Musings and things that amuse us

Yes, it’s been said before; yes it bears repeating.

Determine your budget

With 6.7 Billion searches a month it is a given you need to consider putting part of your advertising budget towards online marketing.  Work out how important your online visibility is then budget for it and start hunting for the best SEO you can afford.

Research – Research – Research

There is much available online about SEO.  At a minimum take the time to become familiar with the terminology; it will help when you talk to SEM crews.  There is a great glossary compiled by Danny Sullivan at SEMPO.   Take a look at Google as well – they have compiled a “What to watch out for” list when looking for a SEO.

Look for a search specialist in the right places

Go to trade shows or at least visit the sites of trade shows.  Ad-Tech and Search Engine Strategies (SES) bring together speakers of the highest caliber; people that know their stuff and know it well.  Find out who they are and use them.

Ascertain which firms have staying power

The experts of SEO have been around for some time.  They know the difference between black hat and white hat – they lived through it – and as a result know what search engines love and what will get you banned.  Although your SEM crew will do your optimization; they don’t get penalized by the search engines if they do sneaky stuff – you do.

Don’t take on SEM crews that do optimization part time

Reputable crews dedicate their life to SEO/SEM.  If they are not 100% devoted to their specialty, they won’t be devoted to your company; in this industry commitment is essential to your success.

Ask for references or testimonials.

Ask who their clients are.  Who they have worked for, what they have done and how they have benefited the client.  The better SEM crews will be able to amuse you with quite a few first hand stories, usually about companies you know.

Get costs up front

Know exactly what you are paying for.  A reputable company will lay it all on the line for you.  They will evaluate your site, tell you what you need and how best to achieve it – they don’t hide stuff – they don’t need to.

Find out how they intend to optimize your site

Work with a crew that will treat your site as unique.  Don’t go for the “all you can eat for 4.99” deal – each site, each client, and each product – they are unique; make sure you find a SEO that respects that.  Also tread lightly if the company tells you not to worry about the details; a great SEM crew will decode for you.

Retain control

If a SEO asks you to sign over any powers of execution watch out.  Use an SEO consultant that will hold your hand, walk you through and let you retain control. 

What’s in the fine print?

I am just about done with mainstream media.

Forbes.com has decided to continue humiliating Yale senior student Aleksey Vayner, after the aspiring investment banker applied for a job on Wall Street. Vayner, trying to be innovative in his application, sent a video along with his resume to financial giant UBS, a wealth management company who describes itself as a “Global financial firm with the heart and soul of a two-person organization.”

Well, turns out they thought the application was great. They passed Vayner’s clip on, and on, and on – until it got to YouTube. Terrific you think. Yes, but for the tag: “Wall Street’s Laughingstock.”

Forbes.com noticed the story and decided they too will make a video. “How not to apply for a job, worst resume ever” is their story, and they tell it well. Forbes.com include a 95-second excerpt from the original video with a smiling Annalisa Burgos telling the world, “YouTube pulled the video off,” but adds, “You’re in luck as Forbes.com has it.” Go Annalisa, kudos to those clever citizen media types, ok, Google, but what exactly does it say about Forbes?

Forbes is a privately held publishing company that has been around since 1917 and has an online division called Forbes.com. Forbes.com claim to be the No. 1 business site, as well as one of the most trusted resources for business executives. Obviously, they want to give execs a giggle, and perhaps warn them off hiring this joke they call Vayner; all in the name of professional journalism. Way to go Forbes.

Citizen media is getting so much flack from the big guns, yet paradoxically, it seems the problem with mainstream media is mainstream media itself. The audience is a little tired of listening to what “professional” journalists have to say, and have taken matters into their own hands. Voila News V2.0! Perhaps, if they paid attention to what Dan Gillmor has been saying all along “My readersknow more than I do,” they wouldn’t have this problem. They could – shock horror – listen to their audience and win back some public confidence. My guess is, they are still too busy patting themselves on the back for a job well done to care