At the end of February Google released an update to their algorithm that was supposed to penalize and deter content farms (sites that reproduce content from other websites or use low quality content purely for the sake of higher search rankings).  Google claimed that this would affect almost 12% of all US queries.  Some SEO experts have dubbed this algorithm change the “Farm” or “Farmer” update.

Now I’ve seen recent articles out there about the short term effect of the Farm update so I decided to check out some of the Google Analytics I have access to in order to see how a variety of our clients are fairing.  I got a mixed bag of results as you can see in the examples to the left.

While I saw several examples of traffic spiking, falling, bouncing or remaining consistent throughout our network of individual domains more often then not our domains took a noticeable of a dip after February 25th (31% as seen in the bottom example shown) followed by an immediate traffic increase (again in the bottom example shown an increase of over 50% above the average daily traffic). 

It’s all interesting, but what does it really tell us?  A highly trafficked website receives traffic from a variety of sources so a dip in a single traffic referrer - in this case Google - might not show much of a traffic loss.  A small website like our new affiliate blog which receives 90% of its’ inbound traffic from Google would definitely show an impact, but the low traffic volume means that we can’t trust the traffic drop to be directly correlated with the Google Farm update.

For the most part at ELEMENTS we focus on franchise companies which generally have hundreds of websites across the board and we are able to track those websites as a whole.  So how will traffic to 700+ like websites be affected by the Farm update?  Let’s find out.

Franchise A

Franchise B

Looks to me like there was very little if any effect at all on the overall franchise traffic for these two clients following the February 25th update roll out.  Other franchises I looked up had less than a 10% degree of variance after the Farm update, so thankfully not much changed across our franchise networks.

So who wins and who loses with this new rollout?  That remains to be seen.  Some have reported (EZineArticles for one)  a loss of up to 40% of their traffic since the Farm update went into effect and Mahalo.com which describes itself as a knowledge sharing service has reportedly laid off 10% of their staff in response to the significant dip in traffic & revenue resulting from the Farm update.  On the other hand possible content farms themselves, eHow and Wikipedia are reported to have seen a traffic boost from the update.  My take is that websites with a strong offline brand (perhaps even some online brands) are not going to see much negative effect from the latest update.

Using Google Analytics
(www.google.com/analytics)

Google Analytics is a free service that produces statistics about the visitors to a website. It can track visitors from which search engine or website they were referred by, email marketing, online PDF documents, and pay-per-click networks.

1. Understanding Traffic Building Behaviors through Statistics

If you know which online campaigns, keywords, and adwords are working and which ones are not, you can focus on the tactics that have been proven successful and change the ones that are not producing sales.

2. How to Build Meaningful Reports

Key Performance Indicators (KPI’s) help you track what matters. Every industry is different, therefore goals are different. The best way to track KPI’s is to come up the ones that are useful in reaching your goal.

Here are some examples of formulas used to generate goals of:

 In a world where marketing messages abound in nearly every aspect of daily life, a new, discerning consumer has evolved – one adept at filtering and tuning out information irrelevant to personal interests. Rightly so, franchise marketing tactics need to also undergo a major shift, since traditional outbound techniques such as advertising and unsolicited email blasts are increasingly becoming blocked or ignored.

                “Franchises should focus the majority of their marketing budget on inbound, not outbound initiatives,” said Jeremy LaDuque, CEO of Elements Inc., creator of ElementsLocal™, a new software solution for franchises that increases company leads through maximized search engine results. “When you push your message out far and wide with little discretion, you’re essentially crossing your fingers that it will resonate with a few individuals. Inbound marketing generates leads that are more abundant and credible, as potential customers seeking your services have been attracted organically through search engines, blogs and social media.”

• Get Local. Instead of relying on just one national web site for the entire franchise network, provide cross-linked autonomous and brand-compliant web sites for each location. As the franchisor, you benefit from:

o    A “network effect” of hundreds of web sites, each displaying relevant content about the company, being seen by search engines, which increases rankings and visibility

o    An ability to leverage each franchise by allowing franchisees to customize (according to franchisor specifications)  their web site with local content and local e-marketing campaigns

• Get Optimized. Some simple ways to get started with search engine optimization:

1)       Focus the attention of each webpage to just a few keywords

2)       Add relevant content about those select key words to that webpage

3)       Add those keywords to the title and meta tags of that webpage

Get Social. Social media is the fastest-growing segment of the Internet, and best of all, it’s much less expensive than most other marketing tactics. Get your franchise on board by:

o    Participating in social media sites such as Facebook and You Tube. Start a corporate Facebook profile and seek out fans or upload informative – or even humorous – videos that have “pass-along” potential, such as an engaging company story or client testimonials. This will help attract more visitors to your web site, increase your exposure within a larger audience and boost your search engine ranking.

o    Using a blog and/or Twitter to publish information about your business. Gaining “followers” or subscribers not only increases the audience for your company message, but also helps you gain valuable insight from the comments consumers leave on your posts.

• Get Efficient. Inbound marketing efforts are highly track-able, so employ various strategies to monitor the efficiency of your efforts. This will allow you to repeat what’s working, discontinue what’s not, and gauge what’s providing you with the best return on investment (ROI). Some helpful hints:

o    First, establish exactly what it is you want to track and make sure you have a way to measure what you want to track

o    Use statistical programs like Google Analytics to monitor web site traffic behavior – from number of pages viewed to length of time on the site

o    Use landing pages to track specific ad campaigns and/or marketing initiatives

o    Track throughout – from campaign to conversion to sale!

                “As franchises start to ‘think inbound’ in their marketing strategies, they’ll attract customers who are appropriate for and receptive to the company message,” said LaDuque. “This competitive advantage will not only save franchises money, but will also help them build lasting and loyal relationships with clients.”

Recession proof your business at the first Marketing Bootcamp. The Marketing Bootcamp brings together several top nationally known marketing experts and companies to help you stay the course while the economy gets back on its feet as well as stimulate business growth.

Learn how to use the power of the Internet and your website for more than just information exchange with Jeremy LaDuque, CEO of ELEMENTS, Inc. LaDuque will teach you to leverage your website to set and attain your marketing goals, analyze your statistics and tailor key performance indicators (KPIs) to fit your business and objectives.

INTERNET POWER TRAINING 1:50 – 3 PM

MARKETING BOOTCAMP- Learn Everything You Need to Know to Grow Your Business and Brand!
Saturday, May 16, 2009
8:00 am-4:30 pm
The Embassy Suites in San Luis Obispo

THIS EVENT IS SPONSORED BY: Central Coast Magazine, Mission Community Services Corporation, Central Coast Women’s Network, Pacific Coast Business Times, New World of Media, Elements, Inc. and Whizbang Ideas!

Choosing a name for anything is daunting. Your kid, your business or website domain, you want to make a good choice. Your domain name is your internet identity and should be a vital component in your overall business and marketing strategy. How do you figure out what your ultimate domain name is?

I Am What I Am

Ideally, the planets will align so that your website name and business name will come together at the same time. The name that you’ve been using in your marketing and branding efforts is the name you want for your website and domain. It’s the first thing users will try to enter into a browser.

If you already have a well-known name or brand, you should obviously get the domain that matches that name. You put a lot of effort into getting that name and branding established in your community. But what if that name is taken? Don’t change your company name because you couldn’t get the domain name.

Look up the current owner on www.whois.net and contact them to see if they are willing to sell it to you. If they are agreeable to selling the name, they will probably up the fee so you could be paying a higher rate than when you buy a new domain.

If your website and/or company is new, you might want to check out domain names first and find one that suits the name of your business. So, let’s say you find that bitsandbobs.com is available and buy it, it could be a perfect name for your Bits and Bobs business with your website being bitsandbobs.com.

Remember, the internet is an extremely fast-paced world and your customers want ease of use, so don’t make them work. A domain name that reflects your business and website is one less piece of information for users to remember. When visitors think of your business and website they’ll know it by name and where to go or what to enter into the browser.

The Long and Short of It

It’s true. Shorter domain names are easier to remember (but it’s harder and harder to get meaningful short names that make sense). Short names are also less apt to give users problems with typos. Todayisyourluckyday.com (sort of an average length) is much easier to remember and use than goandconquetheworldtodayisyourluckyday.com.

On the other hand, if a short name seems confusing or random unless the user is very familiar with you, then stick with something longer. So, tiyld.com is short and sweet, but it’s an odd assortment of letters that aren’t even pronounceable as an acronym. Spelling this out is probably easier to remember and use: TodayIsYourLuckyDay.com. Additionally, search engines will probably not pick up on your randomly-lettered domain name.

Word! What’s the Key Here?

Another point to consider is using site keywords in your domain name. Using keywords are likely to boost your site ranking with search engines. It’s not your business name, but the plus side is that search engines gravitate toward keywords that are also found in domain names. However, in order to make keywords in your domain work for you, you’ll need to know what words people are searching for. There are quite a few tools that will can help you figure out the best keywords to use. See Good Things and Do Your Leg Work below for a more detailed discussion.

So being that you can use up to 63 or 67 characters in a domain name, you could use several keywords…go crazy! But, and try to remember that run-on name and type it into a browser! It’s probably a good idea to avoid a horrendously long name…no one will remember it, much less want to type in out. The key to your domain name, long or short, is that it makes sense and doesn’t cause a lot of confusion for your customers or other potential users.

Spell It Like It Is

A correctly-spelled domain name will help your users find your website easily. It might be cool and fun to use z’s for s’s or even add a few zzzz’s to your name, but opt for simple and easy… kewlgurrrlsurferz.com …huh?

To Hyphen or Not to Hyphen

Some things to think about with a hyphenated name:

Not So Good Things:

• ~ You’ll have a hurdle making people aware of the hyphens in your domain and people don’t usually remember to type them in. Most people would type in todayisyourluckyday.com, not today-is-your-lucky-day.com
• ~ Adding hyphens in your name makes for a potential mouthful when users say your name…verbal marketing will sound clumsy. It would be almost more logical to buy clumsyhyphenandhyphenawkward.com because you’ll be saying “clumsy hyphen and hyphen awkward dot com.” If you aren’t clear about the hyphens, when people recommend your fabulous product or service and site, other users will type in clumsyandhyphen.com, not clumsy-and-awkward.com. Take a cue from most corporations and try not to use them.
• ~ Generally, they are a pain to type, especially several of them within one domain.

Good Things:

• ~ Hyphens help search engines identify keywords more easily. Because they distinguish your keywords better, your site will be better ranked in search results for those specific keywords.
• ~ It’s an alternative when the un-hyphenated domain name is already registered to someone else. If you can limit them, you may still be able to get a not-too-awkwardly-hyphenated domain you want.

Happy Medium Thing:

• ~ Buy both your natural and hyphenated domain names…since typing the name is easier without hyphens, this is the one you use for marketing and everywhere else. Since search engines usually like and rank domains with hyphenated names better and better ranking drives more users to your site, you’ll get the benefits of the hyphen.

What’s the Point?

Registering multiple domain names and pointing each one to a specific page or a few to your general website can help generate higher sales and traffic to your site. When you do this, you give users multiple avenues to your site. So, both customers who know the business name will be able to find you and customers who know your product or service will be able to find you.

Consider purchasing domains that are similar to your domain, contain hyphens or are even misspelled: coolcoffeeshop.com, coolcoffeeshoppe.com, koolcoffeeshop.com, cool-coffee-shop.com, coolcofeeshop.com, kewlcafeshop.com…you get the picture. Registering several domains will cast a wider net when users search for you. A word of caution: don’t point too many multiple domains to the same page because most search engines will dump your site.

Dot Wat?

.com is the most common and widely known extension. Like a good short name, finding your .com domain can be challenging. Most people now recognize .biz, .edu, .org, .net…but these also have certain implications. Be aware that .biz is generally recognized for businesses; .edu is intended for educational institutions; .org is widely used by non-profit and similar organizations; .net was originally for network providers, but it has a general use like .com now. However, there is nothing wrong with buying your domain name with several of these extensions.

iCUGOT12?

Numbers can present a similar problem as hyphens, especially with vocal marketing: is shineything4you.com – 4you or foryou or fouryou or 4u…..?

Shock Value

Using profanity in your domain name is unprofessional and gives you a negative image. Done.

Do Your Leg Work

Getting back to using a keyword or words in your domain name…this will help optimize search engine results, but to make your choices meaningful, you have to know what people are searching for.

• ~ Word Search – www.wordtracker.com is one of the many tools that can help you find good keywords. Enter the words or phrase/phrases you think people would use to search and the program shows you which words are most popular. You can use this information to optimize our website content, generate more keywords and improve your organic or pay-per-click searches. This site gives you a free 7-day tour, beyond that it’s a paid membership. If you search for “keyword tool,” you’ll find other tools to use as cross-reference.
• ~ Trademarks – If you have any question about your domain name being trademarked, do some research to verify you aren’t violating the law. However, if you register domain name and then a company trademarks it, you’re probably safe.
• ~ www.whois.net – You can do various searches on this site, obviously finding out if the domain you want already has a current owner. You can search by domain name, keyword and owner. Using the domain search will help you with trademark research. You can find deleted domains as well.
• ~ www.deleteddomains.com – The name says it all! Do a primary search for deleted and on-hold domains here. The site has a great feature that allows you to choose search parameters like character length or domains that contain specific words. You’ll need to register to get the full benefits of their services.
• ~ www.nameboy.com – This is a playful generator site. You search for words and let the program know if you want your domain to use hyphens or rhyming words. It also has a “who is” search. A cool feature is that you can submit your domain name and they will appraise the words for things like search frequency, terms and keyword advertising values, popularity. Using this tool will help you evaluate your domain relative to keywords.

Because your domain name is part of your image and branding, use all the resources available to make a good choice. Sometimes domains come easy and are a logical fit AND are available—the planets aligned for you! It gets tricky when your first choice isn’t available or you can’t find a good combination of words. Your domain should represent your company and product or service in order to better integrate your website into your marketing strategy.

The ultimate domain name does not make an ultimate site…you still need to put some work and effort into great content and design. Go the extra mile with keywords and some SEO work. Otherwise, your website will be all dressed up with nowhere to go.