SEO Centering

Any competitive marksman will attest that you don’t have to hit the bull’s-eye to win a match. The same goes for marketing, including that corner of marketing called Search Engine Optimization (SEO). For every product, there is a precise target audience and keywords that are compelling to making the buyer/product match. But no human has one single interest, and their interests tend to have subsidiary interests. Click here for the best SEO service. B2B buyers are no different. Enterprise Linux has always been more than just an operating system, and many people buy it for the stuff that comes bundled (MySQL, JBoss, Hadoop, Apache, etc.). Marketing and SEO Boerne, involves a greater scope of interest than the core product. Which is where some SEO companies mislead their customers. One can expand their keywords as to generate a great deal of … Continue reading

Content Continence

Content is king unless it is crud. There is no grand magic to content marketing. Yet many promotion probationers manage to muck it up. Long ago Google established that relevance was what people wanted in search, which really means they want relevant content. Producing relevant content and putting it where your target market can “discover” it makes content marketing works. Producing irrelevant content and forcing people to trip over it will cause you (and your company) to fail. Many content marketers work on the volume of content, assuming that a large number of keyword rich pages will cause customers to connect. Such “strategy” once produced high traffic but low conversions. With Google constantly refining relevance filtering, voluminous content it isn’t even producing much traffic these days. Yet when it does, the outcome isn’t conversions, but annoyed ex-prospects who feel their time was wasted chasing the promise of meaningful information and … Continue reading

Romancing the Market

There is a reason that blind dates were never very popular. Marketing and dating are both incremental dances with well understood steps in forming a relationship. Amazingly many companies, and most technology companies, lack even a fundamental notion of incremental intimacy, which many also explain why many techie founders remain bachelors. Anyone who suffered the dating process understands the phases of location, attraction, value and risk assessment. Yet your average technology web site avoids all these steps. First off is findability. In dating this may involve joining activity groups or hanging out in the right bar on a Saturday night. In marketing it has always been about advertising, and in the modern extension of that, search optimization. Being found is a requirement to being desired. Failure to promote or to be locatable on the web makes the odds of obtaining prospects nil. But just today I ran across a web … Continue reading

Micro-hoo?

In the all business, and especially in technology, there are three ways to grow: you can innovate product, you can change the rules of the game (marketing), or you can buy your way up (cash). When I see a hyper-competitive company like Microsoft making a multi-billion dollar plays to buy their way up a market, then I know they failed to innovate or market. And that is the condition in which we find Balmer and Company with their mega bid for Yahoo. We’ll call the merged company-to-be Micro-hoo? Microsoft — despite making the Internet a consumer product by bolting a TCP/IP stack into Windows long ago — was slow to see that former Sun CEO Scott McNealy was right when he said “The network is the computer.” The Internet is the only infrastructure bigger than what Microsoft had already created. As such it is a glorious place to make some … Continue reading