Steve Cissel - CEO of 10-20 Media - SEO

Web Design for a Landscaping Company

Your DisplayName here! — Wed, 22 Apr 2009 19:13:41 GMT

10-20 Media has recently overhauled and launched a website for Joanne Kostecky Garden Design Inc.

You can see it here: http://www.gardendesigninc.com/index.htm

The goals were:
~ Represent professional web design that reflected their professional landscaping design
~ Show the quality of their work without having to click too much
~ Make the site Search Engine friendly

The major asset that Joanne and team were able to provide was the 'before and after' pictures.
This is very important for a landscape company because a "finished" picture never reflects the state of the job a the "start".

It was a real pleasure working with Joanne and Kurt on the site. Now it is time for it to go to work for them.

Steve

Local Search - What Does It Mean?

Your DisplayName here! — Tue, 05 Aug 2008 11:18:50 GMT

'Local Search' is a term that is gaining a new perspective among today's businesses (even though the model is over 100 years old).
Question is, what does 'Local Search' mean?

I am going to join Greg Sterling (Greg's blog) and agree that the defenition is: "Reaching particular people in particular places — who will typically buy something or do something in a physical location."

For you and me in the 'green industry' the term 'locally' drives the bus:
    ~ Contributing locally with people
    ~ Contributing locally with products in and products out
    ~ Contributing locally with services in and services out

It's not like most of our businesses are branded multi-location businesses. Most in this industry have a local flavor.

Reaching 'particluar people' in 'particular places' means you have to meet them where they are, when they are.

The Internet is where they are - locally, and they are looking for you.

This survey drives that point home:
"A Nielsen survey in May 2008 found that among a representative group of people who had recently made consumer electronics purchases in a brick and mortar store, 80 percent bought from a store whose Web site they visited first. Further, 53 percent purchased from the retailer on whose Web site they had spent the most time." (Here is the link)

Here is a table that shows the preferred source of Information gathering

Table 1: Information Sources ranked by Preference among Consumers

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Preferred Information Source Percent of Consumers

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Internet 58

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Visit to local stores 25

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Reviews in newspapers/magazines 8

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Friends and family 8

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Other 1

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Source: Nielsen Online

There are lots of things happening in the 'green industry' that will make your web site 'more visible'.

Best bet is to have a professional web site and engage those who are visiting it in a professional manner.

Yes, it is The Information Age, and our businesses need to serve it up with a local flavor.

Steve

SEO Most Important

Your DisplayName here! — Tue, 05 Aug 2008 10:17:12 GMT

Cre8asite Forums site has some SEO information.

Title: What are the Most Important Search Engine Optimization Practices?

When you start doing SEO, write down every thing you do and monitor results closely. If you make a change, write that down too -- and continue reviewing.
If you work with clients, you may want to opt in for an NDA so that they don't "reuse any specialist codes you might be using as part of [your] strategy to work that magic."

The rest are in the link above.

Steve

Web Site Design Mistakes #2 - Few Words - Wrong Words

Your DisplayName here! — Thu, 27 Mar 2008 20:58:55 GMT

Web Site Design Mistakes #2

Few Words - Wrong Words

One of the ingredients to great web site design is having great images. Having great words is even more important though. The words, or copy, or text on a site is a big part of what the search engines crawl and index.

The words on your pages should be keyword specific per page. Don't try to build pages where the words explain all the different things you do. That kind of approach will result in the search engines not knowing what you do....confused.

Gerry McGovern has an opinion about word usage:
"I have seen situations where sales have been doubled by changing a couple of words. (Nothing else on the website was changed.)"
Click here to see the full article.

One other thing about words .............. selection. When choosing keywords for your pages, don't choose the wrong words. Choose the keywords that get traffic.

For example, why build a page for 'Landscape Services'? Nobody searches for 'Landscape Services'. People search a bunch for 'Landscaping' though. Build your page around the word 'Landscaping' and do it thoroughly.

Click here for an article about Keyword Suggestion Tools.

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Archive
Web Site Design Mistake # 1 - Animation and Flash

Search Engine Optimzation (SEO) -URL Configuration

Your DisplayName here! — Wed, 26 Mar 2008 20:53:21 GMT

Search Engine Optimization (SEO) (Definition)

URL Configuration

URL's, or Domain Names are a significant piece of the SEO puzzle.

It is important to choose URL's that are keyword sensitive.

For example: Landscape Services - I've seen many a web site that says they provide 'Landscape Services' such as pruning, mowing, etc. The URL for this page is typically in this format:

www.yourcompany.com/landscapeservices.html

The problem: people don't search for landscapeservices (or landscape services for that matter). It would be much better to optimize the page for 'landscaping' and have the url in this format:

www.yourcompany.com/landscaping.html

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Next, I want to explain how to configure two-word URL's.
When dealing with 'landscape design', flowering plants and red flowering shrubs, configure the URL's in the following format:

www.yourcompany.com/landscape-design.html
www.yourcompany.com/flowering-plants.html
www.yourcompany.com/red-flowering-shrubs.html

By separating the words with a dash tells the search engines that individual words are represented.

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Database driven sites often create dynamic URL's. These dynamic URL's lack keywords. Consider masking the dynamic URL for SEO purposes.

Here is an example of a dynamic URL:
www.yourcompany.com/results.asp?cc=KGYH&b=30&catID=11

Here is the same web page using a masked URL:
www.yourcompany.com/The-Best-Products-Money-Can-Buy.htm

Library - Recent and Relevant Reading

Your DisplayName here! — Tue, 25 Mar 2008 20:51:15 GMT

Library

Recent and Relevant Reading

Recession Marketing
"There are four crucial investments you need to make to ensure a long-lasting return on your internet marketing."

SEO Tips for Product Pages
"The SEO benefits of product pages can often be overlooked, with many just offering basic product details, photos and a brief description."

The Basics of Local Online Advertising
"With all the avenues available for reaching customers online, it's important to be able to determine what is working and what isn't."

Website Design - The In's and Out's of Using Flash for Flare
"While Flash can radically enhance the appeal of website, it does come with a couple of caveats. If you're a business looking to employ Flash to add spice to your website, there are a few things both positive and negative to be aware of that may affect you depending on what your target goals are."

Designing or Redesigning Your Web Site - Has The Time Come?
"Whether you've had your Web site for two years or ten, it might be time for a change."

Got Duplicate Content? Don't Let It Dilute Your SEO Efforts
"There's really nothing wrong with having multiple versions of a page co-exist on your website. Sure, there's some redundancy, but it won't break the Internet. However, the problem arises when the same page lives in different sections on your site AND it has different URLs. Then it's considered duplicate content by the search engines."

Sound Investments For Your Web Site
"Regardless of the purpose of your website, selling stuff, getting leads, or page views, utilizing these three methods of website improvement will pay off far beyond your investment in a specialist, in-house training, attending a seminar, or however you choose to get it done."

Web Site Design Mistakes - Animation and Flash

Your DisplayName here! — Fri, 22 Feb 2008 18:00:45 GMT

Web Site Design Mistakes
Animation and Flash

Studies show that users of your web site want to get down to business starting in the upper left hand corner.

The use of animation and Flash are a distraction, plus they may inhibit the successful crawl of a search engine spider.

To be sure you get crawled thoroughly, keep important content in HTML and use Flash as an additive or "accessory".

Stick with html based web design and provide colorful images and great content that convey the emotion and the message that is compelling to your customer, and you will be on your way.

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An alternative to Flash is to have animated .gif, but that has some limitations. An animated .gif will not fade in and fade out. The images will simply jump from one image to another.

We built a web site for MattMartin.tv and utilized Flash to display images that tell his story.
Click here to see the page.

The trick to using Flash on the html page is to place the Flash source code as far down as you can so the upper parts of the page can be read by the search engine spiders.

There is some great content on the web about Web Animation. Here is a good source.

Do you have some examples of using web animation on your site?

Please share.

Thanks,

Steve

Search Engine Optimzation (SEO) - Title Tags

Your DisplayName here! — Wed, 20 Feb 2008 18:54:22 GMT

Search Engine Optimization (SEO) (Definition)
Title Tags

Making your web site visible to the search engines is VERY important. These days, web site designers are not SEO Engineers too. Finding both attributes in the same person is extremely rare, but not impossible.

For starters, let's address the Title Tag. The Title Tag is found at the very top of your web page (at the top of the screen) as a blue bar. In the blue bar is the text that defines the page.

Best practices for the Title Tags are to make the Tag words very specific to the content of the page. A classic mistake is to have Title Tag on every page be the name or your company.

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Title Tags (and pages) should be selected and titled according to the popularity of the chosen search term (keyword) for the page.

Build one page at a time, and design the page with the objective of teaching the search engines to land there for a specific keyword.
It all starts with the title tag.

Here is a link to Title Tag best practices.

Here is an example of someone who used the title tag to include some geographical informaton as well. There are issues with some of the other attributes of the page that I don't agree with, but as far as the Title Tag goes, he is heading in the right direction.

Do you have examples of Title Tag optimization that is working for you?

Thanks for sharing,

Steve

10-20 Media, Inc. Summary

Your DisplayName here! — Thu, 31 Jan 2008 04:52:56 GMT

10-20 Media, Inc. is an Internet Publishing Company with specialized knowledge in Database Development and Search Engine Marketing (SEM). We have specialized knowledge in the green industry.

The 10-20 Media, Inc. mission is to be the authoritative aggregator of fragmented green industry data and utilize the Internet to deliver structured data to the trade and to consumers so that the industry may grow, and consumers may know, that we realize the full potential of the industry's environmentally beneficial and mentally stimulating products and services.

Internet Publishing Company - we publish several web sites serving the green industry

~ www.LawnandGardenSearch.com - a directory of Lawn and Garden consumer products and services

~ GardenViews - a blog network about lawn and garden topics for consumers and businesses

~ BrandMAX - a unique advertising that places brands in local search. Here is an example.

~ www.GreenIndustrySearch.com - a directory of Green Industry trade products and services

~ www.VirtualPlantTags.com - a searchable database of plants

Database Development

~ All of our web sites are database driven. That means that the pages are created on the fly by a computer.

~ Our databases are developed and published using the Microsoft platform.

Web Site Design – Our award winning web site design team has the creative knowledge to make your look good and deliver the message needed to develop relationships with customers.

Search Engine Marketing

~ We Search Engine Optimize (SEO) web sites using our graphic design department and our technical design department.

~ We act as a SEM agency on behalf our clients to give them visibility in the search engines. We are an authorized reseller of the Google Adwords™ program.

Specialized Knowledge of the Green Industry

Data Fragmentation - We have specialized knowledge in the green industry (lawn and garden). Our services aim to address a severe fragmentation issue found in the green industry. For example, each plant has a Latin name (Example; Acer rubrum 'Red Sunset'). The same plant has a common name (Example: Red Sunset Red Maple). Then the same plant has a trade name or patent name (Example: Franksred Maple). Fragmentation can be aggregated using computer databases by standardizing and structuring data.

Company Fragmentation - Companies in the green industry may have multiple profit centers under one roof. It is entirely possible that one company could do the following: Landscaping, Landscape Design, Landscape Construction, Nursery, Greenhouse, Garden Center, Lawn Maintenance and Arborist Services. Some might include paving and pool installation as part of their portfolio.

Missed Opportunities From Fragmentation - The Yellow Pages Association has 5,000+ categories that make up their Yellow Pages books. When a company advertises in the Yellow Pages, they have to select the categories that best define their company. The Lawn and Garden category (is not really a category in YPA data) is broken into 11 categories across 5,000. If you were to aggregate the 11 categories together and call them Lawn and Garden, Lawn and Garden would be the 7th most popular category with 296,000,000 (two hundred ninety six million) look-ups annually - ahead of the Automotive category. That is a huge number of eyeballs looking in just a few categories. Categories that are absent from YPA data are one's like Annuals, Perennials and Shrubs for starters. Then there's Hydroseeding, Lawn Renovation and Erosion Control too. Bottom line is the language of the industry is missing from the data structure.

10-20 Media, Inc. uses its industry knowledge to create and manage categories that truly represent the fabric of the green industry. This data is then stored in databases and blended smoothly into web sites that are user friendly and advertiser friendly.

Business Model

Our business model (revenue) is earned by advertising a company at the right time and the right place (when the Internet user asks for it). We do not charge a fee to those who want to use our site for information. There are no barriers to entry such as user names and passwords. Use our web sites all day long for FREE. Fees are paid by advertisers only.

We currently use a flat-fee subscription model on the trade web site and a performance-based model on the consumer web site.

Since 1998

We started this journey in 1998 as Green Industry Online, Inc. We then became Green Industry Yellow Pages, Inc. in 2001, and expanded into 10-20 Media, Inc. in 2007.

The changes we've made along the way (including our names) are many. However, the changes have been made with the sincere desire to provide products and services that are easy to use, affordable and effective.

Steve

Visiting Google - Representing the Green Industry

Your DisplayName here! — Thu, 17 Jan 2008 02:30:52 GMT

I sit here in the Marriott Residence Inn in Mountain View CA tonight in preparation for a visit to Google Headquarters tomorrow.

10-20 Media is an Authorized Google Adwords Reseller. That means that 10-20 Media (me) is receiving 2 days of training from a team of Googlers on their home turf.

I feel like I am representing and industry tonight. I wonder how many other pure-bred green industry genentics have been in the door at the GooglePlex?

This is a big deal for this reason: The power of an aggregator.

You see, Home Depot and Lowes can build sophistecated web advertsing applications and deploy them across the enterprise at a low cost per location. Need a materials calculator? Sure, they have it on their home page. Use it and then contact your local store.

A message board - sure. Ask the Big Box expert, get the answer, and buy locally the solution.

One critical part is missing though. Relationship.

The web is interactive. The Big Boxes are not using the web to build relationships with their users (atleast not that I can tell). And I don't mean "Sign Up For This Newsletter". That is one directional.

So 10-20 Media and our Lawn and Garden Search site is an aggregator. An aggregator of many, many localized small businesses that have lots of knowledge and willing to share. They also have LOTS of products (how many plant names are there? Whew!).

There is no way that your local garden center and nursery is going to be able to build a page for every plant and product that is worth selling and search engine optimize it. Ain't happenin'.

So Lawn and Garden Search, as the aggregator of said information, can build content and commerce pages and send the searcher to the local business for the information. It is a practical reality and a need within our industry.

To tie this thought together, this visit to Google is going to fill my head with the means to bring the local searcher to the local enterprise to find exactly what they need, and build a relationship with the customer along the way. Great things ahead for this industry of ours.

This is no small task, but I'm up for it.

Starts tomorrow.

Steve

Keyword Search - Have you looked for yourself lately?

Your DisplayName here! — Wed, 17 Oct 2007 21:22:19 GMT

Have you looked for yourself lately. You may be lost.

You may be lost in the search engine world, while others are being found in your place.

Go to a major search engine and do a search for one of your high margin products or services and see if you show up. Add a geographic qualifier if / when necessary and see if it helps.

The more keywords you add to a search string the higher the odds are that you should show up.

If you don't show up, you're lost. Lost in on the web. To get out, or to be found, you need a plan, or a map of keywords and pages that are 100% relevant to what you are searching for, and the pages will have to be Search Engine Optimized.

First things first, make a list of words you want to be found for, then do some searching on the web for them. Take note of who is being found first for the query, and take a look at the pages to see "why" they are showing up first. Can you do the same. Can you beat them with some good creative?

Time to start learning how to do this now, as it takes a few months to get results.

Steve

Out with the old (Purchase Funnel), In with the new (Purchase Droplet)

Your DisplayName here! — Tue, 25 Sep 2007 21:23:01 GMT

The Purchase Funnel

Above is the classic Purchase Funnel diagram that marketers have been using for years. It has been a tried and true model of the decision making process of the buying consumer.

Not any more.

The "old" purchase funnel diagram does not take into account the influence of the Internet.

The change to the model is happening in the middle tiers of Opinion and Consideration.

Search and the social aspects of the web are making the the center of the funnel bulge. Time to re-stack the funnel or maybe even throw it away, because when using search, the user gets to the tier that says "One make/One model intention" and the funnel comes apart.

Why?

Because brand search is category driven. (I'll address this in tomorrows blog)

What happens now is that when someone searches on the web, their consideration set goes from one to many, as many brands are introduced on the web search. So the funnel gets MUCH wider in the middle.

Maybe we need to start calling it something different:

The Purchase Droplet

See you tomorrow.

Steve