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Articles by Jennifer Osborne

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Your boss just read an article on the benefits of online communities… You know, how online community members visit Web sites nine times as often, stayed five times as long, and represented 65% of sales. or maybe how 89% of mid to large sized companies have adopted at least one of six community-building tools, such […]

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Picture this … you’re ranking really well for an important keyword(s). It’s driving a lot of traffic and life is pretty good. You decide it’s time to take better advantage of that traffic by giving your site a face lift. The next thing you know, you’ve fallen out of the SERPS and you’re left shaking […]

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You’ve decided it’s time to get online and what easier way than by starting a PPC campaign? Google has made it so simple that with a few clicks you are well on your way to Digital Marketing Success. Except you seem to be spending a lot of money and you’re not really sure if it’s […]

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As social media moves beyond early adapters to become more mainstream, Marketers are beginning to realize the tremendous opportunities in SMM. Marketers need to start allocating budget over but to do so requires more reason than just intuitively “knowing” that it’s the right thing to do. Unfortunately marketers are currently ill equipped to sell social […]

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Last week I wrote about how the SEO industry is growing up. Tremendous growth and low barriers to entry are / will attract many new entrants to the market. But with formal SEO training not yet available on mass (i.e. taught in colleges), this growth is going to leave us with a talent shortage. Essentially, […]

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Those who have been in the industry since the late 90’s have seen huge changes in SEO. The industry has really matured. But in the grand scheme of things, if you were to plot SEO on a product life cycle chart you would see that the industry is still in its’ infancy. Except that we’re […]

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When you say “Local Market Strategy”, most people think of local as at the city level. In search that means Google Local, using Geographic delimiters in keywords, Local Directories, etc. But for large enterprise sized clients, a local strategy is one for a particular country. Multi nationals typically are faced with the decision: Are they […]

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Your client is thrilled with the new blog. It provides a SEO friendly CMS, it’s Social Media friendly, your client loves the opportunity to participate in the conversation, etc, etc. but despite how cool their new blog is…. despite the increase in readers, traffic, comments, etc. at some point, your client is ultimately going to […]

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You’ve sold your client on a blog and you’ve developed a Blog Strategy. Plus you’ve made the blog much more implementable by coming up with 30 to 50 Blog Post ideas. But for this Blog Strategy to be really successful, one of the most important things that you can do is to manage your clients […]

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What differentiates a tactic from a strategy? A strategy is the plan for achieving a defined goal. A tactic is the “doing” part of the strategy. Tactics can be put together in a plan to form a strategy. Time line is also an important differentiator between a tactic and a strategy. A blog can be […]

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Most SEO’s will agree that Blogs are an important part of their Toolkit. Blogs offer both on page and off page benefits for our client’s sites. Implementing a Blog is relatively simple to do…the tough part is getting the client to agree to one. This is the first in a 5 part series looking at […]

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Think about the path that people take when they hit your site. Perhaps the visitor enters from: Keyword Search -> Blog Post -> Another Blog Post or Direct Search -> Home Page -> Products Page Regardless of the scenario, they all have one thing in common. It’s a linear relationship that ultimately leads to a […]

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Brand Equity is defined as the value (positive and negative) a brand adds to an organizations products and services. How do you know that a product has brand equity? A product with brand equity will: 1) Be able to charge a premium for it’s brand (i.e. the cost of Heinz ketchup versus generic) 2) Evoke […]

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A few months ago I wrote a post comparing various online press release services. While nobody disputed their effectiveness at building links, there were questions as to how to measure the full value of Online PR. For fun, I’m going to take a real release that we recently did and answer each of the questions […]

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A few months ago I wrote a post comparing various online press release services. While nobody disputed their effectiveness at building links, there were questions as to how to measure the full value of Online PR. For fun, I’m going to take a real release that we recently did and answer each of the questions […]

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