Branding, Sloganizing and Search Engine Marketing

by: Ralph Tegtmeier

The descriptions search engines offer when displaying search results are generally retrieved from two sources:

a) the displayed page's title tag;

b) the displayed page's description meta tag or, in default of same, the first characters of the page's body text; the number of characters displayed is limited, with some engines picking up a maximum of 150 characters, other offering slightly more;

c) the displayed page's keywords meta tag - while this meta tag's content will not be excerpted for the displayed text's description proper, it is one of several factors determining which search results are displayed at all and in which order (ranking). (Note that this is a generalization - some, though few, search engines refuse to take into account any meta tags. Obviously, different rules apply in their case.)

Both a), b) and c) should relate to the specific page's content, not the web site's or its corporate owner's overall theme! That is why they are placed individually in each page's header in the first place.

There is a popular misconception amongst web marketeers regarding search engine positioning mechanics, namely that web page meta tags and titles are to be employed as instruments of branding. However, if true at all, this would typically apply exclusively to a web site's main or index page. One of the metaphors commonly used in propagating this erroneous marketing policy is that of the "business card".

While it is true that a search result functions as a site's public representation it must also be noted that this should always relate to the specific page displayed: anything else may legitimately be deemed diversionary tactics, meaning that the page could be penalized for "spamming". (Yes, the respective search engines' definition of "spam" varies widely and is all but consistent. Also, in several cases it notably lacks a consistent logical basis, but that is not the topic at discussion here.)

This aside, it should be remembered that it will be both, a page's title and its description which will induce a searcher to actually click on the link and visit the site.

Hence, a page's description as displayed in search results is more akin to a product precis or summary than a general corporate business card and should be construed that way.

A unified approach, presenting one and the same promotional text on each and every page displayed by the search engines, while seemingly making sense from the corporate image point of view, actually constitutes a severe and unnecessary self-restriction, effectively hampering the overall online marketing efforts.

A practical example
Let's assume that you are running a used car dealership with an online presence (web site). Your company's name is "Honest John Autos Inc." and your main corporate marketing slogan which made you famous all over your home town is "Used Cars Galore: The Fairest - The Squarest - The Best!(TM)"

You offer a fairly extensive variety of used cars in your products palette, ranging from farmers pickup trucks to vintage American autos, foreign luxury and sports cars, etc.

Your web site has some 150 pages, all of which you will submit to the search engines for indexing. The pages are well focused and carry specific titles, e.g.:

- "50s Chevvy Beauties"
- "As good as new - Oldsmobile special offers"
- "Luxury finally made affordable - the Porsche Paradise"
- "Agro Cars - the Pickup Center"
etc.

Now if you insist on putting your "Used Cars Galore: The Fairest - The Squarest - The Best!(TM)" slogan in every page's description tag, all you will be able to rely on to pull visitors to your site is your page title. But while it may appear to you that the slogan is a nice marketing reinforcement of the page title "Agro Cars - the Pickup Center", fact is that you might as well qualify the title message with a specific description which is a lot more to the point in relation to the title - and to the surfer's original request.

Hence, you might wish to describe your Agro Cars page in a more focused manner, e.g.:

-----------------------------------------------------
"California's largest selection of second hand
agricultural pickup trucks - excellent condition, and
no-questions asked 30 days full refund guarantee!"
-----------------------------------------------------
(150 chars.), or similar.

This will usually be a far stronger incitement to visit your page if the web surfer is actually a serious buyer-to-be. It will also help pre-qualify your web site traffic by eliminating visitors not resident in California or perhaps not interested in buying a pickup in another state than their own.

And there are even more advantages: the page will be highly topical from the search engines' point of view, which will normally improve its ranking considerably.

Since the page description will be indexed along with the keywords meta tag and the body text, you will increase your overall search engine coverage and enhance the possibility of your page being found under search phrase combinations you may not specifically have optimized it for. (You can't do them all, and some phrases and keyword combinations are so unlikely or even contorted, it's highly probable you won't be able to think of every possibility in advance.)

Thus, while you may be targeting the keywords or search phrases "used cars", "second hand cars" and "pickups", the example above may also give your page a good ranking for combinations such as "+used +pickups +guarantee" or "pickups California", etc. Compare this to the limited scope of your "Used Cars Galore: The Fairest - The Squarest - The Best!(TM)" slogan!

So what about branding and sloganizing, then?
Don't confuse the media you are working with! And, of course, determine what your web site is really about: do you actually want to sell products and services online or, at the very least, draw buyers to your brick-and-mortar sales rooms? In that case you should proceed as suggested above, leveraging the possibilities offered by keeping your page tags flexible and focused.

But even if branding (without actually targeting online sales) is all you care about, your web site will still require some enticement to motivate people to visit it.

You might offer some regular sports or betting results, feature some online games, organize a sweepstake, etc. These, too, will require focused and well described web pages, else no one will come and check them out. (Nobody will visit CocaCola's web site merely for the heck of it or to imbibe their online promo, unless they offer some entertainment and a prize of sorts to do so.)

So there are some generic limits to conventional branding on the web, and you will be well advised to heed them. Search engines aren't the best medium to try for it: you may sink a lot of money into the wrong corner of the marketplace that way.

You may, however, push your branding considerably by other activities than search engine optimization: press releases, newsgroup participation, banner ads, reciprocal links, online reviews, free trial downloads, client testimonials, etc.

If you're interested in a professional, high quality marketing package tailor made to your specific requirements, we suggest you check out our strategic partners at California based Wolfblast Interactive Inc., <> - you won't get better value for your money anywhere!

Remember that search engines are supposed to be user tools, not mere brain dead corporate billboards! If you want to make your mark and increase your (preferably pre-qualified) search engine traffic, make sure to service the user first: this will in fact turn out to be the best investment in your search engine focused online marketing.

Users will appreciate it if your search engine rankings prove to be relevant, informative and truthful. Just like you, they don't like wasting their time on confusing, misleading or nondescript search results. And lots of studies have shown that search engine optimization is actually the most cost-effective marketing activity of all. It is bound to give you a much bigger bang per buck for the simple reason that it's a fairly lasting effect (at least, by internet standards it is): Many of our lients are still profiting today from search engine positioning work we did for them 10+ months ago - no banner ad campaign can beat that, not in absolute terms and certainly not for that sort of money.

Search engines:
"Play them right, and they will feed you. Play them wrong, and they will eat you."

About the Author:
Ralph Tegtmeier is the co-founder and principal of fantomaster.com Ltd. (UK) and fantomaster.com GmbH (Belgium), a company specializing in webmasters software development, industrial-strength cloaking and search engine positioning services. You can contact him at mailto:fneditor@fantomaster.com

-- Click Here for More Articles --

Branding, control and results - Submit Articles in Your Own

by: Andy Beard

Article distribution is currently booming on the internet. Authors do it for a number of reasons.

- It is a good way to be picked up by the search engines.
- The backlinks from your resource box can help your search engine position.
- You have the possibility of secondary traffic if your article is picked up by a popular website or ezine.

Various products and services have become available that help you distribute your articles to the 100s of article directories and mailing lists.

a) Software that speeds up maunal submission, or can in some cases do this automatically. b) Services that distribute articles in your name c) Services that distribute articles on your behalf, but in their own name.

The Double Edged Sword

Many people pay a premium rate for article distribution on their behalf, without the worry of having to join various article directory sites as a member, giving their own email address, and receiving lots of emails from various Yahoo groups.

Unfortunately what they don't realise is that often this devalues their work.

1) In the author section on many sites, the name of the distribution service will be shown, not that of the original author.
2) Author sections of many article directories are a unique marketing venue. Many visitors will visit the author profile before reading an article all the way to the bottom. Most profiles could have one or more websites listed.
3) Within RSS feeds from the article directories, the distribution service might be shown in the byline, not the original author.
4) Many article directories allow an author to change or modify their resource box. If an article was submitted using an account owned by a 3rd party distribution service, that avenue will be closed.

Complete Control

For authors who want complete control of their branding, either submit manually, or use article submission software. You will receive more emails, but can always have a special email address for this purpose. Googles Gmail service I find is an excellent choice. Article Announcer and Article Submitter Pro are two examples of such software.

Limited Control

Use an automated submission service that ensures you are the author. There are services that signup for members to directories on your behalf, using a username and password of your choice. One such service is Article Marketer.

The Inconvenience

You will have to confirm your membership to many distribution points, and some will continue to send emails containing articles from other people. Yahoo groups normally allow you to select a digest mode, or to not receive emailed articles at all. Most of this is a one time effort, although you will have to be on the lookout for important messages on the email account you use.

The Massive Gain

They are your articles, and you should gain maximum benefit from them.

Using article distribution is much like a varient of Pareto's 80/20 rule. You potentially gain 80% effective results compared to manual distribution, for 20% of the work.

However if your method of article distribution doesn't give you all the possible credit for your articles, rather than 80% effectiveness, you might only be getting 60% or less.

Managing your own article distribution with tools such as Article Announcer or Article Submitter Pro gives you complete control to achieve your 80/20 goals. A service such as Article Marketer which gives you full credit, and reasonable control, might be 70% effective, for 10% of the work.

Refining your processes, and only using the most effective method where it benefits you the most, you can maximise your return for the work invested.

I use a combination of service and software for my own distribution.

About the author:
Andy Beard has worked in Sales, Marketing and Localization for the last 15 years, primarily in the computer games industry. On his blog Exploring Niche Websites read his review of 3 killer article submission products.
http://niche-website.blogspot.com/2005/08/submit-articles-3-killer-products.html - http://andybeard.name

-- Click Here for More Articles --

Branding

by: Phillip A. Ross

Often the more a thing is discussed the less it is understood. Words have a point of diminishing return. That point is crossed when the effort to be clear and precise counts every tree standing, but misses the proverbial forest. Such is the case with branding.

Because the idea of branding is all the rage, people are tempted to think that it is a new idea. It is not. It’s roots reach back into history.

The Old West
Let’s go back to the Old West where brands were burned into the hind quarters of cattle. The thing branded was the cow, the product produced by the ranching endeavor. The brand itself was the twisted iron logo on the end of the rod that left its image or mark on the hide of the cow. Cows were roped, tied and branded in order to identify them, should they be stolen. The brand was a mark of identity, as it is in the corporate world.

Some ranchers also used their logo as a welcome sign wrought in iron over the gates of the corral or over the road leading to the rancher’s home. Again, the brand identified the ranch. Some ranchers even got their cowhands belt buckles with the ranch logo to identify them as employees. And over time logoed merchandise began to pop up on boots, hats, shirts, etc.

Identity
The brand is essentially a mark of identity. It identifies the ranch or company, and has come to represent or suggest the values and character of the company, and of its leaders. The brand is associated with the character of the company, as well as its products.

The early history of branding was always personal. Where does the ranch or company get the values and character that are associated with it? From its owners and leaders, and from their business practices.

Branding as we know it today is the art of instilling and communicating the values and character of a company or organization through association with its logo. Psychology calls it symbolic association, and finds it to be foundational to the learning process. Symbolic association has deep roots in human experience and in history.

Fish, Cross & Swastika
We find that branding as a practice began very early in history. The sign of the fish and the cross were symbols used by the early Christians. Over time they became Christian brands.

The Roman Emperor Constantine had a vision of a red cross in the sky before the battle of Saxa Rubra, October 28, 312, near Rome. He put that red cross on his shields and flags, branding the Holy Roman Empire for centuries.

On August 7, 1920, at the Salzburg Congress, a red flag bearing the Swastika became the official emblem of the Nazi Party, as Hitler branded the Third Reich. While our emotional reaction to the Swastika is usually negative, both the fact and the intensity of our response to it points to the power of branding. Most people probably have an emotional reaction to the examples above. That emotional reaction is the aim of branding.

It must be recognized that a branding effort does not always turn out the way the campaign intends. The cross was intended to be a symbol of derision, but became a symbol of grace and mercy. The Swastika was intended to be a symbol of the triumph of the Arian race, but has become a symbol of evil. In both cases branding was achieved, but not in the way intended.

Of course, companies want the emotional association to their brand to be positive—even to generate an urge to splurge, or trust sufficient to sustain a transaction. But regardless of one’s personal reaction to a symbol, the fundamental mechanics of branding involve soliciting an emotional response to a symbol.

There are two fundamental elements in the branding process. The first pertains to the symbol, the second to the association.

The Symbol
The symbol itself must be familiar. The more the symbol or logo is seen, the more familiar it becomes. The most successful branding campaigns will have a lot of sustained media coverage and use a variety of advertising mediums. This does not mean that smaller campaigns cannot be successful, only that their success will be smaller. Familiarity is primarily a function of exposure.

The Association
Secondly, the emotional content of the association also needs to be familiar. Of course it is true that new desires and/or emotional content can be created. But the effort is both time consuming and risky. The result might be other than the desired effect.

The more successful method for creating a symbolic association employs well-established and widely valued characteristics, like love, honor, truth, freedom, etc. Successful branding campaigns establish symbolic associations between their products and/or company and such noble characteristics. What is noble inspires people, and what inspires is remembered and discussed. It creates buzz. And buzz is branding’s engine.

To discuss the art of branding apart from these foundational elements is to miss the forest for the trees. However, branding is more than a mere advertising campaign can accomplish because the symbolic association that needs to be made for the branding to be successful involves the core values and character traits of the company— its leaders and its business practices.

Prior to branding, core values, character issues and company policies need to be determined, developed and deployed within the company. Because the process of branding reveals the values, character and policies of the company, those things need to be right, and be in place before they can be successfully revealed.

Premature Branding
A premature revelation of these things can be disastrous to the intention of the branding campaign. To be branded as hypocritical and shallow is worse than no branding at all. Again, branding occurs when an emotional response—any emotional response— is associated with a company symbol. The art of branding is to solicit the right emotional response.

So, what can be done to promote a brand? Begin by working to establish core values and character within and throughout the company. To be successfully branded is to be known widely for who you are. You want a great branding campaign? Be a great company. Aspire to the values and character traits of greatness and nobility. Herein lies the key to branding success.

©2003 Phillip A. Ross

About the Author:
Phillip A. Ross, entrepreneur, freelance writer and owner of Business Specialties (www.business-specialties.com), lives in Marietta, Ohio, and provides identity products and promotional services to position companies and organization for substantial success.

-- Click Here for More Articles --

Articles and Internet Branding: 5 Steps to Success

by: Dina Giolitto

Are you ready to become an internet marketing expert? Are you ready for a massive conversion rate plus unlimited residual streams of income for your web-based business? Excellent! I'm here to focus your mind on the job at hand. Today you will learn how article marketing is the means to the end, and that end is PROFIT.

Web marketing success happens one project at a time. The formula we're about to discuss works best when your product is information-based. Meaning, if you're an expert in your niche, other people are going to want to learn Your Secrets. You can use this to your advantage- by creating marketable products that deliver information (your Secrets) to customers who are willing to pay for it. You will then use web articles to lure in your prospects.

How will you go about this? Take it one step at a time.

Step 1. Select a niche market. What are your interests? Where does your expertise lie? Wherever that is, is where you will focus your next marketing project. Let's say it's real estate. Your Marketing Mission is: make your name recognizable within the realm of real estate. Build yourself up as an expert in the buying and selling of property.

Step 2. Create an online persona and brand for your business. For continuity's sake, let's go with the real estate example. Suppose you want to be known as the Inside Expert on house flipping for profit. Sounds like a great plan to me! Now grab yourself a web designer and a great copywriter and get going on perfecting that image of you as the Real Estate Go-To Guru!

Step 3. Develop an informational product that readers can buy directly from your website. You've seen those kits that all the Experts are selling, right? Who told you that you can't sell one on your website? Nobody. So, get going. Start pulling all nighters if you have to, just get that kit written and make it powerful so that your buyers will go, WOW! I can't believe what I learned from this guy/girl, and for such little money! Hire a ghostwriter, if you really want to get this project cracking. Either way, as Nike says: Just Do It.

Step 4. Write articles to build your credibility. If you've been reading my "series of internet marketing articles" in order, you'll already be familiar with the concept of article marketing. This is where you use an Article Distribution website like Ezinearticles.com to help deliver quality articles to end users who will feature your articles.

(Note: I listed this as Step 4, but really your articles should be flowing as early as Step 2.) As part of your brand-building strategy, stream a steady flow of web articles to content-hungry webmasters who fall into your topic category, who will then spread your sage advice all over the internet. If you're burdened with time constraints, hire a ghostwriter to do this work for you. At the end of the articles, include a bio that directs them to your website. From there, they can learn more about you and what you can offer them.

Step 5. Direct your customers to a sales letter that teaches them about your product. Again, you can do this with article marketing. An easy scenario to follow: You write an intriguing article featuring five tips on how to gauge the real estate market. At the end of the article is your bio, which directs the reader to a link where a sales letter page opens. That sales letter will then contain certified testimonials from happy clients and customers of yours. All of this will further enhance your reputation as a qualified expert.

The final outcome: clicks to your website, where visitors use PayPal or another easy money transer in exchange for your informational product. The profit's in your pocket. Beautiful! YOU DID IT! Give yourself a pat on the back. Take a vacation!

Of course, if you're going to be an internet expert, it's a smart idea to create multiple areas of expertise for yourself in more than one niche. Again, articles are the means to the end. Suppose now that you're done with your online real estate venture, you've figured out that Copywriting is another God-given talent of yours that can be leveraged for profit. Time to create a Brand New Internet Personality! How will you do this? Easy. Follow the five steps I mentioned above, only replace each mention of real estate with Copywriting.

Do you see the INFINITE POSSIBILITIES? Good! You've got plenty of work to do. So stop reading, and start writing those articles!

Copyright 2005 Dina Giolitto. All rights reserved.

About the Author:
Find out how crisp, targeted copywriting can make a world of difference for your business. Dina Giolitto is a Copywriting Consultant with ten years of experience. Visit http://Wordfeeder.com for free tips on branding, copywriting, article marketing, and more.

-- Click Here for More Articles --

Are You Branding Yourself?

by: Tom Falco

Are you placing your email address and URL on all correspondence?

Many people forget to add this to important mailings and even their business cards.

Today, most people prefer to email messages than make phone calls, so it is very important to have your email address on all letters, invoices and business cards.

Make sure your URL (web address) is on everything that you send out. Keep "branding" your business. Keep that URL out where it can be seen.

It's not enough to have your phone number and fax number on your business cards or letterheads. Add your email address and URL if you have one.

It's important also to have a signature on all emails that go out. There is a cool free "signature writing" service at: http://www.TheDiscountPrinter.com/freeads.htm check it out.

Don't be left behind. Promote and brand your business every chance you get. It's the professional thing to do.

Some say it takes up to nine times for people to see your name before they will do business with you. If that is true, then it's very important to have your name and email address out there.

Try to encourage email exchanges. The more emails you have going back and forth, the more credibility you will build in your potential clien't head.

Offer something free. Make people email you for information. This way you are opening the door to email correspondence without spamming. Your goal should be to have the person email you first asking for information or just a simple question. Once the ball starts rolling, your various email exchanges can easily turn into sales.

It's important to have a pop account or an account that reflects your company or website.

Using generic @aol.com or @hotmail.com really puts a damper on your look and makes you appear unprofessional. Plus, when you email a person with your own private "branded" email address, you are actually advertising your company just by the mere action of sending a message.

Joe@bikeseller.com sounds better than joe@aol.com Or Mary@thegiftstore.com is much better than mary@hotmail.com. Isn't it?

Brand yourself. Brand your business. Do it today.

About the Author:
Tom Falco is moderator of "The Swap-O-Rama" List where you can swap anything from ezine ads to hotel rooms and more! For info, visit: http://www.XpectMore.com/Swap.htm or to subscribe mailto:TheSwap-o-rama-subscribe@yahoogroups.com Also "American Pop Trivia List" visit: http://www.XpectMore.com/pop.htm

-- Click Here for More Articles --