See you next week for another Tidbit!

Use good anchor text that relates to the page you are linking to and if possible use text that is found within your title tag, description or page headlines. Of course this may mean rewriting some of these elements to be more optimized to your targeted key phrase.

See you next week for another Tidbit!

With this one simple line added to your robots.txt file you can avoid having your content management system (CMS) administration or login page indexed by the search engines.
Disallow: /admin/
Note: change “admin” to whatever directory or page has your CMS login on it. For example in WordPress this would be:
Disallow: /wp-login.php
For good measure you could also add this meta tag to the head of your login page or the index page in your login directory.
meta name="robots" content="noindex, nofollow"

See you next week for another tidbit!

Company Information and Background

This should be a brief overview of the company, its history, services or products, business focus, marketing objectives and market demographics. These are just a few elements you could include here. Give as much information here as possible to create a complete business profile, but also keep it neat and short. Also include how decisions about the RFP will be made in this section. Is there a committee review process? Include the members of the committee here with their title and role in the committee.

Project Background and Objectives

This is where you can outline the project objectives, but not the scope or requirements, that will come later. Give the history of the website and how it currently used, both internally and by the general public or your customer base. Address how you see this use changing with the new website. Outline search engine visibility requirements, search engine marketing objectives and/or social media marketing goals. What are the goals for the website and how will you measure success?

Requirements and Scope of Project

This is probably the one area where businesses do not include enough information about their website design project. Start by addressing elements of the current website that should stay. These include any interactive applications, shopping carts or web forms to be transitioned to the new site. Include information on any other systems that interface with the website, or should interface with the website. These include things like an intranet, CRM (customer relationship management) system or email marketing system.

Provide an outline of how you want the content to be managed, by whom and what access they should be given. Specify where content will come from- whether imported from the current site, newly developed or a mix of both. Who will be responsible for generating content prior to the launch date and after.

Outline new applications and functionality as well as design requirements. Be sure to include relevant items from your brand standards guidelines if you have them.

Website Hosting Requirements

This is, by far, the most overlooked piece of information when compiling an RFP. We have lost more than one bid because we provided a solution for a Linux host and the prospect wanted the website hosted internally on their Windows server. If it truly does not matter to you then at least include a statement that hosting is up to the vendor.

Web Design and Development Experience of the Vendor and Key Staff

Ask for testimonials and/or references of other websites the vendor has designed or developed. Ask them to outline their responsibilities for the project. Request identification and resumes for key personnel who will be working on this project. Request information on their web design and development approach including items like revisions, design iterations, scope changes, standards and technologies utilized.

Project Timeline

This is the second most overlooked element of web design RFPs. Make sure to include your anticipated schedule. Even though these will often change as the project progresses, without one your project may never finish.

Project Pricing

This should include a detailed outline of all costs, both one-time and recurring, for the website redesign and development project.

Submission Information

How and when should the vendor respond to your RFP? Be sure to include the deadline and the format for submission, as well as who it should be sent to and at what address.

Daily Sparks Tribune
Business – May 21, 2009

By Jessica Garcia
Most Web users tend to ignore flashing display ads or the text ads on Google surrounding their desired search results.

But to Chris Gandolfo of Sparks-based Westward Strategy and Design Group, those blurbs hold a key to determining how well a company’s Web marketing strategy works.

He makes his living evaluating the effectiveness of text-based or visual ads for his clients through a process called “analytics,� in which he counts the number of clicks or tests keywords.

While most Web marketing businesses do at least that much to find out how strong a business’ presence is on the Internet, Gandolfo has taken his four years of experience and put it to the test � literally. Gandolfo recently passed an exam and became, to Westward owner and marketing specialist Kristy Crabtree’s knowledge, the only local person to be certified as a Qualified Google Advertising Professional.

“The reason I did it is, one, I wanted the experience of working with my clientele; and, two, I wanted to continue to invest in my craft and develop my skill set,� said Gandolfo, 28.

According to Google, the certification requires four basic criteria.

• The user must sign up for the program and remain in good standing.
• They must manage at least one account in AdWords, a program through which webmasters can create their own display ads and select keywords for search engines.
• They have to build and maintain an account where they manage the campaigns of their clients, who must spend at least $1,000.
• Finally, they must pass the exam.

The exam is about 110 questions long and is taken online.

“It took every bit of my four years of experience to pass,â€Â? Gandolfo said. “It was not easy. … It covers aspect of platform analytics, campaign management, budget, how to write ads.â€Â?

For the company, it’s as if Gandolfo attained a Bachelor of Science degree but with experience instead of academics.

For the client who wants to market on the Web, the value of the certification can be equated to being a money manager, Crabtree said.

“It’s like you’re the professional who tells me where I should put the money and how to track it to get the best retail dollar,� she said. “It shows you invested time to make your business better.�

Being a qualified Google ad professional will equip Gandolfo to show his clients how they can improve their search engine optimization by targeting their traffic and rankings.

For example, with one client called PDUs Direct, which sells power distribution units, the Web site offers image-based advertisements, which works well because it’s a new business, Gandolfo said.

“With a brand new business, you want many eyes on it, as many as you can,� he said. “Right now, they’re averaging 12,000 to 15,000 impressions a day.�

An impression, he said, is one appearance of a rotating ad on a Web site. Many impressions is highly desirable when browsing a search engine like Google or Yahoo, which Crabtree said are the only two companies so far pushing for professional certification in Web marketing to help businesses attain the top-paid placements for ads. On Google, for example, those placements are the top few lines in a shaded box or are listed on the right-hand side of the page.

In an age in which many people go online to make purchases from home and in which 84 percent visit search engines for comparison shopping before making a purchase, companies would miss on advertising opportunities by not having their postings placed as close to the top as possible, Gandolfo said.

“(The postings) are based on the quality of the ad and quality of the landing page (the site to which the ad takes a user) and what you bid,� Gandolfo said.

Business has been slow for Westward as its clients reign in expenses, but Crabtree and her staff don’t have much time to notice.

“You have to do whatever you can to remain on the forefront,� Crabtree said. “You want to be the lead horse.�

————————————————————-

For more information about Westward Strategy & Design Group’s Search Engine Optimization services, sign up for a complimentary SEO Consultation. Westward Strategy & Design Group is a Reno Web Design and Marketing Agency specializing in Web Design , Web Development, Search Engine Optimization and Email Marketing.

————————————————————-

Photo by Debra Reid – Chris Gandolfo, marketing & design specialist for Westward Strategy & Design Group, helps companies increase their website traffic.

1 ) How long have you been in business?

Think about what type of company you are comfortable working with before you meet with them. If they give an answer outside of your comfort level tell them immediately. Some businesses don’t mind working with startups or individuals with lesser experience if the price is right. Everyone has to start somewhere, but if this is a risk you are not willing to take just tell the SEO company upfront. This is critical when you look at SEO because if the SEO company or consultant you hire makes a mistake it could cost you a lot in the long run in terms of sales, exposure on the web, and traffic.

2 ) Can I see examples of your work?

Most SEO companies will have some form of case study to explain what they did on a particular project and what the end result was.

3 ) Do you have testimonials from other clients?

Good companies will happily provide a list of satisfied clients, both past and present. We even make them publicly available on our website.

4 ) What is the experience level of your team?

While almost every company has a few noobs (pronounced newbies) there should be some senior members on the team. Again, this is a comfort level thing on your part. Don’t get caught up in sales pitches and listen to your instincts here. As explained above there are some risks with working with an unexperienced SEO consultant, but there could be great rewards as well. Someone who is hungry to prove their talents and earn that experience may be a better fit for your company, but they also may require more oversight on your part.

5 ) What techniques do you use to help my website perform better?

Notice I didn’t say, “what is your technique to achieve better rankings?” Rankings are just a means to an end. Yes, they can be a critical evaluation tool, but at the end of the day you want to know if those rankings are bringing in dollars to the bottom line. It doesn’t matter if your website ranks #1 for “buy blue widgets  in Monkeys Eyebrow, Kentucky” (yes, Monkeys Eyebrow is a real place). If that term does not bring you one new customer, then the SEO company hasn’t done their job. Don’t expect full disclosure of all aspects of all their techniques, but they should be able to explain in plain english what they plan to do.

6 ) What is your process for search engine optimization?

A well outlined plan or SEO process ensures you and your vendor know each other’s respective roles in the SEO process. It also will help you gauge their level of experience. Beware of companies that don’t have a plan! Don’t expect full disclosure of all aspects of their process, but they should be able to explain in plain english what they plan to do.

7 ) Will you make changes to my website?

If you get any answer other than yes, you can end the interview right there. I would question their practices if they plan to never make any changes to your site.

8 ) When will I see results?

Reputable SEO companies that are playing by the rules will be able to give you an answer to this question without a problem. SEO companies that are using questionable techniques may not be able to answer this question.

9 ) What other services can you provide?

Companies that only focus on SEO are becoming few and far between. Modern SEO requires a good understanding of user behavior performance, web design, and general marketing principles. Many SEO companies also offer PPC advertising management services for search engine marketing.

10) Who owns the work in the end?

There is only one acceptable answer here. No matter what, the client owns the website including all graphics and content. The only exception is if your website uses a content management system. Often the CMS is outlined in your contract with the vendor as belonging to the vendor as their intellectual property. If they say you will lose rankings immediately when you stop paying them, then I hate to say you’ve been duped into paying for placement by nothing more than a swindler. Remove their access to your site and go look for a reputable SEO company.

Rand’s article raises some valid points about the SEO industry. Now that other forms of advertising and sales channels have slipped up a bit due to their high costs or lower ROI, online marketing – including SEO, is taking more of the marketing budget pie in a lot of corporate environments. Internal marketing departments and external marketing agencies are having to prove their worth more, now that budgets are getting stretched and squeezed to their fullest. If a channel isn’t accountable for spending vs. sales then the likelihood that it will survive this downturn is unlikely.

Also, SEO is coming out of the shadows. As myths get debunked and education is expanded to business owners and marketers, true SEO is gaining ground as a viable marketing initiative. Of course there are still gamers, hacks and snake oil salesmen out there and until our industry grows up a lot more and sets some standards the fight will rage on between white hat and black hat SEO.

On the other side of the fence Ms. Callow discusses the benefits of search marketing or PPC advertising. Which is one arena where we have seen tremendous growth in the last several months. Of course a majority of this growth can be attributed to the holiday season, as we handle pay per click advertising for several online retailers. However it is not just retailers looking to leverage this channel over traditional advertising – many of our b2b customers have been asking about it as well. I believe Ms. Callow nails the reasoning for this perfectly in her article.

Often marketers are attracted to PPC advertising due to its inherent benefits such as advanced targeting, accountability and cost effectiveness. With PPC advertising you can start or stop ads at any time, run them only when you know people will be looking for your product or service, target by geographic region (down to the city level) and attract customers using their nomenclature at the exact instance of their interest and query. With advanced web analytics you can track click to conversion metrics to further account for each dollar spent vs. each dollar generated.

There is also a “safe” factor to PPC advertising. Marketers know that they can invest a minimal amount upfront and give it a test run. If they feel it is not working for them they can stop all ads and outgoing costs instantly or they can retool ads and spend more time doing keyword research to find better converting terms. Right now these are especially attractive features.

Don’t Stop at SEO and PPC Advertising

The only thing both of these articles are missing is any mention of other online marketing initiatives, like permission based email marketing. Email marketing is still a tremendous way to market on a very cost effective platform. It literally costs pennies, and in most cases fractions of pennies, to leverage an internal customer or lead list that may be gathering dust and turn it into a powerful customer relationship management channel and sales tool.

So if you are not already involved in online marketing, you better get your move on! You are already losing ground, market share and revenue to your competitors if you are not actively working the online channel. In all market conditions it is a powerful marketing tool, but especially during an economic downturn.

Titles

Hello my name is Fred and there’s nothing unique about me.  Would you be interested in hiring me?  Seems like the job interview from hell.  The funny thing is many websites have this same mentality in regards to title tags.  Titles are the first glimpse of a page users have with your site.  When a user bookmarks a page, the title is what is saved in the bookmarks folder.  Could you be missing conversions simply because your titles are not unique with your site’s main keywords?

Google recommends using accurate, unique and brief titles for each and every page on your site.  This is simple SEO at its finest, but quite often gets overlooked or forgotten about.  The title is valuable real estate for your site and as such should be effectively communicating the topic of the page.   All search engine queries that have keywords in your title will be bolded, instantly encouraging eyes of searchers towards your listing.

Descriptions

The meta description tag gives search engines a glimpse or summary of what the page is about.  Google recommends accurate and unique phrases that inform and interest users.  In essence, your site’s description is a brief piece of marketing copy that can make or break someone clicking on to your site.  There are many worst practice scenarios that seem to come up over and over again and should be avoided:

• duplicate descriptions across a website
• copying the title tag into the description tag
• stuffing the description tag with a list of keywords
• using a description that is not compelling marketing copy and lacks uniqueness

URL Structure

Hello, my name is Fredrif-06390p=12.  What’s your name?

Who’s going to remember Fredrif-06390p=12 and what makes him unique?  No one.  In the same sense your  website’s URL structure plays an important role in best practices SEO.  Google recommends using a URL structure that uses keywords from that specific page.  In addition, from a usability standpoint, a nice looking URL structure will make it easier for others to remember pages from your site.  Google also recommends having one URL for one unique page.  Many sites have duplicate pages with different URLs causing a duplicate content issue.  Set up a 301 redirect to solve this problem and clear any duplicate content issues.

Navigation

Your site’s navigation should be both intuitive and user-friendly.  Visitors on your site should find it easy to navigate to the page they are looking for.  Google recommends:

• text-based navigation
• properly formatted site-maps
• useful 404 pages

Content

The brunt of your site lies within its content.  It’s the reason that someone visits your site.  Google’s guide has quite a bit of good information on this subject.  Here are some of the key take-aways:

• make effective use of heading tags
• make text easy to read, staying organized on the topic
• use relevant language with keywords that users are searching for
• keep anchor text intuitive and relevant
• name images in a more intuitive way

Titles

Hello my name is Fred and there’s nothing unique about me.  Would you be interested in hiring me?  Seems like the job interview from hell.  The funny thing is many websites have this same mentality in regards to title tags.  Titles are the first glimpse of a page users have with your site.  When a user bookmarks a page, the title is what is saved in the bookmarks folder.  Could you be missing conversions simply because your titles are not unique with your site’s main keywords?

Google recommends using accurate, unique and brief titles for each and every page on your site.  This is simple SEO at its finest, but quite often gets overlooked or forgotten about.  The title is valuable real estate for your site and as such should be effectively communicating the topic of the page.   All search engine queries that have keywords in your title will be bolded, instantly encouraging eyes of searchers towards your listing.

Descriptions

The meta description tag gives search engines a glimpse or summary of what the page is about.  Google recommends accurate and unique phrases that inform and interest users.  In essence, your site’s description is a brief piece of marketing copy that can make or break someone clicking on to your site.  There are many worst practice scenarios that seem to come up over and over again and should be avoided:

• duplicate descriptions across a website
• copying the title tag into the description tag
• stuffing the description tag with a list of keywords
• using a description that is not compelling marketing copy and lacks uniqueness

URL Structure

Hello, my name is Fredrif-06390p=12.  What’s your name?

Who’s going to remember Fredrif-06390p=12 and what makes him unique?  No one.  In the same sense your  website’s URL structure plays an important role in best practices SEO.  Google recommends using a URL structure that uses keywords from that specific page.  In addition, from a usability standpoint, a nice looking URL structure will make it easier for others to remember pages from your site.  Google also recommends having one URL for one unique page.  Many sites have duplicate pages with different URLs causing a duplicate content issue.  Set up a 301 redirect to solve this problem and clear any duplicate content issues.

Navigation

Your site’s navigation should be both intuitive and user-friendly.  Visitors on your site should find it easy to navigate to the page they are looking for.  Google recommends:

• text-based navigation
• properly formatted site-maps
• useful 404 pages

Content

The brunt of your site lies within its content.  It’s the reason that someone visits your site.  Google’s guide has quite a bit of good information on this subject.  Here are some of the key take-aways:

• make effective use of heading tags
• make text easy to read, staying organized on the topic
• use relevant language with keywords that users are searching for
• keep anchor text intuitive and relevant
• name images in a more intuitive way

It’s Friday but truly my Wednesday and I’m feeling a little emotional and wanted to take a few minutes to say Thank You for everything that happened this last week and am very much looking forward to the next! Have a great weekend!

1. Thank You
- to the following new Nevada web design clients and new Oregon web design client for allowing all of us at Westward Strategy to work with you and your business. We truly appreciate the relationships.

Nevada Web Design and Nevada SEO Clients

• The Gold ‘N Silver Inn - Best Breakfast in Reno
• The UPS Stores – Reno, Sparks and Carson City
• Recycled Furniture – Best Used Furniture
• Adventure Productions – Best Place to Learn to Fly
• Belding Physical Therapy – Best Sparks Massage
• Reno Big Band – Best Reno JAZZ Orchestra
• Sierra Firefighters – Best Patches O’houlihan Dodgeball Tournament
• Furniture USA - Best Beljen Mills Rugs

Oregon Web Design

• Paramount Bedding – Best Bedding in Oregon

2. Thank You to ‘The FNG’
– this was a great first week and we look forward to many more (well actually, I better take that back and give you another week before I make up my mind: HA – you know I’m kiddin’!)

3. Thank You Annie
– We’re getting you a spiked collar for that unleashed Bulldog I know you are. Your generiosity does not go without notice.

4. Thank You
– to everyone that still builds some things using tables so I don’t feel all that outdated.

5. Thank You Chris
– for burning a copy of the New Metallica CD: Happy Death Magnetic Day. I needed a break from JT.