SEO, PPC & Adwords Marketing Tips | The Forge

Mashable recently reported on a social media story where celebrity Justin Bieber tweeted out a user’s phone number, telling fans to “call or text” it.  The number reportedly received 26,000 texts from Beiber’s Twitter fan base of 4.5 million followers.  The 16 year old pop star’s actions were designed to get back at the user, Keven Kristopik, who had previously hacked Beiber’s phone number and sent a text message to the celebrity.

Mashable asks the question: “Celebrities suffer from invasions of privacy on a regular basis, but does that justify them in using their social media influence to turn the tables on over-enthusiastic fans or uncooperative reporters?”

Over here in San Francisco’s Inner Sunset, we actually encountered a similar case of celebrity social media misuse.  About a month ago, a local bar, Yancy’s Saloon, reportedly booted magician Brian Brushwood and his camera crew (Revision3’s Scam School).  It seems Brushwood wasn’t happy with getting kicked out of a bar, so he tweeted to his large twitter fan base (@shwood) to write bad Yelp reviews on the bar.  Within a few days, over 70 1-star reviews had surfaced on the Yancy’s Yelp page, pushing down the bar’s overall rating and in turn hurting business.

This clearly is a misuse of Yelp and Twitter.  If he had a bad experience, it makes sense that Brushwood could go on his own blog or Yelp account and write a bad review, but to turn a legion of Twitter drones against a local establishment just seems wrong (especially when none of them had actually been to the bar).

How far does it go? Although celebrities have always wielded power through their ability to make any statement newsworthy, they have never before commanded so many actual people with the push of a button.  Should Twitter monitor cases of misuse like this, or should it be more of a ‘wild-west’ environment?

The Facebook Movie, “The Social Network” is about to be released on October 1st.   I’m not sure what to think of this movie, although it does have some interesting casting choices, including Jesse Eisenberg as Mark Zuckerberg (did they cast him because of the ‘berg’?) and Justin Timberlake as Sean Parker.

Because Google and Facebook have been battling for internet dominance lately, does this mean we should be expecting a Google Movie soon in retaliation?  I’d like to make some bold predictions on the casting choices for this nascent Google Flick (lets call it ‘The Algorithm‘).

Sergey Brin played by Bronson Pinchot (Balki from ‘Perfect Strangers’)

Larry Page played by Steve Buscemi

Eric Schmidt Played by Rainn Wilson (Dwight Schrute from ‘The Office’)

And of course…the antagonist Steve Ballmer, played by Alan Dale (Charles Widmore from ‘Lost’)

San Francisco is truly a unique place.  We’ve recently been working with several local businesses & stores within the city, helping out on various fronts.  Some businesses need a basic SEO overhaul or a PPC campaign, others require more complex work.  The amazing thing about local San Francisco businesses  is how attuned they are to internet marketing – from social media to Google local listings.

When speaking to several local business owners, it became apparent that being internet savvy was considered a necessity.   Considering the fact that much of San Francisco works in the tech / internet sector, this makes a lot of sense.  Any storefront that utilizes some form of online marketing improves their chances of getting the right eyes on their business.

Take a restaurant for example – a new, trendy bistro that is opening in San Francisco’s SOMA district.  Although the bistro technically will be able to survive based on its great food, service and prime location, they are still missing a key ingredient.  In San Francisco, reaching out to foodies via Twitter, making sure that you are on top of the SEO food chain and getting a YouTube clip featuring organic ingredients embedded on the website can make the difference between a good and GREAT restaurant.   Keep in mind, the difference between a good and great restaurant might not be completely be about food and service, it could also be about the customer feeling ‘connected’ with the restaurant, which is the role social media can fill.

Overall, its great to live in a city where the ‘real world’ is very in sync with the ‘virtual world’ – meaning there isn’t a complete disconnect between working on web pages for a living and the eating a delicious meatball sub downtown (does that make any sense?).    Anyhow, the Insight Forge team would love to get in touch with more local businesses – whether it be for the purpose of San Francisco SEO, PPC campaigns, design, social media, or whatever else.

Google just announced the inclusion of real time search results that include Twitter, Facebook, MySpace and a number of blogs on their results pages.  This news isn’t shocking, as Google was a step behind Bing to tap the real time web and pretty much obligated to take a stab at it.

This is some big news, given that Google is by far the most utilized search engine.  One affected eco-system will be the realm of Search Engine Optimization.  While the old method of SEO primarily targets the ’static web,’ a new brand of Real Time SEO needs to evolve to address the ‘real time web’.

Real Time SEO

SEO is essentially maximizing the potential of a website to be indexed by Google based on a number of factors the algorithm takes into account when ranking sites, including the number of incoming links, title tags, keywords,  updated content, etc.

The Mountain View crew claims that real time search will utilize factors such as “author quality,” “probability of relevance” and “query hotness,” in order to determine which results pop.   These new factors, among others, will be the guiding principles of real time SEO, a process that is sure to be exacted from this point forward.

Sure, the social web – including twitter, facebook, myspace, and blog articles – have been an integral piece of SEO work for some time now. Utilizing social media pathways to provide extended exposure to a website has been important.  However, these efforts have always been somewhat ephemeral in comparison to the bulk of a search engine optimization campaign.  With the advent of Google’s real time web, this is about to change.

Real time search results could bring as much, if not more, traffic to a website than standard indexing on any given day.  This means making a website relevant and fresh through updates will become even more important.  There are sure to be other tactics and strategies that emerge as real time search evolves.  I’ll  be sure to keep an eye out for these results and post the findings.  In the meantime, feel free to let me know your thoughts on the subject!

Photo by Esther Lin/STRIKEFORCE

The guys here at Insight Forge are all pretty big fans of mixed martial arts (UFC, Strikeforce, Pride, Dream etc.) and in particular of heavyweight champ Fedor Emelianenko.  I’m not sure who caught the recent Strikeforce broadcast on CBS, but it was pretty great to see “the Last Emperor” prove himself yet again with a 2nd round knockout of Brett Rogers.

Which brings me to the subject of MMA Marketing.  Because mixed martial arts is still a burgeoning sport many of the larger advertising agencies and web marketing firms haven’t yet caught onto how big MMA is going to be.  The sport has international appeal, is  immensely popular on all ends of the globe and has the potential to dominate the 18-35 age bracket (mostly male).  This same age bracket spends a huge amount of time online and can be targeted accurately through online marketing mediums.  I’d like to go over a few of these specific mediums:

Web Design & SEO:  There are still quite a few high profile fighters out there whose websites look like they are from 1993. Fedor’s current official  homepage is fairly outdated, is a hybrid between English and Russian and was last updated in 2007.

Mind you, when someone Googles ‘Fedor’, this official homepage pops on the 1st page of results.   The keyword ‘Fedor’ gets nearly 2 million Google searches per month.   Given Fedor’s popularity within the targeted MMA Marketing age bracket, you’d think that someone would have fixed his site up.   Fedor, if you’re reading this, we’d be glad to help out.

Twitter: Twitter is fast becoming a great way for fighters to keep their fans updated with daily training regimens, upcoming fights, appearances, sponsors etc. Although there are already quite a few MMA fighters that are taking advantage of Twitter, there are many that haven’t yet picked up this good marketing habit.

One notably absent fighter, again, is Fedor.  Someone recently created a fake Fedor Twitter account and tweeted before his Nov. 7th fight that he may have the flu (which must have caused quite a few gamblers to freak out).  Which goes to show:  a fighter with Fedor’s clout should be in control of his own marketing destiny with an official twitter account.  As far as translating his tweets between Russian to English and keeping them up to date – Fedor, once again we’d be glad to be of service.

Forums: MMA forums on sites like Sherdog.com are amazingly active with fans and fighters alike. Forum users will post anything from their opinions on the latest MMA events to their opinions on health care reform. This is a great place for MMA marketers to reach out to potential customers, whether they are promoting a fighter’s newly designed homepage, an upcoming local MMA event, a fight gear site, or anything else related.

Promoters must beware that  simply blasting out spammy posts about your site will certainly cause you to be banned from these forums.   Your posts need to fit in with the topic of conversation and do so in a subtle way.

In conclusion:

I’d like to leave everyone with Fedor’s recent work of art:

Insight Forge has an MMA marketing and SEO skill set. If any fighters, brands or event promoters are in need of services, feel free to contact us for a free site review and campaign estimate.

Another hot trend in search engine optimization is social media marketing.  Approaching social media work from a beginner’s standpoint can be a daunting task.  There are a ton of tools, sites and ‘expert’ opinions which you will find shoved in your face as the ‘new best way’ to get your website on the map.

The truth is, there are quite a few routes to go with social media marketing, and only several that will provide any real dividends.  When it comes down to it, as far as utilizing any social media method that requires gaining followers or building clout, honesty and repetition are the ways to go.  Many people will tell you that there are fast tracks to social media success, but there aren’t.  Like anything, it takes time, repetition, and trust to get ahead.

I’d like to take a moment to go over the basic points of social media marketing to get a beginner in the field on the ground and running.

Forums

Forums may be old school, but they are also a great place to reach a targeted group of users in your space.

Are you promoting the website of a bike shop  in San Francisco?  Post on local bike forums, but don’t just sign up for an account and blast your url out, that will probably only result in you getting kicked off the forum.  Try to participate in worthy discussions, and lend your input for at least a month before slipping your relevant site into the mix.  Be open with the forum community, tell them you work as a marketer in the field and are simply interesting in picking the brains of relevant users.

No forums on your specific topic of interst?  Create your own.  Our friends over at Lefora provide an easy to use Web 2.0 forum solution that will get you going in a jiffy.

Social Sharing Tools:  Twitter / Tumblr / Jaiku

Twitter is fast becoming spam central like MySpace, with legions of marketing bots attempting to gain as many followers as possible.

Don’t spam people on Twitter: what goes around comes around.  Sure, you may end up with thousands of followers using twitter bots, but they will be essentially worthless.   It’s pointless to have followers if most of them don’t care about the subject you are tweeting about.

Any real value you will gain from twitter will be sending out tweets to people in your space.  100 followers that are somewhat relevant to your San Francisco Bike site are far more valuable than 1000 irrelevant followers (most of which that are primarily spammers and robots).

If you are building a twitter following, send out relevant tweets with the topic’s # (hashtag) attached.

Ex.  I can’t wait for the #SanFrancisco Bikeathon in Golden Gate park this Weekend!  Anyone planning to attend? 

Building your following won’t happen overnight.  Keep a schedule of consistent tweets and be flexible.

Social Aggregation Sites:  Digg / StumbleUpon / Reddit

There are all fantastic tools for ‘blasting out’ your relevant blog post, site news, or site launch to the masses.  The key here is using the tools for what they are meant to be used for: allowing users to find and share interesting / entertaining information.

Of course ‘interest & entertainment’ value can be somewhat difficult to achieve depending on the subject of your site.  If you working on the SEO for Tom Brady’s new webpage, filled with updates about his latest date with Giselle, getting the word spread will be fairly easy. However, if you are trying to find an angle to make a used toilet brush site look entertaining, it may be an uphill climb.

The key here is picking the interesting content out of a haystack and ‘blasting’ it to the right audience.  Make sure to categorically classify your used toilet brush site update and get it to the right people.  Stay tuned for a post on the basics of SEO writing, and how to make a totally uninteresting subject somewhat palpable.

Social Networks:   Facebook / MySpace / Ning / LinkedIn

Just as in forums, the key to utilizing social networks for marketing purposes is reaching the right users.  Don’t go crazy and simply try to get as many friends as possible- find users that may actually be interesting in what you are promoting.  Join and create groups, fan pages, etc about your site or subject, but do so discreetly.  Build some trust by participating in discussions even if they don’t directly relate to you marketing your site.