Tag Archives: Online Marketing

IIS SEO Toolkit Beta – Now Available

5 Jun

Microsoft released the IIS Search Engine Optimization (SEO) Toolkit Beta – a free, downloadable toolkit that helps Web developers, hosting providers, and Web server administrators improving their sites’ relevance in search results by recommending how to make them more search engine-friendly. The SEO Toolkit Beta is available for installation via the Microsoft Web Platform Installer 2.0 Beta.

The IIS SEO Toolkit will:

  • Improve the volume and quality of traffic to Web site from search engines
  • Control how search engines access and display Web content
  • Inform search engines about locations that are available for indexing

The IIS SEO Toolkit includes three modules that integrate with IIS Manager:

  • Website Analysis, which suggests changes that can help improve the volume and quality of traffic to your Web site from search engines;
    • Report Summary Dashboard
    • Detailed URL information
    • Route Analysis
    • Word Analysis
  • Robots.txt Exclusion, which makes it easier to control and restrict the content that search engines index and display; and
    • Selecting URL paths from physical & virtual/logical view of website – the paths that are specified for “Allow” and “Disallow” directives in robots.txt file
  • Sitemaps and Site Indexes, which can help inform search engines about locations that are available for indexing.
    • Selecting URL’s from physical & virtual/logical view of website
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Are You Prepared For An Online Crisis?

21 Oct

A recent survey conducted by Buzz Marketing, and sponsored by Marketing Profs and Trackur, shows that more than half of the B2B marketers polled aren’t adequately prepared for an online crisis.
Although the sample universe was small, it is an indication of what B2B marketers are thinking and doing.

* 60% say they have a good understanding of their current reputation
* 63% don’t have a blogging policy in place
* 53% place strategic importance on measuring and monitoring their reputation in 2008
* Only 42% have a strategic plan in place to manage their online reputation
* More than half (54%) are not monitoring traditional media using services like Burrells/Luce or Bacons
* 63% are monitoring social media and blogs with free online services
* Only 33% use a paid subscription service to monitor online content
* 54% say they are leveraging social networks like Facebook and LinkedIn
* 45% are monitoring their brand on these social networks
* 71% say they are not developing widgets that can be added to social sites

Share of Online Searches by Engine, January 2008

28 Feb

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Competitor Analysis and Marketing – Where are Your Competitors?

28 Jan

Before the internet, there were a series of tools designed for comparing yourself to your competition. A competitive market analysis was a must for any company that wished to maintain themselves in the market.

As in the field of battle, if you don’t know what your enemy is doing, then you are lost. Information is the weapon of our modern era. And the only way to have it in the world of business is with a competitive business analysis.

What Is An Online Competitor Analysis?

A traditional competitor analysis is a tool where a series of factors are pre-established. That way, you only need to fill in the required data or information and you will obtain a result of the analysis.
In the case of an online competitor analysis, it’s almost the same thing, but adapted to the world of the internet. You will be able to measure the pros and cons of your competition. That way you can design and implement a strategy for attacking them and gaining their share of the market.

Purpose of an Online Competitor Analysis

The main importance of an online competitor analysis is that it is able to determine what are the strengths and weaknesses of your competition. That way you will be able to attack it in those points where it won’t be able to react quickly enough. And, knowing its strengths, you can benchmark (compare) them with yours.

Another factor to be taken in account is how effective is the website of your competitor. Designing an adequate webpage isn’t an easy task. It requires a good balance between content, images, colors, animation and sizes. Nobody wants a webpage full of text with no images. And no one wants a webpage where you can only see photos of the company but no information on their products.

Additionally, it’s good to know how often your competition updates its content. Why? Because it tells you how much they care. An updated site with detailed content means that your competition places great emphasis on and invests resources in maintaining an online presence. But, if the website is outdated, or if the content doesn’t have much to offer to the potential customers, then it means that they don’t have a real interest in the online market. Either that or they are incompetent. Either way, no serious business should be done outside the internet, not if they want to maintain their position.