Google's Smarter Than You Think

The more you focus on SEO strategy, the more you might begin to think you can outsmart Google. But Dharmesh Shah argues in an article at MarketingProfs.com that gaming the system with sneaky SEO techniques is, in the long run, a losing proposition: "It's safe to assume that if you try to exploit a hole in the algorithm today, your advantage is going to be temporary," he says. "More importantly, you carry a significant risk of having your Web site penalized or banned."

According to Shah, some slight-of-hand tricks you should avoid include:

Link farms. Most SEO professionals agree that the number of inbound links plays a critical role in search rankings. Some less scrupulous practitioners, therefore, create a group of dummy Web sites for the sole purpose of linking to the actual Web site.

Keyword stuffing. Once upon a time, the constant repetition of certain keywords might have manipulated rankings. But no more—search engines got wise to this practice, and it's now a wasted effort.

Hidden text. Placing white text on a white background—visible to spiders, but not to humans—is a seemingly invisible way to load a page with rank-improving content. But, he notes, "Regardless of how sophisticated the approach, it is still going to be detected at some point."

The Po!nt: "An Internet strategy that is predicated on outsmarting Google is not a smart strategy," says Shah. "Working with search engines instead of trying to exploit them is the only approach that works in the long term."

The Five Dumb Mistakes

Running a small business can be a risky endeavor, but you don't have to reinvent the wheel when it comes to marketing. Taken from The Reach Group's Free Agent Formula—created by Cheri Hanson, Lisa Johnson and Cassie Pruett—here are the top five mistakes made by entrepreneurs:

Creating a business that follows money instead of your strengths. Without a passion for your product or service, you're already at a disadvantage. Says Hanson: "If you're unhappy or out of sync with your natural strengths, you may be diluting your main marketing tool."

Matching your competitors instead of differentiating and finding your niche. "In so many industries, all the competitors are bobbing in a sea of sameness," Hanson correctly notes. "Get out of the dogfight by serving unmet needs."

Working one revenue stream instead of creating multi-faceted revenue models. From Hanson's perspective, this means operating like a larger company in which your entire income is not derived from the hours you work and the fee you charge.

Packaging products from your perspective, not that of your customers. Today's savvy consumers tune out spin and interruption. They're looking for something that adds tangible value to their lives, so focus on real solutions.

Waiting for established media to cover you instead of creating your own. "Publishing is the new PR," says Hanson. "Whether you create articles, checklists, resource guides, blogs, podcasts, video clips or quizzes, there's a content strategy to fit your communication style and business goals."

The Po!nt: Identify the pitfalls before you begin, and your business will stand a much better chance of finding success.

Adding Buzz to your Business

Finding ways to create free publicity can be a tedious task. Though technology has provided many different avenues to promote your business one of the most time-tested methods of publicity is simply word-of-mouth. During tough economic times word-of-mouth recommendations for your products and services may produce the same result as an advertisement with out the cost.

While word-of-mouth is a great start you can always do more. Structure a campaign around the attributes of your business to create a buzz that will bring commitment to your product or service amongst the people with in your community. To save money, try using existing products, knowledge and resources.

One way to set your business apart from competitors is by becoming a trusted advisor in the subject that you specialize in. Contest and fundraisers are another good way to drive people to your business. These are unique because if organized properly they encourage good habits and build buzz at the same time. Contests and fundraisers often expose your good service and products to people who least likely to do business with you otherwise.

Keeping up with your clients is easier then ever before. Blog software and online newsletter services make contacting your client more efficient and less expensive. Internet applications such as these have transformed word-of-mouth communication to the point where one click of the mouse can reach thousands of potential customers.

Businesses are turning to Facebook, YouTube, blogs etc. to post customer reviews, information on new products and how-to tips. Customers appreciate free advice and when they need a service that your business offers, they are more likely to remember the name of your business.

Written by t.davis

Using ALT Tags in Search Engine Optimization

In the cutthroat world of search engine optimization, site owners, designers, and webmasters are looking for every advantage to improve their search engine rankings. Their efforts have even extended to adding keywords to the lowly ALT tag. Does it work? Yes and no.

The ALT tag is used to provide extra information about images. By putting an ALT attribute in your image tags, you can use text to describe the image. This is helpful in a number of scenarios:

* Users on slow connections will see the ALT text until the image downloads.
* If the image fails to load in the user's browser, the ALT text appears.
* People using text browsers or browsers with images turned off will see ALT text instead.
* Vision-impaired people using audio browsers will hear your description of the image.

But search engines also read ALT information. Because search engine "robots" -- the applications that crawl the Web and compile information about its contents -- can't "see" the images, they depend on the ALT tag for information. The search engines compile ALT tag information with all the other elements of the page, including meta tags, keywords, file names, and myriad other factors, to determine the content of every page of the Web.

This has led some site owners to "spam" their ALT tags, or load them with keywords. While this practice may have worked to briefly improve the search engine ranking of the site in question, search engine technologists quickly caught on. They lowered the weight of ALT tags in their ranking schemes and developed ways to discern between "good" ALT information and spammed ALT tags. The moral of this story? The techs are never more than a step behind the people who seek to exploit the shortcomings of search engine technology.

So what should you do with your ALT tags?

Do: use ALT attributes to accurately describe your images, for all the reason listed above. They may even help your search engine rankings, and they certainly can't hurt it.

Do not: spam your ALT tags. Search engines are way too sophisticated to fall for that -- and abusing the ALT attribute may even get you labeled a spammer and lower your search engine ranking.

As with any aspect of Web design, the goal should always be to make your site easy for users to navigate. This will help ensure that users find what they're looking for and complete whatever transaction you want them to, be it to register, purchase, or just return to your site later. Judicious and proper use of ALT tags can contribute to a good overall site experience, which will help keep your users happy. Source

Keep Your Customers Coming Back

Maintaining regular customers is more cost-effective than going after new ones. The 80/20 rule maintains that 80 percent of your business will come from repeat customers, so keeping those familiar faces coming back should be high on the list of priorities for any business.

But many businesses might take regular customers for granted and may not realize if some of those familiar faces aren’t frequenting their establishments as often. These tips will help you keep them coming back.

• Get feedback: Customers come to your business because you meet a need or solve a problem for them. As time goes by you need to determine whether you are still meeting those needs or solving their problems. The only way to effectively do this is by reaching out to regular customers through written surveys, questionnaires, telephone surveys, and your Web site. Ask specific questions about past experiences and clients’ current needs.
• Break the high-tech barriers: Voice mail, computerized phone calls, kiosks, and e-mail form letters do nothing to bring you closer to your customers. While technology has made it faster and easier than ever to communicate, it has also taken the human element out of business transactions. Customers have gone full circle and are once again seeking human beings when they have questions or problems that need to be solved. Being accessible, especially to regular customers who have established a relationship with your business, is very important.
• Create loyalty programs: Pay for nine car washes and you get one free. Many business owners have never thought about creating their own clever twist on such a simple loyalty concept. Customers like to be rewarded for their loyalty, whether it comes from paying for a one-year membership and getting three extra months for free or getting discounts in a frequent-buyer program. Make it a point to reward regular customers.
• Maintain a database and use it wisely: Reach out to your regular customers through e-mail. You can use software programs to periodically send messages to your regular customers. Even though it is a mass mailing, you can send something with a personal touch that captures your customers’ attention and meets their needs, which might coincide with a holiday or the change of seasons. Also, keep in mind that too many businesses send the same old reminders again and again. Therefore you should vary your means of contacting your regular customers.
  

If you have lost a steady customer to the competition or because of dissatisfaction with your service, you need to work a little harder to regain that person’s trust. Here are some tips for bringing back lost customers or clients.

• Offer an incentive for reopening the lines of communication: Give a discount for filling out a survey that could divulge why the customer is dissatisfied or went elsewhere. If you have a personal relationship with clients, there is such a thing as a free lunch: Make the offer and reopen the dialogue.
• Rebuild trust: Offer to resolve the problem and give them a guarantee. This time if they are dissatisfied with your product or service, or find a competitor that is charging less, you will immediately rectify the situation, whether you provide the service for free or beat a competitor’s price.
• Be accountable: Customers respect honesty and accountability. Therefore if you’ve made mistakes, failed to deliver on a promise, or mistreated a customer in any manner, you can simply and sincerely say that you are very sorry. Accountability and an apology can go a long way to rebuilding a relationship.

Whether you are trying to maintain your regular customers or looking to bring back those you have lost, it is always important to remember that flexibility and good customer service should be an inherent part of your plans.

Credit Lines vs. Credit Cards

Both lines of credit and borrowing money on your credit cards can be effective ways to finance small business operations. Both are revolving, and charge interest only on outstanding balances. And both have predetermined borrowing limits. However, there are big differences in terms of cost, convenience, and risk.

The major difference is that credit lines usually have lower interest rates and higher available limits. Commercial lines of credit are therefore more cost-effective than credit cards. But that's not to say that credit cards don't have advantages — especially in terms of convenience.

Instead of asking your bank to transfer funds from your credit line to your checking account — to write a check for office supplies, for example — you can just whip out your plastic and charge it. Another credit card plus is record-keeping. Monthly statements are a handy way to track expenses for general record-keeping and tax purposes.

Credit cards also frequently come with perks like air miles, travel insurance, warranty extensions, and discounts on rental cars, hotels, and gas. If these extras are valuable to you and your company, credit cards make a lot of sense.

Additionally, credit cards offer grace periods on purchases, usually 25 days. That means you can avoid interest charges altogether if you pay your balance in full each month.

Fortunately, credit lines and credit cards aren't mutually exclusive. You will certainly want to obtain at least one credit card for business expenses. But you may also want a line of credit for larger purchases and to draw upon during periods of irregular cash flow.

Bank Loans for Small Businesses

Traditionally, banks are more conservative with their investment dollars. Unlike many venture capitalists or angel investors, they are far more likely to approve a loan for an established business over a startup or emerging company. This is largely due to the fact that they are investing the money of their depositors.

However, thanks to government agencies such as the Small Business Administration (SBA), which work with many banks, small business owners can get business loans from banks with a strong business plan and well-prepared business loan request. Moreover, banks are more likely to give modest-sized loans, whereas venture capitalists are looking for much larger deals.

First and foremost, prior to approaching a bank, you should have all your key documents in order, starting with a solid business plan. You will also need to have the most recent financial statements available, projections for the business (this is typically in the business plan), and a repayment plan, plus collateral. Collateral may include:

Hard goods such as equipment;

Real estate;

Stocks or bonds;

Other personal assets;

Personal guarantees.

Banks also want to know that you're making your own investment in the business. A bank is more likely to approve a loan if (pending a solid business plan) it sees that the owners are investing a good percentage of the necessary startup capital into the business.

To maximize your chances of receiving approval on a business loan from a bank, it's wise to look at the situation from the standpoint of the lender. A lender wants to know:

Exactly how this business will operate and why it's expected to make money;

Exactly how the money will be used;

How you plan to repay the loan and over what time frame;

That you're willing to take a significant financial risk in the business;

That you're responsible and can manage this business;

Who else is involved in management or operations, and that they will also be responsible for the proper use of the money from the loan.

The smaller the business, the more closely the individual behind it will be evaluated. Most small businesses, in the forms of sole proprietorships or partnerships, are closely tied to the experience, know-how, and overall character of the owner(s). Therefore, you need to make sure you get your own financial records in order before asking for a bank (or any lender, for that matter) for money to start a business. A solid personal credit rating is also very important, since a small business is typically an extension of the individual who starts it.