Real Simple Syndication (RSS) feeds regularly deliver updates from web pages in order to give you the most recent information without having to search through different sites. RSS used in conjunction with Search Engine Optimization (SEO) can help maintain a high placement in search engine results. Two major benefits of RSS when used with SEO include: 1) Search engines pick up on the most up to date content. 2) RSS is easier for search engines to read as it is written in XML over HTML.

First, RSS feeds benefit SEO in that it allows search engines to pick up on the most up to date content from the web. Whether the updates are additional products and services or an additional blogs, the updated material can be found by search engines which can help result in higher page placement.

Real Simple Syndication uses an XML format which is much easier for search engines to read as opposed to HTML. XML allows search engines to crawl faster through content than it would if HTML was used. However, because XML is not readable for typical web users, the entire site cannot be formatted in XML.

Search engines will find any RSS content that is related to the search query before it finds any HTML content. If the engine is able to find RSS content that is similar to HTML, the engine will list the RSS results first. Online presence for any business must be accompanied by RSS in order to maximize any SEO value your website has.

Google Analytics is an application provided by Google to monitor your website’s performance so that you may adjust certain variables to create the most efficient and attract site for your customers. Google Analytics application offers features that make tracking customers easy and accurate in real time.

Google Analytics is a must have for many of today’s businesses with an online presence, but even more for those solely web based (i.e. eBay). Google Analytics offers three main benefits which include the ability to: 1) track visitor’s movements, 2) track visitor segments, and 3) correlate customer’s behaviors with profitability.

Google Analytics allows users to track all movements made by visitors in detail. Users can identify things such as which links were clicked on, how long the visitor stayed on each page, and how long the customer stayed on the site. Finding answers to these questions allows the user to recognize what has and has not been successful.

Google Analytics provides users with the ability to track visitors based on different segments. Visitors could be sorted by geography, referral sources, or by whether they are a new or returning customer. The visitor segmentation benefit ensures that correct marketing efforts are being made to fit the customers. For example, if an overwhelming majority of your customers are located in the U.K., you might consider content (i.e. expressions, word usage) that appeals to people living in the U.K.

Because Google Analytics can track every movement made online, it can also help you correlate the profitability with these movements. It can outline and show how effective an online marketing campaign performed related to your ROI.  Analyzing all the movements made within a page or site, one can see how what products/services were sold and what other items were bought in conjunction to those movements. Google Analytics is a vital tool to your online marketing success; however the application must be utilized correctly to gain the most benefit possible. At Seybold Scientific a Boise based company, we understand Google Analytics and how to make it work for you.

Search Engine Optimization (SEO) is a series of techniques that are used to improve the relevance of a website within a search engine query. For a business, becoming search engine optimized equates to bringing more traffic to a website, and generating more sales. Ideally, through SEO a website will appear on the first page within the search results of popular search engines i.e. Google. Through a naturally high position the likelihood of a web user clicking on the website’s link becomes increased significantly.

First steps in search engine optimizing your website involve researching keywords that are commonly used in your industry. A starting point is to think of yourself as a customer looking for the product/service that you sell and taking note of the keywords that come to mind. Another common way to find keywords is to do search engines query’s for similar products/services. Once you have established these keywords, it is essential that you use them in the following areas in your website: 1.) the page title, and 2.) H1 & H2 (heading) tags. Search engines look closely at these areas when defining where to place a website within a search result.

In addition, when going through the steps of search engine optimization; descriptive page titles add a level of user-friendliness and aid the web user in determining whether the content of the page is worth visiting. Therefore, for web usability, be as descriptive as possible in conjunction with using select keywords. Finally, the use of headings (especially H1 and H2 tags) enables web users to easily scan your website to understand if it is indeed what they are looking for. Having a website that is both user friendly and search engine optimized will contribute to the acquisition and retention of regular visitors.

Pay-Per Click (PPC) services enable businesses to advertise online and only pay each time a potential customer clicks on their advertisement. The most popular places currently for PPC campaigns or search engine marketing is through the top 3 search engines, Google, Yahoo!, and MSN. However, social media sites such as Facebook and MySpace should also be considered for pay-per click campaigns. Facebook and MySpace are considered second tier pay-per click websites, and are great additional social media marketing resources for reaching target customers in a more cost effective manner. The benefit of using these second tier websites for PPC services is that it allows businesses to reach those individuals that are constantly visiting social media sites. Often times, heavy users of social media do not use the search engines as regularly, thus allowing advertisers the greatest customer reach.

A major difference between the top tier pay-per click ad sites and the social media sites lies in the delivery method used to display the advisement. Google, Yahoo!, and MSN present ads to users based upon search queries matching predetermined keywords chosen by the advertiser. On the other hand, ads in social media PPC sites are targeted to users based upon the demographical information provided in their profiles. Age, gender, and location are some of the key demographic variables that advertisers can make specific selections in targeting customers.

If unsure of whether social media sites will be an effective advertising driver for you, it is recommended that you perform a test. Purchase the minimum amount of clicks on MySpace and/or Facebook and start monitoring your internet traffic to assess each ad site’s effectiveness in reaching your target market. Facebook and MySpace alike provide their advertisers with an analytical package that displays demographical data and metrics that pertain to the performance of the ad campaign. Through this feedback, advertisers can decide whether social media marketing is an effective channel in reaching their customers.