Tag Archives: seo

How does Business and Enterprise SEO differ from Political SEO

You would think that SEO is SEO. To an extent you are right. Political SEO should not be any different that SEO for your business. The problem is it is not.

Only in very limited cases is reaction time done in minutes, or hours for Business SEO. You see market forces, you develop products or services to match those market forces, and then you work to rank for those new terms of the products and services that you offer to get a return on your investment. That’s business SEO.

For Political SEO there’s a hard time frame, a solid date. There really are no long term clients for SEO in Politics because campaigns are over after the election. That date is literally election day, but that’s not the worst part.

In Political SEO candidates turn nasty, they make “partial truths” or outright lies about your campaign and you individually. From the second these people make that speech on TV, people start searching for that term, and they do search within minutes of hearing it. Right from their phone, right in the audience and right from their recliner at home. Did you really vote to allow fracking next door to the city water supply? Did you really vote to allow to have high power lines run over my kids middle school playground? Did you really vote to raise my taxes 28 times in the past year?

Political SEO is more about having the right information at the right time, ranking well in Google.

Politicians and their team need to be able to respond within minutes, and rank within minutes from the moment the opposition voices a lie. So when the voters search for that term they find the truth rather than the opponents statement portrayed as fact.

So when your voters are Googling your name with the word “Fracking” 15 minutes after they heard it on TV, Youtube or Facebook, Reddit or the Drudge Report that you allowed a Fracking operation next door to the water supply it doesn’t show only the statement that the opposition made, it shows your response that the Fracking operation is 45 minutes away in another county.

Technically you could also use your newfound SEO ability to not just retort, but also launch campaigns as well. If your candidate was doing something he was trying to hide, in this case you could launch a campaign with the truth and make sure that message was heard by voters well before he could respond.

Political SEO is a powerful tool, and over the past few years Google has been able to index and rank well content within minutes. If correctly SEO’ed with the right team this allows you to use this platform to achieve one of the most powerful ways to communicate with your voters.

Yooter InterActive is a leading political SEO team with extensive experience with politicians, Fortune 500 firms and works well with leading advertising agencies.

Political SEO – the demand is there

When elections become heated, ranking or not ranking for a term might be enough to sway a vote. For tight races this means winning or losing an election. Political SEO is now one of the cornerstones of a valid political campaign. It’s as important as TV ads, Print, Signs and other types of advertising.

It’s suggested that a political operative in charge of marketing allocates at least 10-20% of the budget towards SEO, SEM and other online marketing tools. The problem is until recently SEO was never targeted specifically. Advertising agencies that are contracted to do the SEM and Social Media tried to do SEO but that all changed in 2008 and 2012 when organic SEO became one of the biggest income makers.

People would be searching for Obama, Ron Paul or others.. reading news and donating. This has been happening for years but not to the extent shown in the 2 most recent elections.

If you are running for office, you should be considering an SEO with extensive experience.

SEO for Politicians and people running for office

The last thing a politician needs is to rank poorly, or worse, rank well for terms they don’t want to rank for.

We have done extensive work for some of the biggest names in Politics. Typically it’s through their advertising agency that subcontracts the Political SEO to Yooter.

Though we do accept accounts directly though the respective campaign.

Every 4 years this becomes a bigger and bigger issue.

Win or Lose, the campaigns only really run until the election. These are not long term “business building” accounts. These individuals need help, and need it now during the election season. Long term doesn’t cut it during an election. This is why in many cases politicians have hired us though their advertising agency who subcontracted it to us and didn’t realize we were the ones doing their SEO.

We have been “blamed” in some circles for influencing some tight campaigns in favor of our client. We have worked with many of the current elected officials.

Yooter InterActive is opening the doors to Federal, State and even local political campaigns to have their SEO professional managed. We have helped elect people to Washington and state capitals for decades.

Search Optimization – How to measure ROI

Often companies try to measure ROI for SEO for good reason. Because it’s often stated that the ROI on SEO is potentially higher than any forms of marketing online and offline.

But proving it is sometimes difficult without proper tracking. For PPC / SEM it’s easier (not easy, just easier), just measure what you spent vs what you get back. However for SEO it’s not exactly that simple. Things like “branded keywords” might be partially attributed to the overall marketing effort (some argue however that “branded keywords” are also due to the hard work of the SEO effort.

I’ll outline in short form what is the best way to reasonably keep track of SEO and the ROI associated with it.

Consider the nature of SEO. If someone clicks on your Google listing, it does not raise the price of your marketing effort one penny unlike PPC that you get billed per click. This is why SEO has often been labeled the most efficient marketing method possible. There is no direct additional costs for each additional visitor (bandwidth and servers not factored in, since that would be a factor in any marketing method). This means that any additional content that you post, ranks well and attracts potential customers is effectively free after the initial effort of making that content. So measure the “cost” of making that content, and measure how many conversions it creates over a period of time. This period of time should be measured in months or more. It is common for us to get clients from a post that we made 4 years ago. So these content pages though might degrade over time, by no means go away. Then you can measure how many people visited your site from that specific content page, and then came back to your site over the course of the next X months and converted.

Another line of thought is how much did that SEO effort cost you? Well that post did cost you something, you had to have someone (or yourself) sit down and write up that content, or photo, or video. Time is money. But that hour or two of effort can pay off the next day, the next month or even the next year. In essance you have to measure how much effort in a dollar figure that content cost you vs what it returned over the course of a year. Many clients see an ROI on some content they created to be something on the order of over $4,000 dollars returned for every $1 spent on SEO. We had a client that created a content page regarding the launch of a new mobile product. The article simply had the specifications of the device listed, battery life, and a few other items. This content was already published but not together or in a logical format. We advised them to create that page. Their conversion rate was literally over $4,000 return for every $1 dollar invested creating that page when measured over the course of the year. Creating that content page took several people about 6 hours (photos, people to take images, and a short video). They made a fortune from it. What happened was simple, the page ranked well. Was picked up by the technology section of Reddit and became a ROI machine. The point of this is that you can’t measure the success of content in days, it is something measured in months or longer.

The content rule, takes a short time to create content yet pays off continuously over an internet lifetime.

SEO RFP Questions and Template

Often larger firms want to float an RFP out to select vendors for the SEO of their firm. This isn’t as easy as it sounds. Mostly because each SEO firm has their own strengths and weaknesses.

We felt that it would be helpful to put out a template, along with some of the proper questions to ask for the RFP ( request for proposal ) so that it makes sense to both the SEO firm and the company that is requesting it.

Template Questions or variations of questions:

Q: How long have you been in business?
A: Typically 10 years would be a good starting point, anything less than that and you are looking at a risk.

Q: What clients do you have or had in XXXX industry?
A: Look for clients that have some experience with competitors or related firms.

Q: Do you have experience with companies of XXXX size?
A: Look for firms that have experience working with a firm your size.

Q: Have you worked with fortune 500 firms?
A: Fortune 500 firms typically outsource whatever costs too much to build internally, Considering they have massive resources if the SEO firm had/has fortune 500 firms as clients, it typically means that they have a skillset that a large firm cannot match internally despite their large resources. This is generally viewed as a good thing.

Q: Do you guarantee results? (if the answer is yes, don’t go forward, these people lie).
A: Unless they own Google, a firm cannot promise that a third party can deliver results.

Q: What is the typical time from start of work to start seeing results.
A: From a person that has 20+ years of experience, 6 months is a good starting number.

Q: Do your SEO firm offer month to month contracts?
A: Any SEO firm worth its salt can offer month to month contracts. Tying a client into a long term agreement only means that the SEO firm is unsure of their capabilities. Insist on a month to month contract. Make that SEO firm earn it’s pay each month. We at Yooter InterActive only offer month to month contracts, and we have had clients since 2004 on a month to month contract.

Q: What are your rates?
A: Companies only charge what they believe they are worth. If a company is charging less than $100/hour it means that the labor is unskilled. This should raise red flags galore if they are offering to optimize your website for pennies. There is no such thing as a “discount rate” when you are paying for skilled labor.

Former SEO Company destroyed client site – How do I clean it up?

Well it happens, many times we get calls from potential clients saying that their former SEO company destroyed their website.

This is a quick checklist in order to take control of the situation.

1 – first thing is first, make sure that your client fully understands the situation they are in. That you will try your best to fix the problem but at first sign up you are not 100% sure what type of damage they did. Make sure expectations are reasonable to both parties. Make sure you give yourself a timeframe measured in months. If your client thinks you’ll fix the problem in a week they will be highly upset. Many times if the problem was a manual action, Google won’t even reply to the re-include request in a week. Much less give you time to fix the problem to even be reconsidered to be back in the index.

2 – get admin access to a verified webmaster tools account in Google. Typically there are messages and reports there that help you figure out exactly what happened. It’s better than hearsay because you are getting these reports directly from Google. Check to see if the site was penalized, see if there were any manual actions, check to see if they pointed a billion garbage links to your client. Read though the reports and see if it was something more understandable, like a slowdown of the sites response time. You have to fully read and comprehend all parts of webmaster tools. I cannot stress this enough. Don’t bother going to step 3 until you completed step 2.

3 – Now that you completed step two, take a look at the backlink profile, the content of the site, if it’s mobile friendly or not, and all the normal suspects. Use the disavow tool if needed, make the site responsive if needed. Do whatever you feel is necessary to complete the task. Make sure the sitemaps are up to par. Submit an RSS feed as a sitemap as well. Typically this works wonders for content heavy sites.

4 – Put in a re-include request via webmaster tools if a manual action was taken.

5 – Continue to clean up the site, keep an eye on webmaster tools over the next few weeks.

6 – Keep in contact with your client, don’t let them believe your doing nothing, but in reality you might be waiting for Google. This can take time.

7 – enjoy the fruits of your labor when the client site starts to rank again or at least start showing up in the search engine for some terms. Remember when coming back from a penalty it takes time. You just don’t rank automatically for every term you did prior to the ban. You are out of jail, but you lost your job. It takes time to re-establish your clients site.

Sometimes it’s not the SEO

Sometimes it’s not the SEO. Sometimes it’s the business model. Several times over the past 20 years I had to turn down a client. They wanted to sign, I just didn’t want them to.

A few years ago a potential client approached me with a new venture his company was going to launch. The parent company is a large firm with over 10,000 employees, but this startup division was what we were to optimize and advertise.

The problem is the business model was poor to say the least. They wanted to charge a substantial fee for something that was already opensource and widely adopted in the market. It was a new blogging platform designed to compete against WordPress. The blogging platform however wasn’t substantially better than WordPress, it was closed source and to make matters worse there was no “self hosted option” meaning that they wanted large firms to point to their url for their blog. Similar to Blogger.Com but without many of the features.

Their logic was “We are part of XXX, one of the biggest tech companies out there, others will sign up just for brand recognition”. After many attempts at convincing them that the product wasn’t ready, no amount of SEO will help them with a broken or incomplete product. I decided to decline their account (though they worked hard to get me to reconsider).

The problem is many startups or even established firms don’t fully understand that brand recognition doesn’t really cut it in today’s world in many online industries.

The point I am trying to make is make sure the business model works, though I can point out instances where advertising saved a shoddy product, that is the exception rather than the rule.

SEO can promote your product, but SEO can’t really improve your product. Same goes for advertising.

How weather affects your SEO strategy

Many people don’t think about this,  but all seasons are not the same.   Historically over the past 20 years,  overall internet traffic tends to dip during the warm summer months,  and then tends to increase over the colder months.  Though this trend has seen a decrease over the past few years (blame your kids Xbox and Youtube Videos)  the fact is that this still happens today.

Though we are at the very tail end of the summer,  much of this still applies for the next month or two.

Some industries see an increase during the summer,  such as landscaping firms,  firms that sell pool equipment and firms that sell sporting equipment.

The physical reason is simple,  people still tend to go outside (your kids Xbox and youtube videos aside) during the summer.   This typically means slightly more mobile traffic ,  less desktop traffic,  and overall more sporadic peaks and lows for internet  traffic.    Then the dreaded vacation where decision makers are relaxing on the beach and not searching for the products you sell.

Winter tends to be more structured,  kids are in school meaning that they are not online during the middle of the school day (for the most part).   Vacations are taken with far less frequency and individuals are again searching for the products you offer.

This makes it awkward for searching traffic, planning and overall business decisions during the summer.

What many experienced SEO’s do during the summer is spend more time doing things that they typically would not do during the peak season.    Such as moving sections of a website, requiring a 301 redirect,  items like that tend to force the website to take a hit for short period of time.     One would never attempt this during peak season, but on a slower time it makes sense.

The overall SEO strategy that many adopt during this time (Late September) is to finalize any summer modifications that they were working on and go live with them.  This allows for enough time to get everything working and ranking before the peak holiday season.

When Winter sets in,  one typically spends more time monitoring and tweeking rather than making large changes to an existing website.

Interesting times.

Paypal and the custom URL

  Since we at Yooter Interactive utilize PayPal,  we secured the custom URL http://paypal.me/adagency

So our PayPal address is now a custom url

You can secure one for your business at http://www.paypal.me

It’s a great service from PayPal and I suggest that all businesses that use PayPal use this feature.