When we design web sites for our clients, they always ask us to give them “the latest” in web design. But, what about the future of web design? In our business, that prompts the eternal questions about form following function.
We have reached the point on the web where content is everything. There is written content, graphics/animation and video content. (All of you who still are having SEO questions, pay attention.) All the market forces on the web are driving us into more of TV-mode on the Internet. Google will be rolling out searches that document more than just keyword text as a response to the market move toward video. ( See this article for some details http://www.itbusinessedge.com/blogs/emt/?p=133)
So, when it comes to the future of web design, we have to look at video as major player. We are going to have to design around it. Just think how much more video content is available on the web right now? Want to watch a full episode of Friday Night Lights? Click here to watch it online. Want to see... well almost anything? Click here for YouTube. And, if you need a laugh, try DotComedy.com.
And, if you have not watched my video on Internet Strategies, you can click here to see how business-to-business communications are moving to video on the web.
Other than video, what ways will we have to account for more content in future designs? We have friends who are in R+D at a major telecom company who debate the same question at their jobs. The answer is more, more and more specialized content for any one person. In other words, imagine a web page that you set up that allows you to access everything that interests or concerns you... even your favorite television channels. Several years from now, remember you heard it here first.
My site would have movie news and trailers, sports news, major news services and more. One way of accessing new content is using the widget format for web services. A web service provides content in small, headline-style bullets or images. You can see an example of how this works at yourminis.com. Any of you Apple users out there will immediately recognize this as your System X Dashboard, where you can program your personal widgets on your computer. I can tell you from using the Apple Dashboard, it is very convenient for always having your interests at your fingertips.
You can see how this will affect web design but there is a much bigger question here. On all of these video sites, you play the video on the site when you visit. For those of you who have video on your sites now, it only plays when people visit your site. What if... somehow video content and web services came together?
Next week, Dog Star Media will have a major announcement about web services and video. This ground-breaking new concept, designed for cosmetic surgeons and cosmetic dentists, will change your web content forever. For anyone who wants to come with us, we are going to jump you just far enough into the future of the web to make a huge improvement in your web strategies. Again, anyone who asks me (donald@dogstarmedia.com) can find out early.
Tuesday, May 29, 2007
Tuesday, May 22, 2007
3 Truths about Search Engine Placement
First, let me introduce you to the latest new web site from Dog Star Media: www.smilestudioweb.com. Congratulations to two great Texans, Guy and Jena Waldron!
Okay... there has been a lot of chatter about Search Engine Optimization (SEO) in the last few weeks. Dog Star Media has a new SEO partner (which we will introduce formally to our clients and friends later this month) and, together, we will give you the definitive word on the latest in the changing world of SEO.
I thought it might be fun to start with a little myth-busting. So, here are 3 truths our DSM team learned in a little coaching session we had with our new partner this week.
Truth #1: On major search engines, linking is more important to search engines than site content.
How about that? With the growth in content that is viewed or heard... not read... the major engines have been raising the value of external linking in search algorithms (the way search engines rank sites) for years. Myth-busted: HTML is superior to Flash for SEO. The fact is that the value of all that HTML code has been shrinking in the eyes of the search engines. If you are hanging onto your HTML site for that reason, you have permission to explore what Flash can do for your.
Truth #2: Changing your web site or web server does not affect your prior organic ranking. At least it doesn’t have to affect it.
All of the organic ranking history (or what is called “trust” in the industry) you have built up over the years can be transferred by anyone who knows a very common SEO procedure called a 301 Redirect. Just like forwarding your mail when you move, a 301 Redirect is the Internet way of giving you the freedom to manage your site as needed. So, if you want to move your site down the street to another server and paint it a new color, the search engines will know where to find you. Myth-busted: Feeling trapped by a server with rising costs or bad service or hanging onto a bad design is a worthwhile trade for your organic ranking. Feel free to make the web more beautiful with a redesign and improve your tech support by shopping it around. Just remember to ask us for that 301 Redirect. And, come on... you know a good looking site when you see it. If you don’t have one, admitting you need a new look is the first step....
Truth #3: Flash can be optimized for SEO.
While HTML has the potential for more readable keywords because it is code-based design, Flash sites can be built to take advantage of the same keyword strategy. Flash sites can be designed to “call” files outside of the main Flash page. This is how DSM has created Flash sites since we converted to Macromedia Flash (the industry Gold Standard in Flash design programs) years ago. By naming the called files carefully, Flash sites can implement the same keyword strategies as HTML sites. Myth-busted: Flash is bad for SEO. Simply untrue. It is more about knowing the best keywords for your particular field and local market, than the volume of code on your site. Much more.
There is a lot more and I think all our clients and friends will benefit from our new partnership with... Gotta wait one more week. We are almost ready.
If you got anything out of this blog, I hope you feel the freedom to explore what a superior presentation on the web can do for you. It will not hurt your SEO, so why not look at Flash or Flash video? Check out our portfolio at dogstarmedia.com to see some more examples.
And, stay tuned. Dog Star Media will have yet another major announcement to make after Memorial Day. If you are new to my blog this week, you may not know that you can email me at donald@dogstarmedia.com. Many of you know if you ask me directly by email, I will tell you early if I allude to a big surprise. Let’s just say, this new concept is the first original product in cosmetic dental and surgical marketing that has been introduced in a long, long time.
Okay... there has been a lot of chatter about Search Engine Optimization (SEO) in the last few weeks. Dog Star Media has a new SEO partner (which we will introduce formally to our clients and friends later this month) and, together, we will give you the definitive word on the latest in the changing world of SEO.
I thought it might be fun to start with a little myth-busting. So, here are 3 truths our DSM team learned in a little coaching session we had with our new partner this week.
Truth #1: On major search engines, linking is more important to search engines than site content.
How about that? With the growth in content that is viewed or heard... not read... the major engines have been raising the value of external linking in search algorithms (the way search engines rank sites) for years. Myth-busted: HTML is superior to Flash for SEO. The fact is that the value of all that HTML code has been shrinking in the eyes of the search engines. If you are hanging onto your HTML site for that reason, you have permission to explore what Flash can do for your.
Truth #2: Changing your web site or web server does not affect your prior organic ranking. At least it doesn’t have to affect it.
All of the organic ranking history (or what is called “trust” in the industry) you have built up over the years can be transferred by anyone who knows a very common SEO procedure called a 301 Redirect. Just like forwarding your mail when you move, a 301 Redirect is the Internet way of giving you the freedom to manage your site as needed. So, if you want to move your site down the street to another server and paint it a new color, the search engines will know where to find you. Myth-busted: Feeling trapped by a server with rising costs or bad service or hanging onto a bad design is a worthwhile trade for your organic ranking. Feel free to make the web more beautiful with a redesign and improve your tech support by shopping it around. Just remember to ask us for that 301 Redirect. And, come on... you know a good looking site when you see it. If you don’t have one, admitting you need a new look is the first step....
Truth #3: Flash can be optimized for SEO.
While HTML has the potential for more readable keywords because it is code-based design, Flash sites can be built to take advantage of the same keyword strategy. Flash sites can be designed to “call” files outside of the main Flash page. This is how DSM has created Flash sites since we converted to Macromedia Flash (the industry Gold Standard in Flash design programs) years ago. By naming the called files carefully, Flash sites can implement the same keyword strategies as HTML sites. Myth-busted: Flash is bad for SEO. Simply untrue. It is more about knowing the best keywords for your particular field and local market, than the volume of code on your site. Much more.
There is a lot more and I think all our clients and friends will benefit from our new partnership with... Gotta wait one more week. We are almost ready.
If you got anything out of this blog, I hope you feel the freedom to explore what a superior presentation on the web can do for you. It will not hurt your SEO, so why not look at Flash or Flash video? Check out our portfolio at dogstarmedia.com to see some more examples.
And, stay tuned. Dog Star Media will have yet another major announcement to make after Memorial Day. If you are new to my blog this week, you may not know that you can email me at donald@dogstarmedia.com. Many of you know if you ask me directly by email, I will tell you early if I allude to a big surprise. Let’s just say, this new concept is the first original product in cosmetic dental and surgical marketing that has been introduced in a long, long time.
Wednesday, May 16, 2007
Want more brains?
Woodrow Wilson said, “I not only use the brains I have but all those I can borrow.”
Good quote. So why wouldn’t you want to use all the brains you can borrow when it comes to measuring the responses on your web site? We are finishing a lot of web sites these days and I am surprised how few want to use tracking phone numbers on their sites.
A tracking phone number is a specially issued phone number that routes to your business phone number in 1/16th of a second. It is unnoticable to the caller and no calls are missed or dropped. The use of such a number is tracked electonically, rendering all kinds of recorded information about the call: time, date, number of rings, answered or not answered, caller ID info if possible, business call or residential call and more. You can log in online to see the results 24/7.
The best part is, by placing the number in a unique location, you get an idea of how effective that particular piece of media is For instance, we have a tracking number on the DSM web site and a different tracking number on our mailers. I can just look at the tracking number results to know how and when those numbers are being used.... and often by who.
Tracking numbers cost $480/year and we can connect you with a vendor that can issue numbers as quickly as possible. We use these numbers to evaluate advertising response rates and isolated ad buys. However, I find it very useful to have on a web site.
In many of our multi-prong marketing strategies, we have learned (by using tracking numbers) that more people respond after going to a web site, regardless of what pushed them onto the site. For instance, our clients who do direct mail see a more significant response on and through the web, than from the direct mailer that starts the search process. Understanding this part of Internet marketing helps us improve the response rate by improving content on the site, including adding video of the doctor.
Here is a real life application. We have a client that was beginning to lose faith in his web strategies late last summer. He had a Flash video web site, which featured excellent welcoming video he taped and a great, resourceful web site. His placement was good and his cost per click responses were excellent. However, the click throughs on his appointment request and wish list were not up to his expectations.
We made a few cosmetic changes to the site but the biggest change was that we got him to add a tracking phone number to the site. Immediately, we saw that about 20 calls a month were coming from the web site. Knowing this, restored this client’s faith in the web strategy and in his latest report, we see about 40 calls per month for the last few months.
So, is the web strategy working if people choose to call in after seeing the site rather than emailing or filling out a wish list? Absolutely. It is even a stronger validation of the site as these people are obviously getting the number from the site itself.
This is a perfect example of using as many brains as you can get your hands on. The way I like to think of it is: Unique Tracking Number: $480..... Knowing the exact direct response from your web site: Priceless.
Dog Star Media can connect you with a tracking number vendor. Normally, we only refer this for web sites we have designed. But, through the end of July, I will waive that requirement. If you want a tracking number for your web site, whether we designed it or now, just email me at donald@dogstarmedia.com.
Good quote. So why wouldn’t you want to use all the brains you can borrow when it comes to measuring the responses on your web site? We are finishing a lot of web sites these days and I am surprised how few want to use tracking phone numbers on their sites.
A tracking phone number is a specially issued phone number that routes to your business phone number in 1/16th of a second. It is unnoticable to the caller and no calls are missed or dropped. The use of such a number is tracked electonically, rendering all kinds of recorded information about the call: time, date, number of rings, answered or not answered, caller ID info if possible, business call or residential call and more. You can log in online to see the results 24/7.
The best part is, by placing the number in a unique location, you get an idea of how effective that particular piece of media is For instance, we have a tracking number on the DSM web site and a different tracking number on our mailers. I can just look at the tracking number results to know how and when those numbers are being used.... and often by who.
Tracking numbers cost $480/year and we can connect you with a vendor that can issue numbers as quickly as possible. We use these numbers to evaluate advertising response rates and isolated ad buys. However, I find it very useful to have on a web site.
In many of our multi-prong marketing strategies, we have learned (by using tracking numbers) that more people respond after going to a web site, regardless of what pushed them onto the site. For instance, our clients who do direct mail see a more significant response on and through the web, than from the direct mailer that starts the search process. Understanding this part of Internet marketing helps us improve the response rate by improving content on the site, including adding video of the doctor.
Here is a real life application. We have a client that was beginning to lose faith in his web strategies late last summer. He had a Flash video web site, which featured excellent welcoming video he taped and a great, resourceful web site. His placement was good and his cost per click responses were excellent. However, the click throughs on his appointment request and wish list were not up to his expectations.
We made a few cosmetic changes to the site but the biggest change was that we got him to add a tracking phone number to the site. Immediately, we saw that about 20 calls a month were coming from the web site. Knowing this, restored this client’s faith in the web strategy and in his latest report, we see about 40 calls per month for the last few months.
So, is the web strategy working if people choose to call in after seeing the site rather than emailing or filling out a wish list? Absolutely. It is even a stronger validation of the site as these people are obviously getting the number from the site itself.
This is a perfect example of using as many brains as you can get your hands on. The way I like to think of it is: Unique Tracking Number: $480..... Knowing the exact direct response from your web site: Priceless.
Dog Star Media can connect you with a tracking number vendor. Normally, we only refer this for web sites we have designed. But, through the end of July, I will waive that requirement. If you want a tracking number for your web site, whether we designed it or now, just email me at donald@dogstarmedia.com.
Wednesday, May 9, 2007
SEO for Flash
I am going to write a lot on search engine optimization (or SEO) this month.... and at the end of the month I will have a surprise for all of you who care about this part of your Internet strategy. I’m going to start with my favorite SEO topic: The uninformed opinion that Flash sites are not good for search engine optimization.
An important part of Search Engine Optimization is the concept of on-site factors vs. off-site factors. On-site or on-page factors, obviously are factors related to the content and composition of your web site. Off-site or off-page factors have nothing to do with the content or composition of your site. Instead, these are factors related to how your site is linked on the web. In short... what leads to your site on the Internet.
This is what is called Link Building and it is a major element of search engine ranking algorithms these days. Here is a good article online about the concept:
http://ezinearticles.com/?Linkbuilding---Off-Site-Search-Engine-Optimization&id=528311
Without making any changes to your Flash site, you can still improve your search engine presence. Link Building should be an integral part of promoting any Flash site. Rather than struggling with search engine workarounds, a better strategy is to concentrate on building a network of quality inbound links. The potential is virtually limitless.
So, are Flash sites bad for organic search engine rankings? Clearly not, so stop listening to the Organic SEO fear mongers. You now have enough knowledge to let yourself choose the superior online presentation of Flash.
What you need is a SEO partner that can explain the logic of their strategies and then execute strategies you understand in an efficient way. If you want a SEO partner that will take the mystery out of this rapidly-changing science, just wait... and keep watching this blog.
An important part of Search Engine Optimization is the concept of on-site factors vs. off-site factors. On-site or on-page factors, obviously are factors related to the content and composition of your web site. Off-site or off-page factors have nothing to do with the content or composition of your site. Instead, these are factors related to how your site is linked on the web. In short... what leads to your site on the Internet.
This is what is called Link Building and it is a major element of search engine ranking algorithms these days. Here is a good article online about the concept:
http://ezinearticles.com/?Linkbuilding---Off-Site-Search-Engine-Optimization&id=528311
Without making any changes to your Flash site, you can still improve your search engine presence. Link Building should be an integral part of promoting any Flash site. Rather than struggling with search engine workarounds, a better strategy is to concentrate on building a network of quality inbound links. The potential is virtually limitless.
So, are Flash sites bad for organic search engine rankings? Clearly not, so stop listening to the Organic SEO fear mongers. You now have enough knowledge to let yourself choose the superior online presentation of Flash.
What you need is a SEO partner that can explain the logic of their strategies and then execute strategies you understand in an efficient way. If you want a SEO partner that will take the mystery out of this rapidly-changing science, just wait... and keep watching this blog.
Friday, May 4, 2007
Movie for you?
A few days ago, I caught the end of Sling Blade on one of my movie channels. What a tremendous job of acting and direction by Billy Bob Thornton. This weekend, I recommend this poignant Southern drama for a warm spring night. Filmed in Benton, Arkansas, Sling Blade smacks of reality like few movies of its time. This film won the 1996 Oscar for Best Adapted Screenplay and is well worth your time if you have not seen it.
And, of course, I am completely devastated over the Maverick’s disasterous explusion from the NBA playoffs. Someone call 911, the franchise is choking.
And, of course, I am completely devastated over the Maverick’s disasterous explusion from the NBA playoffs. Someone call 911, the franchise is choking.
Tuesday, May 1, 2007
A new DSM web site debut... plus a freebee
We are proud to announce the debut of the new web site for The Oral & Facial Surgery Center in NW Arkansas. Check out this new site at: http://www.ofscenter.com.
And, since I am writing this during halftime of Game 5 in the Mavs/Warriors series and the Mavs team that showed up tonight appears to be an actual competitive team, I want to jump on the good kharma pile. So, here is a little free consulting for anyone who wants it.
Branding is very misunderstood. A lot of money is spent each year by small businesses in the name of branding and much of the time it is wasted. Generally, branding is sold as decisions on packaging details (colors, fonts, style etc.). A more sophisticated and knowledgable marketing company might focus the branding around the development of a campaign or a slogan. This is close but often misses the point we at DSM think is most important about branding.
Dog Star Media used to offer a program called The Big Bang. This is a branding program that is based on the advertising concept of positioning. In positioning, the goal is to find a unique position for your company that resonates with what the market generally understands. An example of this is the classic positioning campaign for Avis: Avis. We try harder. Avis embraced its position as #2 to Hertz and the brand campaign focused on all the extras a #2 has to do to compete with a #1. It turned the advantages of being #1 into disadvantages. This genius positioning campaign is just one example of the power of this way of branding.
We no longer offer this package because it requires on-site client meetings to do it right. Our market is international, so we dropped the package. However, it is still a great branding strategy. I will wrap up the notes and outlines and make it available to anyone who wants it. To get it, all you have to do is email me at donald@dogstarmedia.com. I will send it to you in the next week or so.
Go Mavs!
And, since I am writing this during halftime of Game 5 in the Mavs/Warriors series and the Mavs team that showed up tonight appears to be an actual competitive team, I want to jump on the good kharma pile. So, here is a little free consulting for anyone who wants it.
Branding is very misunderstood. A lot of money is spent each year by small businesses in the name of branding and much of the time it is wasted. Generally, branding is sold as decisions on packaging details (colors, fonts, style etc.). A more sophisticated and knowledgable marketing company might focus the branding around the development of a campaign or a slogan. This is close but often misses the point we at DSM think is most important about branding.
Dog Star Media used to offer a program called The Big Bang. This is a branding program that is based on the advertising concept of positioning. In positioning, the goal is to find a unique position for your company that resonates with what the market generally understands. An example of this is the classic positioning campaign for Avis: Avis. We try harder. Avis embraced its position as #2 to Hertz and the brand campaign focused on all the extras a #2 has to do to compete with a #1. It turned the advantages of being #1 into disadvantages. This genius positioning campaign is just one example of the power of this way of branding.
We no longer offer this package because it requires on-site client meetings to do it right. Our market is international, so we dropped the package. However, it is still a great branding strategy. I will wrap up the notes and outlines and make it available to anyone who wants it. To get it, all you have to do is email me at donald@dogstarmedia.com. I will send it to you in the next week or so.
Go Mavs!
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