If a site takes so long to load that Googlebot can’t get a copy of it, then that would have an effect on your site, because your site is essentially timing out.

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Matt’s comments towards the latter part of this video however express an opinion which  I personally share- Whilst focusing on your site’s rankings, it is extremely easy to forget the main reason why you put it up in the first place- The User!

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User Experience

Your site’s visitors should be your topmost priority. I mean, where’s the sense in ranking 1st for all your target Keywords, if a visitor comes to your site, only for them to leave the next second, wishing they never did?

Matt was precise with his latter comments, and I totally agree. I mean,  Google will always be there, but your visitors….. well, you would have to decide whether or not they will.

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Most people tend to focus more on Link Building. Of course you can’t blame them- as it is a well known fact that Google’s ranking algorithm (Page Rank or PR as it is now widely known as) places a lot of value on the number of inbound links to a site.

The down side to this however is that in the pursuit of PR glory, SEO’s often neglect some other vital and equally important aspects of Search Marketing.

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What am I talking about?

Content, Content, Content!!!

This just CANNOT be overemphasized, and has been debated over and over again by many pundits, some playing down the significance of content vis-à-vis links and PR, but the truth remains that “Content Is Still King”.

“Some webmasters are strong proponents of non-content SEO strategies. These technical experts rely very heavily on meta-title and other HTML or code-based SEO strategies for sites that are less content oriented.”

“Purists on both sides of the argument will say their approach is far superior to the other.”

I don’t belong to either. I am an advocate for both, as I have even
seen a PR 3 site outrank a PR 6 site for relative keywords.

Don’t worry, this isn’t just another “Content Is King” article (so you can wipe that smirk off your face now). Urr Umm!! Where was I? Ah yes! Content;

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So what is it that makes content so special?

What most people often seem to forget is that “Search Engines” as their name implies, were originally designed to help people find what they are searching for on a world wide web containing large volumes of information.

Naturally, any, and indeed all kinds of services are actually meant to solve a problem

Google, Yahoo, AOL, Ask, and the rest exist for the sole purpose of solving the problem of narrowing what would have otherwise been a daunting task of searching through the millions, billions, and possibly trillions of pages which exist on the web.

To effectively do this, these Search Engines maintain huge, categorized databases of World Wide Websites, classified according to the information contained in the pages which make up each of these sites. The job of the site owner, then becomes the (not so) simple and straightfoward task of;

providing as much information as possible about their sites to the Search Engines

This normally begins with optimizing the meta (title, keyword, and description) tags of each web page, all the way through to submitting the site’s pages to the Search Engines for indexing. Then comes the undending process of searching for quality inbound links to build the highly coveted PR, which most webmasters embark on- completey forgetting about their site’s content.

Needless to say this is a completely bad move, as Search Engines, like humans, are highly attracted to “Fresh Content”

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So How do you keep you site content “Fresh”?

The general idea is to keep the Search Engines updated with changes made to your website as much as possible. Most Search Engines allow you submit your site’s content for free, though it sometimes takes forever to have them indexed.

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Your Secret Weapon

Your Site Map, like a physical map, provides information about your website’s content. According to Wikipedia;

“A site map (or sitemap) is a representation of the architecture of a web site. It can be either a document in any form used as a planning tool for web design, or a web page that lists the pages on a web site, typically organized in hierarchical fashion. This helps visitors and search engine bots find pages on the site”.

There are mainly two kinds of SiteMaps, an XHTML Site Map meant for human visitors, and an XML Site Map for Search Engine robots. Most Search Engines, like Google for instance allow you submit an XML Site Map for your website.

Your Site Map, however, isn’t just a tool for providing information about your site, but is also a “Secret Weapon” for keeping your site’s content fresh.

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How So?

A standard XML Site Map has the following format;

<?xml version="1.0" encoding="UTF-8"?>
<urlset xmlns="http://www.sitemaps.org/schemas/sitemap/0.9">
   <url>
      <loc>http://www.example.com/</loc>
      <lastmod>2005-01-01</lastmod>
      <changefreq>monthly</changefreq>
      <priority>0.8</priority>
   </url>
</urlset>

The <urlset> tag encapsulates the file and references the current protocol standard.

The <url>is the parent tag for each URL entry. The remaining tags are children of this tag.

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The other tags basically provide additional information about each individual <url> entry.

The <loc> tag represents the URL of the page. This URL must begin with the protocol (such as http) and end with a trailing slash, if your web server requires it. This value must be less than 2,048 characters.

The <lastmod> represents the date of last modification of the file. This date should be in W3C Datetime format. This format allows you to omit the time portion, if desired, and use YYYY-MM-DD.

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Using a SiteMap, updating the information Google (for instance) has about your website is completely seamless. You simply change the value of the <lastmod> tag whenever a particular page has been modified, and resubmit your SiteMap with Google’s Webmaster Tools. This tells Googlebot that the page was modified on
<lastmod>this date</lastmod>

You would notice that content submitted in this manner are re-indexed
much faster than the regular manual submissions.

This techinque is particularly useful for Site’s such as blogs whose content are updated regularly, as well as sites which broadcast RSS feeds. Google’s Webmaster Tools provides additional options, such as submitting an RSS SiteMap for your Website.

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Incase you don’t know what a sales copy is and you own a business (which I seriously doubt)- it is  that piece of text you find in advertisements, promotional brochures or other public relations outlets. Copywriting, which is the art of writing a sales copy has never been more crucial to a business. Tom Chandler writes;

“Good copywriting and marketing have never been
more important. Or more confusing.“

Probably the reason why most businesses hire professional Copywriters to draft these sales copies for them. So;

Who and What is a Copywriter?

Whenever you hear a radio commercial, or read words in the advertising section of a magazine, a copywriter is responsible. A copywriter creates the text for advertisements, promotional brochures or other public relations outlets. Advertising agencies routinely refer to a written script as copy, thus the name copywriter applies to those who create the scripts.

But what makes a Good Sales copy?

Several answers to this question may exist, but the most important (arguably) of them all would be Readability!! Readability here not just in the sense of the word, but also in terms of attractiveness. The sales copy must, as a matter of necessity, be able to capture and captivate the readers.

A few things you may want to note when writing your sales copy ;

• Keep it Attractive- can’t help but reiterate, your sales copy should, as a matter of importance, be engaging. It must possess qualities that captivate, if not thrill the reader. This holds true for the opening paragraph through to the last.

• Keep It Short- despite what most people may think, length matters. Not everyone enjoys reading (as a matter of fact most people don’t), as such it would be wise to make your sales copy as “straight-to-the-point” as possible.
  
  
• Formatting and Placement- also very important. It is worth noting that 6 out of 10 average readers would only read the first one or two paragraphs and scan through the rest of your sales copy. It is therefore extremely important to pay attention to placement- endeavor to have the most important aspects of your draft as close to the beginning of the copy as possible. It is also a good idea to use bold fonts, and quotation marks where necessary, so as to emphasize an important word, sentence or paragraph. Coloured text are “pleasing” to the eyes, and are encouraged.  Be careful however, that your copy doesn’t end up looking like the face of a clown.

• Keep It Original- try to be as original as possible. Think twice before deciding to “borrow” content from someone else’s copy without their permission. Copy writing requires an enormous amount of talent and creativity, needless to say are intellectual property. Apart from just losing credibility in the eyes of your reader, you can quickly find yourself in an unwanted legal tussle. If you must borrow, you should endeavor to give the author some acknowledgment.

• Mind your language- last, but by no means least, it is advisable to watch your language. In the beginning, it may seem like a good idea to use your copy to show your grammatical proficiency, but you may end up having achieved nothing in the end, if your sales copy is more confusing than it is explanatory. It is thus advisable to use “common”, everyday terms which would have “real” meaning to the reader.

end notes

Finally, as a parting gift, bear in mind that;

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“Marketing is not just about advertising – it’s also about
education and building customer relationships.”

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Though the fundamental principles of marketing remain the same, the approach to marketing has and always will be the underlying factor that sets apart the successful business from the unsuccessful ones. True, most businesses understand the need for marketing, and many allocate the required amount of resources to the propagation of their products and services through many channels- some effective, others not as effective, and some, well …….

Internet Marketing for one, has become extremely popular, with Search Engine Optimization (SEO) often topping the agenda in most Internet Marketing campaigns- the rationale behind it being to get into the Golden “top 10” search results of a Search Engine’s SERP. E-mail Marketing is also high on the agenda, I mean, you simply;

1) Prepare your HTML Email template
2) Compile a comprehensive list of Email Addresses you wish to mail to
3) Create your Email or E-Newsletter (Obviously)
4) Feed the Email or E-Newsletter into a Mass Email Software

AND ………… BLAST OFF!!!

Yep! That’s just about it. Or is it?

Whilst it may be easy to go according to structured, laid down marketing principles and methodologies, it is also extremely easy to lose track of the obvious;

Your entire Marketing Campaign was originally targeted at
“Individuals”, not the Search Engines.

Meaning- these individuals form the core of your target audience, and whilst it may be prudent to pursue the fine art of SEO and all the other E-Marketing techniques, it is however important to Remember Who You Really are Dealing With.

Links, optimized tags, PPC campaigns and the like may bring the much needed traffic to your website, and even place you in the top 10 results of Google’s SERP, but just as Google’s Matt Cutts said “last year” (it’s fun saying that);

“SEOs are starting to embrace the fact that they are marketers. It’s a broader spectrum. You have to think about how you build buzz, how do you get loyal customers, how do you optimize your ROI. All those different things and that can include how do I make good videos, do I have a book, things like that.“

“…. the smart SEOs are not just necessarily looking at the rankings. They are looking at conversion, they are looking at their server log. It’s great if you’re ranking for a phrase but unless that leads to sales that doesn’t help you very much.“

Similarly, with regards to E-mail Marketing, sending an email or calling someone up might be more convenient, but it’s also less personal — and therefore less effective. Words alone cannot always communicate what you want, your facial expression and body language often contribute to help your cause and help you reach your marketing goal.

There is also the issue of practicability- what assurance do you have that your E-mails won’t just end up in a Spam folder, and even if they do make it to the “Inbox”, what are the chances of them getting read, especially if they are unsolicited?

This is particularly true for most African countries, where most businesses don’t even have email addresses, and 90% of those who do, either do not monitor their mail boxes, leading to them being closed after a while, or deliberately post invalid addresses. It is extremely common to get E-mail bounce rates of up to 85% in E-mail campaigns (and that’s no lie)- all resulting from invalid E-mail addresses.

As such, you cannot and should not play down the role of physical marketing, and you should also pay serious attention to localized forms of advertising/marketing such as the radio, Television, NewsPapers, etc. Localization is also a very important aspect of marketing and branding.

end

The official release of Google’s all new Search Wiki marks the end of Page Ranking as we know it. Basically, Search wiki allows users personalize their search results, meaning- users now have a way to; “customize search by re-ranking, deleting, adding, and commenting on search results“.

The effect of this on SEO need not even be mentioned. Search Wiki has introduced a new dimension to Search Engine Marketing, which essentially downplays the importance of SEO’s- with regard to SERP, as Search Engine Marketing has more or less shifted from just getting good rankings with SE’s, to brand marketing as a whole.

As Google’s Matt Cutts puts it,

SEOs are starting to embrace the fact that they are marketers. It’s a broader spectrum. You have to think about how you build buzz, how do you get loyal customers, how do you optimize your ROI. All those different things and that can include how do I make good videos, do I have a book, things like that.

So is page ranking officially “Dead”? Maybe not quite …….  according to Cutts;

I’m not sure I would say ranking is dead but it’s not as important as it used to be. The fact is the smart SEOs are not just necessarily looking at the rankings. They are looking at conversion, they are looking at their server log. It’s great if you’re ranking for a phrase but unless that leads to sales that doesn’t help you very much.

According to the Google Blog, the changes you make only affect your own searches. But SearchWiki also is a great way to share your insights with other searchers. You can also see how the community has collectively edited the search result.

Quoting Cedric Dupont, Product Manager, and Corin Anderson, Software Engineer,

This new feature is an example of how search is becoming increasingly dynamic, giving people tools that make search even more useful to them in their daily lives. We have been testing bits and pieces of SearchWiki for some time through live experiments, and we incorporated much of our learnings into this release. We are constantly striving to improve our users’ search experience, and this is yet another step along the way.

Well folks, that’s just a brief picture of the new face of SEO in 2009. There are also other things worth mentioning though, such as googlebot’s new ability to index flash and video content.

Paul Boutin’s controversial article begins with some words of advice for intending bloggers;

“Thinking about launching your own blog? Here’s some friendly advice: Don’t. And if you’ve already got one, pull the plug.”

“Writing a weblog today isn’t the bright idea it was four years ago. The blogosphere, once a freshwater oasis of folksy self-expression and clever thought, has been flooded by a tsunami of paid bilge. Cut-rate journalists and underground marketing campaigns now drown out the authentic voices of amateur wordsmiths. It’s almost impossible to get noticed, except by hecklers. And why bother? The time it takes to craft sharp, witty blog prose is better spent expressing yourself on Flickr, Facebook, or Twitter.”

So should we stop blogging then?

As expected, this article has started a variety of discussion across the web, with comments pouring in from all quarters. Though many seem to disagree with Mr Boutin, there are quite a few who share his sentiments.

Boutin seems to be of the opinion that blogs have become too impersonal and are being monetized.

“When blogging was young, enthusiasts rode high, with posts quickly skyrocketing to the top of Google’s search results for any given topic, fueled by generous links from fellow bloggers. In 2002, a search for “Mark” ranked Web developer Mark Pilgrim above author Mark Twain. That phenomenon was part of what made blogging so exciting. No more. Today, a search for, say, Barack Obama’s latest speech will deliver a Wikipedia page, a Fox News article, and a few entries from professionally run sites like Politico.com. The odds of your clever entry appearing high on the list? Basically zero.”

In my candid opinion, and just as Mr Boutin’s article proves, blogs are still relevant, and are just about the best way to get the word around on the net.

Many schools of thought believe the latter is more effective, seemingly because “colours and moving images are more appealing to the eye than regular text”. I must admit, i was a part of that school …. well, until today.

A Recent study conducted by iPerceptions Inc. (TSX.V:IPE), a leading provider of web-focused Voice of Customer analytics, has shown that users are more likely to click on text ad’s, as opposed to banners, and …. YES! even video ads.

iPerceptions collected user-generated feedback from over 14,000 visitors to leading media sites during the month of August 2008 to paint a detailed picture of consumer advertising preferences based on their likelihood to click on different types of online ads.

Here are the results-

• 25% of respondents more likely to click on simple text ads

• 20% for right banner ads

• 12% for top banner ads

• 11% for video ads

I already see a number of open mouths. Yup! I felt exactly the same when I stumbled on the results myself.

There have also been a number of other surveys which came up with similar results. Not the exact same figures of course, but close.

Well there you have it. In the end, the facts speak for themselves. So all you marketers out there who have focused most of your time and money on banners are video ads, neglecting the good old text need to have a re-think.

But that is not to say- totally ignore video ad’s though, because just as Chris Crum of Small Business Newz puts it;

“there is no question that they are a better branding tool”

It’s just a question of whichever suites you better then. Are you looking out for just a couple more clicks, or perhaps your in it for the sake of your overall brand? Whatever you decide, you should bear one thing in mind though- Once again, I’m tempted to quote Chris Crum on this one;

“Clicks are great, but they’re not everything. A brand is invaluable.”

Brands stick around. Brands survive. Brands are remembered. “

You couldn’t have possibly said it better Chris. Couldn’t agree with you more on that.

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As I pondered further, I was quickly reminded of an article I had written for Darrel Technologies, on web trends in Ghana, where I had placed the estimated number of Internet users (users here refering to people with “steady” internet access at the time) in the country at about 609,800 in Sept. 2007. I also went on on to talk about the increase in actual web surfers.

The reality of the whole issue quickly dawned on me- the number of “Internet Users” in Ghana is actually less than 5% of the country’s 22 million plus population.

According to the Ghana News Agency- Mr. Eric Akumiah, General Secretary, Internet Society, Ghana places Internet usage in the country at a mere 2.7%. Mr Akumiah seemed to blame the issue on “some policies (Government no doubt)”, and called on government to recognize the importance of a multi-stakeholder model of decision making especially on Internet Policy Development.

He went on further to say;

“To achieve an increased usage there was the need to ensure that human capacities in that area were preserved, including the ability to connect, innovate, communicate and share information.”

“We also encourage the government to create maximum benefit through networking to draw on the insight and expertise of all stakeholders, especially those from the internet technical community, to conceive and implement an internet-friendly policy framework”

With all due respect to Mr Akumiah, I totally disagree.

It’s all well and good to talk about the issues raised, but as good as Government policies and the likes may sound, i think there are more pertinent issues as to the spate of low Internet Usage in Ghana, and this i believe, cuts across the entire West African sub region.

Just so I have something else to blog about later, I will mention only one, and the most relevant of all in my opinion- Affordablility

Simply put, Internet Access is still too expensive in Ghana and West Africa as a whole. Most people would rather use the Internet cafe’s than subscribe to any of the ISP’s, solely becuase of the cost of Internet access.

Ghana Telecom’s Broadband 4U service which is amongst the cheapest in the country costs within the range of $45 – $280 per month for speeds of between 128Kbps to 1Mbps. Technically speaking, this really isn’t Broadband, but DSL => which costs at most $12.99 per month, in the US, with speeds of up to 1.2Mbps.

Actual Broadband in some countries costs no more than $45 per month, and
provides the user with speeds of up to 10Mbps.

You may want to Read This- if you haven’t already done so- to fully understand the following;

With the next generation of Operating Systems based on Cloud Computing, and in light of all the issues mentioned above, I can’t help but ask the question- Is Africa really ready to “Take To The Clouds“?

But what exactly is cloud computing anyway?

“The Cloud” is simply a metaphor for the Internet (based on how it is depicted in computer network diagrams) and is an abstraction for the complex infrastructure it conceals. Cloud computing is Internet-based (“cloud”) development and use of computer technology (“computing”).

It is a style of computing in which IT-related capabilities are provided “as a service”, allowing users to access technology-enabled services from the Internet (“in the cloud”) without knowledge of, expertise with, or control over the technology infrastructure that supports them.

Cloud computing incorporates the Software As A Service (Saa s) technology which allows users access software modules directly from a server. That is to say-as Wikipedia puts it- that the application is hosted as a service provided to customers across the internet.

By eliminating the need to install and run the application on the customer’s own computer, SaaS alleviates the customer’s burden of software maintenance, ongoing operation, and support. Conversely, customers relinquish control over software versions or changing requirements; moreover, costs to use the service become a continuous expense, rather than a single expense at time of purchase.

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Another thing which has been in the news lately is Microsoft’s Software Plus Service (S + S) which is also built around the whole cloud concept. Google and Microsoft have a slightly different approach to cloud computing. According to Pam Baker;

“On the one hand, Google’s approach to cloud computing is to put all software and services in the cloud, which is then merely retrieved by a dumb client via browser (think Google Docs, Google Apps). Microsoft, on the other hand, has a hybrid approach to the all-or-nothing scenario in that it retains computing power and software on the device itself, with data rumbling around in the cloud. The Microsoft approach is to seamlessly balance the roles of both to fit any given job at hand. Hence, the Software Plus Service (S+S) name as opposed to Software as a Service (SaaS), where software resides in the cloud.”

Microsoft’s approach seems to make more sense because if “everything” were to reside in the cloud, one would be forced to work with a limited version of the software. Just as Lewis Shepherd, CTO of Microsoft Institute for Advanced Technology in Governments puts it-

“The problem is that if everything is solely on the device it’s hard to share in real-time on the Web, but if everything is in the cloud, you are forced to work with lightweight versions of the software.”

For this reason no doubt, Microsoft plans to provide two seperate software versions- a high-powered loadable software coupled with lighter browser versions to provide maximum computing power whilst still maintaining flexibility.

So basically, while MS surface uses tremendous computing power, it is drawing data from the web. Sort of like a physical front-end and web back-end kind of thing. It is believed that this would provide richer options for the user.

Windows 7, a.k.a “Windows Cloud” should be unvieled in a couple of weeks.

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