Social networking & search engine optimization
SOCIAL NETWORKING & SEARCH ENGINE OPTIMIZATION
© Dean Bouridis, 2009
Dean Bouridis BA, CDM, BSA
1.0 EXECUTIVE SUMMARY
The convergence of retail and community building online has become known as “social networking”. This online phenomenon is spreading across the globe. Nearly all internet users are being engaged in some aspect of this online activity. It ranges from social shopping, networking to community building.
2.0 SEARCH ENGINE OVERVIEW
In light of the rapidly growing phenomenon termed social networking, the ultimate goal of search engines is to adopt a risk management program that will enhance the customer experience; to create repeat sales and enthusiastic word-of-mouth referrals. To accomplish this, an effective program has to be driven by the organization’s business operating environment. An organization has to maintain an environment that meets:
– Customer’s expectations.
– Operational business needs
An organization is challenged with the on-going need to focus on, evaluate and improve each of its functional services.
2.1 Keywork Search Optimization
Some online loyalty programs operate as a means to simply encourage customers to stick with a particular brand. Other programs encourage customers to throw more business towards a company, by establishing tiers. They use incentive programs that offer greater rewards for increased levels of spending.
The leading search engine is positioned on top of the evolving web mosaic. Their unique positioning allows the search engine to maintain its competitive advantage by:
– Monitoring any area of growth
– Acquiring the first position for any area they want to compete in.
To maintain their position, the leading search engines adopt a marketing strategy which has the flexibility to reposition them in the marketplace when deemed necessary. If the organization is uncertain of their competitive positioning, they have on occasion listed their services alongside a couple of other competitors. Often they have demonstrated they will maintain this positioning until their internal stats show their product is superior. The leader in the industry has mastered the concept that offering free exposure along with free benchmarking equates to great advantages.
3.0 SEARCH ENGINE OPTIMIZATION
3.1 Keyword Tools
To optimize search engine keywords (SEO) There are many free or low-cost keyword tools one can use within the social networking environment. The search engine Google for example uses the AdWords keyword tool as a focus of its innovative business models. Adwords is associated with the pay per click concept. Adwords is still one of Google’s main sources of revenues.
A percentage of business owners that want to make money online are taking advantage of innovative internet marketing strategies and internet advertising. Businesses that use Google AdSense ads for instance make money online on the front end, and by writing articles on the back end.
Google AdSense is positioned to allow advertisers to get both targeted traffic and sales, – but so is everyone else. However, by writing articles, the Internet marketers who incorporate Google AdSense, can also make more money online, if done properly with this internet marketing strategy.
3.2 Keyword Positioning Strategies
The objective of applying key word search techniques is to meet client needs with minimal effort. This equates to higher profits, better budgeting and a faster return on investment. It is accomplished by managing the web site’s traffic relative to the investment output. The impact of the key word searches, is measured by the competitiveness of the data used as well as the popularity of the applied data. The right competitive mix of keyword search usage allows the search engine to be optimized; to measure the traffic on investment of any keywords.
3.3 Search Engine Optimization
To optimize the search engine performance, one has to take into account certain factors. For example, one has to equate a webmaster’s degree of intent to compete. They also have to mitigate any obstacle that may impede the ranking for a targeted keyword
Other factors to take into account include:
– data integrity
– impact of automated searches
– manipulation of data collected by search engines
– relativity and consistency
– seasonal data
– private keyword sources
4.0 SEO OPTIMIZATION STRATEGIES
4.1 Effective Online Search Marketing
Effective search engine marketing is an ongoing qualified measurement and improvement program. Such a program has to constantly scrutinize the statistical data being collected to optimize the search engine marketing campaign. Adjustments have to be made regularly for the highest possible return on investment.
A reliable internet online marketing experience is mandatory to provide services such as:
– Building professional, search engine friendly web sites
– Making the best presentation of your company to potential clients
– Branding in the global marketplace
– Structuring paid search marketing campaigns
– Designing landing pages that convert to leads
– Creating dynamic web content
– Providing measurable results
The goal of keyword researches is to obtain search volume estimates. This is essential to maximize search engine optimization. An organization wants to make sure their online subscribers are expanding their efforts on the most leveraged keywords. Usually these are the keywords or terms with the most searches.
4.2 Maximizing Return in Investment
To maximize the return on your investment, one has to closely monitor certain keyword search variables.
4.2.1 Keyword Matches
Keyword searches are impacted by:
– Total Matches
– Exact Matches
– InURL Matches
– InAnchor Matches
– InTitle matches
– inText Matches
4.2.2 Page Links
The strength of a site’s inbound links is related to the page ranking applied by the search engine. To determine the strength of the inbound links in relation to its derived page ranking, one has to understand the driving force and resulting impact of the search engine’s page ranking? The page rank of the URL is in essence a function of all back links pointing to it. These back links come from inside and outside the domain.
Furthermore, pages are ranked based on a series of variables:
– Ranking Page Links
– Ranking Page PageRank
– Ranking Page In Title
– Ranking Page inText, etc.
Another goal of keyword searches is to ensure your domain is properly ranked. Variations on the key phrases one has selected within their domain can have a significant impact of your search engines’ optimization. Sometimes the first phrase that comes to mind isn’t the first one to come to the searcher’s mind. For instance, if you’re selling a technical product or one that involves technical jargon, a person may not relate to the terminology used within your domain.
4.2.3 Domain Ranking
Domains are ranked as follows:
– Ranking Domain Links
– Ranking Domain PageRank
– Ranking Domain Age
Following the above noted matrix guidelines will allow the search engine to be optimized for your Internet marketing campaign. You should start to measure the increasing return on your on-line marketing campaign’s investment.
Keep close tabs on key PPC (pay-per-click) metrics such as CTR (click-through-rate) and conversion rates by keyword, as well as quality score. Tweak your campaign by dialing down losers and boosting winners. The goal here isn’t only to gather data, but ideally to get conversions as well!
5.0 IMPLEMENTATION STRATEGIES
5.1 Evaluating New Technologies
Investing in the Search Engine Optimization strategies – information technology solution is an important part of staying competitive with potentially positive impacts on growth, risk, and online marketing outcomes. When evaluating new keyword techniques, there are several important issues the Business Analyst has to consider.
The project objective is to provide “personalized keywords” and the intersections between the emerging
fields and the electronic data records. This entails the planning for and executing projects to meet
business and target marketing objectives.
5.2 Business Analysis Project Scope:
Within the scope of the project the Business Analyst will examine the Search Engine Optimization –
information technology solution:
1. How the technology is utilized to mitigate key risk factors such as errors in keyword identification and delays in search report availability
2. What’s available and what’s on the in automation, including interfacing with processing devices as well as new labeling technologies
3. Integrating data from multiple sources into a single data record (inbound results)
4. Training – as new technologies emerge or become available, how do you build the necessary skill sets?
5.3 Target Marketing
Evolving Standards of Keyword Searches:
– Is the standard advancing in a particular field?
– Does the peer-reviewed literature and regulators support the advance?
– Do users and stakeholders expect the highest standard, and if so, what is the liability risk of not upgrading?
Search Engine Outcomes:
– What effect will the new technology have on keyword search outcomes?
– Will outcomes improve, stay the same, or worsen?
– What impact will the new technology have on workflow efficiencies?
– Will it increase capacity?
– What effects will it have on human resources in terms of increased revenue streams and return on investment?
– Will it improve operations?
– Can the technology be incorporated into a lean operation?
– Does the technology allow you to stand out from other web sites?
– Is it a marketing differentiator?
5.4 Working with the Technology Partner:
Does the Search Engine Optimization – information technology solution have a proven implementation team that will analyze specific business needs and customize the solution to meet them?
5.5 Support Resources:
Does the Search Engine Optimization – information technology solution provide support resources for
marketing, training, and educational opportunities?
Greater accuracy is based on a statistically significant improvement in sensitivity and a statistically significant improvement in specificity of the individual marketing campaign. False-negative reduction is based on a statistically significant improvement in sensitivity.
5.6 Return on Investment:
Providing additional tests represents an improvement for keyword search results in terms of maximized access to your web site.
The objective is top increase the web site throughput capacity. This can have a positive impact on revenue streams, client consistency, traffic flow standardization, reproducibility, and revenue growth.
– The Business Analyst conducts, and directs the analysis of business problems to be solved with automated systems
– Partners with users to identify, evaluate, and develop systems and procedures, which are, cost effective and meet functional requirements
– Plans and executes unit, integration, and acceptance testing
– Creates specifications for systems to meet business requirements
– Designs details of automated systems
– Leads cross-functional linked teams to address business or systems issues
– Plans, conduct, and direct the analysis of business problems to be solved with automated systems
– Partners with users to identify, evaluate, and develop systems and procedures which are cost effective and meet user requirements
– Plans and executes keyword search integration, and acceptance testing
– Creates specifications for systems to meet financial targets
– Designs details of automated financial systems
– Leads cross-functional linked teams to address business or revenue issues
– Enhances efficiency through customizable search engine workflow
– Improves diagnostic processes and search engine financial interpretations
– Provides convenient, immediate access to comprehensive keyword search financial data
– Decreases diagnosis delivery turnaround time
– Eliminates errors and redundancy caused by recording results via ETL system
– Improves transcription workflow
– Increases revenue through efficient, accurate coding and charge capture
– Lowers total cost of campaign
7.0 QUANTITATIVE & MEASURABLE RESULTS
Search engines today face many challenges. Revenue generation and competitive differentiation are key to their success in overcoming those challenges. The proposed search engine systems integration and implementation overcome many of the inherent challenges of a consolidating marketplace, workflow inefficiencies, and mitigate liability. This is paramount in the advancement of the standard of search engine optimization and thereby creating a positive financial impact on both traffic revenues and business outcomes.
The Business Analyst will continue to evaluate the development of new technologies that will address the needs of search engine optimization.
7.1 Functional Next Step
Performing a business needs assessment is a powerful method to diagnose workflow inefficiencies and identify opportunities for financial improvement and revenue growth.
What to look for in the Search Engine Optimization – information technology solution:
1. Deliver current, evolving optimization standards
2. Improve keyword search financial outcomes
3. Expand revenue capacity
4. Improve workflow efficiencies
5. Provide a business needs assessment and support throughout implementation
6. Support resources will make a significant contribution to keyword screening and search engine management
7. Flexible task-driven workflow search engine
8. Full keyword context with embedded dictation and transcription workflow
9. Encoding and mapping to keyword search optimization standard codes
10. Common terminology manager
11. Comprehensive, accurate activities-based costing
13. Integrated search engine methodologies
14. Common platform and service methodology
Dean Bouridis possesses a deep and broad set of business management and execution skills. I have acquired a depth of experience in a variety of applicable technologies to drive execution and innovation to business challenges. I am highly credible with demonstrable ability to engage with senior and business management on emerging technologies and how best to exploit them for business advantage.
Some of his accomplishments include:
eDev Technologies – Board Advisor – Strategic Market Planning
Gerson Lehrman Group –Business Advisor – Educator
Trillium Health Centre – Implementation Manager – Health Care Facilities
The Globe & Mail – Comtel Call Centre – CRM – Manager
Kingsley Strategic Group – Project Director – Systems Integration & Implementation
Regal Capital Securities Inc. – Chair, Investment & Project Review Committee
Business Development Bank of Canada – Counsellor
Business Communication Solutions – Managing Director, Corporate Financial Services
National Defense – Analyst
Unitel Communications (AT&T Canada) – Product Manager
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