Lorna Li | Green Marketing 2.0

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Claiming your blog on Technorati is like sticking a flag pole in the vast expanse of the rapidly expanding blogosphere. While this might seem like a futile endeavor in a world with over 106 million blogs, there are some social media marketing benefits:

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Click on “Release the Spiders”. Once Technorati has verified your blog, you can delete the blog post.

Next, customize your blog info. Here you can add a short custom description of your blog and tag your blog for up to 20 categories.

Done.

I was reading Steve Rubel’s blog Micro Persuasion and came accross his article “The Geek Marketer“.

I realized his blog post totally described trajectory I’m currently on and it put into perspective some of the challenges and triumphs that come with this hybrid role.

What I observe most frequently in my job are the tensions that arise between my company’s Marketing Department and our Internet Group. At the heart of the matter is the fact that these departments speak different languages, and the ensuing head-butting is “all very Mars and Venus” indeed.

According to Steve:
From www.micropersuasion.com:

With CEOs demanding accountability and time spent online climbing, chief marketing officers are on a push to embed technology into every facet of their strategy. But marketers and technologists are not exactly two peas in a pod. They speak different languages. Marketers like GRPs (gross ratings points). Geeks like APIs (application protocol interfaces). Dilbert mercifully pokes at these differences. It’s all very Mars and Venus.

Enter Geek Marketers. These cross-trained specialists are fluent in both worlds and bridge them. They are marketers by trade, yet they also have a hard-core interest in technology and social anthropology. As curious individuals, they are constantly studying how digital advances are changing our culture and media. Armed with these insights, they regularly apply them in a marketing context by working closely with brand teams to codify new best practices.

Geek Marketers create competitive advantage through rapid-fire testing and learning. The people I know in this role are shepherding the development, testing and measurement of all kinds of groundbreaking marketing programs. Their pilots span from the simple, such as building RSS feeds, to the complex, creating multifaceted community programs. Often they are paired with people like me, who are in a similar role on the agency side.

What Kind of Skills or Knowledge Sets do Geek Marketers Possess?

I ruminated on this question, came up with a list, and then posted the question on LinkedIn. I have to bow out to Marshall Clark Director of Search at FirstRanked for coming up with a far better list than mine.

Here’s the list that includes Marshall’s 8 year expertise and my “getting there” experience - it’s by no means cumulative. Feel free to add any additional skills you feel should be included.

Geek Marketer Marketing Skills:

• Search Engine Optimization
• Search Engine Marketing (PPC)
• Viral Marketing
• Social Media Marketing
• Guerilla Marketing
• Internet Strategy & Development
• Interactive Market Research
• Website Analytics
• ROI Tracking & Analysis
• Website Conversion Optimization
• Affiliate Marketing
• Community Development
• Online Reputation Management
• Website Development
• Blogging
• Web 2.0 Syndication
• Podcast/Videocast Production

Geek Marketer Technical Skills:

• HTML
• CSS
• PHP
• JavaScript/AJAX
• MySQL
• Apache Server Administration
• Java Administration

What Do Geek Marketers Read?

Gosh, the list of geek-centric internet marketing blogs out there seems endless, but here are some top picks:

• eWhisper
• Graywolf’s SEO Blog
• Inside Adwords
• John Battelle’s Searchblog
• Mashable
• Matt Cutts Blog
• Occam’s Razor by Avinash Kaushik
• Pronet Advertising
• Read/Write Web
• SEOmoz
• Seth’s Godin’s Blog
• Stuntdbl
• TechCrunch
• Unofficial Google Analytics Blog
• Web Analytics World
• Web Strategy by Jeremiah

Analytics Geek Marketers

Of course we mustn’t forget the analytics geeks, who are a special breed of their own. They are hard-core number-crunchers who use their mathematical expertise to understand consumer behavior, such as Satnam Singh, from the Consumer Insight Group of Avenue A/ Razorfish. Their knowledge of Excel will make you cry.

If you are an analytics geek and data makes you hot, Satnam recommends you check out Avinash Kaushik’s list of Top Ten Web Analytics Blogs.

Technorati Tags: steve rubel, the geek marketer, search engine marketing, sem, search engine optimization, seo, social media marketing, web analytics, marshall clark, satnam singh, lorna li

The social media news release, also known as SMR, is a next-generation news release that integrates traditional and emerging forms of communications. SMRs incorporate social media features such as hyperlinks, social bookmarking, multimedia, comment and trackbacks.

Social media news releases are a powerful way to generate enormous buzz and create engaging dialogue among journalists, bloggers and other readers across the participatory web about your company and products.

Furthermore, SMRs offer all kinds of SEO benefits through viral linking.

This video from webitpr give a fantastic overview of the social media news release.

Technorati Tags: social media news release, social media release, social media press release, smr, smpr, smnr, search engine optimization, seo, social media optimization, social media marketing, lorna li

Last Friday I made TopRank’s BIGLIST of SEO Blogs. Not quite sure how that came about, as I’ve done minimal promotion of my site, but yes, Lee Odden, a recognized expert on search and blog marketing and CEO of TopRank Online Marketing found my blog worthy of mention.

I’ve been reflecting a lot about the somewhat schizophrenic content of my blog, how to make it work, and how to achieve the ever elusive perfection of my web site. While I am passionate about search marketing, Web 2.0, Green activism, environmental sustainability, and indigenous culture - I ask myself how it may be possible to integrate these disparate themes under one roof. And I ask myself, is there a market for this rather specialized perspective?

The majority of social activists I know are lamentably tech-impaired. When will this audience be mature enough to find value in leveraging the power of search engines and social media to promote their causes? How many of them are out there that already do?

I’m pleased to see that Lee Odden thinks my blog is at least worth the mention.

Technorati Tags: TopRank, BIGLIST, Online Marketing Blog, Lee Odden, SEO, search marketing

Why is everyone at Google under 25 and cute?

OK, not everyone, but an alarming concentration of smart, young, hot people seem to work at Google in a way that seems like a scene from the Stepford Wives.

One Tuesday August 21, I hit the Google Dance party with my friend Sharon Lin, another tech event junkie. Google Dance was THE party of Search Engine Strategies San Jose conference. Google has lots of money, so we figured the party had to be good. Indeed, it was much like a tricked-out college frat party for the technorati.

Google went all out on the party entertainment.

Rows of video games graced the main building.

Geeks and games go hand in hand.

Pool anyone?

How about volleyball?

You can even star in your own music video.

Got a sweet tooth? Here’s some free candy for ya.

We gawked, bopped around, ate, talked to people, and I took pictures. Little did I know that Big Brother was watching.

Todd Malicoat, David Mihm, Daniel Riveong

These photos are stealth because I spent much of the night snapping away photos of the tripped out scene at the Google campus blissfully ignorant of Google regulations, until I was busted by a passionate, underage Googler in a green Google dance T-Shirt that took his job way too seriously.

“Are you an official Google photographer?”

“Ummmm, no.”

“Then, why are you taking photos?” he barked, eyeing my professional Canon camera, suspiciously.

“Ummm, I’m a blogger”

“You can’t go around taking photos unless you’re with staff.”

“Oh, OK - then do I get a T-shirt, then?”

“NO!”

I looked around nervously holding my camera, while drunk Google dance revelers snapped photos all around me with their flashing little digital cameras for tourists.

Apparently, you can’t be taking photos without the official escort by a member of Google’s Communications team. How lame and spontaneity-killing. “OK, then make sure he’s cute.”

Dude looked furious. A young, cute Asian boy with a red Google Dance T-Shirt materialized (red represented the Corporate Communications department) and my antagonist stormed off.

It brings me back to the days when I lived in Communist China, in 1996. I wandered the Google campus under the watchful eye of my youthful guide from the Google Politburo.

“So, why don’t you tell me what’s interesting around here - what SHOULD I be taking photos of?”

The kid really didn’t know.

“Why is everyone at Google under 25 and cute?” He didn’t know the answer to that one either.

My creative juices were being seriously hampered by this kid hovering around. I dismissed him, and continued taking pictures, in stealth mode this time.

Technorati Tags: google, google dance, ses 2007, search engine strategies san jose, todd malicoat, david mihm, daniel riveong, neal kido, lorna li

Photos courtesy of Brent Csutoras

I really believe in the power of intention, synchronicity, and manifestation - the clearer your intention, the more synchronicitous events pop up in your life, and the greater the likelihood you will manifest your desire. A key success factor is going with the flow, and being open to others who may play a factor in the manifestation of your intention, rather than trying to control, own, and micromanage every aspect of it - which is where a lot of people sabotage themselves.

My colleague Jaime Lapena and I were discussing how great it would be to do a search marketing happy hour - network with other search engine marketers, share tips and ideas, have a pint/ cocktail.

Next step - create a network of local Bay Area search marketers, whom we can then invite out for a drink on a regular basis. LinkedIn Groups is still under construction, so I decided to create a Search Marketing LinkedIn Network as a workaround. A group would be better, but heck, we can migrate peeps later.

Then, I’m out covering a Monster Cable event for bub.blicio.us, where I win a killer set of floor speakers in a raffle draw. I meet Daniel Riveong of e-Storm, a San Francisco-based interactive agency with a search marketing division.

Mention the SEM happy hour concept. 3 weeks later, he emails me and says, “Remember how you were talking about starting a search marketing happy hour? Well it ends up that I had to organize one for Todd Malicoat, of Stuntdubl. It’s next week - you’re invited.”

With Brent Csutoras

With Neil Patel

Friday, August 10 at SF’s Gordon Biersch - 20 search engine optimizers at one long dinner table, followed by more drinks at the Cigar Bar. SEOs I got to know include:

• Niel Patel, who started dong SEO at the tender age of 16, and is currently the CTO of Advantage Consulting Services, a social media marketing and search engine optimization agency - though he hasn’t yet graduated from college.
• Todd Malicoat of Stuntdubl, premier SEO consultant and the guru of link strategy.
• Natasha Robinson, That Girl From Marketing, who gave me excellent advice on how to do an SEO site audit.
• Will Radcliffe and Forest Kolb, of BizzFlip, a community where people can freely conduct business, cultivate ideas, and explore the infinite potential of today’s business world.
• Brent Csutoras of Weird Asia News, who occupied the number one spot for the world’s largest orgy (he’s now number 2).
• Daniel Riveong and William Gaulthier of e-Storm.
• David Mihm, small business web site designer and internet marketing consultant.

Saturday, August 18, dinner and drinks at the Liberties, in SF’s Mission district included the same posse and more.

• Roger Monti, aka MartiniBuster, WebmasterWorld moderator and consultant who offers web site review,PPC consultation, link development and web design services.
• Carolyn Shelby, Webmaster, SEO, former co-host of Webmaster Radio’s ‘Rush Hour’, current co-host of SEO 101, and uber-achiever with a schedule much like mine.
• Lawrence Coburn, founder of Rateitall and Sexy Widget.

Caveman and Laura Lippay

Todd Malicoat and Roger Monti

Todd Malicoat is contemplating moving out from upstate NY to the hip, technocentric SF Bay Area, but only if SF Bay Area search marketers can rally for regular SEO happy hours.

Todd Malicoat

I think it ironic that, while I intended to organize search marketing happy hours, I was apprehensive about the time and energy launching a regular event would take, as I’m already maxed out on time and energy. At the end of the day, all I needed to do was kick back and go with the flow.

Expect more search marketing meetups to come.

Technorati Tags: seo meetup, seo, search engine optimization consultants, search marketing, sem, todd malicoat, neil patel, brent csutoras, daniel riveong, william gauthier, david mihm, will radcliffe, forest kolb, natasha robinson, lawrence coburn, carolyn shelby, roger monti, lorna li

Simplified for Small Business, Green Enterprise, and Nonprofits

Google PageRank (PR) is a link analysis algorithm developed by Google’s Larry Page and Sergey Brin in the late 1990s. Google PageRank contributes to your search engine ranking on Google search engine results pages (SERPs).

Google PageRank is one benchmark for understanding the popularity of your web site based on the number and quality of sites that link to you. A high PR page that links to your web page will confer more PageRank to your page than an inbound link from low PR page.

According to Matt Cutts, Google’s spokesperson on SEO, PageRank values are published approximately once every 3 months. Therefore, Google PR is not an accurate metric for site popularity, as it is a cached value that is usually out of date.

What’s my Google PageRank?

If you want to view your Google PageRank, you can download the Google Toolbar or try the nifty SearchStatus plugin for FireFox.

The Google Toolbar’s PageRank feature displays as a green bar on the bottom right of your browser window. Scroll over and you will see a visited page’s PageRank as a whole number between 0 and 10, with PR 10 web site being the most popular.

If you don’t want to download the Google Toolbar, you can submit your site url to a number of free Google PageRank tools on the Web, such as the Google PageRank Lookup Report which will check the PR of up to 10 web sites.

PageRank Values for Popular Green & Environmental Web Sites

National Geographic - 8
An Inconvenient Truth - 7
The Discovery Channel - 7
The Nature Conservancy - 7
World Wildlife Fund - 7
TreeHugger - 6
Change.org - 5

Top PR sites include:

Google (of course) - 10
Yahoo - 10
Wikipedia - 9
MySpace - 8

How important is Google PageRank?

Don’t obsess over your Google PageRank - it is just one factor in the collective algorithm that Google uses to build SERPs. While having lots of relevant, inbound high PageRank links is a good thing, high PR does not guarantee high placement in SERPs.

Bear in mind that Google calculates your PR based on the page criteria and title tag of the linking page. Google can penalize a site if it detects a large number of irrelevant links. How effective Google is at determining link relevance is a subject of debate among SEOs. However, building relevant links is a good rule of thumb in order to follow if you want to increase your site’s PR.

How do I build PageRank for my site?

Andrew Gerhart’s Understanding and Building Google PageRank gives a detailed overview on how PR works and what to do to improve it. Here’s a summary:

In order to understand how to improve PageRank, you must understand how a site’s linking structure absorbs PageRank from other sites. Suppose you are TreeHugger, with a PR of 6 for your homepage.

This means a number of web sites with PR 5 and above are linking to your homepage. Your second level pages, will then have a PR of 5, and your tertiary pages have a page rank of 3, and so forth.

How Internal Linking Affects PageRank

Your internal linking structure does not have an effect in increasing PR, but sharing PR within the overall site, with decreasing powers as you go deeper into the structure of your web site.
From www.searchengineguide.com:

* Make sure that your primary page(s), the index.htm page, links to your secondary pages or secondary levels.
* Make sure that your secondary pages link to each other
* Link your secondary pages to the third level pages within their sub-directory, sub-domain, or level
* Link the third level pages within each specific sub-directory or sub-domain to each other.
* Link the third level pages back to the secondary page that it was linked from
* Make sure that the there is not heavy linking between third level pages
* Link to pages, regardless of level, that are relevant
* Link to pages, regardless of level, where the text on the page being linked from is keyword specific to the page that you are linking to
* If there are fourth level pages, follow the same linking structure that has been laid out in this checklist
* Only link pages within your site that are relevant to each other
* Use keyword specific link text when linking between pages
* Use standard HREFs in links that are easy for the search engine robots.

How External Linking Affects PageRank

External linking plays the strongest role in determining a site’s PR, but it is the factor over which you have the least control. Understand that link building campaigns can be a slow, tedious process. You can request, beg, and cajole a site owner to link to you, but they may not respond in a timely way, if at all, and will likely request a reciprocal link, which confers less link juice to you than a one-way inbound link would.

It’s not within the scope of this article to discuss link-building strategies, but to understand how external links pass PageRank to your site.

The exact algorithmic calculation that Google employs will likely never be divulged, but simply speaking, Google confers PR to you based on its evaluation of the linking sites PRs and their relevance to your page. Spammy, irrelevant links can negatively impact your PR.

If the sites linking to you all mention “Organic, fair-trade chocolate” and have above 6 PRs, and your page talks about “Organic, fair-trade chocolate”, your PR will likely be close to 6 as well.

Don’t make the mistake of randomly sending all inbound links to your homepage or the top level page of a section - the max PR you will reflect the cumulative PRs of the sites pointing to you, adjusted based on their relevance to your homepage.

Let’s say you have an e-commerce site specializing in fair trade products from around the world. The theme of your homepage is “fair trade products”, but one of your categories is “fair trade crafts”, and your subcategories are “houseware”, “jewelry”, and “stationery”. Identify high PR sites and pages for “fair trade products” and solicit links from them to your homepage. Then do the same for your “houseware” page, and then for each sub-category below that.

Tips on Boosting Google PageRank Through External Linking

* Understand the way PageRank trickles down through a site’s internal linking structure.

* To improve the PR of your site, identify the theme and market segment of each page, find relevant web pages with higher PR and ask the site owners to link to you.

* Work on the external linking for every page from the homepage to sub-pages based on each page’s topic - prioritize top level down.

Where should I seek links from to boost my Google PageRank?

Identify the keywords relevant to each page’s theme, and then Google-search these terms. The sites that show up in the top positions are the sites you want to solicit links from.

Google Directory - Science > Environment > Forests and Rainforests

Another good place to begin is the Google Directory, which lists sites by category in order of PageRank. However, a site’s willingness to link to you is directly proportional to the content of the page. If your content is not that exciting, you will have a harder time getting links.

I’ve recently discovered SearchStatus, a Firefox plugin designed for the highly specialized needs of search engine marketers developed by Quirk, an eMarketing agency located in Cape Town, London, and Johannesburg.
From www.quirk.biz:

For every site you visit using, SearchStatus lets you view its Google PageRank, Google Category, Alexa popularity ranking, Compete.com ranking, Alexa incoming links, Alexa related links and backward links from Google, Yahoo! and MSN. This combined search-related information means you can view not only the link importance of a site (according to Google), but also its traffic importance (according to Alexa), so providing a balanced view of site efficacy.

After you install the plugin, an innocuous little “q” symbol sits in the bottom right corner. Left click (or ctrl click if you are on a Mac) in on of the three areas and voila!

SearchStatus is nifty plugin that enables you to get a quick overview of a web site’s ranking.

Technorati Tags: searchstatus, quirk, search marketing plugin, search engine marketing, search engine optimization, sem, seo, lorna li

I think Jimbo Wales is brilliant, but I must confess my love-hate relationship with Wikipedia.

As a blogger/ web publisher I love linking to Wikipedia, because the information is clear, concise, and easy. However, as a search marketer, I know I am contributing to Wikipedia’s inexorable rise to the top.

According to SeoChat, “Wikipedia has somehow hit on Google’s magic formula for reaching the top of search engine results pages (SERPs).” How so?

Wikipedia is a User-Generated Content Machine

As of July 20, 2007, Wikipedia has approximately 7.8 million articles in 253 languages. According to comScore Media Metrix, Wikipedia had about 47 million unique visitors, making it the 9th largest Web property that month.

Source: ClickZ

It is the largest, most extensive, and fastest growing encyclopedia ever compiled. Written collaboratively by volunteers around the world, editable by anyone with access to the Internet, it is a user-generated content machine. This massive volume of content, updated daily by tens of thousands of volunteers all over the Web, is an all-you-can-eat buffet for search engine spiders.

Wikipedia’s Site Architecture is Structured for Success

It has minimal code bloat and the HTML/XHTML validates. Wikipedia provides a clean indexing path for search engine robots. The interlinking structure is masterful, especially since, according to some SEOs, search engine spiders do not differentiate between inbound links from external sites and narcissistic internal page links. Google bots love Wikipedia’s site architecture, which is a model that SEOs ought to strive for.

Wikipedia Link Love - All Take, No Give

Search engines see inbound links as popularity votes and Wikipedia has about 2.5 million of them. Furthermore, these are high quality back links because the anchor text is frequently the keyword that relates to the page. Links from other growing collaborative Wikipedia projects, such as Wiktionary, Wikiquote, Wikibooks, Wikisource, Wikimedia Commons, Wikispecies, Wikinews, Wikiversity, and Meta-Wiki will, no doubt, add to the link love.

Early this year, Wikipedia added the <rel= “nofollow”> attribute to all outbound links in order to neutralize and discourage link spam. Many SEOs see this act to be as brilliantly diabolical as the orchestration of the Twin Tower attacks.

Why?

More than discouraging link spam, which can be effectively handled by a number of anti-spam tools, the <rel= “nofollow”> attribute ensures that Wikipedia rises to the top of SERPs.

How?

Link juice is the passing of page rank from one site to another. The <rel= “nofollow”> attribute instructs search engines that the outbound hyperlinks should not influence the destination page’s ranking in the search engine’s index.

The end result is that Wikipedia’s inbound link juice grows exponentially as people all over the Web link to it, but Wikipedia shares no link love at all through its external links. This juice-hording action is the dynamic that drives Wikipedia to the top of Google SERPs. Wikipedia is, in essence, a link hole - a black hole on the Web that sucks all the links in, but lets no links out.

Why do SEOs Hate Wikipedia?

Wikipedia’s domination of SERPs, makes it the object of fear, loathing, and secret envy among search engine optimizers (SEOs). At the heart of the debate is concern over the proliferation of amateur content on the Web, in addition to the ability of meritless and sometimes empty Wikipedia pages to outrank pages with better quality content.

Wikipedia Proliferates Amateur Content

Wikipedia is the logical starting point for information on general subjects on the Web. But it’s written by anonymous authors whose expertise is questionable. Wikipedia content is more often than not, not based on original research, but a re-writing of work performed by others - knowledge built by scanning other sites. However, its influence on the Web is so powerful, that it threatens the survival of more authoritative sites that pay for original content by diverting monetizable traffic to the Wikipedia universe.

While far better content written by experts might exist on the Web, its impossible for a search engine spider to determine what quality content is. Because Google ranks sites through an algorithm that cannot tell the difference between great content and regurgitated garbage, it bases relevance on the number of inbound links.

For this reason, Wikipedia occupies the top 5 positions for most all keywords, even for pages that are staged for future entries, but that are currently devoid of content. Wikipedia is the 800lb gorilla that always wins.

Wikipedia’s NoFollow Tag Sucks

The NoFollow Tag actually does nothing to discourage link spammers. Link spam can be effectively handled by link spam tools. Furthermore, Wikipedia’s legion of volunteer administrators can effectively identify and eliminate said link spam. If Wikipedia is all about community, it can at least friggin’ reward community participants who add valuable reference links to Wikipedia articles and enrich the global knowledge base with a little link love.

What To Do About Wikipedia?

Wikipedia will not go away. But if you can’t fight ‘em, join ‘em.

Green businesses, social enterprises, social activists don’t stand a chance against an 800 lb gorilla like Wikipedia - you will never outrank Wiki. However, your expertise has immense value in the world and deserves to be included in the Wikipedia’s knowledge base. Post relevant content, enhance Wikipedia articles and use your site as a reference. You will not gain any SEO advantage by dropping links, but you could get some traffic.

Reclaim Your Link Love

Practice safe link love - reclaim your Google juice by using the rel=”nofollow” attribute for Wikipedia.

Download this Wikipedia NoFollow plugin designed for WordPress.

Sources:

The Ultimate List of DoFollow and NoFollow Plugins

Top 50 US Web Properties, June 2007

Web Site Architecture Structured for Success

Wikipedia Conquering Google First, World Next?

Wikipedia Takes our Money & Links, Gives Nothing Back

Why Is Wikipedia On Top in Search Results?

Technorati Tags: wikipedia, rel nofollow, nofollow tag, link love, link juice, link hole, SERPs, search engine rankings, search engine results pages, wikipedia top positions, wikipedia site architecture, SEO, search engine optimization, lorna li

According to Hitwise, in December of 2006 Google handled nearly half the volume of all searches executed by U.S. Internet users. In January 2007, this proportion increased to 63.1%, with Yahoo losing the most market share. Based on JP Morgan 2007 estimates, Google revenues amounted to approximately $8.6 billion. Advertising on the world’s largest search engine is as lucrative as oil these days.

Source: Fast Company

Since search hit the mainstream in 1994, users have been fickle, hopping from one search engine to another, leaving some to die by the wayside. Ask.com is a mere blip in the timeline.

Source: Fast Company

Ever heard of Northern Light and AllTheWeb?

Of all the search engines who have shared in the limelight, Google, by far, has held reign the longest. And yet, according to Jimmy “Jimbo” Wales, founder of Wikipedia, Google still produces too much “spam and useless crap”.

Technorati Tags: the search market 2006 to 2007, search volume 2006 to 2007, search engine market share, the history of search engines, google, yahoo, ask.com, lorna l