Top SEM and SEO Tips    

Make Wordpress Mobile Friendly

July 15, 2008 – 3:01 pm

Following on my theme for this week, here are the steps to make Wordpress mobile friendly. This assumes you are using a separate URL for your mobile friendly wordpress (such as sitename.mobi):

1 - Buy your domain and park it on your current Wordpress site, so sitename.com and sitename.mobi are generating the same content

2 - Add (or modify) the file /wp-content/themes/yourtheme/functions.php and add the following lines:

<?php
remove_action(’template_redirect’, ‘redirect_canonical’);

function elixir_urlrewrite( $url ) {
 if ( strpos( $url, get_bloginfo(”url”,”raw”) ) === false )
  return $url ;
  
 $urlparts = parse_url($url) ;
 $url = str_replace( $urlparts[scheme] . “://” . $urlparts[host] , “” , $url ) ;
 if ( strlen( $url ) == 0 )
  $url = “/” ;
 return $url ;
}

add_action(’day_link’, ‘elixir_urlrewrite’);
add_action(’feed_link’, ‘elixir_urlrewrite’);
add_action(’month_link’, ‘elixir_urlrewrite’);
add_action(’page_link’, ‘elixir_urlrewrite’);
add_action(’post_link’, ‘elixir_urlrewrite’);
add_action(’the_permalink’, ‘elixir_urlrewrite’);
add_action(’year_link’, ‘elixir_urlrewrite’);
add_action(’category_link’, ‘elixir_urlrewrite’);
add_action(’bloginfo_url’, ‘elixir_urlrewrite’);
?>

This will cause your wordpress installation to rewrite all links to remove sitename.com from them - this stops a mobile visitor always being redirected to the .com site

3 - Modify your .htaccess file and add the following lines (replacing sitename with your site name as applicable):

Options All -Indexes

<IfModule mod_rewrite.c>
RewriteEngine On
RewriteBase /
RewriteCond %{HTTP_HOST} ^sitename\.com$
RewriteRule ^(.*)$ http://www.sitename.com/$1 [R=301,L]
RewriteCond %{HTTP_HOST} ^sitename\.mobi$
RewriteRule ^(.*)$ http://www.sitename.mobi/$1 [R=301,L]
</IfModule>

This replaces the built in ‘redirect_canonical’ so that it handles .com and .mobi correctly.

4 - modify your template so that it changes the doctype for a mobile device. Modify your header.php fie and replace the current ‘doctype’ line as follows:

<?php
function checkmobile(){
 // Always mobile enabled on .mobi
 if ( strpos( strtolower( $_SERVER['HTTP_HOST'] ) , “.mobi” ) !== false )
  return true ;
  
  
 if(isset($_SERVER["HTTP_X_WAP_PROFILE"])) return true;
 
 if(preg_match(”/wap\.|\.wap/i”,$_SERVER["HTTP_ACCEPT"])) return true;
 
 if(isset($_SERVER["HTTP_USER_AGENT"])){
 
 $uamatches = array(”midp”, “j2me”, “avantg”, “docomo”, “novarra”, “palmos”, “palmsource”, “240×320″, “opwv”, “chtml”, “pda”, “windows\ ce”, “mmp\/”, “blackberry”, “mib\/”, “symbian”, “wireless”, “nokia”, “hand”, “mobi”, “phone”, “cdm”, “up\.b”, “audio”, “SIE\-”, “SEC\-”, “samsung”, “HTC”, “mot\-”, “mitsu”, “sagem”, “sony”, “alcatel”, “lg”, “eric”, “vx”, “NEC”, “philips”, “mmm”, “xx”, “panasonic”, “sharp”, “wap”, “sch”, “rover”, “pocket”, “benq”, “java”, “pt”, “pg”, “vox”, “amoi”, “bird”, “compal”, “kg”, “voda”, “sany”, “kdd”, “dbt”, “sendo”, “sgh”, “gradi”, “jb”, “\d\d\di”, “moto”);
 
 foreach($uamatches as $uastring){
  if(preg_match(”/”.$uastring.”/i”,$_SERVER["HTTP_USER_AGENT"])) return true;
 }
 
 }
 return false;
}  

if ( checkmobile() == true &&
 strcmp( strtolower( $_SERVER['HTTP_HOST'] ) , “www.sitename.mobi” ) != 0 &&
 strcmp( strtolower( $_SERVER['REQUEST_METHOD'] ) , “get” ) == 0 &&
 $_SERVER['SERVER_PORT'] == 80 )
{
 header(”HTTP/1.1 301 Moved Permanently”);
 header(”Location: http://www.sitename.mobi” . $_SERVER['REQUEST_URI']);
 exit();
}
if ( checkmobile() == true )
{ ?>
<!DOCTYPE html PUBLIC “-//WAPFORUM//DTD XHTML Mobile 1.0//EN” “http://www.openmobilealliance.org/tech/DTD/xhtml-mobile10.dtd“>
<?php
}
else
{ ?>
<!DOCTYPE html PUBLIC “-//W3C//DTD XHTML 1.0 Transitional//EN” “http://www.w3.org/TR/xhtml1/DTD/xhtml1-transitional.dtd“>
<?php
}
?>

 

5 - view with a mobile device. This is when you will need to change your CSS and page layout to take into account the limitations of the mobile environment. THis was covered in previous posts:

Making Your Site Mobile Friendly - CSS

 To see this in action visit http://www.fionndownhill.mobi/ 


New iPhone 3G is now in stores in 22 countries

July 11, 2008 – 11:21 am

According to the BBC http://news.bbc.co.uk/2/hi/technology/7501321.stm . I don’t own an iPhone but I’ve played with one and they are really cool. I ended up buying a T-mobile Shadow which I like except the keyboard is a multi-tap one rather than a full qwerty and it gets annoying correcting the auto-spell checker (’do’ always ends up ‘dp’)

For those who own an iPhone and want to connect their iPhone to Exchange 4SmartPhone have launched 4iPhone.com - a service to enable just that - check it out at http://4iphone.com/

Disclosure - owners of 4SmartPhone are personal friends.


How to Get More Traffic to Your Site

July 9, 2008 – 1:29 pm

This post is not about ‘how to get more traffic to your site’ its about how to get the right traffic to your site. Once a site is properly optimized some people will see reduced traffic to their site and that’s a good thing overall. The problem with targeting ‘more traffic’ as a goal can be the traffic is the wrong kind of traffic. If you sell widgets and get ranked #1 for ‘viagra’ then the traffic you get will land on your site, see it’s not what they want, and quickly move on - you’ve had a bounce (single page visit) which has eaten your bandwidth and produced no results.

So how do you get the right kind of traffic. First of you need to know what search phrases (keywords) to target. Generally we recommend Wordtracker (free trial), or Google Adwords Keyword Tool. Using these tools you can find terms that are likely to drive targeted traffic.

A good way to test the keywords you find is to set up a PPC campaign around these keywords and see what the traffic does once it lands on your site. If it bounces you’ve got the wrong traffic, if it stays or even converts you’ve got a winner. The budget outlay for this can be small - less than $100 should do it in most cases.

So now you have your search phrase list - around 10 for a non-ecommerce site should suffice, and for an ecommerce site you’ll want at least one search phrase per category and one per product which can run into thousands.

So with these 10 words you decide which are your top priority, either their higher traffic, or lower traffic but convert well. Then run the command ’site:mysite.com searchphrase’ on one of the engines and let the engines tell you which page is most relevant for the keyword. If the page that shows at #1 is in your opinion the best page that’s ok, if it isn’t you need to find the best page and then optimize it.

So optimization. Keyword density checks are old hat. Put your keyword once in the meta title, once in the meta description, once in the meta keywords. Make the headline (h1 tag) include your phrase, then try to insert your phrase about 6 times on the page. You can use Firefox to highlight your search term on your page using the command ‘Ctrl-F’, a search box appears in the lower right, type in your phrase, and click ‘highlight all’

Linking is then key and I’ll hit on that another time.


Making Your Site Mobile Friendly - CSS

July 8, 2008 – 7:34 pm

CSS is vitally important in making your site mobile ready. I ended up making 3 CSS media sections in one CSS file:

  • @media screen - contains all the CSS positioning informaiton, font sizes needed for the screen, etc.
  • @media handheld - the CSS for handhelds. This removed a lot of unneeded parts of the screen (footer text), and doesn’t include positioning information.
  • @media print - CSS for when the page is printed. This changes the font size for printing, labels links for printing, turns off unnecessary navigation (left hand menus, footer, etc) and anything else to make your site look good when printed.

All CSS for these sections should be contained within curly brackets {}

@media print{
 *{
 	font-size: 12pt;
 	font-family:Georgia, "Times New Roman", Times, serif;
 }
 a{
 	color: #520;
 	background: transparent;
 	font-weight: bold;
 	text-decoration: underline;
 }
}

All of these sections can be in their own CSS files and included using the include syntax:

<style>
 @import url("print.css") print;
</style>

or

<LINK rel="stylesheet" type="text/css" media="print" href="print.css">

The Importance of Online Branding

July 3, 2008 – 6:12 pm

When was the last time you bought a can of cola online? A television? Signed up for legal representation? While internet marketing is a great way to drive traffic to your website to generate sales or leads, there are still many people who either won’t or can’t purchase online. However, many of these people will do research online before going a bricks and mortar store to make their purchase or before picking up the phone to make an appointment. That is one reason why more and more businesses are actively using the internet to get their brand in front of a growing number of targeted eyeballs.

Branding helps because:

  • It is your identity
  • It communicates your message to others
  • It builds reputation and trust
  • It separates you from your competitors

Your online brand should be aimed at your target audience and be consistent with your offline brand profile.

Keep in mind that your brand is more than just your website. Consider all the other online avenues that your company and others use to publish information about your brand. Information within your control such as press releases, company blogs, articles, etc., can all find their way into search engine results. Information out of your control such as product reviews and customer opinions can also find their way into the results. Because there are external factors involved, many organizations are now monitoring what people are saying online about their brands.

A growing group of brand advocates – individuals who are inspired spokespersons on behalf of a brand, are rapidly gaining the attention and consideration of many businesses. Businesses are learning to nurture these advocates by feeding them the latest news, providing advance knowledge of updates, and most of all, listening to their opinions and ideas regarding products, services, advertising, and other aspects of the company-client relationship. These brand advocates can make or break the success of online brands.

The development of advocacy creates increased opportunities for the branding message to be passed on virally or by word-of-mouth. Web 2.0 or social networking sites play a pivotal role in the rapid spread of consumer related information about brands. These types of sites were developed so that individuals could communicate with others who shared similar tastes or outlooks.

Branding can no longer be thought of as something that can immediately be transferred from offline to online. Online branding in the Web 2.0 age requires a change of focus away from the company’s branding message towards the message formulated by the consumers of the brand. The strongest online brands are built on a foundation of brand advocacy coupled with a solid, consistent branding message from the parent company.


Tags:

Making Your Site Mobile Friendly

July 3, 2008 – 4:31 pm

Setting up CSS for mobile phones is easy enough but what about modifying your site to handle these users. Considering the total people using a mobile phone to surf in a business environment is minimal so you want to minimize the additional webmaster time spent supporting this implementation.

I found this script at http://www.brainhandles.com/2007/10/15/detecting-mobile-browsers/ that detects mobile phones. It’s very simple to implement. I call this script and use it to decide what parts of a page to send to the visitor. For example the top nav on our main site is graphics, by checking the visitor is mobile I output an unordered list of navigation links.


Why Do You Need SEO?

June 17, 2008 – 4:36 pm

Web designers are expert at design. With that in mind most designers are not marketers and are unaware of the implications of online marketing. If you do not optimize your site it’s like designing a beautiful brochure and putting it in a drawer where no one can see it. Optimization opens your site up to search engine spiders and the people searching for your products and services.

Higher Rankings |Increased Traffic | More Sales

Internet marketing and search engine optimization are concerned with higher search engine rankings and increased traffic to your web site. If the traffic is targeted to your products and services it can increase your sales and business dramatically.

What is Special About Highly Ranked Sites?

Search engines such as Google use various criteria to determine which sites will rank highest for particular search terms. These include; the age of the domain, the meta tags, the site content and the links pointing to the site from other related sites. Therefore the highest ranking sites will be given to those that have been around for a while, have relevant meta tags and content relating to the search terms, and have links from other ranked sites with similar content. High ranking sites are deemed ‘authority’ sites.

To develop an authority site takes time. Google looks for lots of quality content on your site that is relevant to the topic of the site. To build great content you should analyze what search terms (keywords) people are using to find your site. Your money keywords are those that visitors who convert into customers use to find your site. Your meta tags and content should be written around those keywords. Update your content regularly. Also links pointing to your site should use these keywords (contextual links). All this tells the search engine spider what your site is about and how important is in regards to all the other sites relating to the keyword.

Therefore if you have a relatively new site (under 2 years old) with your company name as the meta tags, with poorly written content, and with no links pointing to your site it has little chance of being listed in the search engine results or viewed by searchers.

Essential 3 Steps in Search Engine Optimization:

  1. Define the keyword terms people are using to find your site and products
  2. Make sure your meta tags and site content reflect these terms
  3. Build up quality links from other sites using these terms

Tags: ,

The Importance of Online Branding

April 22, 2008 – 7:45 pm

When was the last time you bought a can of cola online?  A television?  Signed up for legal representation?  While internet marketing is a great way to drive traffic to your website to generate sales or leads, there are still many people who either won’t or can’t purchase online.  However, many of these people will do research online before going a bricks and mortar store to make their purchase or before picking up the phone to make an appointment.  That is one reason why more and more businesses are actively using the internet to get their brand in front of a growing number of targeted eyeballs.

Branding helps because:

  • It is your identity
  • It communicates your message to others
  • It builds reputation and trust
  • It separates you from your competitors

Your online brand should be aimed at your target audience and be consistent with your offline brand profile.

Keep in mind that your brand is more than just your website.  Consider all the other online avenues that your company and others use to publish information about your brand.  Information within your control such as press releases, company blogs, articles, etc., can all find their way into search engine results.  Information out of your control such as product reviews and customer opinions can also find their way into the results.  Because there are external factors involved, many organizations are now monitoring what people are saying online about their brands.

A growing group of brand advocates – individuals who are inspired spokespersons on behalf of a brand, are rapidly gaining the attention and consideration of many businesses.  Businesses are learning to  nurture these advocates by feeding them the latest news, providing advance knowledge of updates, and most of all, listening to their opinions and ideas regarding products, services, advertising, and other aspects of the company-client relationship.  These brand advocates can make or break the success of online brands.

The development of advocacy creates increased opportunities for the branding message to be passed on virally or by word-of-mouth.  Web 2.0 or social networking sites play a pivotal role in the rapid spread of consumer related information about brands.  These types of sites were developed so that individuals could communicate with others who shared similar tastes or outlooks.

Branding can no longer be thought of as something that can immediately be transferred from offline to online.  Online branding in the Web 2.0 age requires a change of focus away from the company’s branding message towards the message formulated by the consumers of the brand.  The strongest online brands are built on a foundation of brand advocacy coupled with a solid, consistent branding message from the parent company.


Tags: , ,

Copywriting Makeover: It’s What You Say AND How You Say It, Part 2 of 2

October 18, 2007 – 3:00 am

by Karon Thackston © 2007 http://www.copywritingcourse.com/keyword

In Part 1 of this series, I introduced you to Announce It!, an online candy-bar-wrapper manufacturer that was seeking professional help with their search engine copywriting. Facing an audience that consisted primarily of women who were purchasing favors for special occasions, Announce It!’s copy had to be spot-on with its communication. The primary problems were that the copy did not convey a sense of excitement or answer all the questions customers might have. It also focused too heavily on the company rather than communicating with the site visitor.

Let’s see how the changes were worked into the copy and what the results were.

The Rewrite

You can see the original copy at: http://www.copywritingcourse.com/customcandybarwrapper-original.pdf
and the revised copy at: http://www.copywritingcourse.com/customcandybarwrapper-new.pdf.

Headlines are one of the most important elements of advertising copy and of search engine optimization. The original web page didn’t have any type of headline — a fundamental mistake that needed to be corrected. The introduction of the text now begins with using a keyphrase and stating a benefit. The headline reads:
Creative, Custom Candy-bar Wrappers
Designed To Make Your Event a Hit!

Since Announce It!’s keyphrases all deal with candy-bar wrappers, it’s obvious that visitors who find this site are already familiar with the general product. (At least to the point of knowing what a custom candy-bar wrapper is.) The question they still have is, “Why should I buy from Announce It! instead of all the other candy-bar-wrapper sites?”

As the visitors read on through the copy, they find reassurance that their idea of using custom-designed candy-bar wrappers is a good one. Visitors are also provided with several benefits available from Announce It! that other companies don’t offer. For the sake of scan-ability, bullet points are used to further highlight differentiating factors about Announce It!. (Low minimum orders, free color proofs, free photo inclusion, etc.) This all helps to clearly explain why this site is the better choice over others the visitor may have gone to previously.)

Because the product itself is graphic, it was important to retain the product images used on the original home page. Certainly, customers would expect to see samples of the wrappers. However, to create a greater impact, each image was captioned with a short bit of occasion-specific, persuasive, keyword-rich copy. For instance:

“Custom candy wrappers are a truly creative way to send your retiree off in style.”

The finished product now speaks directly to the site visitor, sounds more professional, outlines important benefits and uses keyphrases in an appropriate way so as not to hinder the natural flow of the copy.

The Results

The results showed improvements in both conversions and rankings. According to Announce It! their conversion rate quadrupled! They also report, “[The copy] has really made a difference in the way the site is perceived and how the customer reacts. I have gone from a one-person operation to a full-fledged business with five employees. The traffic and orders continue to increase every year!”

You couldn’t ask for much better than that!

Copy not getting results? Learn to write SEO and online copywriting that impresses the engines and your visitors at http://www.copywritingcourse.com. Already know how to write, but need help using keywords? Get Karon’s report “How To Increase Keyword Saturation (Without Destroying the Flow of Your Copy)” at http://www.copywritingcourse.com/keyword.


Copywriting Makeover: It’s What You Say AND How You Say It, Part 1 of 2

October 11, 2007 – 3:00 am

by Karon Thackston © 2007 http://www.copywritingcourse.com/keyword

The old cliché is wrong. All our lives we’ve heard, “It’s not what you say, but how you say it.” That may occasionally be true, but for the most part it’s what you say AND how you say it. Case in point: Announce It!, a custom candy-bar-wrapper manufacturer, had copy on their home page that was acceptable. It mentioned pretty much all the important things a site visitor would need to know about ordering candy wrappers. Yet the copy wasn’t pulling as well as it should have been.

The Problems

The target audience consists mostly of women. In addition, these women order favors for special occasions. That means (stereotypically speaking) you have people who ask a lot of questions and are especially cautious of buying something they can’t touch, feel or see (in person) for use at a major life event. Communication (what the copy says as well as how it says it) is vital.

The text had to convince women that they could trust Announce It! to produce something they would show off in front of all their family and friends for important occasions such as birthdays, graduations, anniversaries, weddings, showers and more. That meant answering the questions these women have as well as instilling confidence that their party favors would be the hit of the event.

Technically, the copy was OK. But it lacked excitement. No, not hype… excitement. It needed to reach out to women and make them feel welcome while also reinforcing that Announce It! was the perfect solution for them. You can see the original text here: http://www.copywritingcourse.com/customcandybarwrapper-original.pdf

From a search engine standpoint, the site was bouncing around a good bit. According to the site owner, “For a long time, I held the #1 position for many of my keywords. As search engines evolved, my site started bouncing. It was time to hire a professional.”

The Solution

The plan was to make the text more inviting and supportive while providing information that was easy to immediately identify. I wanted to help Announce It! differentiate itself from other candy-bar wrapper and favor sites. That meant making important benefits clearly visible. In addition, a glimmer of excitement would be added to the copy to get the women in the mood to buy.

A complete change of focus for the copy would also happen. Rather than “we” and “us” the copy would be directed toward the visitor while still communicating important benefits about buying from the company.

Lastly, correcting an elementary mistake would help the copy read better and assist with SEO. The hope with SEO was to give Announce It! some stability, as it had a history of bouncing back and forth between the first and second pages in the SERPs.

The overall goal was to increase conversions for this site. As the site owner herself said, “Without conversion, your rankings don’t mean as much. You really have to convert the visitors once they get to your page.” Oh so true!

In Part 2 of this series, we’ll look at the rewrite and the results of this copywriting makeover so you can see firsthand what effect the changes had for Announce It!

Copy not getting results? Learn to write SEO and online copywriting that impresses the engines and your visitors at http://www.copywritingcourse.com. Already know how to write, but need help using keywords? Get Karon’s report “How To Increase Keyword Saturation (Without Destroying the Flow of Your Copy)” at http://www.copywritingcourse.com/keyword.The old cliché is wrong. All our lives we’ve heard, “It’s not what you say, but how you say it.” That may occasionally be true, but for the most part it’s what you say AND how you say it.