Search Engine Optimization Killer Tips

The 3/33 virus will destroy the marketing we have done in the past and it will make it very difficult to successfully market - at least to some prospects - in the future. And for the most part the 3/33 virus is a do-it-to-yourself process.

The 3/33 virus is word of mouth marketing on steroids - in reverse. Here's how it works.

When you fulfill a promise, deliver excellent service, come in under budget, and save your customer more money than you said you would - they might tell 3 people. And that usually is because you asked them for referrals.

But if you screw up, don't do what you said you would do, or fail to deliver in any way - in your customer's mind - they will tell at least 33 people. This can be disaster.

You know I am speaking the truth. Remember the last time you got poor service in a restaurant and how many people you went out of your way to tell about it?

Here are three ways to guarantee that all the marketing you've done will backfire on you.

Don't Do What You Said You'd Do

In 2006 I met the author of a marketing book at the Search Engine Strategies event in New York City. I had been receiving his email newsletter and had heard a few things about the book. A table where he could autograph books had been set up for him at the Search Engine Strategies meeting. When there was no one around I approached him and found him to be a very insightful person, someone whose book would probably be of value to our readers.

He offered to send me a review copy and I thanked him. After the event I emailed him a note with my mailing address. I never received the book. I received several emails to the address I had given him, but they were solicitations sent to everyone he'd come across at the search engine event.

I don't know if he never intended to follow up with his promise, or if he turned it over to someone else, or what. The bottom line is that I will never have anything positive to say about him, his organization, or his book. That can't be what this marketer had in mind when he went to the time, trouble, and energy to come to New York.

Disappear With Your Customer's Money

The Internet makes it possible to hire people you will never see to do something you can not do and really have no way of knowing it will work until it's too late, and pay them via your PayPal account before they've even begun to do the work.

I have done this several times without incident. Recently however I hired someone, on the strength of another person's recommendation, who kept my money and disappeared. He had promised to do the work within 48 hours of receiving my payment. But instead I heard nothing from him for six weeks, at which point he contacted me to see if there was some way to make up for his failure to follow through.

I was astounded, but since I'd already paid him I asked him to do something that was worth less than half of what he'd already been paid. Hey, we all deserve a second chance. What happened? Nothing, I never heard from him again.

It's hard to say if I would have ever needed his services in the future anyway - so it was just a tedious time consuming event for me, getting someone else to do the job and so forth. But what did it do to the relationship I had had with the person who recommended him?

This was someone I trusted. Now I have to think twice about anything he has to sell me. And I am not going to tell my friends to do business with him in the future. Why would I take the chance he will recommend something or someone whose lack of performance comes back to bite me?

Embarrass Your Boss

Everybody's got to serve somebody was a line in one of Bob Dylan's songs. So no matter who you are or the position you have in your outfit - you do have a boss, maybe many of them.

Prior to events where I am registered as part of the media horde, I receive a stream of emails from companies that are making presentations or have exhibits there. A week before the 2007 Search Engine Strategies meeting in New York I received an interview request from the PR firm representing an organization I wanted to learn more about.

Actually I received three emails from them, each with open time slots, so I could chose one of the remaining times for the interview.

This is the way it's always done. By the time I get to the site I have several one on one interviews set up with people whose message, I think, will be of value to our readers. So I emailed my choice of day and time, from one of the remaining time slots.

In this case however, the PR person never go back to me. How was that possible, that was his job?

I was curious about the lack of follow up, from a PR person no less, so I printed out the email I'd sent and took it along with me to the meeting.

On the second day of the search engine conference I scoured the exhibit halls and eventually found the person I had wanted to interview. I still wanted to talk with him if we could work out the time.

You can imagine his response to my story and the copy of my email when I presented it to him.

You can also guess the fate of the PR firm who had mishandled their account. It seems I was not the only person affected by this - one of whom was an industry leader the boss really wanted to meet.

So, who's your boss? Whose opinions are important to you? Who do you serve? Are you doing everything you can and more to make sure you aren't disappointing or embarrassing them?

How can you be sure to avoid the three worst marketing mistakes? Only make promises you can keep, and keep the ones you make. It's as simple as that.

About the Author: If you want to leverage what you are already doing right visit the 21st Century Peer Groups for Wayne Messick's report based on his experience as a business consultant who offers a wealth of free information at http://www.iBizResources.com.

Startup Companies often have big dreams and a small budget. Using pay per click (PPC) advertising like Google AdWords, Yahoo! Search Marketing, and MSN adCenter alone to draw traffic may not be financially feasible.

A successful startup should opt for a more balanced, frugal approach to getting traffic to their landing pages; one which incorporates generic search result traffic. Using a blend of limited PPC advertising and content optimization can yield the best return on an SEO investment.

Strategy One for Startup Companies: Split Tests & Pay Per Click

Whenever you conduct a pay per click campaign you should always run split tests to see which ads are most effective. An A - B split test is the most simple, and practical method. Simply create two ads for the same keywords and run both ads in conjunction. Which ever ad has a higher score, try and determine why. Discontinue the less successful ad and create another ad and accentuate the features of the better selling ad. Iterate this split testing process to come up with the best ads.

Often, simply looking at the top ads is a great way to get started--learn what you can from the best!

Another short note when conducting a pay per click management campaign; often it is wise to only bid on ads on the Google or Yahoo! search results, and not their content networks. Google's content network ads are not as visible and will hurt your ad's quality score due to the lower click thru rate the ads will have on the content networks.

Strategy Two for Startup Companies: Keyword Optimization

Purchasing a software program like AdWords Analyzer or getting a membership at WordTracker.com is essential to effective search engine optimization. The goal with using these programs is to find relevant search phrases that are are searched heavily but without much competition. Once these search phrases are detected, you can start optimizing your page's content for these keywords.

Links have always been the staple of search engine page rank algorithms. Google currently uses link text to determine page relevancy; that is, the words the anchor tags are placed around that link to your site help Google determine what keywords are relevant in relation to your site's content. If I linked to your site with the link text "Polish Sausage" Google will think have a clue that your site is relevant to sausage sales.

The question then becomes, "How do I get the right links pointing to my site with the right keywords in the linked text?" That might be difficult if you didn't do it yourself; thus you must do it yourself.

You'll want to find sites with a high page rank to post your links on; message boards will not do. Decent Search Engine Marketing will require you to sign up for sites like Associated Content, Squidoo, and eZine Articles. Create your own content and have link text that is keyword specific to the various pages you are linking to. Watch, you rankings will improve and you'll make money posting content to some of these sites as well.

In conclusion, incorporating a blend of pay per click and organic search engine optimization will dramatically improve your page rank and your landing page scores. Google, and the rest of the engines are getting smarter; keyword optimization is just the tip of the iceberg! If your money low, time high, this balanced attack strategy can be an incredibly effective course of action with a great return on your investment.

About the Author: Dave Davis is the managing director of RedFly Marketing - Pay Per Click Management & runs an SEO Blog.