All about Chargebacks

If there is one word most Internet marketers quiver at the sound of, it is chargebacks.  A chargeback is a dispute over a charge -usually an unauthorized or fraudulent charge- between the customer and the company.  The merchant must pay back the entire amount along with any credit card fees.  This amount is automatically deducted from your merchant account.  There are three main problems about chargebacks that concern the merchant:

  1.  they lose the payment -and also the inventory if it was sent,
  2. the fees associated with every chargeback are between $15 to $25, and worse of all
  3. chargebacks don’t look good, and you may lose your merchant account.
  4. Merchant services are pretty finicky; they do not just hand out accounts to anyone.

Continue reading “All about Chargebacks”

Subtle Email Marketing

Everyday Internet users receive tons of emails telling them to buy certain products or visit particular websites. While these emails arrive in the inboxes of unsuspecting Internet users each day, most of them pay very little attention to these emails.

Subtle email marketing might prove successful for new customer attraction
Subtle email marketing might prove successful for new customer attraction

That is because emails which are blatant advertisements are often viewed as spam.

Most Internet users have very little tolerance for spam. Reactions to spam tend to range from simply ignoring the emails and having the email addresses blocked from sending future emails to reporting the emails to their Internet service provider for further investigation. We realize many Internet marketers have difficulty keeping their email marketing subtle. Therefore this article will provide some useful information on how email marketing can be kept subtle so it is not viewed as spam.

One of the most important criteria for ensuring your email marketing is subtle and will not be viewed as spam is to provide something of quality to the recipients. This may include insightful articles, interesting quizzes or other useful facts which members of the target audience are likely to find useful. When email recipients realize an email they received is offering them something worthwhile such as knowledge or information about a particular niche subject they are much more likely to spend some time reviewing the email because they will not consider the email to be spam. In addition to using the creation of this copy to convince recipients that the email is not spam, the business owners can also take advantage of this copy by providing subtle advertising. This may include product references in the articles or links to your website throughout the email.

Avoiding language which makes outrageous claims can also help to keep advertising quite subtle. Using superlatives and describing the greatness of specific products is likely to be viewed as blatant advertising. When this happens, it is not likely that website owners will believe there is validity in anything contained within the email because they will believe the entire email is simply one big advertisement for your products or services.

Another way to keep advertising subtle when running an email marketing campaign is to only send your email to those who are likely to be extremely interested in your products and services. This is important because when email recipients receive an email which does not reflect their interests at all, they are not likely to take the email serious and may view the email as a blatant advertisement. However, when the email is only sent to those who share a common interest the email seems more personalized. In this case the email recipients are not likely to view every product reference as a blatant advertisement because they understand there is sometimes a need to mention products or services.

Finally email marketing remains subtle when the content of the email is written as though it is not coming directly from the business owner. The copy may speak about the products and services as though they are being offered by a third party. This make the advertising seem more subtle because it does not appear to come directly from the business owner.

Finally, business owners can help to ensure their email marketing efforts are not viewed as blatant advertisements by keeping reference to your own website to an absolute minimum. Most Internet users often view links from one website to another strictly as an advertisement. For this reason it might be worthwhile for business owners who are marketing an email campaign to keep links to a minimum and to carefully weave these links into even the most quite benign copy.

The links should be provided as though they were only included to provide you with an opportunity to learn more about the products and not as a way to encourage you to purchase these products.

It might be worthwhile to consider hiring a writer with this type of experience to ensure the copy conveys the desired message and has the desired effect on the email recipients.

Restaurant Marketing Tips (P) Carra Lucia Delish

It may be time to dust off your restaurant marketing plan and take a closer look at current trends and case studies of other successful businesses. This is where you will learn a bulk of the restaurant marketing strategies out there and, more importantly, what works and what doesn’t.

I’m here to let you know some tried and true marketing strategies that have worked for restaurants in the past and present. Before I get to the restaurant marketing tips outlined in this blog post, I think you’d like to take note of a few interesting statistics relative to the food industry.

Trends that Affect How Restaurants Market Themselves

Restaurant marketing isn’t the same as it has always been. It is critical that restaurants embrace Internet marketing and cultivate a presence online. While “online” is the theme for many of the restaurant marketing tips I’ve listed in the next section, there is still much you can (and should) do offline to promote your business.

Restaurants don’t use the yellow pages as much as they used to, and for good reason: people have moved to the Internet to find what they’re looking for. They use search engines and consumer review sites to find local restaurants and decide which they should give their money to. They want to see the restaurant’s menu before visiting and they favor those that have a strong online presence over those that haven’t embraced the Internet.

As a restaurant owner or manager, you shouldn’t be all of your faith into traditional advertising and word of mouth marketing. By all means, do NOT skip those methods, but DO take advantage of all the opportunities that the Internet presents.

Do a Google search for your type of restaurant and location to see what results you get. Where do you rank? Do you even make it to the first page? Considering your competition, will potential diners choose your restaurant from that search? Rather than giving your competitors all the business, think of ways you can market your restaurant online.

  1. Stay current. Keep yourself up to date on current statistics, trends, facts and figures that can help you analyze your restaurant marketing plan. Should you make any tweaks to how you market your restaurant? Should you position your restaurant differently?
  2. Have a functional website. Can local customers find your restaurant online? Make sure they can with a well-optimized website that does what you want it to do. The key is to get them to your website before they find your competitors. You can create a food blog, list daily specials and direct visitors to your social media profiles and online review sites.
  3. Engage in local SEO practices. Websites aren’t just for big companies; now more than ever, small local businesses are realizing the importance of having a website and implementing an Internet marketing strategy. Since 72% of all searches are related to a search for local content, you should be 100% sure that your website will show up for those searches relevant to your restaurant.
  4. Enlist local food bloggers. Ask local food bloggers to review your restaurant in return for a free meal. The outside link will help with rankings, and the positive review will help your reputation.
  5. Monitor review sites. You live or die on your reputation, so pay close attention to what people are saying about your restaurant online. This is where your offline visitors can tell the online world about their (hopefully positive) experience at your restaurant. Thank visitors for positive reviews and respond to and respectfully resolve negative reviews.
  6. Use an online restaurant reservation tool. Invite your customers to make a reservation on sites like OpenTable. You need an online restaurant reservation tool to make it easier for your customers and easier on yourself. And sometimes people just don’t want to pick up the phone – they’d rather make their reservation in just a few clicks.
  7. Grow your email database. If you compare to direct marketing, email marketing is more efficient, environmentally friendly and a faster way to keep your customers in the know. Promote your e-newsletters through social media, on your website, and inside your restaurant. You will need to decide what will work best for you.
  8. Get a social media presence. Strengthen your word of mouth marketing with an interesting, interactive social media presence. This gives you the ability to engage your customers 365 days as year, represent your brand and enlist customers to share their stories. That’s priceless.
  9. Don’t disregard anything too quickly. The online world is always changing, so it’s important to keep your eye out for new marketing ventures that have the potential to stick around. Foursquare, for example, isn’t as well-known as Facebook, but that doesn’t mean there isn’t ample marketing opportunity for restaurants. This social platform enables restaurants to offer a variety of deals (for free) that users must check-in to take advantage of. This – along with the fact that users can earn “badges” for checking-in so many times – makes Foursquare a viable marketing option for restaurants.
  10. Provide enough incentive for people to pay attention. Give your patrons incentive to follow you on social media channels or to come into your restaurant, and make it simple for them to do so. If you constantly put up your restaurant specials on Facebook, your fans will lose interest. Mix it up, don’t be afraid to have fun, and be a part of the local community.
  11. Run contests. This is a great way to reward social media fans, grow your fan base, bring in more customers, and promote loyalty. Give customers a chance to win a great prize and you’ll give them another reason to come back again.
  12. Create and implement a customer loyalty program. Send out e-newsletters to those who sign up to be in the program, highlighting exclusive deals. Promote your loyalty program offline and online.
  13. Give your menu a fresh look. If you already have a great design that works well, this may not be necessary. If you have a boring or outdated menu, however, customers may think your food is not enticing as well.
  14. Just ask! Ask your regulars and loyal fans offline to ‘Like’ you on Facebook, follow you on Twitter and Pinterest, and help spread the word. Send an email, call those you have a good relationship with, and walk right up to their table while they’re enjoying what they love about your restaurant.

 

logo

Free Marketing Through Carra Lucia Delish!

Carra Lucia Delish! is an online marketing platform designed specifically for restaurants. If you would like to have more visitors or have a place to advertise your business, check us out!

First 100 Restaurant Submissions are FREE

Getting Help with Your Email Marketing Campaign

Savvy business owners realize the importance of email marketing even if they do not know how to run an effective email marketing campaign. Simply stated this means a business owner may realize it is imperative for him to run an email marketing campaign to help him meet the needs and expectations of his target audience but he may not know how to orchestrate an email marketing campaign which is truly effective. Fortunately for these business owners they do not have to know a great deal about email marketing because there are plenty of Internet marketing consultants who can assist them in planning and running an effective email marketing campaign. This article will provide some tips for finding a consultant to assist you in orchestrating an email marketing campaign.

Email-MarektingOne of the most important criteria in seeking a consultant to assist you with our email marketing campaign is experience. Specifically it is experience which has resulted in past success. This is important because one of the best indicators of how well a consultant will perform for you is how well they performed in the past. This means if a consultant was able to help a variety of past clients to attain their goals through email marketing, the consultant will likely be able to assist you in the same way.

Another important criterion when hiring a consultant to assist you with your email marketing campaign is the opinions of past clients. Before committing to work with a particular consultant you should request references from past clients. You should not only request these references but also contact each of the past clients provided and question them about their experiences with the consultant. It is important to keep in mind the consultant will likely only provide reference he is confident will offer a positive opinion of his services. However, you can still learn a great deal about the consultant’s style, personality and techniques through these references. This is important because the consultant’s personality as well as his skill and abilities is also very important.

If you do not get along with the consultant and have difficulty talking to him, it can be difficult to work with him. Additionally, it might be hard for you to meet your business related goals because you are likely not providing the consultant with enough information or offering feedback which could help him to adjust his strategies to better meet your expectations. While it is true that skill, knowledge and ability are all important sometimes none of these matter if personality conflicts prevent you and the consultant from communicating adequately. Therefore your personal opinion of the consultant should always be carefully considered before making hiring a consultant.

Although consulting references is a good idea, you should also consider contacting the Better Business Bureau (BBB) as well and also seeking out independent reviews of the consultant you are considering hiring to assist you in your email marketing campaign. The BBB can provide you with a great deal of information regarding the past performance of the consultant. If the consultant has been in business for a number of years and does not have any unresolved complaints with the BBB, this is a good indication the consultant performs adequately and treats clients fairly. Conversely a consultant with a number of unresolved complaints against him is not likely going to be a good choice. Similarly a consultant who has a number of independent reviews raving about the quality of his service is likely a good choice to assist you in your email marketing campaign while a consultant who has a number of poor reviews on the Internet is not really a good choice for assisting you with your email marketing campaign. Likewise, you can assume if past clients were not happy with the services he provided, you will likely also not be happy with these services.

Word Of Mouth Marketing Stemming From Email Marketing

Sometimes the benefits of email marketing are quite different than anticipated. Most Internet marketers understand the basic concept of email marketing which is to email promotional materials to a large group of Internet users to promote an interest in your products or services. This concept is easy for many to understand but sometimes there are added benefits to email marketing. This article will discuss the basics of email marketing and will also explain how sometimes email marketing can be much further reaching than planned. This additional reach can be either a positive or a negative depending on the quality of the original emails and the reactions of the original recipients.

email-marketingEmail marketing is a very simple concept which is also extremely cost effective. The general idea behind email marketing is that an email is sent to an email distribution list and these emails are intended to create an interest in the products or services offered by the originator of the email. In theory this concept could not be simpler but email marketing can get significantly more complicated. One of the biggest complicating factors is the potential for the emails used in the marketing campaign to be viewed as spam by either the recipient of the email or the spam filter provided by the Internet service provider. This potential alone creates a major complication because Internet marketers have to make a significant effort to assure their messages are not trapped by a spam filter or immediately deleted by the recipients for appearing to be spam.

Once the email messages get through to the recipient, they have a small window of opportunity to make a positive impression on the recipients and influence him to make a purchase or at least visit the business owner’s website. Providing quality content, keeping advertising subtle and at a minimum and providing a clear call to action are all factors which can help to get the message across and entice the potential customer to make a purchase or at least visit the website to research the products and services a little bit more.

As previously stated the goal of an email marketing campaign is to convince the email recipient to either make a purchase or visit the website to obtain more information. When an email recipient performs either one of these actions, it is considered a huge success. However, thanks to the power of the forward button email marketing can actually be much more successful than even the business owner intended.

The great aspect of email marketing is that when the email recipients receive an email which they think is worthwhile they are likely to make a purchase and may also forward the information onto a friend or family member they think might be interested in this information as well. The ability to forward email messages has become comparable satisfied customers using word of mouth to tout the quality of the products or services they received. However, the ability to forward a worthwhile email message is exponentially more effective than using word of mouth to spread the word. With just a few clicks of the mouse, the original email recipient can forward the message to several of his friends at once. This can result in significantly better results than the business owner had originally intended with no additional effort on behalf of the business owners.

SEO – How to plan your online presence

monitoring1The plan that you need before you start

Now that you’ve made the decision to put a shiny new business Web site among the tens of millions of others on the internet, you’re no doubt in a hurry to see the face of your company looking back from the screen – slick, professional, inviting, with eye-catching graphics and exciting text that just begs new customers to check you out.

But right now it’s important to take a breath, clear your mind and plan, plan, plan.

A well thought-out blueprint will guide all the other decisions you’ll make in the next ten steps. It can also help you avoid spending more than you need.

Skimp on planning, and you’ll have problems down the road.

Now let’s get going.

What’s your customer target? What’s your mission?

You may think this goes against common sense, but the essence of your Web site isn’t really about you. What? It’s true. Sure, it presents your business face to the world and you’ll carefully make choices later on to put that together.
But your Web site is a specialized tool, one that enables you to reach countless new customers and, if it’s a retail site, sell to them and process their purchases.

Here, your primary purpose is to know your customers so well that you answer any questions they might have before they ask, then make it easy for them to buy what you’re selling.

This bedrock principle applies whether you’re creating a one- or two-page site that simply tells who you are and where you can be reached by e-mail, snail mail and phone; or a fully functioning retail site with hundreds, even thousands, of pages and a “shopping cart” that let’s your buyers collect products and pay for them, comfortable that their financial and other personal data are secure.

Exactly who are they and what do you know about them, what they want, what they need, what they don’t know they need, what gives them the willies on the Web?

  • How old are they? Are they men, women, kids?
  • What do they expect when they come to a company like yours?
  • How smart are they and what specific talents or skills do they have?
  • Where do they live? What are those places like?
  • Are they Web savvy or are they just beginning to use it?

In either case, what are their concerns about doing business on the Web – what scares them off?

Answer those questions, and any others that suit the specific customer you’ve now identified, and you’ll know how to go forward in writing your raison d’être, your reason for being – your mission.
who_we_are
You’ll tell them why you’re qualified to do what you do, and why your company is unique and better than the competition.
You’ll tell them exactly how you’ll serve their needs right here, right now, on your Web site.
You’ll sell your company as one that knows they, too are unique, and that you’ve tailored your goods, services and shopping experience to these special people.
Draw a simple diagram of your Web site, starting with the home page and proceeding – as your customer would – from page to page to page.

Keep it simple – more detail comes later.

Buying a good domain name

As we mentioned in our blog (Choosing and buying your domain name), the domain name that you will use will have to be easy to remember and also contain a few keywords of what you are trying to sell to the people. Are you selling rubber ducks? Why not get a domain name that is exactly that?

Rubber-ducks.com. Now Google and other search engines like the words to be separated either by a dash or an underscore to make sure what you are saying is true. You can get new domains from:

Making your website eye-catching: Text and Images

You might as well get going now on writing copy – the text – for your Web site, and how you intend to use images.

If your writing skills are sharp, follow your diagram of Web pages and decide what you want to say on each. This is a rough draft, so don’t sweat over it too long.

Writing effective Web copy is a special skill, and you need to edit and rewrite your draft along some specific guidelines. The broader ones:

  • If you refer to your company as “we” in your copy, be sure to address your customer as “you.” Engage them in this personal experience.
  • Don’t make your Web site look or read like an ad. You may be planning to attract and sell online space to advertisers, and you’ll confuse visitors dismissed if your content looks like ad material.
  • Keep your copy concise and use bullets (like we are doing now)
  • Keep it simple and kill jargon. The point here isn’t to show your mastery of insiders’ language, but to make your customers feel welcome, at home and included.
  • Write like you’re talking face-to-face, using contractions if it sounds natural.
  • Be succinct. Don’t write: “If you happen to encounter anything that raises questions, we are prepared to address them.” Do write: “Questions? We’re here to answer them.”

 

You’re not done until you spell-check your copy, then print it out and proofread, proofread again, and do it a few more times. Bad grammar, misspellings – especially proper names – and other basic errors will make you look like an amateur, not the world-beating pro you really are.
Invite others to read over your text and point out errors, or hire a freelance copy editor. You’ll find them all over the Web, but check their references. It won’t cost much and will be money well spent.

 

If you don’t think you can handle the copywriting yourself, you’re probably right. Hire a professional with Web experience. There are thousands of freelance writers online offering to do the job at a wide range of prices.

Graphics Content:

Your only task now is to decide what photos, charts and graphs, illustrations and other visuals you need to help tell your message and show who you are.
Note what they are on each of your Web page diagrams, but not necessarily where they’ll go. We’ll get to that later. And keep these rules in mind:

  • Use only as many images or other graphics as you need to bolster your text and make your pages attractive. Here, as in nearly anything on the Web, less is more. Don’t visually assault your visitors.
  • Good pictures can speak a thousand words. If a photo or other image will save a lot of explaining, use it instead of text.
  • If your purpose is just to put candid snapshots on the Web, your visitors will understand why they’re not slick, crisp and professionally done. For everything else, be sure your photos and graphics are all three.

Budgets, and Who Does What

Setting smart budgets saves money – period. Get your planning done now, and you won’t waste precious cash on things you don’t and won’t need. Set your Web site budget so you can comfortably handle the costs with available resources.
One of the great things about Web sites is their changeability. You can add bells, whistles, services and other enhancements later, as you need them and have more cash to spend.
It’s impossible to tell you exactly how to divide the pot in building a Web site. There are many factors in endless combinations, and countless ways to handle them. But think about these things and you’ll be in great shape to work out the details:

title-image-eshop

  • How many products or services are you selling?
  • If you’re a retail operation (e-commerce), how will you securely process orders? Are you using an verified online merchant like PayPal, SagePay, WorldPay?
  • Do you need professionals for writing, editing, photography, Web design, even budgeting?
  • How many marketing functions do you want? Newsletters? Surveys? Blogs?
  • How much can you spend on hosting, your domain name, your Web design package?
  • Does a free, all-in-one Web site service like Microsoft Office Live Small Business/Yahoo Pages cover you, or do you need more flexibility, an good “shopping cart,” an original look, detailed analytics?
  • How will you drive traffic to your Web site after it’s built?

When it comes time to shop for these things, let your budget dictate your choices. As revenue starts coming in the door, your business Web site can grow, too, in scope, sophistication and ambition.

That’s the plan, right?

SEO Tips – What is a search engine?

search-engine-submissionWhat is a Search Engine?

Search engines are the primary tools of Internet users for finding products, services and information over the web. Search engines allow people to search the entire Web (or at least those pages of the Internet that are in the search engine’s database.)

How Does a Search Engine Index Web Pages?

There are four parts to an engine that you need to know about for optimization purposes:

  • The spider is a program that goes out across the internet, looks for and gathers up web pages.
  • The database is where the spider will store the pages that it finds.
  • The search engine website, e.g. google.com, is where searchers go to pull up information from the database.
  • The algorithms are programs that determine which sites will come up when searchers type in a query at the search engine website.

There are two ways that your site can get into the database:

  • The spider will automatically find your site from a link on someone else’s site which is the path we recommend if you can get 1 or more quality inbound link(s).
  • You submit your URL so that the spider will come out and find it.

What Happens When I Submit my URL to a Search Engine?

First, the search engine’s spider visits your URL immediately and schedules your page for inclusion in the search engine’s database.

Second, usually within a few weeks, the spider comes along and places your page(s) into its database.
There is no telling how many pages deep the spider will crawl or how many pages it will place in the database. Usually, on the first time around, it will be only a few pages -possibly only the home page.  Third, the spider revisits your page(s) to grab any changes you’ve made. (The old term for this was “automatic update.”) Once a page is in the database, the spider usually revisits every few weeks. The
spider will also begin to crawl your site more deeply and place more and more of your pages into the database.

Fourth, when people use a search engine, they type keywords into a search box on the search engine’s website. They are submitting a query. The search engine, depending on algorithms, will pull up all of the sites relevant to that query.

What is the Difference between a Search Engine and a Directory?

A search engine is a machine – or a robot. A human may program algorithms for a search engine, but humans have nothing to do with your site when the spider is visiting your site or when the engine is ranking your pages. Google.com is an example of a search engine.

For the most part, humans compile directories. Dmoz.org (Open Directory Project) is an example of a directory. When you submit your site to Dmoz, a human will review your site for consideration in the Dmoz directory of web sites.

A search engine has a very large database because it will store several pages of every web site it indexes. A directory will only store a link to the home page of each site and a description.
Search engines will take the description either from some of the sentences on the web page or from the description meta tag. A directory will take the description from your submission information.

Each major search engine is usually associated with a directory. For instance, when you go to Google and you type in a search, you are getting results from all the web sites stored in Google’s database.
It is believed that Google’s algorithms are also programmed to place emphasis on sites that are also listed in the Dmoz directory. However many top SEO’s argue this holds less weight today.
It is a good idea to get listed in as many directories as possible. This simple piece of software can save you a lot of time and effort: Directory Inclusion.

What is Stemming?

Some engines use stemming technology. This means that sometimes a search engine will not only search for the words people type in, but also for words that are similar. For instance, if you type in “educational wooden toys,” the engine might also look for “educational wood toy.” The engine may do this if it cannot find good results for the terms that were queried.

Variables That Affect Ranks

This list includes most of the variables currently and previously known to affect search engine ranks. You should understand that some of these variables are more important than others. Variables that affect ranks in a positive way (these factors probably will not change over time, these are some of the most important variables):

  • Keywords in your copy.
  • Link popularity.
  • Keywords in the title tag.
  • Listings in directories.

Variables that affect ranks in a negative way (these factors probably will not change over time):

  • Spamming by using the same word or phrase several times in your title, meta tags, or text.
  • Spamming by putting words or phrases into your meta tags or title that have nothing to do with the actual content people see on your web page.
  • Using text the same color as the background.
  • Using tiny text (font size “-1” or smaller) as a way to cram keywords into a page.
  • Linking out to sites that have nothing to do with the focus or niche of your site.
  • Linking out to link farms or free-for-all (FFA) link pages. (Sites that contain pages just for the purpose of exchanging links with other sites without concern for content. Generally link farms or FFA link pages have thousands of links and the links are added by means of a program not a human.)
  • Links coming in from link farms or FFA link pages.

Variables that have been thought to affect ranks positively in the past (these factors may change over time depending on the way the algorithm is programmed):

  • Keywords in the domain name
  • Bolding keywords, e.g. software development
  • Using keywords in heading tags, e.g.

    Software Development in London

  • Keywords closest to the top of the page.
  • Keywords in the meta description tag.
  • Keywords in the meta keywords tag.
  • Keywords in the names of linked pages and in the linked words, e.g.  link to software development.
  • Keywords in alt tags.
  • Keywords as names of images, e.g. <img src=”software-development.gif alt=”software development outsourcing company”>.
  • Getting listings in Pay-Per-Click search engines like Google Adwords or Overture.

After a user searches on a set of keywords on Google they are presented with a page of search results composed of sponsored listings and in the main section of the page, the organic listings. Organic search engine optimization (SEO) is about increasing the number of visitors that your site gets from a search engine. This is achieved by getting more documents indexed on the search engine and by attaining a higher position in the organic results. The problem for many marketers and traditional advertising agencies lies in the technical nature of search engines and the difficulty in understanding the underlying algorithms that produce the rankings for particular keyword searches.

The most popular search engine is Google which accounts for the greatest number of search requests.
This is not to say that other search engines are not important or that they use the same algorithm but that Google’s success has ensured that many search engines are moving in the same direction and since Google has filed their search patent we do not have to rely on the typical conjecture in this field.

Importantly, Google ensures that there is a level of feedback from users through the Google toolbar that enables Google to refine their search results over time. Also, a significant part of Google’s algorithm is to protect its search engine against search SPAM which is the use of techniques to improve a site’s rankings normally through the artificial creation of links, so we have outlined the main
areas to watch out for.

We suggest an approach that focuses on continuous improvement in a structured way rather than anything that the search engines could interpret as trying to manipulate the results. We believe that the best way to reach the top spots is to align with the search engines’ goal which is to deliver the best and most relevant results for their users, we call it ‘alignment’ strategy. This will ensure that you consistently rank highest amongst your competitors and do not get black-listed. In the following chapters, we are going to clarify the elements that are analyzed by Google. Using this information it starts to become clear what is needed for organic search engine success.

Search Engine Optimization is both an art and a science. It’s ever changing as Search Engines progress. Read the books mentioned above and gain a solid foundation. Then keep learning. Participate in forums, read the latest SEO articles and talk with fellow webmasters.

What worked today may hurt you tomorrow so keep up with it. Remember that SEO success isn’t achieved overnight.

Within this guide I’ve suggested many tools, programs and pieces of information that have helped me achieve top rankings and increase my traffic exponentially.
These can help you tremendously as well but they aren’t magic.

You still have to put in the effort.

So arm yourself with the right SEO knowledge and tools and get your site ready for waves of new traffic!