Getting to the Top....

The topic of Search Engine Optimization was the big buzz at my online marketing seminar last night.

"How can I get to the top!” the attendees clamored…banged on the tables and shot daggers at me that resembled bic pens. Aghhhhhhhhhh…the expert has been exposed. Let’s give everyone a refund and I’m going to try to get home to watch the series premier of Hero's. Cool?

Ok, seriously sometimes I am prone to exaggerate…however if I had the formula to get anyone any term they want at the top of the Google search listings I’d be hosting seminars on the rooftop of my Malibu mansion instead of the LA Mart and my refreshments would change from bottled water to bottles of Moet & Chandon . Really.

The exact Google algorithm for getting to the top is the best kept secret since McDonald’s secret sauce. Many firms can give you their “guarantees,” for certain words in the organic listings….for typically a certain very high price.

Attention Kmart shoppers....There are no guarantees! Which probably explains the use of the term search engine “optimization” instead of Search Engine Placement firms. This slight mince of words serves as the loophole that illustrates the inherent limitations in “cracking the code.”

If I have to make one core recommendation to increase your search engine rankings I’d say “Work with Words.” Here are some basic things you and your web designer can do together to help increase the “likelihood,” of getting to the top in certain categories. If these don’t work...please don't get me wrong there are some SEO firms can definitely help. But do yourself a favor and save yourself a few dollars by starting here...

--Make sure your product descriptions explain your product in terms of the words you’d like to be searched for.

--Describe your products and services in the title of your webpage. (The title is located in the top left corner.)

--Keep a Blog on your site…bogs are typically indexed on Google and have their own URL’s which can lead people back to your homepage and creates interest.

--Include specifics….using specific terms to describe your products and services can help you rise through the ranks in niche categories…much quicker than the uber competitive general ones.

--Send out a syndicated press release. This is a self serve way of creating an inbound link to your website. (see www.prweb.com), for more information on sending a syndicated press release.

Another really good resource is the Web Marketing firm Expansion Plus (www.expansionplus.com). The CEO Doug Hay came and spoke to the students of my class at the Fashion Institute last year and I’ve found him and his site to be filled with useful information on how to grow your business on the web. So try the above and if it’s not working for you…Give Doug a call. A good web marketing firm can help you reach for the search engine moon....and even if you fail you'll be amongst the stars!

Sharpening the Saw

The only thing I really miss about working in a large corporate environment other than paid time off, stock options, employee discounts and a 401K would have to be learning from the smart and dynamic people that exist in that type of arena. I miss things like watching the way the CEO would help rework the collection changing it from drab to fab with just a few strokes, getting advice from a superior I respected or team meetings where everyone had a different expertise and perspective to share.

Author Steven Covey in his book The Seven Habits of Highly Effective People refers to continuing education as “Sharpening the Saw.” And although in a corporate environment that SAW is sometimes used to stab people in the back:)….Lifelong learning is something that we all should learn to embrace.

Tonight I teach a web marketing workshop at a resource center called Fashion Business Inc. in downtown Los Angeles. In addition to sharing what I know and learned (the hard way at times), it is just another opportunity for all involved to network, share woes, successes and ideas with other fashion business owners.

I know its late notice but as Chuck Willorary says if you happen to be in the Los Angeles area and want to join our live studio audience please contact Fashion Business Inc at 213.892.1669 or www.fashionbizinc.org.

Desparate for Product Placement

I had a chance meeting in Atlanta with the director of Business Development for Compulsion.

Compulsion what? The guy claimed it was revolutionary. Whatever...everything's revolutionary these days. I've been known as a hard nut to crack but once I watched the Compulsion demo on his laptop I knew...right then...right there. These folks were about change the world of Ecommerce.

Well, everyone knows the sexy stepsister of advertising has always been product placement. However the biggest problem with product placement is the frustration it presents. Yeah, I've wondered what type of blackberry McDreamy was using or what lip gloss Gabby had on the last episode of Desparate Housewives. I mean we all think about those things....Don't we?? But what are you supposed to do...Google it and hope it comes up? That's so 2006.

Right now in 2007.... someone has figured it out! Check out www.compulsion.tv. You've never seen anything like it. It gives you the ability to watch a show right on your laptop and click on anything to buy it. ANYTHING! So yes Mr. Shaw you are right Compulsion is revolutionary. Thanks again for giving me a sneak peak.