unveiled at TechCrunch Disrupt, a fuller integration of Twitter and LinkedIn is already at hand.

LinkedIn users will be able to search Twitter using keywords and filter the results by degree of connection, industry, company, time posted, region, school and hashtags.

To increase its integration with Twitter, LinkedIn needed the Twitter handles of its users, in order to identify relevant tweets within Twitter’s database. LinkedIn obtained the needed Twitter handles by encouraging users to avail themselves of the initial integration and by letting them display a Twitter link on their LinkedIn profiles.

LinkedIn Signal New Twitter Search Engine for Business


Uses for LinkedIn Signal

LinkedIn Signal will make LinkedIn the Twitter search engine of choice for business users. At the same time, LinkedIn Signal becomes a powerful online networking tool. You’ll easily see what your connections are tweeting, and you’ll more readily find new people with whom to connect.

LinkedIn is already the business networking site of business networking sites. Now, as a powerful Twitter search engine for business too, LinkedIn is the go-to social website for all hoping to transact business on the web. You’re welcome to connect with me there: www.LinkedIn.com/in/brauner

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Larry BraunerYou’ve created Ning networks or belong to Ning networks started by others. What next?

In 10 Ways to Brand and Market on Ning Networks, I examine a variety of Ning network features that are useful for promoting yourself or your business.

Ning Social NetworksHowever, what if you’re interested in promoting a Ning social network itself?

Here are 10 ideas for promoting the Ning networks to which you belong:

  1. Your Contacts - Send personalized emails to people you know. (Ning’s invite feature is not effective, since the emails Ning sends are impersonal and will be treated by many as spam.)
  2. Network Content - Share your Ning network, your network’s groups and all your network’s content on social networking sites, such as Facebook and LinkedIn, and social bookmarking sites like StumbleUpon. This approach is my personal favorite, since it promotes the Ning network and the network’s content at the same time.
  3. Articles and Blog Posts - Discuss your Ning network and your network’s content in blog posts and articles you write.
  4. Badges or Widgets - Place your Ning network badge on blogs and other websites. Even if badges attract few new members, they’ll help with SEO efforts by providing inbound links. A badge on the sidebar of a blog is in effect a link from every page and blog post on that blog.
  5. Links - Build inbound dofollow links to your Ning network and your network’s content.  Links, like Ning network badges, help with SEO, even if they don’t send much direct traffic. Use relevant anchor text in your links.
  6. SEO - Optimized keyword-rich blog posts on your Ning network will attract visitors who are looking for your content. Building links as previously mentioned will improve SEO results.
  7. Connectors and Influencers - Ask networking connectors and social media influencers to help by referring new members to your Ning network. These types of people love to help others.
  8. Comment on Blogs and Forums - Use insightful comments to pique interest and drive traffic to your Ning network. Avoid spamming!
  9. Classified Ads - Craigslist and other advertising sites can drive traffic to your Ning network. Experiment to learn what works best.
  10. Business Cards and Fliers - Experiment with offline marketing, as well. I suggest you keep it simple.

I encourage you to add your own ideas to this list.

Join my Small Business Network (promoting my Ning network ;-) ), and if you’re new to this blog, please subscribe.

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Larry BraunerI envisioned when launching my social media consulting practice spending my time creating and executing traffic generating and branding strategies using a wide range of social media sites. I did not envision spending my time optimizing clients’ websites and blogs.

Your Website or Blog

What I found, however, was that clients’ websites had not been designed to appeal to visitors and convert them into subscribers or customers, nor were they set up to attract search engine traffic.

This problem concerned me very much. As I’ve written numerous times, the core of a social media marketing campaign is always your website or blog. Consequently, I decided to offer a full range of services to help clients make more effective use of the web.

Social Media and Web Marketing in Action

Welkin Capital GroupI was asked very recently to market the website of Welkin Capital Group, a high-end real estate finance company. When I accepted the assignment, I knew that my work would encompass more than social media and search engine optimization. It would include a total website makeover, as well.

The transformation of Welkin’s website has been dramatic. The best way to appreciate the changes we made is to compare the new website to the old website. We still plan to add a newsletter and a blog but already, the new site has a better look and feel, more room to maneuver, additional content and a social component.

While working on the Welkin site’s new design, we began optimizing the site’s content for search engines — and for human visitors too:

  • During the first six weeks, March 7, 2010 to April 17, Welkin received 51 unique search engine visits from 25 search terms.
  • During the next six weeks, April 18 to May 29, the company received 152 unique search visits from 63 terms.

We’re still working on the website’s content. Writing and tweaking content is an ongoing aspect of web marketing.

If you’re interested in real estate, you can follow Welkin on Facebook and Twitter.

Conclusion

Your main takeaway from this article:

Web marketing begins with your website or blog, the core of your web presence, and without which your social media marketing plan isn’t complete and cannot succeed.

Please subscribe to Online Social Networking and leave a comment telling me what’s on your mind. :-)

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Larry BraunerWho wouldn’t want the kind of web presence that drives hundreds or thousands of targeted visitors to his or her web site or blog and converts them into customers or followers?

I’ve created that type web presence for myself. However, most businesses that try to build such a web presence fall short of achieving that objective. How about yours?

This a long article that covers a lot of ground. My hope is that this article and those articles and resources it links to will enable you to take a fresh look at your social media and web marketing program.

Over the past few years I’ve identified dozens of factors that contribute to lack of web marketing success, and in this article I discuss 25 of the most important ones:

  1. Failing to Plan - Strategy must precede tactics. Taking action is easy, but will that action help you achieve your objectives? Do you know precisely what those objectives are? It’s imperative that you define your objectives and devise marketing strategies to help you reach them effectively.
  2. A Flawed Plan - Including thinking too big or too small, e.g., with your keywords, quantity of social networking sites you employ or frequency of your blog posting. Be ambitious but realistic. Your time is limited. Make a plan that’s simple but not simplistic. Shama Hyder Kabani’s The Zen of Social Media Marketing provides an excellent overview of the planning process.
  3. Ignoring Your Competition - Developing your plan in a vacuum without any competitive intelligence prevents you from learning from your competitors and identifying optimal marketing strategies and tactics.
  4. Having Unrealistic Expectations - View social media and web marketing as a marathon, not a sprint. It takes a substantial amount of time to build credibility with your potential customers and with search engines too.
  5. Not Focusing on Your Niche - The more focused your message, the more it will influence your target audience. Trying to be everything to everybody will make your website look like a patch quilt. I’m sure you’ve been to websites that look like menus at diners or aerial views of battle zones. You hit the back arrow and breathe a sigh of relief. Successful offline marketers know that a highly targeted ad gets the best results, even with those people who aren’t targeted by the ad.
  6. Following the Pack - Don’t do anything solely because it’s trendy. Check new options at your disposal for consistency with your plan and expected return on time invested. You’ll need to rely mostly on intuition, but the more extensive your knowledge, the more reliable your intuition will be.
  7. Not Optimizing Your Web Site - What good is a website that looks great yet is dysfunctional? It doesn’t attract any traffic. Search engines are confused by it. Or it attracts traffic, but that traffic doesn’t convert. The lack of web site results is so wide spread that business owners tend to be very skeptical about the web’s marketing potential. See 10 Easy Way to Improve Your Blog or Website and 10 More Easy Ways to Improve Your Website.
  8. Optimizing for Search Engines Only - Some marketers optimize their web sites for search engines but fail to optimize for humans. The result: traffic that doesn’t convert. Optimizing “user experience” is more important than search engine optimization. SEO is only one of numerous ways to attract visitors to your site. On the other hand, all methods drive traffic to your website, and if that site is weak, your work is in vain.
  9. Your Logo or Flash Dominates Your Website  - A constant battle! A client said he wants his website to have an upscale image similar to that of the fluffy Tiffany site. Will that work for him? He’s trying to build his brand online. The Tiffany brand was powerful before the web even existed. All they really need is a pretty site with product illustrations and a shopping card to help you spend your extra funds on beautiful high-end jewelry. However, let’s be real. If you’re not a Tiffany or an Apple, nobody cares as much about your logo or flash as you do. They want content to digest. They want to know what you can do for them and whether or not they can trust you.
  10. Too Little or Lame Content - They say that content is king. I believe that is true. People are searching online for content. To succeed, feed people great content, such as text, video, pictures, podcasts, etc., and you’ll  gain positive recognition for your brand.
  11. Trying to Spam the Search Engines - Search engines are smarter than you might think. Game them, and you’ll come to regret it. But, feed them lots of solid content, and over time they’ll send your web site thousands and thousands of targeted visitors.
  12. Leaving Everything to Your Web Developers - Web developers are neither experienced marketers nor skilled copywriters. Check out Web Developers Don’t Know Social Media.
  13. Making Bad Money Decisions - How about the following example? You spent tens of thousands to engage top notch social media and web consultants, but you don’t want to spend a couple of thousand on the new website design they recommend. Why not? Because that would imply that the money you spent on the original design was wasted. Am I missing something here? Tell me.
  14. Not Hosting Your Website or Blog Yourself - Your website or blog is the core of your web presence. Should Blogger or Wordpress.com determine its disposition? Invest in a web hosting account — it’s not pricey. Learn how to use the Wordpress.org content management system to create and maintain your website or blog.
  15. Not Building Yourself an Online Community - If you have doubts about social media or the power of your own community, Crush It! by Gary Vaynerchuk will make you a believer. Gary has built a community of wine lovers around his Wine Library TV brand, and his social media efforts have greatly added to the bottom line of his business, the Wine Library.
  16. Not Engaging Your Community - To cultivate and nurture your community of customers and fans is a golden opportunity to connect with the people who matter to your brand.
  17. Not Being Authentic - We live in an age of trust and transparency. Being who you’re not will set you apart from your competitors in a counterproductive way.
  18. Not Integrating Online Marketing with Offline - Relying only on Internet marketing when you can achieve results offline as well, including driving visitors from offline to your website. Marketing offline is not dead.
  19. Never Meeting People Face-to-Face - Nothing builds trust like an in-person meeting. If you’re in the New York area, let’s have coffee or do lunch.
  20. Not Diversifying - Don’t put All Your Social Media Eggs in One Basket — nor all your other eggs.
  21. Not Using an Autoresponder to Build an Email List - Most potential customers need to get to know your brand better before they buy. Keep in touch with them by letting them add themselves to your autoresponder newsletter or blog subscription list — even if you use RSS.
  22. Not Touching Base Frequently with Your Email List - If you don’t stay on people’s minds, they’ll forget you. Then when you do email them, they’ll flag your message as spam. That in turn will hurt your ability to get your email through the filters of the Internet service providers.
  23. Relying on Trial and Error - Keep reading. Keep learning. Trial and error is a luxury you may not be able to afford.
  24. Never Seeking Help - A little help can save you from much trial and error and many hours of spinning your wheels but remaining where you are.
  25. Taking Your Web Marketing Too Seriously - Lighten up. Make friends. Have fun.

Here are social media and web marketing resources you might find useful:

Wishing you success with your web marketing. :-)

Please subscribe, leave a comment, click on some of my Facebook like buttons and share this article with your friends and colleagues.  ;-)

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Larry BraunerI obsess over my website search engine ranking and check my keyword search engine rankings more often than once a week. After all, who doesn’t want to achieve higher search engine rankings and get more web site traffic?

However, top search engine ranking isn’t everything. There is much more to search engine optimization than merely increasing a website’s search engine ranking.

Get More Web Site TrafficYour website can have a top Google search engine ranking yet not receive its fair share of traffic or receive insufficiently targeted traffic, which is also bad.

As I pointed out in a comment on 5 Steps to Make Wordpress an SEO Beast, an excellent article on the StylyzedWeb blog, you can be at the top of the search engines, but if too few people click through to your website or the wrong people click through, you can’t say that your site is search engine optimized.

A page’s title and description in its header often determine exactly how that page will appear in the search engine results and how likely searchers will be to click through to it. Header tags need to be optimized not only with search engines in mind but with people in mind too.

Search engine marketers are keenly aware of this issue, and search engine optimizers need to be equally aware.

Furthermore, if ample targeted visitors do come to your website, but your site is ineffective because of its content or design, then all your efforts to attract search engine traffic or any other traffic have been for naught.

Optimizing your website’s keywords to obtain a top search engine ranking is important, but the appeal of both your search engine listing and your actual website to your target audience are at least as important and should not be neglected.

Your comments are welcome and appreciated as usual. :-)

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