There has been a lot of talk so far this year about mobile devices. With the iPad3 due out later this spring, everyone is expecting another seismic shift in use. Apple mobile product releases usually cause an immediate shift in use. For instance, with last Spring’s iPad2 release, iPad use skyrocketed so much that iPads began showing up as the #3 or even #2 used mobile device on many of our clients’ mobile stats. This caused a wave of interest in developing iPad sites. This was also accompanied by a huge swell in mobile use from other mobile devices as well.
Since we will take the next step in this headlong plunge into mobile use very soon, I’ll list out the benchmarks I’ve been discussing with clients and prospective clients every day this year. Google Analytics lists your mobile traffic under visitors. The interface does a great job and quantifying the mobile traffic and comparing it to your overall site use. Here are some easy benchmarks you should watch out for to know if you are providing the proper mobile experience.
5% -10% Mobile Traffic:
Develop a starter smartphone site (7 or so pages of key content)
10-15% Mobile Traffic:
Add more content (5-7 additional pages of the next most relevant content)
15-20% Mobile Traffic:
Begin watching for significant use of iPads. iPads will default to the iPhone version of your mobile starter site and not look right. If your iPad traffic reaches 40% of your mobile traffic or if it is the #1 source of mobile visits, it is suggested to develop an iPad site.
20-25% Mobile Traffic:
It’s time to build out the remaining relevant content on your site. If 1 in 4 or 5 visitors are coming in via mobile devices, that is significant enough to give them the full presentation.
25% -30% Mobile Traffic:
Check iPad traffic to make sure you are presenting enough info to iPad users. Also, it’s time to begin focusing on the user experience from your mobile users. If 1 in 3 visitors are coming via mobile devices, we need to know traditional metrics. At the 30% mark, add a separate tracking telephone number to the smartphone site and the Ipad site to track incoming calls.
30% - 35% Mobile Traffic:
We actually have some clients here already, so don’t think this is not coming. Assuming the sites are smartphone and iPad sites are completely built out and phone tracking is in, begin active analysis of use to determine how to improve benchmark use stats and responses in the mobile mediums.
40%+ Mobile Traffic:
Using the metrics, institute any redesign steps necessary to maximize the user experience to improve benchmarks and results, just like you would your standard web site. At this point, treat the development and improvement of your mobile sites just as you would your regular web site.
By this time next year, we could all very well be in the 25% mobile use range, looking toward that big 40% mark. Chances are, some will already be nearing the 40% mark. The iPad3 is coming and so is more mobile use than ever. It’s time to fully embrace the smartphone and iPad user and make sure they are making your best impression on mobile devices. If you are ready to develop a smartphone or an iPad site, please let me know at donald@dogstarmedia.com
Tuesday, February 28, 2012
Tuesday, February 21, 2012
Targeted Keyword SEO
When it comes to search engine optimization, we often get the question, “So how does Dr. So-and-So get his site ranked #1 on ___________? (a certain keyword). Of course, it is always a combination of unique factors. Now we have a way of telling you exactly. And, we are adding to our SEO offerings to allow clients to aggressively mirror and surpass the factors that the factors of the #1 site on their most desired keywords.
We call this process Targeted Keyword Optimization. In this program, you identify one keyword on which you want to be ranked #1 organically. Using a new reporting technology, we can determine the specifics of why that site is ranked #1, thus creating a road map to mirror or surpass to achieve greater relevance. This is a research and labor intensive program that requires a significant amount of monthly work. And, like all organic efforts, the only thing we can assure is that the work will be done and measured. No one can tell the search engines to change rankings and there are factors (such as site traffic) that are out of our control.
However, if you want to be #1 on a given keyword, our Targeted Keyword Optimization program provides a road map . So, if there is a term on which you want to be #1, why not give it a try? Here is how it works:
Targeted Keyword Optimization is Dog Star Media’s new Elite SEO Program, replacing our previous Elite Program where the focus was on Efficient Keyword Optimization. In our new Elite SEO Program, you select one keyword and our analytical report outlines how the #1 site on that keyword maintains that #1 position. That information creates a road map for us to work in an attempt to mirror or surpass those factors. This report will also show you what it takes to be #1 on a significant keyword term that is important to you so you will know exactly what it takes. The program cost $1000/month and the minimum amount of time spent on one keyword is four months.
Is there a term on which you want to be #1 or highly ranked... and that term seems out of reach? If you want to take a run at a certain keyword, our new Elite SEO program is a great way to do it with a road map. If you are interested in trying our new Elite SEO program, please email me at donald@dogstarmedia.com.
We call this process Targeted Keyword Optimization. In this program, you identify one keyword on which you want to be ranked #1 organically. Using a new reporting technology, we can determine the specifics of why that site is ranked #1, thus creating a road map to mirror or surpass to achieve greater relevance. This is a research and labor intensive program that requires a significant amount of monthly work. And, like all organic efforts, the only thing we can assure is that the work will be done and measured. No one can tell the search engines to change rankings and there are factors (such as site traffic) that are out of our control.
However, if you want to be #1 on a given keyword, our Targeted Keyword Optimization program provides a road map . So, if there is a term on which you want to be #1, why not give it a try? Here is how it works:
Targeted Keyword Optimization is Dog Star Media’s new Elite SEO Program, replacing our previous Elite Program where the focus was on Efficient Keyword Optimization. In our new Elite SEO Program, you select one keyword and our analytical report outlines how the #1 site on that keyword maintains that #1 position. That information creates a road map for us to work in an attempt to mirror or surpass those factors. This report will also show you what it takes to be #1 on a significant keyword term that is important to you so you will know exactly what it takes. The program cost $1000/month and the minimum amount of time spent on one keyword is four months.
Is there a term on which you want to be #1 or highly ranked... and that term seems out of reach? If you want to take a run at a certain keyword, our new Elite SEO program is a great way to do it with a road map. If you are interested in trying our new Elite SEO program, please email me at donald@dogstarmedia.com.
Tuesday, February 14, 2012
Mobile: The Top-Down Push
An article I saw over the weekend on Tech Crunch puts out some fine points on how the big advertisers are addressing the emergence of the mobile hardware as a primary means of connectivity.
A lot of the information in this article by David Hewitt, who is the VP and global mobile practice lead at SapientNitro, is about how large advertisers will address this emerging trend. However, if you have any questions about the importance of mobile strategies, you should read it. Why? Because it’s clear this is not cutting edge stuff any more. It’s not even leading edge. It is here and if the big boys are focusing there, it means that the broad market is there. And, wherever the broad market is, niche markets are hidden inside.
Want a few quick hits from this article that apply to your practice’s mobile strategy? Here are a few:
“2012 will be the year of getting websites and relevant marketing assets optimized for tablets, not just smartphones — especially as tablets continue to heat up for mobile commerce and chip away at market share for everyday PC tasks.”
And...
“Much of 2011′s mobile marketing budgets were still made up of slush fund ad budgets. Expect to see more purposeful campaigns and sizable budgets set aside for mobile.”
In other words, get serious about mobile strategies, both smartphone and tablet (iPad). 2011 was the year everyone got their feet wet with mobile strategies. And, just like everything else, the moment a certain medium becomes established with an audience, there is a “working it out” phase where early adopters figure out the best strategies. Once that period passes... like it did in 2011, then the landrush is on. And, pretty much, in 2012 if you are not ready to compete with mobile and iPad sites, you are going to be lagging behind.
If you are ready to start or upgrade your smartphone or iPad sites, please contact me today at donald@dogstarmedia.com.
A lot of the information in this article by David Hewitt, who is the VP and global mobile practice lead at SapientNitro, is about how large advertisers will address this emerging trend. However, if you have any questions about the importance of mobile strategies, you should read it. Why? Because it’s clear this is not cutting edge stuff any more. It’s not even leading edge. It is here and if the big boys are focusing there, it means that the broad market is there. And, wherever the broad market is, niche markets are hidden inside.
Want a few quick hits from this article that apply to your practice’s mobile strategy? Here are a few:
“2012 will be the year of getting websites and relevant marketing assets optimized for tablets, not just smartphones — especially as tablets continue to heat up for mobile commerce and chip away at market share for everyday PC tasks.”
And...
“Much of 2011′s mobile marketing budgets were still made up of slush fund ad budgets. Expect to see more purposeful campaigns and sizable budgets set aside for mobile.”
In other words, get serious about mobile strategies, both smartphone and tablet (iPad). 2011 was the year everyone got their feet wet with mobile strategies. And, just like everything else, the moment a certain medium becomes established with an audience, there is a “working it out” phase where early adopters figure out the best strategies. Once that period passes... like it did in 2011, then the landrush is on. And, pretty much, in 2012 if you are not ready to compete with mobile and iPad sites, you are going to be lagging behind.
If you are ready to start or upgrade your smartphone or iPad sites, please contact me today at donald@dogstarmedia.com.
Tuesday, February 7, 2012
Remember when...?
With all the conversations about mobile web sites (both for smart phones and for iPads), I think it is pretty clear that we are at a tipping point regarding accepting the need for mobile sites right now. It reminds me of two other big hurdles the market has had to leap over since marketing online really caught on so many years ago.
Remember when... in the days before high-speed Internet how everyone resisted the use of graphics because of downloading time? Of course now, that sounds silly but in the early days of web marketing, a vast majority resisted sites with graphics on the perception that they took too long to download. The ones that grabbed the advantage were the early adopters who recognized that attractive presentation counted and graphics made your site more attractive.
Remember when... in the early days of high speed Internet, how everyone resisted Flash animations on their web sites because Flash required the Flash browser plug-in? Again, this sounds ridiculous now because of the wide use (more than 99%) of the plug in browsers today. The ones that grabbed an advantage were the early adopters who recognized that added aesthetics portrayed a higher value and the smooth moving animations of Flash portrayed a higher aesthetic quality.
In both cases, we saw the tradition bell curve of adoption play out. The early adopters blazed ahead, gaining new advantages while the resisters or uninformed majority slowly adopted the changes, ultimately all climbing on the bandwagon at once. And, of course there is the lagging behind group who never gets it. In fact, every once in a while, I stumble on someone still resisting graphics... yes, they are still out there.
Now we are on the adoption bell curve for mobile sites. The early group jumped in the minute that Google started displaying mobile use stats on analytics. Many of them have had mobile sites for more than a year. Even as long as two years ago, it was a documented fact that more than 50% of Internet use was via mobile devices. So, for those paying attention, adding a mobile-friendly site only made sense.
Now we are climbing up the big middle of the bell curve. What is it that is causing the land rush now? The stats have been compelling for years now... so what has changed? Is it that the doctors have had enough experience as mobile users to understand the benefits? Is that that people offering advice like I am are finally getting through? Is it market peer pressure? I think it is all of the above but there is no doubt... it is here.
So, suffice it to say that a mass adoption is occurring. Business owners are beginning to realize that it is important to have a site version for smart phones and iPads. This late-arriving crowd is beginning to understand that when 20-25% of site users are viewing the site with mobile devices, that the market is changing and they need to change with it. Just like taking that risk that graphics will download... or that users will have that Flash plug-in... it’s time to jump in the pool on mobile sites. The market is there already.... so it’s time. I just saw a report that our first client breached the 30% mobile use mark. A big group just rounded 20% and is headed for 25%. There is no telling where the ceiling is on this.
If you are interested in adding or upgrading a smart phone site or an iPad site, please contact me today at donald@dogstarmedia.com. For years now, Dog Star Media has offered low-cost starter mobile sites with affordable upgrades for when your mobile traffic increases.
Remember when... in the days before high-speed Internet how everyone resisted the use of graphics because of downloading time? Of course now, that sounds silly but in the early days of web marketing, a vast majority resisted sites with graphics on the perception that they took too long to download. The ones that grabbed the advantage were the early adopters who recognized that attractive presentation counted and graphics made your site more attractive.
Remember when... in the early days of high speed Internet, how everyone resisted Flash animations on their web sites because Flash required the Flash browser plug-in? Again, this sounds ridiculous now because of the wide use (more than 99%) of the plug in browsers today. The ones that grabbed an advantage were the early adopters who recognized that added aesthetics portrayed a higher value and the smooth moving animations of Flash portrayed a higher aesthetic quality.
In both cases, we saw the tradition bell curve of adoption play out. The early adopters blazed ahead, gaining new advantages while the resisters or uninformed majority slowly adopted the changes, ultimately all climbing on the bandwagon at once. And, of course there is the lagging behind group who never gets it. In fact, every once in a while, I stumble on someone still resisting graphics... yes, they are still out there.
Now we are on the adoption bell curve for mobile sites. The early group jumped in the minute that Google started displaying mobile use stats on analytics. Many of them have had mobile sites for more than a year. Even as long as two years ago, it was a documented fact that more than 50% of Internet use was via mobile devices. So, for those paying attention, adding a mobile-friendly site only made sense.
Now we are climbing up the big middle of the bell curve. What is it that is causing the land rush now? The stats have been compelling for years now... so what has changed? Is it that the doctors have had enough experience as mobile users to understand the benefits? Is that that people offering advice like I am are finally getting through? Is it market peer pressure? I think it is all of the above but there is no doubt... it is here.
So, suffice it to say that a mass adoption is occurring. Business owners are beginning to realize that it is important to have a site version for smart phones and iPads. This late-arriving crowd is beginning to understand that when 20-25% of site users are viewing the site with mobile devices, that the market is changing and they need to change with it. Just like taking that risk that graphics will download... or that users will have that Flash plug-in... it’s time to jump in the pool on mobile sites. The market is there already.... so it’s time. I just saw a report that our first client breached the 30% mobile use mark. A big group just rounded 20% and is headed for 25%. There is no telling where the ceiling is on this.
If you are interested in adding or upgrading a smart phone site or an iPad site, please contact me today at donald@dogstarmedia.com. For years now, Dog Star Media has offered low-cost starter mobile sites with affordable upgrades for when your mobile traffic increases.
Tuesday, January 31, 2012
The Difference Between an iPad site and a smartphone site
With all the discussion lately about mobile access, you might find this explanation of the difference between a smartphone and iPad site. Both tablets and smartphones are mobile devices and can display a web site on the Internet, which is where the confusion often begins.
Basically, smartphones are one kind of hardware and tablets are another. With smaller screens and memory, smartphone sites should be light on graphics with pages that are sized to eliminate sizing and as much scrolling as possible. When we design a smartphone site, the pages are sized so they display best on a smart phone screen.
In the case of an iPad, the larger and more graphical format allows us to design more visually appealing sites which are comparable to standard web sites. However, in being designed specifically for iPads, the formatting is perfect for presentation on that hardware. So, yes, these are two different kinds of sites and if you want all bases covered, you need a standard desktop site, a smartphone site and an iPad site.
With smart phones, the info on the site is translated to templates designed for the hardware being used. So, a smart phone site on your server will have templates for iPhone, Blackberry and Android. Each will present a little differently but the design and use on smartphones are the same. An issue occurs when you have a smartphone site without an iPad site. Calling up such a web site on iPad will display the iPhone site by default. This is why it is important to watch your iPad traffic and add an iPad site to the mix when you begin to get a lot of mobile traffic on iPads. All of these stats are available on Google Analytics and, yes, you should be watching them on a regular basis.
If you are ready to expand or begin a smartphone or iPad site as part of your Internet strategy, please contact me for more information at donald@dogstarmedia.com.
Basically, smartphones are one kind of hardware and tablets are another. With smaller screens and memory, smartphone sites should be light on graphics with pages that are sized to eliminate sizing and as much scrolling as possible. When we design a smartphone site, the pages are sized so they display best on a smart phone screen.
In the case of an iPad, the larger and more graphical format allows us to design more visually appealing sites which are comparable to standard web sites. However, in being designed specifically for iPads, the formatting is perfect for presentation on that hardware. So, yes, these are two different kinds of sites and if you want all bases covered, you need a standard desktop site, a smartphone site and an iPad site.
With smart phones, the info on the site is translated to templates designed for the hardware being used. So, a smart phone site on your server will have templates for iPhone, Blackberry and Android. Each will present a little differently but the design and use on smartphones are the same. An issue occurs when you have a smartphone site without an iPad site. Calling up such a web site on iPad will display the iPhone site by default. This is why it is important to watch your iPad traffic and add an iPad site to the mix when you begin to get a lot of mobile traffic on iPads. All of these stats are available on Google Analytics and, yes, you should be watching them on a regular basis.
If you are ready to expand or begin a smartphone or iPad site as part of your Internet strategy, please contact me for more information at donald@dogstarmedia.com.
Tuesday, January 24, 2012
Hottest topic: Mobile Sites
Everyone is talking about mobile web sites these days. I think we have finally reached a tipping point on business owners recognizing the importance of mobile sites and, thus, how they are different from standard web sites. Maybe we are past the early adopter stage because so many people are seeing between 15-25% of their traffic coming in on mobile devices. If 1 in 4 people who view your site are doing so on mobile hardware, yes, you had better be meeting their browsing needs.
The Dog Star Media plan for mobile sites has been long-sighted. We recommend early adoption of smart phone mobile sites at 5% traffic. The recommended mobile site is a 7-page starter mobile site that can be expanded when there is more traffic. When traffic reaches 10%, we think this is a must have.
As traffic inches up to 20%, we recommend building out the site more, adding between 5-7 more pages to make sure all critical content is on the site. Now, for many of our clients, mobile traffic is on its way to 25%. This is the point where we recommend fully building out your mobile site with all the content of your current site. It will look vastly different on the smart phone site, but its vital that this content is presented properly for the hardware being used... especially when such a large percentage of site users are using mobile hardware.
So, when do you add in a iPad site? Just look at your Google Analytics for the answer. Apply the same criteria to the iPad users and you will have your answer. Probably, if you are a cosmetic surgeon or cosmetic dentist, you need to have an smart phone, iPad and standard site if you are going to going to meet the browsing preferences of your site visitors.
So, are you ready to make improvements in this area? Chances are you need to do so. Start by looking at your Google Analytics which will detail your mobile device use. Don’t have that or need help figuring it out? Do you know it and know what you need to do? Ready for a smart phone and/or iPad site? Just email me at donald@dogstarmedia.com. We were ahead of the curve on this and have been doing mobile sites for more than two years now. We can help.
The Dog Star Media plan for mobile sites has been long-sighted. We recommend early adoption of smart phone mobile sites at 5% traffic. The recommended mobile site is a 7-page starter mobile site that can be expanded when there is more traffic. When traffic reaches 10%, we think this is a must have.
As traffic inches up to 20%, we recommend building out the site more, adding between 5-7 more pages to make sure all critical content is on the site. Now, for many of our clients, mobile traffic is on its way to 25%. This is the point where we recommend fully building out your mobile site with all the content of your current site. It will look vastly different on the smart phone site, but its vital that this content is presented properly for the hardware being used... especially when such a large percentage of site users are using mobile hardware.
So, when do you add in a iPad site? Just look at your Google Analytics for the answer. Apply the same criteria to the iPad users and you will have your answer. Probably, if you are a cosmetic surgeon or cosmetic dentist, you need to have an smart phone, iPad and standard site if you are going to going to meet the browsing preferences of your site visitors.
So, are you ready to make improvements in this area? Chances are you need to do so. Start by looking at your Google Analytics which will detail your mobile device use. Don’t have that or need help figuring it out? Do you know it and know what you need to do? Ready for a smart phone and/or iPad site? Just email me at donald@dogstarmedia.com. We were ahead of the curve on this and have been doing mobile sites for more than two years now. We can help.
Tuesday, January 17, 2012
SEO - Don’t be confused
Frequently, I am reminded how confusing search engine optimization (SEO) can be. It is a highly technical concept that is complicated with unrealistic expectations and assumptions about how things work. When there is this much confusion, people tend to sell on fear and insecurity. If you have doubts about logical processes being used for your SEO, you should know it can be very logical if you re realistic about what is possible.
Our SEO process begins with the selection of Efficient Keywords. These are keywords on which you can realistically be ranked more highly more quickly. They are also terms that are confirmed as those being searched. More than likely, a vastly popular term is not going to be an efficient keyword because of the amount of competition. So, Reality Check #1: get ranked where you can and build up your traffic. Traffic the one thing you cannot fake. If you have it, you are going to be considered more relevant.
Reality Check #2: Just because you think a keyword is valuable doesn’t mean that it is. If a keyword is not being searched, we cycle it out and replace it with a keyword that is being used. Many clients get enamored with certain words with which they identify. There are online tools that tell you if words are being searched. These are much more accurate in determining value of the keywords than opinion.
Reality Check #3: Just because you are not optimizing for a given term does not mean you cannot get relevant on it. Most people do not realize that their reports only detail the words that are being optimized. That is not all keywords.... just the ones being reported on. A good way to look at this is the words on your SEO reports are being worked and prioritized for effort. They are not your exhaustive list.
Reality Check #4: Sticking with a consistent organic strategy is the best way to go. A great deal of the strategy is selecting keywords. Any time you make changes, you open up the chance of going backward before going forward. If your SEO company can’t tell you why they are choosing certain words or employing certain strategies, you may have a problem in this area.
Reality Check #5: Focus on traffic. The goal of an SEO program is increased traffic. Don’t get sidetracked by a fixation about appearing ranked on certain terms. The effort to get there (which is often futile on the clearly most popular terms) will not be worth the cost in time and money and still no results are assured. Your SEO goal should be to increase traffic and by doing that your relevance as it relates to other, more hard to get terms. Sure higher placement on some terms should yield more traffic... in theory. What we know for sure is that sometimes taking the path of least resistance gets you what you want the most: more traffic. As far as the high value words... that is what paid search is for!
If you are looking for logical, methodical and sensible SEO strategy, try our Efficient Keyword strategy. Just email at donald@dogstarmedia.com for details.
Our SEO process begins with the selection of Efficient Keywords. These are keywords on which you can realistically be ranked more highly more quickly. They are also terms that are confirmed as those being searched. More than likely, a vastly popular term is not going to be an efficient keyword because of the amount of competition. So, Reality Check #1: get ranked where you can and build up your traffic. Traffic the one thing you cannot fake. If you have it, you are going to be considered more relevant.
Reality Check #2: Just because you think a keyword is valuable doesn’t mean that it is. If a keyword is not being searched, we cycle it out and replace it with a keyword that is being used. Many clients get enamored with certain words with which they identify. There are online tools that tell you if words are being searched. These are much more accurate in determining value of the keywords than opinion.
Reality Check #3: Just because you are not optimizing for a given term does not mean you cannot get relevant on it. Most people do not realize that their reports only detail the words that are being optimized. That is not all keywords.... just the ones being reported on. A good way to look at this is the words on your SEO reports are being worked and prioritized for effort. They are not your exhaustive list.
Reality Check #4: Sticking with a consistent organic strategy is the best way to go. A great deal of the strategy is selecting keywords. Any time you make changes, you open up the chance of going backward before going forward. If your SEO company can’t tell you why they are choosing certain words or employing certain strategies, you may have a problem in this area.
Reality Check #5: Focus on traffic. The goal of an SEO program is increased traffic. Don’t get sidetracked by a fixation about appearing ranked on certain terms. The effort to get there (which is often futile on the clearly most popular terms) will not be worth the cost in time and money and still no results are assured. Your SEO goal should be to increase traffic and by doing that your relevance as it relates to other, more hard to get terms. Sure higher placement on some terms should yield more traffic... in theory. What we know for sure is that sometimes taking the path of least resistance gets you what you want the most: more traffic. As far as the high value words... that is what paid search is for!
If you are looking for logical, methodical and sensible SEO strategy, try our Efficient Keyword strategy. Just email at donald@dogstarmedia.com for details.
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