i5 Blog

In late 2006, rumors swirled that Google was thinking about purchasing Facebook for a cool $2.6 bil (or maybe less, depending on how willing you were to believe the hype). In the end, Facebook decided to remain independent (a move that seems to have worked to their advantage so far) leaving Google social network-less. Of course, Google is never, ever willing to be outdone, so a few weeks ago the search giant rolled out its very own social network—Buzz.

Buzz is part of Gmail, which Google (rightly) claims has always been a social network waiting to happen. Buzz allows users to create profiles and update their statuses just like its social network competitors, but it’s also sort of like an RSS feed on crack: Users can link any number of social media accounts that they already have (including Flickr, Blogger, Twitter, Google Reader, and YouTube accounts) to their Buzz account so that when they update these networks, the updates automatically appear to their friends on Buzz as well.

Google believes that by promoting Buzz on the Gmail platform, they are giving it distinct advantages over social network numero uno, Facebook. For one thing, users don’t have to search for new friends—Buzz recognizes who's friends with whom via users' Gmail contacts and connects them automatically. Google also boasts that by integrating Buzz into Gmail, users will be able to track Buzz alerts and respond to them without having to follow links and log in to an outside site.
 
Still, with 400 million users, Facebook is without a doubt the top social media dog, and it doesn't seem poised to budge. But social network and media sites are certainly not immortal—before Facebook came along, MySpace was king, and now it’s virtually dead (well, at least as far as people over the age of 16 are concerned). The trouble with MySpace was that it felt incredibly juvenile—users decorated their profiles with sporty and sparkly princess themes, added music that assaulted profile visitors, and “totally wunted u 2 luk @ there pics from SpRiNg BrEaK”! Facebook toppled MySpace because it was cleaner, offered only a single, standardized layout, and promised users increased privacy (it was open only to college students once upon a time, you know).

For all the bells and whistles and apps and Pages that it has added since its inception, Facebook continues to feel like a social network that’s adult and “with it.”  And Facebook users, in spite of their moaning about the endless (and senseless) redesigns, constantly changing privacy settings, and annoying calls to “Join my mafia!” and “Help me raise my barn!” are largely pretty content with Facebook—their friends, their pictures, their videos, and their wall posts are all there, after all. Buzz might catch on among a few Gmail users (in an “I’m here so I’ll give it a try” sort of way) but unless Buzz offers a feature that Facebook absolutely cannot duplicate (and we know from the Twitter-like “live feed” that Facebook will try) it’s hard to believe that the Facebook Empire would actually lose a significant number of its users to the new kid in the Google-verse.

On June 13, 2009, Facebook began allowing its users to claim usernames (also known as “vanity URLs”) so that they could direct friends to their profiles more easily (instead of www.facebook.com/people/Joe-Blow/4815162342, profile URLs could now be www.facebook.com/joeblow). On most other social networking sites, vanity URLs are the default (Twitter users, for example, would be aghast if they suddenly had to tell people to follow them @/people/Joe-Blow/4815162342) but before June 13, Facebook users could only direct friends to find them by looking them up.

These usernames were made available for Pages too, but there was a catch: Only the Pages that could boast 1,000+ fans were eligible. That number eventually jumped down to 100, and now Facebook says all Pages with at least 25 fans are eligible. Once you’ve reached that magic number, all you have to do to claim your username is:

• Visit http://www.facebook.com/username/.
  *You may be prompted to enter a cell phone number so Facebook can verify your account via text message.
• Click on “Set a Username for your Pages.”
  
• Select your Page from the dropdown and name away.
  *Usernames must be at least 5 characters long and can only be changed one time after they are set, so choose wisely!

So what’s the big fuss over usernames? Aren’t Pages assigned the same long URLs as profiles? Couldn’t you just use that to tell people about your Page? Well, yes and sort of. If you want to use the long URL to create text and  links, no one will know the difference. But what if you want to put your Facebook address on your business card (and you should want to)? The cumbersome /pages/My-Biz/001100101 is certainly less user-friendly than /MyBiz. What if you are talking to a friend about your business and you want to inform him about your Facebook Page? Would you rather try to remember to email him the URL the next time you are at your computer, or just say, “You should check out our Facebook Page at facebook.com/MyBiz!”? What if you're sponsoring a bake sale or a half-marathon team? Rather than packaging your cakes and your runners in boxes and t-shirts marked with your name and an easy-to-miss Facebook logo, you can instead send them out sporting the easy-to-remember Facebook.com/MyBiz URL. Simply put, a Facebook Page with a vanity URL is easier to advertise than a Facebook Page without.

If you’ve reached the magic fan number, take a few seconds today to claim your username before someone else takes the one you want. It might not be the secret to instant Facebook superstardom, but it’ll definitely make it easier for you to promote, promote, promote.

A few months back we sung the praises of Google’s Local Business Center and encouraged all the business owners in the blogosphere to snap up their listings. Creating/claiming a business listing is really one of the simplest things in the world to do, and since Google features its listings front and center on search engine results page one, having a listing is also one of the best ways to reach customers. But if, for some reason, you have not already claimed your listing, you really ought to do so before your competitors can monopolize the top spots. Why? Because most customers figure they can get what they need from one of the first few listings they see, so they won’t look beyond the main pack. Your business listing must occupy one of the top spots if it’s going to be effective. Thankfully, the tricks to boosting your listing’s rank are just as straightforward as getting a listing in the first place:

• Put keywords in the title of your listing: From Google’s perspective, the title of your listing (the name searchers see on the search engine results page) is the most important place for keywords. Your title should indicate what type of business yours is and where it’s located because those terms will be the ones used most often in a search. For example, if you own an art supply store in Chicago called “Glitter ‘n Glue,” the title of your listing should be “Glitter ‘n Glue Chicago Art Supplies.”
• Make sure the business address you enter in your listing exactly matches the address on your website and in internet Yellow Pages: The more often Google sees one business address, the more likely it’ll be to recognize the legitimacy and popularity of that business.
• Submit a phone number with a local area code: Local phone numbers prove to Google that you are actually doing business in the area you claim you are. If you have an 800 number you can add it as an additional number, but it will do you no favors in the primary position.
• Include keywords in the description of your business: Think about some of the words people might use to search for your business and arrange them in a readable 200-word description. Glitter ‘n Glue might choose “canvas,” “crafts,” “paint brushes,” “ceramic,” and “scrapbooking,” but they would never arrange them thusly: “We sell canvas paint brushes for your ceramic and scrapbooking crafts.” Customers want to understand who you are, so make sure your description makes sense to them.
• Fill out as much information about your business as you possibly can: Google wants to have the most complete collection of Local Search business listings on the Web. If you scratch Google’s back by submitting an informative listing, Google will scratch yours by ranking you higher.
• Consider who will be searching for your business: Will your customers be local or out-of-towners? If your customer base is local, you should use colloquial keywords in your listing. For example, if you own an ice cream shop in Rhode Island, it’d be better to mention your 200 varieties of colorful “jimmies” rather than your 200 varieties of colorful “sprinkles.” If your customer base is from out of town (perhaps you own a hotel or a restaurant) identifying your location is especially important because potential customers who are planning a visit will use it as their search term 100% of the time.
• Get reviewed: Potential customers love reading what other people have to say about a business they’re considering using; Google loves listings that can boast a lot of customer reviews. Let your current customers know about your listing and encourage them to leave feedback there.

As always, too much of a good thing can be, well, bad. So don’t stuff keywords (it looks spam-y), don’t write 100 five-star reviews for your own business (it looks fake), and for heaven’s sake don’t create multiple listings (Google really hates that). If you play well and you play fairly, your listing will make you proud.

One of the biggest arguments for encouraging businesses to invest in social media marketing is that they’ll be able to monitor what customers are saying about their brand, guide the conversations, address issues that arise, and generally be more in-tune with how their brand is perceived. Regardless of whether or not you currently use social media to market your business, there’s a pretty good chance that you’ve been touched by a company’s social media monitoring efforts. Well, provided you were one of the over 100 million people who tuned in to the Super Bowl on Sunday to watch the ads as well as the game, that is.

The ad in question wafted onto the TV screen during the third quarter, it lasted a warm and fuzzy minute, and then it faded to black. The ad was from Google, but it wasn’t hawking Google Chrome or Google Android or Google ISP or any of the other new products and services that keep cropping up in the Google-verse. Nope, the ad featured the most basic Google service of all—its search engine:



The ad (called “Parisian Love”) was certainly a hit—a number of outlets have reported that it was one of the most talked-about ads of Super Bowl XLIV —but it also left many people scratching their heads. Google never advertises on TV, why would they spend $6 million to start now? Does Google feel threatened by Bing? Who hasn’t heard of Google search? (To be fair, though, everyone’s heard of Budweiser too, yet we still see their Clydesdales prance through every single Super Bowl.) 

"Parisian Love" wasn’t actually intended to attract the Super Bowl audience to the search engine that made Google famous and still brings in nearly all of its revenue. In fact, the ad wasn’t originally intended to air during the Super Bowl at all. It was created by Google’s creative team and posted to Google’s YouTube channel almost three months ago as one in a series of promotional “Search Stories” videos. The purpose of these videos is not to promote a Google service, but rather to contribute to Google’s “don’t be evil” image. 

According to Google CEO Eric Schmidt , “Our goal was simply to create a series of short online videos about our products and our users, and how they interact. But we liked this video so much, and it's had such a positive reaction on YouTube, that we decided to share it with a wider audience,” said Schmidt. In other words, Google’s monitoring efforts directly influenced their Super Bowl presence. Google could have chosen to remain off-air, they could have put that $6 million toward something else, but when you already know your ad’s a winner (a luxury most other Super Bowl advertisers don’t have. Ahem, Taco Bell.) heck, what’s $6 mil?

And judging by "Parisian Love"’s reported popularity, I think I can safely speak for much of the Super Bowl audience when I say that when that familiar search bar popped up on our TV screens, we put down our buffalo wings and our tasty beverages, we watched, we smiled, and when the “Search On” tag line popped up we sighed, “Well gee wiz, Google! That was an unexpected treat! I wonder if I have any new e-mail.” If you’re already sure that your ad is going to illicit nearly 100 million responses like that, well, what’s $6 mil indeed!     

In 1998, a small start-up company introduced the tech world to a new search engine marketing model that became the exceedingly popular Pay-per-Click (PPC) Internet advertising system. Hundreds of search engines offer PPC marketing services today, but because Google is such a dominate player in the search engine world, its AdWords PPC tool is the one that gets our dollars. Campaigning the AdWords way may seem intimidating to the novice marketer, so we’ve paired a few common questions with cut-and-dry answers to show you just how straightforward and important PPC is.

Where will my ad appear?
Sponsored ads appear both above and to the right of organic results on search engine results pages:
The top spots receive the most customer attention and are, therefore, the most coveted. Reaching the top spot used to mean spending top dollar, but Google’s now rewarding advertisers for writing relevant content, by factoring in the ad’s Click-Through Rate (CTR). If you bid $1.00 for a keyword and boast a CTR of 12%, you’ll be positioned higher than the guy who bids $3.00 and has the CTR of 0.1%.
 
How will it look?
Ads have three components—a 25-character headline, two rows of text (each row may contain about 35 characters), and one row for a destination URL:

You’ll need to fill that limited space with relevant keywords and clear, common, and specific language. You want to make sure that your ad copy targets the correct audience rather than a ragtag bunch of crazy characters who won’t buy your product. You’re paying for clicks, after all.

How much does it cost?
The beauty of the PPC campaign is that it costs however much you want it to. You tell Google how much you are willing to spend per day and on each keyword (called a “bid”). When someone searches for one of your keywords, Google takes into account the day, the time, and the searcher’s location and then compares the bids to determine which ad will be displayed. Google will show your ad as often as possible until you meet your daily budget. Hundreds of users may see your ad in a day, but you only pay the price you set if someone clicks. 

How do I decide who will see it?
With keywords and geo-tagging. Once you’ve identified your target audience, you can use a keyword research tool (like the AdWords keyword tool or Wordtracker) to generate keyword ideas and to get an idea of how popular certain keywords are. Remember that more popular keywords are usually more expensive and less effective; choosing more specific keywords will not only save you money, but may also increase the number of clicks your ad receives. Google also allows you to target your ad to specific regions, cities, and countries, lessening the chance that your ad will fall on deaf ears.

How do I know if it’s working?
An ad’s success is measured in its Click-Through Rate (CTR) and Conversion Rate. CTR is the number of times an ad is clicked on divided by the number of times an ad is viewed. For example, an ad that appears 1000 times and receives only 1 click would have a (pretty dismal) CTR of 0.1%. An ad’s Conversion Rate is based on how many people are taking action on your website (buying a product or requesting more information) once they get there via the ad. If you’re spending $.10 per click and one out of every five clicks turns into a $50 sale, that’s a pretty easy way to earn $49.50.      

How much work is involved?
The set up is fairly simple, but your efforts should not end there. In order for your campaign to be successful, you’ll need to monitor it closely. The game can change quickly, and you’ll want to keep track of the keywords that are converted into profits so you don’t continue to spend money on those that are ineffective. Google offers a couple of free tracking tools—Conversion Tracking and Campaign Summary—that can help you keep up with your campaign.

When PPC campaigns are managed successfully, they can result in heaps of revenue and brand exposure. If you’re not already investing time and funds in a PPC campaign, now is a fine time to start.

According to Email-Marketing-Reports.com, “If email was a country, its 1.4 billion users would make it the largest in the world.” And judging by the wild popularity of mobile email devices like the iPhone and Blackberry, it’s probably safe to assume that most of your customers are residents of Email Land. If you haven’t done so already, you really ought to make your business a citizen as well by utilizing email marketing.

We’re huge proponents of email marketing because it’s so easy to use, allows you to actively communicate with your customer base, and best of all, it’s incredibly affordable. There are a number of companies out there that offer email marketing service, but Constant Contact is our absolute favorite because it’s so user friendly and offers a number of really practical products and features, including: 

• A huge library of templates that can be customized with a point and a click, meaning you won’t need specialized skills to make appealing HTML newsletters.
• The ability to match your newsletter to your brand simply by choosing an appropriate layout (they’re catalogued by industry) and then adding your logo and changing the colors and font. 
• A tracking feature that can help you figure out which parts of your campaign are working and which parts could be working better.
• An Online Survey service that allows you to create (you guessed it) online surveys and online polls so you can solicit feedback from your customers.
• An Events Marketing service that enables you to invite customers to events, track event registrations, and collect payments (if you’re charging for attendance).

What really makes Constant Contact shine, though, is its outstanding deliverability rate. Constant Contact has a reputation for requiring its users to adhere to fair and honest marketing practices, so Internet Services Providers recognize that emails from Constant Contact’s IP address belong in the Inbox rather than the Spam folder. 

You can purchase Constant Contact services directly from the site, but you can also purchase them from an authorized vendor (like i5 web works). Each method offers complete access to all of Constant Contact’s features and functions; however, if you choose to buy from i5, you’ll get the added benefit of our knowledge and experience. We can manage your marketing initiatives for you or simply assist as needed.

Don’t wait for your customers to seek you out tomorrow—start email marketing today!

So, you’ve joined some social media sites and you’ve cobbled together a pretty nice collection of followers. Now the question is, “What the heck are you gonna do with them?” You can’t spam them with self-promotion because they’ll leave. You can’t ignore them because you won’t see any return on your initial social media investments. What you can do—nay, what you should do, is talk to them. After all, the ability to interact with customers, to personalize your company, and to seem like an approachable expert forms the basis of social media’s appeal.

Not sure what to talk about? Not to fear--we’ve come up with six examples of ways you can engage with your social media audience. (For consistency’s sake, we’re assuming that “you” are a fictional florist called Brenda’s Blooms in our examples.)

• Call fans to action with your status updates. EX: When the weather’s nice, post an update to Twitter, Facebook, or your blog encouraging your followers to take pictures of flowers they find during the day and post them to your wall. You could also set up a Flickr Group where your followers could post flower pictures as often as they like. Be sure to comment on as many entries as possible and ask your followers to share the project with their friends so more people can contribute to your virtual bouquet.

• Ask fans questions and solicit their opinions. EX: Ask people which blooms they associate with the season. Come up with a few new arrangements for Valentine’s Day/Mother’s Day/birthdays and ask your followers to vote on their favorite design. Find out what everyone’s favorite scent is.

• Continue a conversation that someone else has started. EX: If one of your fans compliments the centerpieces that you designed for her friend’s wedding, thank her, mention an enjoyable exchange that you had with the bride, keep the conversation going by asking a question if you can (“Mrs. Bride said she was having trouble deciding on a honeymoon destination. Did she opt for Bermuda or Niagara Falls?”)

• Update about something unrelated to your business. EX: If you couldn’t live without your Keurig coffee pot, go ahead and tweet about it. Seriously! A few of your followers might feel the same way and suddenly you’ve made a connection on a whole different level. The general rule is that up to 20% of your updates can be more personal than professional.

• Start conversations with others in your industry. EX: Comment on well-known blogs and related YouTube videos, and then share them with your followers if you think they’d find the information useful. If you’re following Francine’s Flowers on Twitter and you like one of her tweets, respond with an @FrancinesFlowers tweet of your own.
   
• Seek out conversations using a social listening service like Technorati or Radian6. EX: Is “Brenda’s Blooms” or “boutonniere” a trending topic on Twitter or in the blogosphere? If so, you might want to add your two cents. Just make sure what you say is valuable (if girls are all a-Twitter about whether or not they should buy boutonnieres for their prom dates, your tweet could read, “Boutonnieres look very sharp when coordinated w/ tuxes and suits & are inexpensive when made with just 1 rose.”)
   

Remember that your followers are logged in to the networks because they want to interact, and they chose to follow you because they want to connect. Oblige them before they start collecting dust!

Social media marketing is without a doubt one of the most innovative new ways to put your business on the map. After all, can you think of a time in the history of your traditional advertising campaigns that someone “liked” a product announcement? Retweeted a promotional offer? Dugg your TV ad after they found it on YouTube? Probably not, and that’s because, unlike traditional marketing techniques that focus on talking at your customers, social media marketing techniques encourage you to talk with your customers. Of course, it’s pretty tough to have these conversations with a non-existent fan base. So if your social media pages are sitting alone at the lunch table, you might consider using some of the following tips to help them make some friends.

Announce Yourself

• Suggest the pages to friends and family first. Those closest to you would probably be more than happy to support your business. Many social media channels have “Share” and “Suggest” options; if yours doesn’t, a quick e-mail will do just as nicely.
• Let your employees know that your business is on social networks and ask them to suggest the pages to their friends and family as well.
• Send out an e-mail blast to your mailing list announcing your presence on social networks. You already know these customers want to hear from you, so why not tell them about other channels they can use to get the scoop?

Don’t Stop Promoting 

• Post button links to your social media sites prominently on your website so a new visitor who might not have heard of you can find your pages. These links will also direct visitors who want to learn more, leave feedback, or interact with you to the right place.
  *You can find all kinds of pre-made buttons simply by doing a Google image search for “YouTube button,” “Twitter button,” etc. 
• Tell everyone you correspond with about your social media presence by including those same buttons in every e-mail or snail mail you send out. 
• If you are spending money on offline advertising (newspapers, sponsorships, radio spots, direct-mailers) be sure to include references to your social media accounts within those ads, too.
• Advertise your page on Facebook with a Facebook Ad (if you're already a Facebook user, you've seen these on the right-hand side of your screen). You create the ad using Facebook’s advertising tool, you decide which Facebook users you want to target, and you set the budget for your Pay-Per-Click campaign.
• Run a give-away contest on your pages from time to time. Your gifts don’t have to be extravagant (consider a gift card or a coupon for a product or service). If you run the contest on Facebook, ask your fans to suggest your page to a friend or two and leave a comment with the friends’ names. Put your promoters’ names into a hat and draw a winner. If you run the contest on Twitter, ask your followers to retweet one of your messages (ie: “I just entered to win abc from @CompanyXYZ”) and make all re-tweeters eligible for the drawing.

The best thing you can do for your social media marketing efforts is spread the word! Once people know you’re there, your social stock is bound to increase. 
 

One of the most beneficial activities you can do for your internet marketing initiative is come up with a good, solid list of keywords and phrases that will help customers find your site on the World Wide Web. Sounds easy enough, right? After all, no one’s more tuned in to your industry than you are, so you’re bound to know what your customers are looking for. All you have to do is think of ten or fifteen words you use every day, plug them into your website, and voila! Instant hits!

Unfortunately, generating a keyword list is a bit trickier than that, and when the task is taken too lightly, the work usually ends up being all for naught. If you really want to be found online, you need to do some research and refining.

• Start with a good brainstorming session. Browse trade publications, read customers’ emails, analyze your competition, study your products, and jot down all the words that might apply to your business. Some of these words might end up being gems; others might be duds, but what’s important is that you have some raw material to work with.

• Back when the Internet was shiny and new, searchers could use generic terms to find what they wanted. Now that the Internet is older and a heck of a lot bigger, searchers have to look for specifics if they want search engines to turn up anything worthwhile. Your customers aren’t searching for any old “suit” or any old “dress” anymore—they’re looking for a “custom suit in Dallas, TX” and a “vintage evening gown.” So if you’re selling prom dresses in Timbuktu, make sure your keywords tell that story.

• Only choose words that are relevant to you. You might think that you’ll reach a broader audience by using popular keyphrases like “global warming” and “Star Wars” on your fashion boutique’s website, but anyone who finds your site using these terms won’t stick around long enough to browse your selection of designer scarves. Also remember that search engines don’t respond well to sites that try to trick them, so using irrelevant keywords and phrases might get your site penalized.

• You might know your industry better than anyone, but your insider info could actually harm your keyword list if you’re not careful. For example, you might notice that your female customers are suddenly so ravenous for weskits that you’re having trouble keeping them on the shelves of your fashion boutique and it occurs to you that “weskit” would make a great keyword. Except all the women who are buying your weskits are calling them “vests” or “blouses,” so odds are good that introducing “weskit” as a keyword won’t do much for business. To avoid this snafu, try asking friends, family, and customers to look over your keyword list or to generate some ideas of their own. These people are some of the best representatives of the searching public and might make some excellent suggestions that hadn’t even occurred to you.
   
• Plug your keywords into a keyword research tool (we like Google’s AdWords Keyword Tool and Wordtracker) to determine how many people are actually using them in searches and how competitive they are (that is, how many other sites are linking to them). You want to use words that are searched often and that aren’t so competitive that you’ll never make it to page one. These research tools might also suggest great words and synonyms that you hadn’t thought of, so keep an eye out for them.
   
• As with any marketing initiative, you have to make some alterations time to time. Your site’s and customers’ needs will change, and your keyword list needs to keep up, so you’ll have to update as necessary.

When search engines read web pages, they look for keywords within the content to determine what the page is about and where it should be included it in search results. Theoretically, the more keywords that a web page contains, the higher it will rank on search engine results pages (SERPs). Some web copywriters working under this assumption overpopulate body copy with keywords and phrases in an attempt to trick the search engines into ranking the page more highly. Search engines, however, are not so easily duped—when they read “Visit our new ice cream parlor where we sell ice cream and ice cream cones. Unlike most ice cream parlors who sell vanilla ice cream and chocolate ice cream, we have 20 unique flavors of ice cream.” what they see is SPAM, and they’ll slap the site with a penalty faster than the copywriter can type “ice cream.” What’s worse, potential customers tire of these sites very quickly and won’t be too inclined to do business with the company the website represents. But take heart—it is possible to use keywords and phrases in a way that will satisfy both customers and search engines, and we’ve compiled a convenient list our top 10 tips for doing just that:   

10. Replace generic terms like “our team” with keyword-rich phrases like “our sundae sculptors” (if that’s what you’re calling them…) but don’t overdo it.
9. Keep in mind that keywords should only make up about 3-5% of the text on a page, so sprinkle, don't stuff.
8. Don’t limit keywords and keyphrases to body copy. Remember to include them in links, headlines, meta tags, alt text, and photo captions.
7. Decide on only two or three keywords for each page and place them there strategically.
6. Making one or two keywords bold or italic helps readers and search engines identify them as important; making too many keywords bold or italic eliminates the effectiveness of bolding and italicizing in the first place. Bold and italicize with care! 
5. If you write a link that says “Click here to learn about our famous milkshakes,” make sure your keyword (“milkshakes”) and not “click here” is the link.
4. Write a draft of your web content with only your potential customers in mind. When you’re finished, read over what you’ve written and decide where you could integrate keywords and phrases.
3. Use keywords where they make sense—don’t force them where they don’t belong. (“Try our delicious ice cream and homemade custard in our fresh waffle cones!” makes more sense than “Try our homemade custard from fresh ice cream waffle cones.”)
2. Remember that search engines ignore punctuation and page breaks, so get creative with the way you situate the keywords within the text. (If your keyword is “homemade custard,” consider saying “Why get plain vanilla ice cream from a drive-thru when you can have something delicious and homemade? Custard from our store tastes great and comes in 10 delicious flavors!”)
1. Always remember that the visitors (and not the search engines) are your potential customers. Use keywords effectively to rank highly on SERPs so your customers can find you; use them wisely so visitors understand why your product or service is right for them.