Global Marketing Plus

Tips and Tricks for Small Business Success

Archive for January, 2009

Strategy #8. Age & Experience Matter

January 24, 2009 By: Ron Coleman Category: Marketing, SEO, Website Design

Google’s continuing mission is to deliver the best search results possible to its end users.
So how can a search engine like Google differentiate between a company that is brand new (and might be a fly-by-night operation) versus an organization that has years of experience in the field?
The answer: Google looks at the age of your domain name (along with several other varibles). If your domain name was registered last week, chances are good that your site won’t even appear in Google’s rankings for several months. (This is called the Google Sandbox.)

But if your domain name was registered eight years ago, Google uses this information as a clue that you’ve been around for a little bit.

In a nutshell, Google looks at the month and year when your domain was registered — and uses this to give more weight to companies that have been around for several years versus several weeks.

Google also looks forward to see how long you have registered your domain; if you have registered your domain for five or ten years in the future, you’ve made a subtle, yet important economic decision that you’re still going to be around and in business in 2018. Here’s an instance where being frugal with domain name registration can actually hurt your rankings.

That said, Google does place more weight on the past versus the future.

So, what can you do to increase your rankings?

First, make sure that your company’s domain name is registered for at least a few years from the present date.

Second, make sure you know who is the contact person for your domain name. We’ve recently seen several instances where the person in charge of the domain name moves to a different organization, goes on vacation, or even passes away. And then, if the domain name comes up for renewal, it can be a mad scramble to keep your website and corporate email up and running.

If you’re not sure of the age of your domain name, please let me know, and I’d be happy to have our team take a quick look.


Strategy #7. Naming Your Images for SEO Success

January 10, 2009 By: Ron Coleman Category: Marketing, SEO, Website Design

Even though search engines can’t read words inside graphics, they do use the name of the file and other contextual information to increase your rankings. One of the biggest missed opportunities is not naming images with search engine optimization in mind.

I can’t tell you how many times I see a site that has the logo named: logo.jpg

While that’s sufficient to display the logo in a browser, it’s much better to name the logo with descriptive keywords, such as: global-marketing-plus-logo.jpg (notice I seperated the words with an “-”.  This lets search engines read the words.  If I named the logo as: globalmarketingpluslogo.jpg, that is not a word and search engines will not recoginize it as a word).

If you want to further increase the relevancy, you can create a folder (also with keywords) that can help you increase keyword density on a page.

For example, placing an image in a directory like this will give you more relevancy than in a more non-descriptive folder:

Yes, it takes a little bit more time and effort for someone to type out a longer image name and keep it organized into different folders on your website.

But our research has found that increasing the relevant keywords in your images is a sure fire way to increase your search engine rankings.

Let me know if you need help with website development or email marketing.