The Marketing Wave

www.4IMI.com Inaugural Issue /

Marketing Wave

I n a u g u r a l

I s s u e 2 014

In this Issue

Why Do You Need a Business Website?

Google Panda 4.0

SEO: Website vs Mobile

M Volume 1 / Issue 1

COVER STORY: SEO: Website vs Mobile - is there a difference?


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Busin

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Proven

Results

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As a global leader in Digital and Traditional Marketing, Internet Marketing Images deploys a full compliment

of custom services designed to accommodate all business types and strategies. We create, design, and imple-

ment custom marketing strategies for our customers. To see how our strategies and services have helped oth-

er companies grow their businesses and how we can give you the same personal and honest service, visit us at

www.4imi.com

Your Digital Image is Our Business!


Contents:

Why You Need a

New Website

Google Panda 4.0

SEO: Website vs

Mobile

Letter from Vice President:

It’s the dawn of a new day at Internet Marketing Images, with

the launch of the Marketing Wave. We are proud to begin bring-

ing you a new magazine built on delivering quality information

and ideas to grow your business. I am very honored to be part of

a great team and look forward to this endeavor. We promise to

find the most current information and deliver it with integrity

and accuracy. We will look for new and unique ideas to reach

your customers. We understand marketing is the blood that flows

through the veins of your company and supports many facets of

your business. From here the sky is the limit.

Cheers,

Joe Chandler, VP, Internet Marketing Images

Internet Marketing Images

2150 S. Central Expressway, Suite 200

McKinney, TX 75070

Phone: (214)504-1919

Email: [email protected]

Website: www.4imi.com


Website 101

(Why you need a Website)

Why Do You Need A Business Website?

Business has undergone a huge shift and there is no lingering

indecision that a website is an essential need. Websites are the

new business cards. The Yellow Pages are a thing of the past,

along with many pre-internet methods of finding businesses.

Potential Customers use the internet to find what they need.

Search engines are the “Yellow Pages” of today! Additionally, an

ever increasing number of these customers are making buying

decision via their mobile or smart phones, bypassing the brick

and mortar stores altogether.

Reasons Why:

One. First Impression – for most potential customers,

your website is the first impression of your

business they will receive. The lack of one already

puts you behind in the race.

Two. Doing Something – Your website must Do

Something to contribute to the bottom-line. Even if

it is just to collect names and email addresses of

leads.

Three. Provide Information – to provide information about

your business, the who, what, and how your

product or services benefits them individually.

Four. Competition – Your competition has one and now

is a step ahead. You need to get back in the ball

game.

Five. Levels the Playing Field – puts your business on

level with large businesses in your field.

With these five reasons, there are many more, why would you

not want a website?

One. Building a Website is Too Expensive – Surprisingly,

a gorgeous, fast, and easy to use website is very

cost affordable and even easy to use on the

backend. A couple of thousand and a custom

website is yours.

Two. I will not be able to update my website – The new

content management systems is very intuitive and

easy to use. If you know Microsoft Word, then you

are already ahead.

Three. I Only need a One Page Website - Not it you want

to be found. Google is all about fresh, new content.

A static one page website will not gain much

traction in todays search world.

Four. Once I build the website I am done – What if the

Yellow Pages of old were not in alphabetical order,

would you have been found? No, the next step is to

optimize your site for the search engines.

“Build it and they will come!”

That worked in the movies but not in the new age of the

internet. Once you build your site you must be found.

In society today and the speed of business, your website is the

first point of contact for you business for the majority of

potential customers. Not only must you have a website but it

must be asthecially pleasing.

So what are you waiting for?

Many small business owners are still not adopting modern technology and marketing approaches. Although

just over one in two SMB owners (51%) use technology to help with accounting operations, this dwarfs

technology utilization for appointment booking and scheduling (39%), customer relationship management

(34%), point-of-sale systems (25%), and acquisition marketing (14%). Additionally, more than half of SMB

owners do not have a website (52%) or even measure the results of their marketing programs (56%). -

Forbes

http://www.forbes.com/sites/erikaandersen/2013/10/07/how-small-business-owners-are-wrecking-their-own-chances-of-success/


Ingredients for a Custom Marketing

Blend:

3 scoops Website Design

8 T Search Engine Optimization

4 t Social Media

2 t Branding

2 t PPC Advertising

Sprinkled with New and Unique Ideas

Order Y

ours

Today!


Google Panda 4.0

What Can You Expect?

What is Google Panda? The easiest answer is what it is not. It is not a warm fuzzy black and white bear that hangs out in treetops. It

does not have a nice little sign outside its zoo environment that reads “Don’t feed the Animals!” It will however bite you if you do not

learn and follow the rules it has laid forth in Googles convoluted secret algorithm that only a few select individuals are privy to.

What we do know! The Facts

Google Panda is a change to Google’s search results ranking algorithm that was originally released in February, 2011.

Updates for Panda were originally implemented every month.

Major updates are in versions and this is version 4.0

There is a purpose and method to the Google madness. Panda is designed to target the lower quality sites. The sites containing thin

content will have their ranks lowered in exchange for higher-quality sites, who will be near the top of the search results. Original,

fresh, and frequently updated content are rewarded versus copied material. Therefore, original authorship is a must. Not only does

content have to be original and unique, it must be of high quality. No more keyword stuffing. Google Panda affects the ranking of an

entire site or a specific section rather than just the individual pages on a site.

What is the effect of Google Panda on businesses?

Lowering the rankings of copied, plagiarized, and low-quality websites, Google’s Panda is aiding the websites that have proved to be

authoritative high-quality, useful resource to consumers. Websites whose content is original and regular, more visitors will be driven

to the website via organic search results. Large sites such as eBay and ask.com have seen a vast decrease in site traffic after the

update. Surprisingly, press releases and press release websites are taking a huge hit. PRNewsWire.com seems to have shown a

significant drop in SEO visibility, dropping around 63% after the Panda 4.0 release.

The Good News: Google is focused on spam prevention and black hat punishment. Thus, White Hat tactics will allow businesses to

climb the internet search engine ranking ladder.

What you need to do:

Make sure no content is copied from other

sources

Make sure content is not duplicated within your

site.

Check the quality of your content

Verify content on all pages.

Remember, it only takes a few pages that violate the

Panda rules to hurt website traffic and rankings. At worst,

pages may be removed or blocked from being indexed by

Google.


Stop Sending “Email Blasts” Hitting everyone on your list with the same, blanket email won’t cut it in 2014.

Instead, segment your list according to behaviors/preferences and send

personalized emails.

Let Inbound Spread Throughout Your Company Attracting customers through creating content and adding value isn’t only for

marketers. Let this be the year you spread the inbound love to other

departments (like sales).

Stop Running Campaigns The traditional marketing campaign -- with its established start and stop dates -- is on its way out. The new model? Real-time marketing based on the consumer’s schedule, not yours!

Invest in Content to Improve SEO Google can now recognize full-question searches (instead of just specific

keywords). To take advantage, answer the questions your customers are

asking with compelling content.

Boost Your SEO with Social Social signals and recommendations are now among the most important

ranking factors in Google results. So, to give your SEO a boost, focus on

getting those “+1s” and “likes.”


Be a Good (Social) Listener “Social listening” means more than simply trolling networks for

keywords and trigger events. The best listeners develop lists of

prospects and engage with them human-to-human.

Close the Loop Being able to track visitors to leads to customers is a magic bullet for

inbound marketers. Armed with this closed-loop reporting, you can

truly see what’s working and what isn’t.

Encourage Audience Participation While audiences were once passive listeners, they now regularly

create and share media via social. The next step? Encouraging

audiences to help with product planning and creation.

Be a Holistic Marketer Consumers have all the power, and they research and buy across

many platforms and screens. Instead of focusing on a specific

channel, focus on delivering a holistic experience.

Have Doubts, Question Everything!!!


SEO

Website vs Mobile

Both Website and Mobile SEO are basically focused on

user interface, functionality, and content. With the onset

of new and improved algorithms, the need for a more

concise and strategic SEO strategy has arisen. SEO is

not about machines, it’s about people. Search engines

want to deliver the site that is the most relevant and

best-equipped to answer the mobile searcher’s query.

Search engine spiders – the robots that patrol the Web

indexing sites and content – are designed to emulate

human visitors. The secret to good SEO, in many cases,

is to making sure your site serves the mobile us-

er/searcher better. The good news: if your website SEO

is already in good shape, then you’re ahead of the

game. There are a few differences that must be taken

into consideration and implemented if needed.

How Google Ranks Pages Google, Yahoo, Bing and other search engines construct

an index of the web by crawling website pages. They

check each page for signals that define the context of

the page — so they can better match it to different

search queries.

Typical signals include:

1. What are the keywords on this page?

2. Do other pages on the same topic link to this page?

3. Is it linked to through social media or review sites?

4. Is this page more relevant for a particular locale?

5. Is this page mobile optimized (as per Google's rec-

ommendations)?

Additional considered signals for mobile searches in-

clude:

1. Does this page have an equivalent page on desk-

top?

2. Are both desktop and mobile versions of this page

properly linked to one another?

3. Is location relevant to this search?

Each signal is only part of the sum that makes up a

page’s overall ranking for a particular search term.

Key Point: Achieving top search results won’t simply

happen because you address one or two of these sig-

nals — for example, putting lots of keywords in your

page, or building a mobile-optimized website. Making

your website easily accessible across all devices is defi-

nitely becoming a bigger piece of the puzzle for Google,

but in order to rank well, you need to consider a bigger

picture.

Your website has got to be filled with relevant content

that people want to interact with, and it must be opti-

mized in a user-friendly and future-friendly way. And

don’t forget, user-friendly also means fast; Matt Cutts,

the head of Google’s Webspam team, recently stated

that mobile page speed has been added to the list of

search engine signals.

Why Does Mobile SEO Matter?

Customers “Google” Everything

Forrester Research recently reported that web-

influenced offline sales and online sales combined ac-

count for more than half of the $3.3 trillion total retail

spent in the US. As search is the #1 mobile browser ac-

tivity, businesses with websites that are primed for mo-

bile SEO gain more opportunities to:

1. get brand exposure from mobile searches

2. increase mobile traffic and conversions

(Continued on page 10)


3. convert visitors into loyal customers online and

offline

4. ultimately drive revenue across all channels

Customers Buy When They Want To

90% of people move between devices to accomplish

a goal, whether that’s on smartphones, PCs, tablets

or TV. The three most common ways users move

between devices are:

1. searching again on the second device

2. navigating directly to the destination site

3. sending themselves a link to revisit later

It doesn't matter whether a consumer completes a sale online

or offline, most purchases begin with, or at least include, a

search.

Google Says So

Now that global mobile traffic accounts for 15% of all

internet traffic (and up to 30% for retailers) Google is

taking a clear stance on mobile SEO best practices.

Google’s new recommendations for building mobile-

and tablet- optimized sites are driven by a vision to

make better user experiences on mobile devices, as

well as to improve mobile web development practic-

es. To encourage global compliance, Google has

made changes to its mobile SEO rank algorithm to

rank websites that follow its recommendations higher

than websites that do not.

Businesses that adopt Google’s recommendations in

their mobile strategies are poised for greater returns

and long-term success.

What is Mobile Search? Definition of mobile search: using a web-enabled mobile de-

vice – feature phone, smartphone or media tablet – to query a

search engine, using a relevant word or phrase – e.g.

“emergency plumber in Manhattan” – known as a search

term.

Most commonly, this search will occur on Internet search en-

gines, such as Google (the dominant global player in mobile

as in desktop search), Yahoo, Microsoft Bing, Baidu (Chinese

search engine); Yandex (Russian search engine) or on nu-

merous directory, review or price-comparison sites/apps in-

cluding Google Places, Yahoo Local, Bing Places, YP, Yelp

(US directories), Thompson Local or Yell (UK directories), or

Tripadvisor (travel reviews), but can occur on any Website or

app with a search facility.

The search provider responds with links to relevant third-

party Websites of two types:

A. Organic results – the Websites are organized by relevan-

cy, which is likely to be a mixture of subject nature, popu-

larity, locality and mobile-friendliness. This can be en-

hanced with SEO.

B. Paid results – the advertiser has paid for their site to be

prioritized.

Important Parts of Mobile Search 1. Location of search

2. More local intent

3. Time sensitive

4. Context

5. The device – capabilities

6. The device – limitations

7. Voice search

8. Search by image and visual search

9. Mobile apps

10. Attribution and measurement



Mobile SEO Best Practices 1. MAKE IT MOBILE – mobile optimization and

search optimization go hand-in-hand.

Features of mobile-optimized sites, as used

by US retailers:

Click to Call

Mobile Coupons

Store Locator

2. MAKE THE MOST OF MOBILE – use mobile de-

vices’ unique capabilities to serve your visitors

better.

3. MOBILE IS DIFFERENT – mobile and PC users

search for different things.

4. GOOD HOUSEKEEPING – apply the basic rules

of Web design and SEO will follow.

Understanding the mobile context of the user,

and what they are likely to be looking for will

place you in a better position to define the

purpose of the mobile site and the content

therein. Make sure that site sections, naviga-

tion and pages are all given titles and URLs

that accurately describe the site and what is

on the page, using common terminology e.g.

“contacts”. Take into account what will appeal

to the mobile searcher and what language

they are likely to use when they search.

Start each page with a descriptive introducto-

ry sentence, use logical heading and sub-

headings (humans and search-engine spi-

ders, alike, scan pages to find out what’s

there). Make Web links obvious and label

them accurately so they describe the page to

which you are linking – avoid 'read more' or

'click here'.

SEO experts refer to the words commonly

used in searches (relevant to your site), as

keywords or search phrases – allowing these

to influence these naming conventions and

your copy-writing is known as on-page opti-

mization. If you are a “Hotel in Times Square”

or if you make “mobile games” make this the

focus of your Webpage(s). The key rule is to

design the site and write the copy for the us-

er, while making sure you have ticked the

boxes for the search engines, never the other

way round.

Keywords helps humans and search-engine

spiders understand what is contained on a

Webpage. Use them where they would natu-

rally occur, but don’t force keywords in or

needlessly repeat them for SEO purposes –

search engines take a dim view of such ma-

nipulation. For example The Manhattan Hotel

(N.B. this URL delivers an entirely different

site and experience on a mobile device to

PC) emphasizes its location in its brief copy

(and URL), with four logical links to sections:


Implementation URLs Content

Responsive design One URL for both

desktop and mobile

The page serves basically the same content to all users but detects the de-

vice and screen size and builds the layout accordingly. As the screen size

gets smaller, the page may show fewer images, less text, or a simplified

navigation.

Dynamic Serving One URL for both

desktop and mobile

The page serves different content to users of different devices.

Mobile URLs Different URLs for

desktop and mobile

The mobile and desktop experience might be completely different.


Click Here to Start Your SEO Adventure Today!!!

reservations, accommodations, directions (with

mapping), and contact us (with click-to-call/

email).

5. CONTENT IS KING – the three stages of compel-

ling content.

Content that promotes and sells your company

and its goods and services.

Content and services that add value to the sale,

including in-depth product information, advice

and reviews, and regularly updated offers that

drives opt-ins and increases loyalty.

Helpful articles and information, entertainment,

giveaways and competitions that are related to

the business/customer relationship, but may not

necessarily drive sales.

6. MOBILE FRIENDLY OR MOBILE OPTIMIZED? –

use the type of mobile site that suits your custom-

ers and your requirements.

7. MAKE IT LOCAL – locality and timeliness is more

important to mobile searchers than PC searchers.

8. MAKE IT SOCIAL – make it easy for people to rec-

ommend you.

9. MAKE IT FAST – your mobile site should load on a

smartphone in 1 second.

10. DON’T HIDE CONTENT IN APPS – Web search

engines can’t search in-app content.

11. GET DISCOVERED – it’s not just about search en-

gines, nor is it just about the Web.

There are plenty other ways of letting the world

know about your mobile site, or the new con-

tent, offers or features it contains – other than

search engines. Use your existing mobile chan-

nel, such as SMS and email. Add your mobile

site URL, or use a quick response (QR) code,

to marketing materials, books or brochures and

out-of-home or print advertisements. This is

likely to prove more effective where there is a

contextual relevance. Airlines are particularly

good at this, printing their mobile site address

directly on napkins, in-flight magazines and

banners in the airport.

Back in the digital world there are mobile direc-

tories such as YesWap, galleries that highlight

mobile excellence, such as Mobile Awesome-

ness, Media Queries for RWD sites, JQuery

Mobile Gallery for JQuery Mobile sites and

there are lots of different Mobile Awards where

a win could bring considerable kudos and pub-

licity.

Seek out referrals, free or through paid ads

(N.B. don’t buy links from irrelevant sites) from

the mobile sites of your business partners. The

planning tools from Google and other mobile

advertising networks can help discover the

most relevant sites.


GET STARTED

http://www.4imi.com/search-engine-optimization-seo-houston-dallas-fort-worth-texas/


Specifics Responsive Design

Using responsive design that detects the device and adjusts the layout accordingly can be a great one-size fits all implementa-

tion. You just have one URL for any type of device and the layout adjusts. This works great for smartphones, tablets, laptops,

huge monitors, and the dashboard of your flying car. The crawl is efficient, users don’t experience the slowdowns that redirects

bring, and search engines have just one page to index and rank.

Users love it; Google loves it; everyone’s happy.

Dynamic Serving With this set up, the server detects the device before returning content and serves the response on a single URL (as above

with responsive design). The difference is that the content that’s loaded onto that URL may be totally different depending on

the device type.

This is a good option if loading the full content from the desktop version would slow the mobile page down, but it can be more

complicated to implement.

Mobile URLs Since Google sees different URLs as different pages, you can do several things to ensure that Google understands the rela-

tionship between your desktop and mobile pages so that your site is as visible to mobile searchers as it is to desktop search-

ers.

Google searches both desktop and smartphone users from a single index, and in cases where both a desktop and a mobile

page exist, clusters them together and serves the appropriate version.

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