Archive for the ‘Online Marketing’ Category

March30

Guest Lecture: UTSA Undergraduate Advertising

By: Ashleigh

I am always thrilled when I have the opportunity to speak to people about what I do, and how the Internet plays a critical role in the services I offer my clients.

Today I will be speaking to Dr. Utecht’s Advertising students at the University of Texas at San Antonio. The lecture will be a 30,000 foot view of online marketing and advertising. While I won’t be able to delve into the nitty-gritty, I will provide a lot of information that is unfamiliar territory for most students. With the rate at which online marketing opportunities evolve, it’s nearly impossible for academia to stay up to date with the latest tools and technologies.

While the online environment is exciting and cutting-edge, marketing does have important fundamentals and advertisers should by no means drop everything they are doing in favor of the “next big online trend.” Different mediums work for different clients, and your budget will dictate what you can and cannot do.

There are numerous online resources that provide much more detail than time will afford me today. I’ve included various online marketing resources as well as my lecture slides.

Online Sales Promotion Lecture Slides (PDF)

Snapshot of my RSS Reader
Search Engine Land
Search Engine Watch
Social Media Today
PR Squared
Web Marketing Today
HubSpot’s Inbound Internet Marketing Blog
Understanding Google Maps & Local Search

Students: Additional questions or comments about today’s lecture are more than welcome. I anticipate time to run short, so if I was unable to get to you, don’t hesitate to post a comment. Your feedback helps me to tailor my future lectures.

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December7

Google Introduces Real-Time Search

By: Ashleigh

The Internet seems to always be buzzing about something Google has launched or modified. This week, however, is a very interesting step for the way in which search engines index information. According to Google fellow Amit Singhal, updates every minute are not enough – Google must begin indexing every second to keep up with the pace at which new data is published on the Internet.

Over the course of this week, you will begin to slowly see new feeds – both news and Twitter results – filtering into your search results. The example given was a search for “Obama.” Within your typical static search results is a scrolling bar which features the latest, real time news about the subject of interest.

Google already has a partnership with Twitter to include indexed Tweets from users, and is expected to develop similar agreements for Facebook and MySpace.

So what does this mean for the savvy Internet user, or the occasional user? Ultimately, it means to most timely information at the tip of your fingertips. Google’s goal is to always offer the most comprehensive, relevant and timely data possible. This “latest results” section will include more than just microblogging and social media updates; it will also include new websites as they are created real time – offering an opportunity for broader exposure and rapid indexing for websites across the board.

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July20

Local Visibility is Key in the Online Market

By: Ashleigh

The days when a yellow pages listing was adequate to market your business are gone. Today, potential customers search for services via the Internet, allowing them to choose the best value among hundreds of similar business. In order to capture engaged audiences, local Internet marketing techniques are essential to the visibility of your company. Leading tactics such as directory listing maintenance, geo-local optimization and backlinks with keyword-rich anchored text all work to enhance your visibility and brand recognition.

So how does one start with establishing an online presence in an era when every competitor is fighting for top rankings?

Online directories set the standard
In the past, customers referenced yellow pages for local services. Today’s yellow pages are primarily online which enables businesses to advertise more efficiently while reaching a wide demographic of customers. The most visible companies maintain dozens of accurate directory listings, providing potential customers the ability to find information within seconds.  Many of these directories also give customers the opportunity to submit testimonials, a very effective means of establishing a reputation for quality and value. Closely monitoring and managing these accounts is critical.

The power of keywords in a geographically-defined page
Google and other search engines pull pages that achieve the highest relevancy for keywords.  Geo-local pages optimized for specific locations are critical to achieving a high rank on Google. Once these local pages are developed with specific keywords and services, you are on your way to driving more traffic to your site, and increasing the potential for customer conversions.

Maintaining visibility as competition grows
While local marketing may seem relatively straightforward, the complexity arises as competitors enter the marketplace and employ local Internet marketing tactics. A website with fresh content, keyword-rich backlinks, search popularity and social media interest all play a role in your page ranking. Managing and maintaining the campaign is vital to ensure your visibility does not decrease as the Internet evolves and search engines continue to adapt SEO best practices.

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