Optimise your images and video for search engine rankings

Person-taking-picture-with-cameraWe have all heard about how marketers need to get more creative with their content by incorporating visuals, audio, and images. But how can we optimise all this new content for search engines?


1)     
Give your images detailed and informative file names

The file name can give search engines clues about the subject matter of the image. Try to make your file name a good description of the subject matter rather than its original identity. For example my-new-black-kitten is a lot more informative than IMG00023.JPEG. Remember instead of giving search engines a title that has nothing to do with the image, you can utilise your keyword research and rename the file with a keyword phrase that best describes it. London-2012-Double-Medalist-Mo-Farah-Adds-Midas-Touch-Team-GB For example if I was to upload an image of Mo Farah and his recent double Olympic success at London 2012, the file name would read London-2012-double-medalist-mo-farah-adds-midas-touch-team-GB. You can also add your company name at the start of every image description.

2)   Best Practices for Video

Like images, your video title should reflect the keywords that your users are searching for, and that, of course, aligns with your video content. Not sure what those are? Use a keyword tool to see what words and phrases people are searching to find your website. Keywords are especially important to the description you provide for the video. In YouTube make sure your first sentence includes the keywords you are optimising for, but also gives the viewer a reason to click-through.

Sometimes the best way for search engines to index non-written content is to make it written, you can do this by adding a transcription of your video. Most video services, including YouTube, provide this service for free so it’s really easy to include a transcription of your video on your website. Even better you can also use it as a blog post!

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Todays PR is More Than Just a Press Release

downloaTo manage your company’s PR effectively you need to identify, manage and guide all communications, especially communication over the internet and through social media. Guiding communication requires a deeper understanding of not only how technology works, but also how it facilitates better interactions.

Website Analytics & Measurements

One of the easiest tools to monitor on-line activity is Google Analytics, where you can establish a simple report system of your website user statistics and social media interactions. Once you have established these individual reports you can monitor traffic from social networks, social visits and quality from mobile and the most socially shared content. There are several website statistics that PR professionals should review, which include:

  • Number of visitors and page views
  • Referring keywords
  • Recent visitors locations
  • Inbound link monitoring
  • Bounce rate

One of the most interesting features is Real Time Analytics, which tells you if your site is doing better or worse at any given time. Some of the most useful analytics include how many of your active visitors have actually been to your site before and how long they stay and whether its every second or for the last hour. You should also concentrate on how many people go to certain pages of your site, revealing the most popular areas. When you see that some pages are more popular than others you can evaluate and adjust the content on the less visited pages.

Upload & Mange Your Content

As a PR professional you need to generate and manage your own content from blogs to photos and videos. You also need to understand how a CMS system works whether it’s through web professionals, IT or Strategic Internet Marketing companies, to coordinate how information is shared though social, blogs and the on-line web community. Unlike communication vehicles of the past, individuals are now actively searching out information through search engines, in which press releases, articles and blog posts can appear. Additionally, RSS feeds, other Web sites and blogs regularly pick up articles of interest and link to them or re-purpose them, resulting in even greater exposure. Today’s public relations activities are no longer just a way to generate a short mention in the local daily or to promote an upcoming event. By taking advantage of on-line services and tactics, you’ll discover an affordable (and often-times free) and effective way to educate your prospective customer base about your business.

A few ways to find more Twitter users in your town

Twitter Search One of the best ways to find local Twitter users is simply to search for them on Twitter Search. The advanced page of Twitter’s search engine has an option to search “Near this place.” You can simply enter your town and get a real-time stream of all the people tweeting from your location or near it.

TwellowHood This a local directory of Twitter users from the site Twellow. Twellow is a yellow pages directory for Twitter, allowing you to search for Twitter users by topic or name.  The site is very simple to use, just click on the map to zoom into your area and browse the list of local tweeters.

Nearby Tweets The site automatically determines where you are, and loads up a list of recent tweets and Twitter users within a specific radius. You can change location, radius, and add keywords.

What is affiliate marketing and how can it help your business?

Finding ways for your company to increase revenue and reputation is most likely a common thought process; especially in this low economic times. Some of the most efficient and effective methods to increase awareness are search engine optimisation on your website, social media marketing, and other technological promotions.

Affiliate marketing is a process in which a business rewards one or more affiliates for each visitor or customer brought about by the affiliate’s own marketing efforts. An affiliate is generally a third-party who generates sales for your business in return for commission. The industry has four core players: the merchant (also known as ‘retailer’ or ‘brand’), the network, the publisher (also known as ‘the affiliate’), and the customer.

Affiliate marketing overlaps with Internet marketing methods to some degree, because affiliates often use regular advertising methods. Those methods include paid search engine marketing, e-mail marketing, and in some sense display advertising. On the other hand, affiliates sometimes publish reviews on blogs and forums of products and services offered by a business.

Quidco is one of the biggest and highest paying cash back websites in the UK that takes the commission (termed ‘cash back’) usually paid by retailers to third-party referrers and passes it on to Quidco members. All of the major retailers use this format to promote their products/services and boost their online sales. You can’t sign up independently as a supplier, since they use many affiliate partners like CJ and Affiliate Window for their database of online stores.  You’d need to sign up to one of these and have an enticing enough offer depending on what you do

Groupon has rapidly evolved into one of the up and coming means to improving both cash flow and interest in companies. Groupon works with a network of merchants and service providers to promote services to consumers by offering significant coupons or discounts to use at their businesses.

Businesses benefit from immediate revenue generated through Groupons large direct email network and online market place. The ease to engage and run a Groupon Daily Deal coupon is also very attractive to companies with limited staff, resources or time. Groupon is essentially an online advertising company; it captures attention through its “Deals of the Day” and promotes your business directly to consumers via email. Groupon is highly focused in developing its local and regional reach as a source for consumers find discounts.

Although this is a great way for SME’s to promote products and services on a grand scale it’s also important to remember that new customers maybe potential deal seekers who may have no intentions of coming back, the deal is their only motivator. With the likes of Groupon attracting so many people of that nature, there remains a high possibility for a small business to incur massive losses because of the coupons, while getting no return on investment since those customers will not create repeat business.

Transform your 2012 marketing plan into an engaging experience

Going beyond written communication allows your customers to foster a meaningful connection with you. Through, analytics, social, mobile and video, you can transform your 2012 marketing plan into an engaging experience for your customers and a profitable experience for yourself.

Video can truly bring your brand to life.

Forward-thinking companies are utilising video to better position themselves and give customers yet another reason to plug into their brand. Over 40% of consumers watch videos weekly. In addition, videos can significantly improve your SEO results based on Google’s new system. Overall, creating a unique presence through video that increases interaction and drives more conversions. Videos can:

  • Show off your company’s personality and brand identity.
  • Educate your customers on their purchase.
  • Build trust through product videos

Integrate mobile into your strategies.

Mobile presents marketers with a chance to cut through the clutter of other channels and communicate with consumers in a seemingly one-to-one communication. Adding mobile marketing to your mix allows you to develop a multichannel strategy to create long-term customer relationships and increase both retention and sales. Mobile is an untapped opportunity for many to easily capture email opt-ins, offer coupons and utilise QR codes.

Get Social – it’s not about the “hard sell” but a forum to build a brand’s personality.

Your social arm will enable you to monitor customer feedback in real-time as well as forge even stronger relationships with your customers. Through social media, you can easily move a customer into the loyalty stage and continue to consistently engage them in your brand. The goal shouldn’t be solely focused on growing your fans or followers; it should be a balance of growth, relevant engagement and quality interaction. Remember, you want to create advocates, not passive fans.

Invest In Analytics

Measuring the return on investment (ROI) gives insight on which strategies may need improvement or require further investment. You can use analytics as a way of uncovering what drives a customer to take or not to take action. Reporting, analysing and acting in real-time are the keys to propelling sales and seeing an uplift in revenue.

  • Before you begin throwing numbers around, first plan what you want to measure, how often and through what method.
  • When combining social, email and mobile, focus on metrics such as conversions, referrals, time spent and associated revenue to get an accurate measurement
  • Look for subscriber interaction through behavioural targeting. Click-through analysis allows you to build relevant segments based on what content your customers are looking for.

In the most basic sense, SEO is about content

Great content improves your site’s ability to rank well (i.e. GET more quality visitors) and more effectively engage potential customers.

Here are 10 tips to help you make the most of your SEO efforts:

  • Know your target market. Think of the many ways potential clients may be searching for your products or services.
  • Focus on website design. Make sure your website has clear Calls to Action and navigation that will encourage visitors to explore, learn and connect with your business.
  • Be realistic about keywords. You may want to rank for a keyword phrase, but your website may not be ready to dominate the major search engines for that term or phrase. You can improve your ranking with search engines if you have a keyword in your domain.
  • Write content lots of content. Extra pages can support your most
    important keywords and inspire many other search terms as you develop your website.
  • Favor text headers. (like the headlines on your Web pages). The right combination of keywords in a page header can help with rankings.
  • Add your blog as a directory. A blog can support keyword themes and build up your core content. A blog also opens up new opportunities for inbound links. Your blog should be on your domain, and not a disconnected entity.
  • Write compelling Meta descriptions. (these are brief and concise summary of your page’s content) Meta descriptions have lost their influence on rankings, but they still appear within search engine ranking results. Make sure yours include Calls to Action, company attributes and keywords that echo the keywords used to find your website.
  • Get more links. Add your website to free and paid directories. Write articles and add your company name and link, when possible, to your bio. Issue news releases about the expertise you showcase on your website.
  • Monitor your website analytics (Google is free). Ongoing traffic analysis is a critical part of any SEO effort. You need to understand what keywords are driving traffic and converting that traffic into leads or new customers.
  • Watch your rankings. Sometimes a keyword ranks well on more than one page. Pay close attention so you can determine what page is best positioned to help you achieve higher rankings.