Even with embedded video, flash, and other non-text content, the internet is still mostly made up of information in text form. Search engines that crawl the web looking for good sites with high quality content are crawling text. They can’t “see” images, so any information they get pertaining to those images have to come from filenames and from the text surrounding the images. Pages without text won’t rank well. Pages that have text have an advantage that depends partly upon how relevant and cohesive it is. The best content, according to the search engine crawlers, is text that is keyword rich (not stuffed), original, and relevant. Using article directories is a strategy to boost the search engine rankings of your website and hence your sales.

Why Should you Use Article Directories?

Article directories allow anyone to post articles for marketing. The articles have to be informative and can’t just be blatant sales pitches. Most article directories have fairly strict rules on the standards that the articles they publish have to meet. Many times these rules relate to the number of “self-serving” links allowed in the main body of the text, and the information that can be placed in the “resource box” that is placed at the end of each article.

Put simply, article directories are a way to spread the gospel about your website. If you adhere to the rules set forth by an article directory, you’ll have no problem getting your articles accepted. Google likes the major article directories, like Ezinearticles, ArticlesBase,and Goarticles. An article in one or all of these directories can get you some nice back links to your website. In fact, you’ll have a better chance of ranking on the first page of search engine results with articles on one of these sites than if the article was on your own website.

As far as back links go, back links from some article directories are more valuable than back links on others. But since the number of back links your website has is taken into account (as far as we know), then you should benefit from them. The “bad” back links are ones from paid link schemes, link swapping schemes, and from the so-called bad neighborhoods on the net, like porn sites and gambling sites.

While you can access services that submit articles to many directories, this isn’t the best idea. For one thing, duplicate articles all over the place aren’t going to get much love from the search engines (since they like original and not duplicated content). And for another, five high quality articles submitted to five high quality article directories will benefit you more than two dozen crappy articles submitted everywhere in a scatter-shot approach. The top article directories are high traffic sites, and some of that traffic is bound to find your site from your bio or resource box.

What to do First?

Before you write an article for a given directory, go to their submission guidelines and make sure you follow them. Some are more strict than others. Ezinearticles, for example, is very strict about the number of links that can go in articles, how far into the article those links must appear, and whether or not those links appear “self-serving.” (See screen shot of Ezinearticles editorial rules) Other sites, however, like eHow and GoArticles.com are not as picky. But they have their rules too, and you have to follow them.

On most sites, you can freely submit articles once you register a free account. You’ll generally be able to add an author byline, a hyperlink, and the address for your website. The better written the article is, the more readers it will attract, and the more potential traffic your website could receive.

After you have your accounts set up, you should do some keyword research to see which keywords you need to target with your articles. If you can write (or have somebody write) several unique articles targeting those keywords, you can potentially draw a lot of attention to your site indirectly. Choose your titles carefully. Sometimes this can be tricky, because you have to worry about duplicate titles, but really give it the thought and attention it deserves. Keywords in your titles are important, just like they are on your website.

Does it Work?

While article directories don’t get as much love as they used to from search engines, they still get points for original, keyword relevant content, and the best article directories are still good sources of back links to your site. It is still not unusual for articles from the top article directories to rank on the first page of the search engine results for some topics. It is about as close as your site can get to free advertising, even if you have to hire a writer for the articles.

How about Some Tips for Successfully Using Article Sites?

Create a bio for yourself as the author (even if you outsource the writing, you’re the one who ends up with the copyright). Most article directories allow at least one link to be placed in the “bio” box. Sort out how many self-serving links you get, and then sort out how you want to parcel them out between your website’s home page, other pages on your website, or your blog if you have one.

Link to your article directory submissions from your blog and from social networking sites like Facebook and Twitter. You can also use sites like Digg and StumbleUpon to bring a few more eyeballs to your article.

In conclusion, article directories are another tool in your web promotion toolkit. They are about as close to free advertising as you can get, and if your content is good, you will be rewarded for it with increased traffic to your site.

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Before you hire an SEO (search engine optimization) company or consultant, or a PPC (pay-per-click) company, you should be thoroughly familiar with what they do.

Hiring an SEO company can potentially raise your site’s profile dramatically in a short time, but if they go about it in the wrong way, you risk damaging your site’s standing in the search engines and your business’s reputation. The general things that SEO companies do include:

• Technical advice on hosting, error pages, JavaScript, redirects, and other website technology
• Keyword research
• Managing online business development
• SEO training for webmasters
• Some SEO consultants have expertise in specific niches and / or geographical areas.

Perhaps the best time to hire an SEO company is when you’re launching a new site or redesigning an existing site. When you interview SEO companies that you might consider hiring, ask the following questions:

• Do you have experience in my city?
• Do you have experience in my industry?
• What do you think are the most important SEO techniques?
• How long have you been doing SEO consulting?
• Will you document all the ways you change the site and why you chose to do things that way?
• What’s the best way to get in touch with you?

Here are a few things to watch out for when selecting an SEO company.

• SEO Companies that contact you via email out of the blue. It’s spam and they’re probably all talk and no action.
• Companies that promise you a #1 Google ranking
• Companies that don’t explain clearly what they do to optimize your siteSEO companies that talk a lot about linking schemes and submitting your site to a thousand search engines. These rarely help and can hurt.

When choosing a site, make sure you understand exactly where the money is going. There are search engines out there that combine paid results with organic results and some SEOs may promise to get you highly ranked in search engines by placing you in the ad section. These companies are not helpful. Who’s to say they don’t create their own “search engine” that they can easily game or control? You care about the big search engines: Google, Yahoo, Bing, etc.

Some SEO companies will create shadow domains that shunt users to a site deceptively. Suppose you complain about their service. They could easily point your domain to a different site or a competitor’s site. Another bad practice to watch out for is creation of doorway pages stuffed full of keywords on the client’s site, claiming they will make the site “more relevant.” Number one, that’s bull, and two, these doorway pages may well contain links to the SEO’s other clients, diluting the popularity of your site and possible rerouting it to illegal or “bad neighborhood” (“adult”) sites.

Run away from SEOs that own shadow domains, that don’t differentiate between organic search results and paid ads on the results pages, who operate with multiple aliases, or who get traffic from fake search engines.

A great place to start when thinking about hiring an SEO company is Google’s Webmaster Central page where you can download a free SEO starter guide (see screen shot). If you’re going to hire an SEO consultant, you should know what they’re supposed to be doing so you can protect yourself from shady practices.

Pay Per Click (PPC) companies do the following:

• Analyze your e-business model to gauge how profitable your internet venture could be
• Check on your competitors and their PPC campaigns
• Be familiar with business to business (B2B) directories and consumer product search directories
• Create a marketing strategy and spell out the plans in advance
• Give clients precise budgeting estimates for a PPC campaign
• Be well versed in the latest and greatest analysis software for your site and PPC campaign
• Audit publishers to sniff out click fraud and warn you immediately about it
• Monitor website visitor behavior, analyze and index it

When you choose a PPC company, make sure it doesn’t work for your competitors too. In fact, you should get a guarantee from them that they will not communicate with your competitors when your PPC campaign is in the planning and execution stages. If your PPC company uses unfair means like cloaking to get you a higher rank, fire them at once. They could easily get you penalized or banned by publishers. You should find out what their track record is with top search engines. If their successes come from third-tier engines, look elsewhere for a PPC company. And you should definitely demand references and check up on them.
The reason people hire PPC firms is to give an e-business instant exposure and funnel heavy web traffic to its site. One service provided by PPC advertising firms is landing page optimization. They should also use the marketing techniques that have been proven to increase search engine ranking by honest and acceptable methods. They should increase traffic and conversion rates, and analyze on-site activity as well.

Your PPC company should have a great track record running campaigns on big PPC advertisers like Yahoo and Google. the best PPC companies have a stable of professional PPC experts trained on the most effective SEO techniques so that they can run effective programs for their clients. Their SEO techniques and content should be above reproach. Some PPC companies also offer to redesign sites for SEO, and it is a matter of choice as to whether you want your SEO and PPC coming from the same source. If you do, check and double check references to make sure you’re getting an above-board company.

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If you’re looking to work your way up the search engine rankings, and who isn’t? Then one way to get some good insights into what works and what doesn’t is to see what your competitors are up to. What does that top ranking site have that your site doesn’t? It is surprisingly easy to find out these things, or some of them at least. One of the great things about the web is that finding who your competitors are is easy, as is comparing services and products. It’s a given that customers usually return to sites that are easy to browse and that have generous amounts of information, even if the visitors don’t partake of all of it.

Analyze The Top Sites in Your Niche

Once you find out what the top ranking sites in your niche are, what should you do? Well, here are several things you can do.

You can find out some very interesting facts. For example, you might discover that a lot of the inbound links come from websites that the competitor owns. This isn’t always easy to find out, but it’s very informative if you can. The “whois” information may not give you much to go on, but if you do discover that this is the case, you may realize that owning some legitimate websites on the side can help attract more traffic to your site.

You might discover when browsing through your competitor’s site that even though the information on your site is similar, their site has a very different structure – a better optimized structure. It could make a big difference in their search engine ranking. You might discover that your competitor is using a bunch of keywords and key phrases that you never even thought of.

Start off simply enough. Get a pad of paper and a pen and make notes as you thoroughly do your own “crawl” of your competitor’s site. Look over the pages as they appear first, then go back and look at the source html. On most browsers you get this by pressing ctrl+U. If not, this command can often be found in the “Tools” menu of your browser. Don’t worry. You don’t have to be an html genius to learn from it.

Look at their title tag. Is it well written? Does it reflect a common syntax used throughout the site? On the home page, look for the H1, H2, and H3 tags. If you find them, your competitor uses heading tags within the page. Try to identify the actual text used in the headings. You will more than likely find some paydirt key phrases within these tags.

Look for nofollow tags. These are used to spread PageRank throughout the site. Doing this is what’s known as having a themed structure, and it can be very beneficial to your ranking. If you find this pattern, they either know their SEO or they’ve hired someone who does.

How do they do their navigation? Is it in a drop-down menu? Is it search engine friendly? In the footer is there a text menu?

Look at the anchor text: is there a pattern of keywords there? If certain words appear there often, they are almost certainly target phrases.

Check the Google PageRank of the pages you visit. If a page has a notably high PR, pay closer attention to that page. These are often pages that have the information that visitors choose to link to. It could give you some clues for adding similar content to your website.

Backlinks and PR

Here’s another cool thing you can do with your competitor’s website: back link analysis. SEO Book offers a free back link analyzer that you can download here. You enter simple information as you can see in the screen shot. When you run the program, set it up to acquire Google Rank and Alexa Rank for each back link. This is a matter of checking two boxes. The back link analyzer automatically filters out “rel=nofollow” links.

When you’re done, you can sort your results by PageRank and Alexa Rank. The reason for looking at both Alexa and PageRank is that each has its advantages and disadvantages. PageRank may be quirky due to whatever they’re penalizing recently, so you could miss out on a quality site because of its low PR. Alexa Rank is a measure of popularity, but doesn’t say anything about how Google views its quality. So use both as a system of checks and balances.

If you really want to delve into things, put your report data from the Back link analyzer into a spreadsheet. Make a copy where you sort the data by Google PR from highest to lowest. Then get rid of the ones that rank less than 4. Have another copy where you sort by Alexa Ranking from lowest to highest, and then do another sort by Google PR from highest to lowest. Get rid of the ones that have a negative Alexa Ranking. Congratulations: you now have lists of authority pages that link to your competitor.

So now that you have that data, what do you do with it? If you filter the links by domain, you can see how many links per domain the competitor is getting. If one website is repeated a lot, then you can bet that the competitor owns the website (or has bought a link from them). You can try running a “whois” on the domain, but you may not get a satisfactory answer.

Here’s another thing: if you see that a lot of the links are from the competitor’s own website, then chances are they have good content. If so, take note. You may need to focus on increasing your content or the quality of it.

Next you should figure out which of those links you’d like to get yourself. You can probably get several just by asking. It certainly can’t hurt (unless you accidentally ask for back links from sites that happen to be owned by the competitor, and even then, you might get a link).

In the midst of all this competitor sleuthing, don’t forget about your site. You’re doing this to learn, so be ready to apply some of what you find out to your own site, and hopefully you’ll get a boost in the rankings as well.

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OK, let’s be honest right off the bat: most press releases received by most media organizations go right into the recycling bin. But that doesn’t mean yours will. For one thing, the good press releases have a few things in common, and for another, “media” now includes bloggers, ezines, streaming content producers, and freelancers. Whoever you plan to send press releases to, do some research on them first and make sure that your press releases would be a good fit for their organization. It’s the 21st century version of the old “don’t send a dog article to a cat magazine” rule.

The press release is by no means dead, and is in fact very useful in many situations. Your press releases should be sent to news media for the purpose of letting the world know about company developments and newsworthy items. Concentrate on the word “newsworthy.” The number one reason journalists toss press releases is because they so often consist of self promotion dressed up to appear newsworthy.

So really, the first thing you should ask yourself when you’re thinking about sending a press release is “Should I be sending a press release? Or is this just an exercise in vanity or wishful thinking?” Use the “so what” test, because this is what journalists and publishers do. If your press release says, “XYZ Widgetry, Inc. recently hired Dr. Joan Thingity to be head of their engineering development department,” the first thing the journalist is going to think is, you guessed it, “So what?”

Ah, but if your next sentence tells about how she won a MacArthur genius grant for her work on desktop plasma widgetry (or whatever) and that she was at one time part of NASA’s astronaut corps, then you’ve got an answer for the “So what” question. If your press release cannot answer the “So what” question, then don’t send it. Wait until you have something meaty.

While a successful press release ought to be newsworthy, you may have to make the tie-in to the news yourself. Journalists are busy enough that they’re not going to automatically realize that the release of your new phone app coincides with the latest iPhone release. You’ll have to spell it out.

Press Release Tips

Here are some ways to make sure that your press release is newsworthy and therefore less likely to be chucked in the recycle bin.

• Explain its place in a current controversy, whether it’s net neutrality or censorship of search engine results in some foreign country.
• Make a skilled prediction: “By 2015, six million homes will have subscribed to our service, based on current trends.”
• Tie it in with an upcoming holiday: “Our widget is designed to cut the average holiday shopping time by 45%.”
• Adapt a national survey for local use: “Thirty million of those people ditching their landlines are expected to buy a smart phone within the next five years. Widgetry International releases an average of 12 smart phone apps per month across all platforms.”

You get the idea.

Some other possibilities for making your press release more appealing include:

• Including results of a survey or a poll in your press release.
• Hold a competition or a contest and announce it in your press release.
• Announce changes in prices (the downward kind, anyway).
• Write about a prestigious award one of your workers has won.
• Stage a debate or other special event and announce it
• Studies and surveys, which “create” news for you
• Lists that tie to your business: “Top Seven Smart Phone Apps in the Tri-County Area”
• “Hero” stories, such as the maintenance guy who rescued the litter of kittens living under the physical plant
• Relevant trends with pertinent facts and figures

In brief, your press release should include the following:

• A headline that is a very compact version of the key point of the press release
• An opening sentence that can grab the attention of even the most jaded editor
• An opening paragraph that covers the who, what, where, when, why, and how.
• A second paragraph that expands on the topic of the press release
• A third paragraph that includes relevant quotes from a spokesperson or other big wig at your company
• A fourth paragraph that tells a little more about what your company does
• A final paragraph that sums things up tidily, perhaps with a summary quote
• Contact information
• The universal “Here ends the press release” symbol of ### under the last line of the release

You may wonder why you should bother at all with press releases, since they have such a high chance of disappearing into the gaping maw that is the editor’s office, never to be seen again. But it’s all a part of your overall marketing strategy. SEO has a place, plain old advertising has a place, and media relations has a place too. Once you do get a press release or two picked up, consider contacting the editor or reporters you have traction with and offer to send them exclusives. If they know that they’re the only game in town getting your press releases, they may just take you up on it. But none of this can happen without first mastering the press release. You’ll get nowhere unless you have correct grammar, spelling, and punctuation, plus the compelling writing necessary to stand out from the rest of the herd.

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Whether you have a blog or a full-fledged e-commerce site, you probably are curious about how many people visit your site, which pages are most popular, how many page views you get, and how long visitors stay around. Fortunately, there are several free analytics programs you can get right online to help you dig into the numbers your website is generating and learn what stories those numbers tell. Four such programs are Onestatfree.com, Google Analytics, Piwik, and GoStats.

Onestatfree.com

Onestatfree.com is a free subset of onestat.com, which provides web analytics for marketers and webmasters. The paid version starts at $125 per year and provides information on visitor behavior, conversions, and online advertising, plus a full range of website statistics software. Onestatfree is a hit counter that is password protected and has the ability to track an unlimited number of pages. It also gives you information about your visitors and your site for free. You can see an example of the information Onestatfree gives you on the first screen shot. To get Onestatfree, just go to onestatfree.com and register. You’ll be given a snippet of code to insert into your website’s source code that will start monitoring and analyzing visits to your site.

Onestatfree has a directory based on web statistics, and when you use the service, your website is automatically listed in the categorized charts based on web statistics. This is a way to easily see the most popular websites in each category based on Onestatfree statistics. Your site starts being listed as soon as the first visit is tracked by the counter. Categories of websites in the directory are: Arts, Business, Children, Computers & Internet, Culture & Religion, Education, Employment, Entertainment, Finance and Money, Games, Government, Health & Fitness, Hobbies & Interests, Home & Garden, Life & Family, Marketing, Movies & Television, Music & Radio, News & Media, Personal Homepages, Pets, Science & Technology, Society, Sports, Tourism & Travel, and Weblogs.

Google Analytics

Google Analytics is perhaps the most famous of the free analytics packages. It gives you a broad range of information about your site, including advertising return on investment, cross-channel multimedia tracking (as you can see in the second screen shot), customizable reporting, and many ways to visually represent your site’s analytics. Using Google Analytics is also a matter of installing code into the source code of the website you want to track. Users of Google Analytics include some big names, like The American Cancer Society, Discount Tire, Yelp, Huffington Post, and RE/MAX Global Real Estate.

If you use Google AdWords, then you can integrate Google Analytics with it and review your online campaigns and track things like the quality of your landing page and your conversions. You define conversions as sales, lead generation, page views, or downloads. You can also use Google Analytics with Google AdWords to determine which ads perform best. You can identify poorly performing pages by looking at where your visitors come from (their referrers), and their geographical location. You can add up to 50 site profiles to Google Analytics, and each site must have traffic lower than 5 million pageviews per month, unless the site is tied to an AdWords campaign, in which case it can be bigger in terms of visitors.

Piwik

Piwik is an open source, GPL licensed website analytic software program that is downloadable. Piwik gives you real-time reports on website visitors, including information like which keywords and search engines they used, what language they use, and which of your pages are most popular. Piwick calls itself the open source alternative to Google Analytics. It is a PHP MySQL program that you download and install. After the installation process, you get a JavaScript tag that you copy and paste into the source code of websites you want to track. An example of the type of reports you can get is shown in the third screen shot.

Piwik is constantly adding new features, like goal tracking, that can help you optimize your affiliate income if you participate in an affiliate program. Piwik 1.0, to be released in 2010, has already added some new features, like a one-click update check, new JavaScript tagging, and a dashboard to track multiple sites.

Gostats

Gostats is another free hit counter that provides stats on not only the number of visitors to your site, but also information about page views, page popularity, and return visitors, as you can see on the fourth screen shot. Like the other free analytics software programs, you visit gostats.com, create an account, and copy and paste a small bit of code into your website’s source code. GoStats will then start tracking your site data. If you want more data than the free version of the software provides, you can upgrade to the professional version of GoStats. Another interesting page on the GoStats site is a huge chart comparing web hosting services in terms of price, how much disk space and bandwidth they provide, monthly cost, and initial setup cost. The three plans highlighted in green at the top of the chart are paid listings. You can narrow the chart down by specifying monthly costs or setup costs.

If you upgrade to GoStats Professional, you’ll get comprehensive site and data analysis, with regular reports and displays of visitor traffic on a map of the world.

Web analytics can be as simple or as complex as you want them to be. Whether you simply want the ego boost of knowing that your blog is being read, or whether you need lots of numbers crunched in order to maximize your site’s profitability, you can get that functionality easily. While Google Analytics is the leader of the pack, there are plenty of other options that you can try so you can find the analytics that are right for you.

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Submitting articles to article directories is what is known as “off page optimization.” Off page optimization is doing what you can to drive traffic to and create back links to your actual web pages. The best search engine optimization involves both on page and off page optimization. Submitting articles to directories won’t help much if your pages have little or no useful content, or if your pages themselves have not been optimized through the use of keywords, meta tags, and anchor text links. But once you have your pages in top shape, submitting articles to directories can definitely give your website’s traffic a boost.

Articles promoting your website should soft sell your site. In fact, many article directories have strict rules about how many so-called self serving links you can include in your articles. That’s because people don’t look for articles in order to be sold a piece of software or a new nutritional supplement: they read articles to gather information. Your job is to provide that information and also provide a way for the article reader to get to your site if he or she so chooses.

Even the article directories that are quite strict about links to your website in the content do provide “about us” boxes or “resources” boxes where you can include links to your site, and you should definitely do this. Anyone interested in the article content enough to want more will be looking to the resources box to link to more information. Because there are so many free article submission directories, you have plenty of outlets for articles about your site. You won’t have a huge influx of traffic overnight, but over time, your PageRank will increase, as will your traffic. Below are several of the advantages and a few disadvantages to directory submission of articles.

1. Directory submissions help paint you as an expert in your field. If your site sells woodworking supplies, then articles about specific woodworking techniques or projects will help you gain a reputation as an expert, particularly if you submit articles to several directories. As your reputation grows, so will your site traffic. As an additional benefit, many of your readers may create links from their website to yours, meaning you end up with more back links than you put into the articles themselves.
2. Most article submission directories are free. In other words, a good article is cost-free (except for the labor of writing the articles) advertising that reaches a large audience.
3. If you are a writer and want to drive traffic to your blog, then writing and submitting articles will help you continue to improve your writing skills. Well-written blogs have much more long-term potential for traffic and a good reputation than do poorly written ones. Article submission is another way to polish your writing skills.
4. The extra traffic you pick up is targeted traffic. In other words, the links from your articles to your site will be clicked by people who already have an interest in the topic, so they’re primed for your site’s content as soon as they get there. You will also slowly but surely build up back links, improve your search engine results rankings, Alexa ranking, and Google PageRank.

As helpful and useful as article directory submission is, there are a few downsides to it.

1. Somebody has to write the articles, and they have to be good. Pounding out a few words between sips of coffee and sending them to a bunch of article submission sites won’t do it. Your articles don’t have to be long but they do have to contain decent content, not aggressive sales pitches or half-formed ideas filled with links.
2. Sending the exact same article to many article submission directories won’t do you much good. Why not? For one thing, many article directories require unique content and will kick off any non-original work, even if you’ve ripped it off from yourself. For another, if you manage to send the same article to ten directories and somehow come to dominate the first page of search engine results for a given search phrase, people who see that all top 10 (or even 5 of the top 10) slots are held by the same content on different sites will (fairly or not) conclude that you’re an article spammer.
3. Articles with poorly researched keywords won’t get read as much. Just as you optimize your web pages with keywords, so should you optimize your articles. It isn’t hard to learn how to do, but it does take some time. The Google Keyword Tool at https://adwords.google.com/select/KeywordToolExternal is a great way to find those keywords that are popular but for which there isn’t a lot of competition.

As an example, look at the first screen shot, where I have entered three woodworking terms into the entry box: woodworking tools, sanding blocks, and table saws. In the second screen shot you see just part of a long list of suggested keywords along with their relevance and search volume. At first glance it looks like the terms “woodworking hand tools,” “antique woodworking tools,” and “woodworking tool” could be good keyword candidates because they’re highly relevant, and the search volume is high, but not so high that I can’t work my way past the competition.

The moral of the story is: when you’re writing articles for submission to articles directories, ignore keywords at your peril. And, just FYI, the top five articles directories, according to vretoolbar.com and based on Google PageRank and Alexa Ranking are as follows: ezinearticles.com (Alexa=131; PR=6), articlesbase.com (Alexa=451; PR=5), buzzle.com (Alexa=1305; PR=5), goarticles.com (Alexa=1601; PR=6), and helium.com (Alexa=1872; PR=6).

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There’s an old adage in international marketing circles that says to go global, businesses really have to think local.

Apple recently launched its ubiquitously popular iPhone in China and after more than two months, it had shifted a mere 5,000 handsets. Whilst it is a product that will be unaffordable to many people in China, in a country of more than one billion people, most conservative forecasts of iPhone’s two-month sales figures prior to launch would be at least fifty times that.

Apple failed to consider a number of factors when launching the iPhone, namely Chinese consumers prefer not to sign long-term contracts, opting for charge cards instead, allowing a greater degree of flexibility for the user. This isn’t the only reason it hasn’t taken off, but it’s a factor that Apple really should have considered prior to launch – they should’ve properly researched the market.

At a micro level, it’s easier than ever for the smallest of home-built businesses to network and trade on the international arena. But the first step towards doing so is to build a fully localized presence in your key target markets– and the process begins with adapting your company website for each country you plan to tap into.

Like Apple should’ve done with the iPhone, you need to fully understand your target country, know what excites them and what, ultimately, is likely to encourage them to part with their hard-earned cash.

The only way businesses should communicate with their international markets is in the native language of the local consumers. Even though English is the most commonly spoken second language in the world, the fact remains that people prefer to communicate in their mother tongue. Furthermore, three quarters of the world’s population speak no English whatsoever.

Contrary to what many people think, fluency in a particular language doesn’t qualify someone to translate into it. To provide convincing translations, the translator requires first-hand knowledge of the culture of that language which is why most translators will only ever work INTO their native tongue from another language in which they are fluent.

Furthermore, many linguists will specialize in a particular subject – such as marketing, engineering or agriculture. If your company’s products or services involve highly technical terminology, you will probably want to consider checking with the translation company that they have suitable candidates with the right level of experience.

The important thing to remember when translating your website or any other marketing material is that what works in one country, might not translate the way you want it to in another. What’s clever and witty in one country, might be offensive in another. This is something only a native-speaking translator will know.

It’s also important to be wary of dialects within languages. If you translate your website into French, it doesn’t mean you can use it for all French-speaking countries.

In France, a ‘post-office box’ is a boîte postale, but in Belgium and Switzerland it’s a case postale. In France, ‘lunch’ is déjeuner, but in Belgium and Switzerland the word for ‘lunch’ is dîner which, incidentally, is the word for ‘evening meal’ in France. There is a whole host of linguistic nuances between the French, German and Portuguese dialects of the world. Even closer to home, the English in the US and the English in the UK are significantly different…not to the point of requiring an entirely different website, but certainly to the point of requiring significant care and attention when writing the English text.

When marketing internationally, the words ‘language’ and ‘local’ should always go hand-in-hand. Failing to do so can lead to a very costly global venture for businesses where funds may be limited.

About the Author

Christian Arno is the founder and Managing Director of translation services provider Lingo24. With operations spanning four continents, Lingo24 translated 33 million words last year, covering over a hundred different language combinations. Their turnover in the twelve months to September 2009 was $6.1m USD.

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Press release websites can be one of many search engine optimization tactics for your website. They give you back links, and will reach people that you wouldn’t reach otherwise. There are a number of paid websites like PR.com, Marketwire, and PRweb. Just as an example, PRweb (shown in the first screen shot) offers two levels of visibility, high visibility, which costs $199 a year, or platinum, which costs $499 a year.

Are these services worth it? Only you can answer that. It will depend on your budget and on whether you think the investment will pay off in terms of higher ad revenue on your site or better conversion rates. Paid PR websites offer company profiles listed in various directories, plus paid and free press release distribution, and anchor text links.

When you write press releases, whether for paid or free PR sites, always write for your audience. Targeted traffic is what you want. Have you ever found blog posts with very provocative titles that turn out to be about something else completely? That’s not what you want to do with press releases. You have to be genuine. After all, if you have great content, the people who visit are more likely to stick around, bookmark your site, and generate lots of page views.

That said, use the anchor text and headline in a press release to focus on your targeted keywords. Use the headline to focus on one of your primary keywords, and use links sprinkled throughout the press release. If the PR site you’re using gives you a resource box, an “About Us” page, or a profile, these are all good places to provide a link to your home page. Use the links within the press release to link to more specific, relevant content.

A Few Free Fress Release Sites You Might Want To Check Out

Theopenpress.com (see second screen shot for some of their guidelines) is a free service as long as you follow their guidelines to the letter. They don’t edit free press releases, so if the ones you submit don’t meet the guidelines, they simply delete them.

PR Leap has free and paid services that kick out your press release where it can be seen by bloggers, consumers, and journalists, reaching all the main search engines, news websites, and newswires.

PR Inside is another free press release service. You create a free account to submit press releases. The home page is a repository for the latest press releases, which are not catagorized. It’s free, and no doubt has a lot of readers, but the right person seeing your press release appears to be largely a matter of coincidental timing, so this shouldn’t be your sole press release outlet.

i-newswire.com allows free press releases to be submitted as long as they aren’t spammy (“Buy Our Awesome Software Today!” and the like). Free press releases are not allowed to have any graphics or links in them. This site also has paid accounts, which offer more perks.

betanews.com is a tech-oriented news site that you can join for free and submit content to. It caters to IT professionals, programmers, site designers, computer security, and relevant legal issues.

If you’re interested in comparing several paid and free press release websites side by side, Star Reviews has such a comparison here.

The general idea behind using press release websites is that you should exhaust all the free possibilities before going to a fee-based service, unless you just have a generous budget to begin with, which most people don’t.

Perhaps the most important rule for writing press releases is to make them newsworthy. People and press release sites are good at filtering out the so-called press releases that are actually sales pitches. You might have something they’re interested in, but if their first impression is “spam press release,” they’ll scroll right on by it.

If you don’t know how to write a press release, or don’t think you’d do a good job, there are plenty of copywriters out there willing to do it for you. You may be able to find someone who has written for the very sites you want to send the release to.

Since most free press release sites require you to create an account, go ahead and register with several of them at once – at least 10 or 12. That way when you have your press release ready to go, all you have to do is copy and paste it properly for each press release site. Proofread press releases meticulously before submitting them. Some sites won’t let you change press releases after they’ve been submitted, and you don’t want to be the guy advising software buyers to “be perpared.”

If the site allows graphics, audio, or video, and if you have it, be sure to include it. Keep track of the places you submitted your press release to and whether or not people read it. You can do this in a spreadsheet if you’re the organized type, or you can use a simple pen and paper to keep track, but you need to do this so you’ll know which sites give you the most exposure for your time and effort.

Learn when to hold back. Once or twice a month is a good frequency with which to send out press releases. Once a day is overkill and people will rapidly come to recognize your press releases and ignore them. Once you find the sites that you like best, it’s a good idea to stagger your releases. If you submit to ten sites in one day, it will scroll off of ten sites pretty much at the same time. If you stagger your press releases, you’ll have them on at least one site at all times.

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The relationship between targeted traffic and search engine ranking page (SERP) position shows that search engine optimization, or SEO, treads a fine line between being an art and being a science. Obviously there are specific algorithms that are used to rank sites for a given search query, but finding out exactly how they work is shrouded in mystery.

Even without, say, Google giving up how its search engine ranking is determined, every time there is a new factor taken into account by an algorithm, SEO researchers are pretty quick to learn in general what that new factor is, and less scrupulous site owners are ready to pounce with less than honest ways to try and game the system.

One fairly recent example is back links. Once it became general knowledge that search engine ranking and Google PageRank took back links into account, “link farms” and sites where you could buy links sprung up like so many mushrooms after a rainy spell. It was then Google’s turn to ferret out sites using these techniques and either de-list them or drop their rank significantly.

It’s like an arms race: as soon as people figure out and exploit some “new” wrinkle in SERP generation, the search engines have to find a way to stamp dishonest practices out. Otherwise, the search engines aren’t worth much to people doing real searches. This arms race continues because making it onto the first page of search results is good, making it “above the fold” (in the upper 700 or so pixel rows) is better, and ranking number one is best.

In 2006, some AOL search engine ranking data was leaked, and SEO researchers pounced. The analysis showed that the number one position brings with it a 47% average click through rate. Positions two, three, and four have click through rates of 13%, 9%, and 7%. Clearly, bringing your ranking up from third or fourth to first makes an enormous difference in a site’s traffic and its bottom line if it is a commercial site.

Of course, these figures are only approximations, but they do seem to hold water. People notice great differences between their statistics between the top rankings. Anecdotal evidence suggests that going from the #2 to the #1 spot can increase traffic by 100% or better. Dropping from #1 to #2 corresponds to a 30% to 50% drop in search volume.

As you move downward through the first SERP, the rate of decline of click throughs falls, and one interesting quirk that could be an artifact is that the number 10 position gets a slightly higher rate of click throughs than the number 9 position. Some speculate that users will be more likely to glance at the last listing while scrolling down to suggest searches or page navigation buttons. Once you move off the first SERP you’re close to being invisible. For all but the very highest volume queries, the non first SERP listings will generally offer no benefit to site owners except in unusual situations.

A factor in your SERP position is the quality of your site’s meta data. To ensure that your web pages get the best shot at appearing high in the search engine results, you need to give some thought to the meta data in your web pages. Meta data is data describing other data. For your web page, meta data includes things like the page title, keywords, and description.

In Google, the display of a “snippet” of your site will be longer, the longer the query is leading to the site. In other words, a detailed query that hits your site will sometimes show a three line snippet rather than the traditional two line snippet. The main reason this makes a difference is that it can in some cases limit the results shown “above the fold” to the top three results rather than four.

As you can see in the accompanying screen shot, a search on “chloe light gray leather riding boots” results in a long snippet for the top result, though the others in the top ten are still short snippets.

A good snippet can improve click through rates, and you can be sure that if extended snippets cause only three listings to show above the fold, then position in the top three results becomes even more important. In other words, yes, people are too lazy to scroll down in many cases.

Now, while the extended snippets come from actual content of the page it refers to, meta data is used in other cases. A well-optimized page has a title containing the target keyword phrase, and the keyword phrase from the title (with slight variations) should be made of phrases most used to find your page in the SERPs. Putting all the title keywords into the meta description will maximize the number of times your meta description is shown as your snippet. If the meta description contains all of the keywords from the user’s search phrase, it will be used as the search snippet for your page.

The meta description should also contain, if possible, a call to action that will make the user want to click on through to your site, and the description should be accurate so that the user doesn’t jump right back to the SERP from your site. A well optimized meta description, title, and a URL that is rich in keywords can all work together to boost your click through rate even if your site is ranked third or fourth rather than first on the SERP.

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Former U.S. Representative Tip O’Neill’s famous quote that “All politics is local” can in some cases be applied to internet searches. What it means is, never lose touch with your constituents, or in the case of a business, your customers. If you have a bricks and mortar business and don’t sell online, then in your case, “all search engine optimization is local.” Local customers often search for local listings, whether for simply the phone number, store hours, or just to find out more about local businesses. If you don’t optimize your site for local searches, you could be losing more business than you think.

Google Local Business listings usually only show up when the user types in a category of business and a city. When that happens, Google Maps shows up along with anything up to 10 URLs listed next to their phone numbers. You don’t want your competitors to show up on that map with their phone numbers if you aren’t showing up there. If you are, for example, a cosmetic dentist in Atlanta, you want local people to find your practice in as many ways as possible: from offline ads, yellow pages, or online searches.

Look at the screen shot for this very search, “cosmetic dentists atlanta.” As you can see, several practices are listed, their locations are shown on a map, and their phone numbers are right there. There are plenty of things you can do as a business owner to get local people to find your website and your actual business. For one thing, you can ask for back links to your business from other prominent sites.

For an example in keeping with the cosmetic dentists in Atlanta theme, suppose you, the cosmetic dentist, were to type in “cosmetic surgery atlanta.” You’d get a page like this second screen shot. Suddenly you see, in this case, seven local cosmetic surgery practices from whom you could possibly solicit back links and offer your own back link to their site. Back links aren’t everything, but they are important in the world of search engine results.

Tips For Optimizing Your Site For Local Results

List your business and website in as many free online directories as possible. There is evidence that Google may use your business’s phone number to boost your local ranking, so any time you write a description of your business on a third party site, include the phone number. Also, make sure that all your business listings are as complete and consistent as possible.

If you can include images, coupons, or even a video along with the basic name, address, phone number, and business hours information, so much the better. Use good keywords in your directory listings too. For example, in this instance, good keywords might include “veneers, laser whitening, dental makeover” while the keyword “teeth” would be too broad and vague to help you much.

And there’s nothing wrong with looking at those local businesses that rank at the top and looking at what they’re doing in their local listings. They may be doing something you hadn’t thought of, like offering a coupon on their website. Another important factor in optimizing your site and listings for Google Local is customer reviews. Put a link from your site’s home page to a directory listing and encourage customers to review your business. The more reviews you get, the better.

In your website itself, include your business name in the title tags, description, and content. Make sure that your site contains the  address and phone number on every page as well as city and state in content, titles, headers, and descriptions.

Claim and verify your business in the Google Local Business Center, and ensure that the information is correct in data providers like YellowPages, Localize, Acxiom, and InfoUSA. These data providers supply many online business directories. If your business has recently moved or changed its phone number, make sure inconsistencies in all listings are fixed. You want all your listings to contain the correct and up-to-date information about your business.

Be sure to claim and verify your listing in directories. You would be surprised how many businesses don’t do this. Gain the upper hand by getting there first. Proper categorization of your business in Google Maps can make an enormous difference to the success of your local business listing. Make the mandatory category describe accurately what your business does. Reserve a few of the fields for custom categories that might be unique to your business. Keep your categories from overlapping to get the most mileage from them, and keep categorizing consistent in directory listings and anywhere else on the web such information is found.

With Google Maps, the description field should state what it is that sets your business apart and makes it the one people should trust. You only have 200 characters in which to do this, so you have to be brief: do you have a patent on a technique you use? is your business the oldest of its kind in town? Capitalize on what sets you apart.

You are allowed to add 10 images and 5 videos to your listing, and you should take advantage of this. Pictures that work well for your listing are your business logo, brands you carry, pictures of your business, and logos or badges of associations you belong to, like the local chamber of commerce or the Better Business Bureau. You can even include videos of your commercials or interviews you may have done on local television!

Put your business’s name out there on as many internet yellow page (IYP) sites, niche directories, local business directories and other trusted sites as possible. Mentions of your business information on several places on the web will help optimize your Google Local listing. If you haven’t taken these steps toward optimizing your Google Local listing, take the time to do so. Chances are you’ll see a real improvement in both web and real-world traffic to your business.

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