Digital Marketing Expert - Jennifer Lill

The Future of Mobile SEO

On January 17, 2012, in Marketing, SEO, by Jennifer Lill
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A great new white paper has been released by Michael Martin and Craig Macdonald at Covario on the future of Mobile SEO titled,
Business Case and Strategy for Executing Mobile SEO Programs in Large Advertisers.

This document has a lot of great research and predictions on what the next few years hold for Mobile/Smartphone/Android and Tablet search. My favorite part is found at the very bottom of the last page in Appendix 3:

Mobile SEO checklist

1. Google Places page for each “brick & mortar” business location.
2. Mobile User Agent detection segmented by feature phone, smartphone & tablet.
3. Site strategy for feature phone, smartphone & tablet rendering.
4. Have a page for each business location & properly optimized for mobile.
5. Smartphone & tablet specific rendering on the same desktop URL.
6. Feature phone rendering on an m. subdomain or /mobile subdirectory.
7. Declare the correct mobile DocType for each feature phone URL.
8. Use of microformats to better delineate the correct address & phone number for each business location.
9. Mobile XML sitemap & its submission to search engines for feature phone URLs.
10. Use of HTML5 on the desktop site to replace or supplement the business mobile app strateg

 

Google is as a Google does

On January 12, 2012, in Marketing, Social Media, by Jennifer Lill
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Google announced their new “Search, plus your world” algorithm change this week. First of all I’d like to say that I totally called this. Am I a SEO Hipster, perhaps. However, I think it’s pretty obvious what Google is going for here. They are forcing end-users and businesses to use their floundering Google Plus social network by integrating it with their search engine results. Seems like a fairly simple and straightforward move. Although they aren’t officially releasing any numbers, I’m sure that this will ensure the continued existence of Google+, for a bit longer any way.

Learn more at Google’s Offical Blog.

Read more on the effects this will have on SEO.

 

Walt Disney World Trip Planning Tips

On August 29, 2011, in Tips & Tricks, by Jennifer Lill
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Cross posted at www.sharemickey.com

My husband and I are long time Disney fans and spent our Honeymoon at Disney World. We have spent the last 8 months planning our 3-year old daughter’s first Walt Disney World vacation. We’ve learned a few things in the process so I thought I would share some of our knowledge with all of you Disney vacation planners out there!

  1. Air Travel: The first and best tip we received was from our AAA Travel agent who turned us on to AirTran (now owned by SouthWest) for discount airline tickets. Boy, she wasn’t kidding! We bought our tickets 8 months prior to our trip, which I am sure contributed to the ridiculously low price, but we got 3 round-trip direct tickets from Detroit to Orlando for $500 TOTAL!
  2. Resort: The second thing we did was book our trip through Disney.com. This allowed us to plan our entire trip out and buy what we wanted as we could afford it. So, we made our resort reservations first. We are staying at Port Orleans Riverside because it is our favorite resort and Disney had a 20% off special running for Aug-Oct stays. We put down $200 initially and then made regular payments (each paycheck) through the Disney website. Subsequently, we had paid off the resort portion of the trip by July.
  3. Park Tickets: Next we priced out park tickets. Now, because we are traveling with a preschooler this means that we need to keep our schedule relatively chilled out – so no park hopper for this trip. We decided to go with the cheaper standard tickets and made reservations to have dinner at other Disney resorts on the days when we are visiting a park without good evening dining options (i.e. Hollywood Studios and Animal Kingdom). More on this next.
  4. Dining: My husband and I are like a lot of people who love Walt Disney World specifically because of the fantastic food! This means that we spent the majority of our planning time on where we were going to eat.

    We chose all of the restaurants we wanted to eat at (some old favorites, some new ones we wanted to check out) and priced out the dining plan vs. out of pocket. In the end we decided we didn’t want to have to worry about the price of food while on vacation (Let’s be honest, it just gets in the way of our good time.)

    Well, we were pleasantly surprised at the beginning of August when we heard about the Free Dining special! I told my husband to immediately call Disney and ask if we were eligible. They informed us that you can only partake of one special and we already had the 20% off our resort stay, as I mentioned earlier. We inquired to the difference in price and they told us it was an additional $500 to pay full price for our hotel stay and get the Free Dining. Well, the standard dining plan we wanted is about $800, so this was a no-brainer. Hence we saved $300 on our food at Disney, SCORE!
    • Character Dining: Because we were on our Honeymoon the last time my husband and I were at Disney World meeting characters was not at the top of our to do list. This gave us a great opportunity to schedule some fun character meals for our daughter. We researched them all and the ones we finally decided on were:

      1. The Crystal Place (Magic Kingdom) – Dinner with Pooh, Tigger, Piglet & Eyore
      2. Akershus Royal Banquet (Epcot World Showcase – Norway) – Dinner with the Disney Princesses
      3. 1900 Park Faire (Grand Floridian Resort) – Dinner with Cinderella, Prince Charming, The Step Mother and Step Sisters – which are our Daughter’s favorite Disney characters!
    • Dining for Mom & Dad: As I mentioned earlier we are total foodies and couldn’t resist making reservations for some fantastic restaurants on Disney property:
      1. Boatwright’s Dining Hall (Port Orleans Riverside Resort) – This is phenomenal restaurant right at our resort and we have a tradition of eating there the night we arrive.
      2. Coral Reef Restaurant (Epcot) – One whole wall of this restaurant is a GIANT aquarium! As if that isn’t enough the food is fantastic as well! In addition, it has nostalgic value for me because it is where my husband did the most romantic thing EVER! During our honeymoon, he made arrangements with the Coral Reef staff to have us seated right by the aquarium glass. During dinner they had a diver swim over, tap on the glass to get my attention and hold up a sign that said “Happy Honeymoon Jenn & Kevin” while tiny white shells fell all around the diver from above. I kid you not, I had NO IDEA! In true Disney Magic fashion the entire restaurant spontaneously gave us a standing ovation while I blushed from ear to ear! Here is picture proof!
      3. Ohana (Polynesian Resort) – This is a new one for us. We have heard great things about the food, plus they have fun games for the kids during dinner – Bonus!
      4. San Angel Inn (Epcot World Showcase – Mexico) – We are having lunch here because this is my FAVORITE place in Epcot. The food is good and the ambiance is AMAZING! I have a thing for outside-inside, if you have been there then you know what I mean ;).
      5. Cape May Café (Beach Club Resort) – They had us at all you can eat seafood buffet! Also, the ice cream at the Beach Club is supposed to be incredible, so we’ll need to check that out too!
  5. Attractions: Just like everyone who visits Disney World we want to do EVERYTHING! However, with only 6 days at the parks we can only do so much. In order to keep ourselves sane and to avoid sending our 3 year old into atomic meltdown we decided on a few key attractions and some strategic breaks:
    • Parks: We have devoted two days to the parks we want to do the most at: Magic Kingdom and Epcot. We have planned only one day at Animal Kingdom and Hollywood Studios.
    • Breaks: We have a break planned for every afternoon at the resort, for some swimming and general downtime during the hottest & busiest time of the day. The exception being Thursday, which we will take the whole morning off, to give ourselves some downtime during the middle of our week.
    • Misc: Some additional things that we have plans for include: Taking advantage of Magical Express, bringing our own travel stroller (rather than renting one), packing our swimsuits in our carry-on luggage so we can swim as soon as we get to the resort, packing individual snack packages and carrying them into the parks with us so we can use our snack credits for bottled water. We have an appointment for her to get a makeover at the Bibbidi Bobbidi Boutique and we have read that it is much cheaper to buy the outfit ahead of time so we plan on spending sometime at Downtown Disney shopping for our daughter’s princess outfit.
  6. Preparation: Due to the fact that our daughter is so young we have done a lot to prepare her for this trip. We have, of course, watched all of the Disney movies, read books, painted pictures and generally prepped her for all of the different characters she will encounter while at the parks. We took her on a bus ride, using our local city transportation system, to get her used to riding mass transit. She has been to several festivals this summer, including a Renaissance & Scottish festival to see people in costume. We wanted to get her used to large crowds, hot days, lots of walking and the general atmosphere that she will encounter in the parks. We have gone on carnival rides with her and stood in long lines and eaten lots of fair food, all of which she has been a trooper for. We see all of this as a good indication of how she will handle the parks.

We leave this Sunday and I plan to put up a post about our trip once we return. In the mean time, if you have any questions please put them in the comments and I will answer as promptly as I am able. Thanks!

 

2011 SEO Best Practices

On May 9, 2011, in Marketing, SEO, Training, by Jennifer Lill
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With Google’s new Panda Algorithm the rules of Search Engine Optimization (SEO) have changed. Follow this tutorial to understand the current best practices for SEO in 2011.

 

SEO for YouTube Videos

On April 20, 2011, in Misc, by Jennifer Lill
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Beginning with Google’s purchase of YouTube in 2006 the video service has increasingly become an integral part of any good SEO plan. Therefore, I thought it would be helpful to create a guide to my best practices for optimizing videos for uploading to YouTube.  This practical guide to producing optimized video material will hopefully garner the SEO boost you are looking for. Let me know if you have any specific questions in the comments section!

1. Do your Research!  Before you even consider creating video content ask yourself these very important questions:

  • What is the most interesting way to present my brand/message in video format? YouTube considers a video “viewed” after 8 seconds. Make sure your video is interesting enough to get the viewer past this “hump”.
  • What are the top keywords that I want to boost with my video?
  • Do I have the time and resources to devote to keeping up a YouTube membership/channel?

2. Once you have decided to move forward and you have outlined your video strategy and content, it is time to get down to the nitty gritty. Optimizing your YouTube video for SEO:

  • Title (99 character limit) – Use your top keywords within the first 3-5 words of the video title.
  • Category – Choose the best possible and most general category for your video (i.e. People & Blogs).
  • Tags – Use your well researched keywords as tags for the video but limit yourself to no more than 10.
  • Description – Use your keywords in the copy of your description, include a link to a related website landing page, request viewers rank & share your video.
  • Transcript – Create a transcript of your video for Closed Caption purpose. This can be very time consuming but well worth the extra effort as they are critical to ranking well in YouTube!
3. Share your video with the world! Include links to your video on multiple outlets:
  • Press Releases
  • Facebook fan page
  • Twitter feed
  • Embed on website pages (where applicable)
4. Participate in the YouTube community. Member activity affects video rankings
  • Monitor the video comments & respond to viewers.
  • View, rank and comment on other YouTube videos.
  • Link with other related videos by creating Playlists.
 

Introduction to Word Press

On January 18, 2011, in Training, by Jennifer Lill
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This morning while I was driving into work I was thinking about a lunch I am going to with an ex co-worker tomorrow. This led me to thinking about the job I used to have, the manager at that job, the owner and the organization as a whole.  Now that I am almost a year out of that position I have the luxury of hindsight and I think I have a grasp on what was inherently wrong with that workplace.

Then I remembered a conversation my husband and I recently had about the book, The Secret. We both believe that books like this, and others in the workplace-improvement genre, are mostly over simplified, dumbed and watered down messages to the masses. No, I haven’t read them all…but I have read quite a few: Who Moved My Cheese, Fish, The Seven Habits of Highly Effective People, a couple more that escape me at the moment. Not because I wanted to but because many a frustrated, confused, stressed out and/or well-meaning manager has required that all of their employees, including me, read them.

I usually reach the last page feeling insulted and underwhelmed. These type of books generally prize motivation, hard work and positive thinking as the cure to all that ails corporate America. The problem is that this is just plain WRONG!

I’m not saying that positive thinking isn’t powerful. It is! I wholeheartedly believe in the power of positive thinking/meditation/prayer. I think  it can change attitudes, emotions, physical health, personal relationships, lower stress levels, create a sense of inner calm and enlightenment. What it can’t do is fix the organization you work for and since we spend nearly 50% of our waking life at work, this effects a great deal of our lives!

So, what exactly is the issue? Is the answer just not that simple? Are we naive to think that the solution to such a complex and intrinsic problem can be simplified down into one concept, one catch phrase, one book?

No, the answer is simple, in fact it is one word! It’s something that is hammered into us by our parents and teachers from the time we are small children and yet it is the hardest thing in the world to get an adult in today’s corporate culture to truly grasp and exercise….RESPECT!

That’s it. Respect.

That is what we need to fix 99% of the problems in our relationships, our homes, our communities, our workplaces and our government!

Sure, we have respect for each other in small doses: our loved ones, our mentors, our elders (in some cases), our kids (I hope!). And we have tackled some of the larger instances where lack of respect is felt at a community level with the fights against: Racism, Sexism, Homophobia, etc. We have seen this issue time and time again with everything from the bullying of homosexual teens to the recent election’s attack ads.

However, we are still lacking that day-to-day, one on one, colleague-to-colleague respect. Robert W. Fuller calls it “rankism” in his book All Rise: Somebodies, Nobodies, and the Politics of Dignity. I had the pleasure of listening to Mr. Fuller speak a few years ago and I was struck by the simplicity and complexity of the issue he was trying to tackle.

With rankism he is trying to open our eyes to the fact that this is an “ism” that we are all guilty of on a regular basis and it has a ripple effect. When our manager scolds us, out of a feeling of superiority or simply the joy of bullying another, that makes us angry and frustrated. We then turn to our co-worker and chew them out for something that could have easily been handled with calm and compassion, but because we were made to feel small and powerless we act out our anger on them.

Then our co-worker takes that anger, frustration and shame home with him or her and takes it out on their spouse, and so on. Fuller went on to explain that some of the most successful and profitable companies in America are built on this very concept. Companies like Starbucks, Google and Apple treat their employees with respect first and foremost. This has lead to happier, less stressed, more productive and innovative employees.

The difficulty is the fact that this simple and successful solution only works when it comes from the top. The very top. It has to start with the CEOs, the CIOs, the Presidents, the senior managers, the principles, the doctors, the administrators, the teachers and the parents. When the people at “the top” start treating each other and their employees with respect (genuine respect), it has a ripple effect that spreads through out the  entire “organization”.

If you are a leader, manager, community organizer, government official, teacher, parent, etc. don’t waste your money on jargon-filled books, pointless presentations, stupidly insulting videos or the like. Just tell your employees, “I’m sorry if I haven’t treated you with the utmost respect in the past. I want you to know how valuable you and your ideas are to this organization. I am going to change my ways and I need your help to do that.” If you mean it, if you live it, you will see the change you have been searching for!

Douglas Adams joked that the world was a computer searching for the answer to the ultimate question of life, the universe and everything and that the answer was 42!

He was close, it’s respect!

 

The Search That Pays

On November 5, 2010, in Tips & Tricks, by Jennifer Lill
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Paid Search is a tricky area in which to give advice because each AdWord campaign has to be specifically tailored. However, there are a few areas in which some general guidelines can be applied.

Keywords: When you are outlining your list of keywords for your paid search campaign it is always better to start with a large and all encompassing list of keywords and then refine it down. Really put the effort into drilling down your list until you get a small but very effective list where each keyword is focused on a particular audience or demographic.

Remember that people, in general, are pretty bad spellers. Your’s truly included!

Landing Pages: Make sure that your landing pages are high quality and have a very specific call to action! You campaign’s landing pages should be loaded with relevant content, but not the home page! Link your landing pages to pages on your site that are already popular and vice versa. This will increase the site’s overall traffic.

Create Multiple Versions: After you create multiple versions of the ads you can then take advantage of Google’s tools which allow you to rotate multiple versions of the ad in a single ad group. Test different versions of the ad text to see which version works best and use this information to build a better version of the ad.

Track & Modify: Using Google’s Analytics tools you can tack the “hits” that are derived from your paid campaig. This will help you asses which keywords are working and create a list of “negative” keywords – keywords that you DO NOT want to be part of your paid search. You can also use this information to updated your landing pages and update your bidding costs.

Hopefully this information will allow you to create the most successful AdWords campaign and get the best ROI (Return on Investment).

 

Romance is in the Details!

On August 12, 2010, in Misc, by Jennifer Lill
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One of the most universal issues that married/committed couples deal with is romance, especially when children enter the picture. We struggle with our jobs, daycare, bills, responsibilities, etc. So keeping romance alive, making it exciting and new in our relationship can be extremely difficult to tackle.

My husband feels that romance needs to be big, sweeping, elaborate and most importantly expensive to count. On the other hand, I feel passionately that romance is in the everyday details. While we will continue to try to find balance in our separate but equal philosophies I thought I would offer a bit of advice for those you who have not yet had the privilege of reaching such a defined outlook.

I am adamant that my personification of romance is not only more attainable (financially speaking) but also holds more meaning because you have to put effort and thought into it. Anybody can buy flowers or make dinner reservations. It means so much more when you think long and hard about your spouse/partner/loved one creatively and put more energy into your offering.

So, in that vein here are 15 things I have thought of to get you started:

  1. Get up early and run out to their favorite coffee/tea shop and surprise them with their favorite beverage when they wake up.
  2. Write a simple love note and leave it on the windshield of their car at work. They will have a wonderful surprise waiting from them on their way home to you.
  3. When your partner is out go through their makeup drawer/beauty products/shaving items and check for items they are getting low on, write those items down – including the color/scent/etc. (trust me you’ll need to get the EXACT same kind or this will backfire) and pick those items up for them. Surprise them with a nice gift bag with their items inside – you just went out of your way to help them out, believe me they will appreciate it.
  4. Does your partner have a hobby that he or she has let go or one that they need help getting jump started? Help your love by buying a book about that hobby or creating a space in your home/apartment/living space just for them (I believe they are called “man caves” for guys). With this small gesture you are not only giving them permission to have their own personal time, you are encouraging them to do so!
  5. Is there a project your loved one has been talking about but was never able to get it going? Maybe you haven’t said anything because you’re not thrilled about the work that will inevitably go into it? Suck it up and say something like, “Hey honey, you have been talking about XYZ for ages, how about we get that started this weekend?” Even if you don’t end up doing the project your partner will love it that you remembered and wanted to help out!
  6. Next time you are at the grocery store pick up your loved one’s favorite: ice cream, cookies, gum, soda…whatever. When they see it and say, “Hey you got XYZ!” Simply respond, “Yes, I love you and knew it would make you happy!”
  7. Find their favorite song, poem, movie clip, etc. online and post it to their Facebook page as a reminder of your affection.
  8. Buy an organizer for their: jewelry, ties, toiletries, socks, etc. Then surprise them by taking the time to organize the items for them. It will be a nice surprise and touch their heart too!
  9. Let them sleep in, even though it’s your turn to (My husband is AWESOME at this one). I can’t even count the number of times he’s taken “my morning” to get up with our daughter to give me a break. Thanks again honey!
  10. It seems like the older we get the more we have aches and pains, a great way to show your partner that you care is to get them the help they need. It may be a simple as getting them a gift certificate for a 30 minute massage to reworking your finances so that they can get the medical help or therapy they need. This one is more taxing on you than the rest but it will pay off more than you realize in the long run.
  11. Surprise them by renting a movie they have been wanting to see.
  12. If you want to go on a traditional date, plan an entire evening but tell them only that you are going out. Then surprise them by taking them to their favorite restaurant, and then out to do their favorite thing (go dancing, shopping at their favorite store, have their favorite friends waiting at the bar to hang out). Because it’s a surprise it will all be new and exciting.
  13. Make them a mixed CD of all of the songs that make you think of them and slip it in their car’s CD player when they aren’t looking. Write a love note on the label so when they eject it there is a message of love from you!
  14. Do they have a lot of stress in their life? (Who doesn’t, right?!) Make them a de-stress care package. It will take you about 15 mins at your local drugstore to get the necessary items. Then give them the “night off” from chores, making dinner, childcare, etc. You’ll be the hero and you’ll have a happier spouse for your troubles. P.S. Care packages are always a good idea, especially when your love one is sick, sad or otherwise out of sorts!
  15. We say “I love you” to the point where it has about as much meaning as “hello” or “hand me the butter”. Make it mean something again by posting little “I love you” notes where your loved one will be sure to see them: in their lunch (if they take their lunch to work), in their purse or wallet, on their pillow, in the shower, on the mirror, etc. Get creative!

There you go, some good ideas to get you started! Now come up with a list on your own, remember to think about your loved one and what makes them special and unique. More importantly DO them!
Along with this advice, let me give you a few warnings:

  • NEVER tell your loved one what you were GOING to do. It doesn’t count. We don’t want to hear about how you wanted to show your affection, just show it!
  • Give them flowers when everything is fine and there isn’t a reason for them. Nobody wants, what I call “I fucked up flowers!”
  • DO NOT ASK for ideas from them. That removes every last ounce of “specialness” from the gesture! The whole idea here is for you to come up with something on your own!

As always, I hope this helps. I’d love to hear what you’ve come up with on your own and things you’ve done, or had done for you in the past! Please post a comment if you have something to share!

 

The Etiquette for Effective Blogger Outreach

On July 28, 2010, in Marketing, Social Media, by Jennifer Lill
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I recently had a conversation with a colleague about the best way to get out a new, and very targeted, marketing message online. The unfortunate reality is that releasing a social media campaign on the majority of online media outlets these days is like shooting an elephant with a BB gun! There is just too much information for the average web patron to swim through for anything new to make much of an impact.

That is why I am an advocate of what is known in the digital marketing industry as Blogger Outreach. This can be outreach to micro-bloggers on Twitter, standard bloggers or writers for established media outlets like Salon.com or The Huffington Post.

You can use services like Klout.com to find individuals who are leaders in the Twitter conversation, or simply search for the super users on the site where you wish to make an impact. Whichever route you decide to take there are a few rules you need to follow:

  1. Check to make sure they aren’t just crying wolf! Just because a person has a lot of followers doesn’t mean they have anything worthwhile to say. The best way to research this is by becoming a follower yourself. Go back and read older posts in their archives, if available, and see if their message has changed over time. Read their blog comments, re-tweets, etc. and see if the online conversation they are leading is one of value and reflects the message and goals of your campaign.
  2. Engage in the conversation! Respond to the blogger’s posts, re-tweet the statements they make that you agree with. This will take time but will also establish a rapport and a feeling of commodore between you and the blogger.
  3. If, after all of this, you find that this is a person you feel comfortable distributing your message for you, then it’s time for direct contact. This needs to be personal and targeted. NEVER send out a mass email to a list of bloggers. They will be offended and will be highly unlikely to respond!
  4. Most importantly BE TRANSPARENT! State clearly who you are, who you work for and your intentions in establishing a partnership. Offer yourself as a resource for information, a lead generator, or even a guest writer. Bloggers are always looking for new information and ways to make their lives easier. Remember, that most of these people are doing this in their spare time and are not getting paid to blog (yours truly included!) So, any help you can offer is appreciated!
  5. If you want to offer money or goods in exchange for mentions of your marketing message than say so. This is standard practice in the world of online influencers! The only rule is DO NOT LIE and do not ask the blogger to lie for you! The online consumer is tech-savvy, educated and not afraid to do their own independent research. In other words, they can smell a lie like a fart in a car! They will sniff you out (pun intended) and expose you before you can respond to your first comment. Seriously, don’t do it!

This may seem like a lot of work, but trust me it’s better than attempting to become an influencer yourself. The days of starting a Twitter feed or posting a YouTube video and your marketing message going viral all by itself are over. The once pristine landscape of digital marketing is starting to reflect more of a bog of eternal stench. Find someone who is already standing on a rock, gain their trust, strike a deal and toss your message up to them. Trust me, it’s the only way to be heard above the fray.

 

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