SPORTSBARN ANNOUNCES NEW PARNERSHIP WITH FIVE-05 MARKETING

CHATTANOOGA, Tenn., December 5, 2007 - Sportsbarn, Chattanooga's largest locally owned fitness club, today announced a new marketing partnership with Five-05 Marketing, a local full-service advertising agency. Five-05 will provide a wide range of marketing services for Sportsbarn, including market research, brand strategy, advertising, collateral, and web design.

"We knew we needed a creative and dedicated marketing company to help us increase awareness of the facilities," said David Brock, Sportsbarn's new managing shareholder. "Five-05 has a proven track record of producing results through innovative marketing strategies, and they came highly recommended to us."

Sportsbarn has three Chattanooga locations, and extensive updating is planned for each of the facilities. "We have over a half-million dollars worth of new equipment that we'll be installing," said Brock. "We want to redefine the member experience with a greater range of classes, more convenient schedules, and more personalized activities. At the same time, we'll also be working with Five-05 to refine our unique product and increase brand recognition."

"Working with a respected brand like Sportsbarn is a great honor for us as an agency," said Don Benedict, CEO of Five-05 Marketing. "We're excited about creating an overall marketing strategy that lets Sportsbarn leverage its unique heritage and exclusive amenities."

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About Five-05 Marketing

Five-05 Marketing is a Chattanooga-based advertising agency committed to developing integrated, creative solutions for all marketing challenges. Established in 2005, the agency continues to expand, serving a diverse base of local, regional, and national clients in retail, medical, real estate, financial services, business to business, and more. For more information about Five-05 Marketing please visit their Web site: www.Five-05Marketing.com.

Contact: Mindy Jamieson, Five-05 Marketing

423.648.6505 ext. 202

mindy@five-05marketing.com

FOR IMMEDIATE RELEASE



LIFE CARE CENTERS OF AMERICA MOVES MARKETING
ONLINE WITH NEW WEBSITE

Five-05 Marketing Selected to Program New Site for Increased Traffic and Functionality

CHATTANOOGA, Tenn., September 28, 2007 - Life Care Centers of America, a premier provider of long-term health care, announced today that they have selected Five-05 Marketing to implement a new online marketing plan and integrated Internet presence.

Life Care Centers of America operates more than 220 skilled nursing, assisted living, home care and Alzheimer's centers in 28 states. As millions of baby boomers reach retirement age, there is a critical need for these services. "We want to be able to help people find the best care facility," says Bob Grayson, vice president of the media center for Life Care. "And in today's market that means we need to be found on the Internet." In addition to marketing Life Care, Grayson added, the site will provide "valuable information on the best care, service, and industry standards to people making decisions at an emotional time in life."

Five-05 Marketing, a national, full-service advertising agency based in Chattanooga, was approached by Life Care to develop an online marketing strategy to raise awareness and direct people to pertinent information. "You can't find a more readily eager audience than those on the Internet searching for your specific services," says Grayson. "Five-05 is helping us utilize this niche by integrating more than 260 individual facility web sites with our corporate site."

"In order to raise awareness of Life Care's facilities and services, they needed search engine optimization expertise and experience to drive web traffic to their site and keep visitors there with the most helpful and user-friendly information" says Don Benedict, Five-05 CEO. "In short, they need to be found on the Internet." The new web site will feature a complete redesign and search engine-friendly copy, as well as response- and visitor-tracking, on-going management, and continual fine-tuning.

"Five-05 has been extremely helpful and knowledgeable through the process of planning the site, and--even better--they will continue to provide support after the launch of the new site," says Cari Shanks, director of public relations.

"Five-05 Marketing is excited to be working with Life Care Centers of America in creating an exciting new web resource and providing long-term web optimization and marketing," says Benedict.

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About Five-05 Marketing

Five-05 Marketing is a Chattanooga-based advertising agency committed to developing integrated, creative solutions for all marketing challenges. Established in 2005, the agency continues to expand, serving a diverse base of local, regional, and national clients in retail, medical, real estate, financial services, business to business, and more. For more information about Five-05 Marketing please visit their Web site: www.Five-05Marketing.com.

Contact: Don Benedict, Five-05 Marketing

423.648.6505 ext. 207

don@five-05marketing.com

One-way links are when one site links to another without linking back. These one-way links are ideally the best links to acquire during your linking campaign, increasing the popularity of your site and improving the search engine results. A simple parallel would be donating money to charity. You give an organization money, yet you receive no monetary object in return. And since your action is so commendable, you gain notoriety and respect. This is why you'd be ranked higher in search engine result. Get it?

Reciprocal links are when websites agree if THEY post your link on THEIR site, in return, YOU post their link on YOUR site. It's kind of like giving someone a gift certificate to a restaurant. You pay upfront, and in return, they give you a voucher. It's an even transaction. The debate continues on the reliability of reciprocal link exchanges. However, it is commonly accepted that you would need numerous reciprocal links to equate to a similar search value of one one-way link.

PageRank is a termed coined by Google which measures the “importance” of a website. Google explains, “PageRank relies on the uniquely democratic nature of the web by using its vast link structure as an indicator of an individual page's value. In essence, Google interprets a link from page A to page B as a vote, by page A, for page B. But, Google looks at more than the sheer volume of votes, or links a page receives; it also analyzes the page that casts the vote. Votes cast by pages that are themselves 'important' weigh more heavily and help to make other pages 'important.'” Complicated? Confused? It's simple. The importance is based on the content within the site itself, including the relevance of keywords and links within. So just because you made your site “Smith Family Vacations,” filled with pictures of the family, doesn't mean Google will ever find your page. Websites need to have content within the pages, as well as, reputable links from other sites with useful content... not pictures of Grandpa Smith's sunburn.

To sum it all up, link campaigns are an intricate part of developing and maintaining a successful website. Today, many search engine marketing companies are investing countless dollars in the field of Search Engine Marketing, and firms constantly attempt to stay on top of new advances in their field. In an ever changing environment such as the Internet, businesses strive to promote and sell themselves to consumers through Search Engine Optimization Services, as well as, SEO companies. And not to mention, link campaigns are critical to achieving this new found success. Or at least, hopefully this information will provide you enough knowledge to go to your boss and sound like you know what your talking about.

SEO stands for Search Engine Optimization. In simple terms, it's basically retooling your website so that it is OPTIMIZED for SEARCH ENGINES like Google and Yahoo.

Here's how it works: you go online and Google something, say the name of a book. Problem is, with so many book websites out there, how does a search engine determine which one you really want?

The answer is a complicated and top-secret algorithm that only Google knows. BUT . . . I have been able to sniff out certain things a search engine looks for: links to your site from other sites, for example, and specific keyword phrases that match the search. SEO, then, is the process of making every page of your site as attractive to Google - and other search engines - as possible.

The Ad Dog would love to further ridicule this. He really would. But I've said it before: people are a weird breed. For example, a recent survey indicated that nearly 50% of Baby Boomers don't use the internet for anything but email.

I know. I can't fathom it, either. But there ya go.

But even if having a website isn't CRITICAL yet, it soon will be. Why? Because people already go on-line for research. A website isn't like a brochure or catalogue that you have to hand out like a dog biscuit; when people are on-line, they are often LOOKING. And if they are looking . . . do you really want to not be there for them to find? Why would you turn down people who are looking for you?

Short answer: Having a website might not be absolutely critical to your success . . . but having even a simple site is so cost-effective, there's really no reason not to.

Back when the Ad Dog was just starting out in the business, one account he worked on was a Major Guitar Manufacturer. This M.G.M. had been doing NO advertising at all when they came to us. Now, since they were a relatively small operation, we were concerned that they wouldn't be able to meet the demand that a major advertising campaign could create. No problem, they said.

Uh huh.

We planned a series of three ads for the first quarter. We ran one of them. ONE. And the M.G.M. was backordered for 18 months. So they canceled all the rest of the campaign.

The moral of the story, folks, is a.) YES, advertising will increase sales, and b.) Even the most respectable clients can stiff you.

Now, once you've decided who you want to reach, you need to determine how best to reach them. Let's say you decide to run a series of commercials on cable sports channels like ESPN. You're likely to hit your target market AND a bunch of other folks, as well. This combined group is your target AUDIENCE.

Seriously: not to sound too Zen-like, but your customers are you best source for finding out about your customers. Try to find out where they heard about you, what influenced their purchase, why they bought from you.

Barring that, there are some simple questions you can ask: Are there any statistics about my product or service that defines my market? Is it age, gender, or occupation-specific? Are there any lifestyle preferences that go along with the market? For example, are the obvious users of this product all car lovers, golfers, or dog owners?

You can do research. You can commission surveys. And all of it is good information. But in the end, the most scientific approach in the world still can't account for what I like to call "The Human Factor:" human beings are weird creatures, and sometimes, people you think couldn't live without your product won't give you the time of day . . . and people you'd never expect to buy your wares will have it flying off the shelves.

Look, retrievers are different from pointers are different from toy poodles. While I'm certain the basic information is the same for your brochures, ads, commercials and website, the fact is that each medium hits a different audience, and each audience reacts differently: magazine readers, for example, tend to be "skimmers", which means you need to your message across quickly, concisely, and powerfully. Internet users, on the other hand, are usually researching: they're often looking for more detailed information. Same information, two different ways of presenting it.

Plus, if your website is optimized for search engines, you'll need to incorporate crucial keyword phrases that might not even show up in your ads or brochures.

Short answer: Copy should be specifically written for the medium in which it will appear, preferably by a pro who knows how to write for that medium.

Advertising works the same way. Where do you want to throw your marketing dollars? Ad Dog says, it depends where your audience is likely to be.

Have a product specifically aimed at 4- to 5-year-olds? How many of them will read a banner ad on the web? How many of the can READ, period? You want to get their attention, TV is the only route to go.

But what about their parents? You know, the ones with the actual MONEY? Are they watching Cartoon Network with their young'uns? Research suggests no . . . so a well-placed banner on a popular parenting website might give you more bang for the buck.

Short answer: the most effective media is the one that reaches YOUR target audience. A good marketing agency should help you figure out who that audience is, and how best to reach them.

The last few years, however, have seen the advent and proliferation of the internet, dish network, cable TV, TiVo, and a host of other new technologies that have left the marketing departments in many companies wondering if there's still any merit to venturing onto the airwaves to sell their products.

There is. But there's also merit—and wisdom—to learning a few television advertising tricks before staking your corporation's marketing budget on one or two commercials.

Repetition, repetition, repetition. Always repeat the name of your product. Obviously this can be done in a variety of ways; in most cases, the more creatively, the better. If you're a retailer mentioning another company's product, co-op dollars are frequently available that may offset some of the advertising costs.

Less is more. Sometimes, it's necessary to pack your text with all the information the writer could gather: this is NOT one of those times. Saying everything about your product in one commercial is virtually impossible anyway, so why try? Instead, focus on one or two points that can be well emphasized and build your spot around those.

Split ends. Those one or two points don't have to be in the same half minute. In television, an advertising trick that's relatively simple is "bookending": rather than using one 30-second commercial, go for two 15-second ones with something else in between. Make one point per spot and those well-made points are much more likely to be remembered by the viewer.

"Cute" is for babies. If your department or company has an unlimited budget and is primarily interested in winning creative awards, by all means go for cute in your television advertising. Tricks are one thing, but if your goal is to actually sell a product, make sure your message comes through clearly. Too often, viewers are impressed with a clever spot...but walk away wondering if the commercial was touting cars, perfume, a diet aid or a cure for impotence. Creativity is important—but don't sacrifice the clarity of your information at the interest of cuteness.

Hit the target. Having 600 stations on which to advertise also brings the challenge of picking which one will deliver the most "bang for the buck." A good place to start: make sure your product will be seen by the highest possible percentage of your target audience. If you're selling the newest Barbie accessory, ESPN is probably not the ideal station to run your ad. Likewise, a commercial airing on the west coast which features an independent antiques store in Tennessee is, overall, wasted time and money. No matter how good the ad is, having a million viewers who'll never buy the product isn't a deal.

Remember the hamburger.When it comes to marketing, we can all learn a lesson from fast food: a giant yellow "M," no matter where it's seen in the world, is instantly associated with a single very large and very successful corporation whose claim to fame is simply a hamburger. If you're pursuing television advertising, you've probably already invested in a good website and/or various types of print ads for your company. While the content of your ads might be different, the overall look of your TV spots should match the look of you print ads, stationery, and logos. Keep it consistent.

Learn to deal. Those advertising dollars in your marketing budget are often hard-won, and no one wants to justify expenditures that aren't productive. Make sure you get what you're paying for in terms of cost-per-point. And if just reading terms like "cost-per-point"—not to mention doing those analyses—makes your eyes glaze over, it's probably well worth your time and money to use a media buying service to place your commercials.

While using various television advertising tricks will obviously increase the chances of successful marketing, you might still find that TV just isn't the right ad venue for your company. If that's the case, don't be afraid to walk away and investigate the many other advertising options. In this technologically ripe era, new concepts appear almost as fast as new commercials do. And, as any good marketer knows, matching the user to the product is the key to marketing success.

What is a Search Engine Optimization Copywriter?

First, an overview: website optimization is the process of configuring a website to take advantage of search engines like Google. By designing your site around the way search engines work, you're much more likely to increase the traffic—and the business—your website brings in.

To that end, the job of a Search Engine Optimization Copywriter is making sure the actual copy on your site includes the specific key word phrase you most hope to identify with—in addition to making all the copy flow better and make sense to outside users.

That doesn't sound so hard...

Well, it's trickier than it sounds, because on the one hand you want to make your site easy to read, but on the other hand, you need to emphasize that one key phrase that is highly relevant—as evidenced by a search history—yet is not highly optimized for on other sites. Finding and utilizing this phrase is mandatory for search engine optimization ... copywriters, on the other hand, tend to hate it, as the phrase in question is often cumbersome and awkwardly worded.

A good, keyword-rich web article is going to use the keyword phrase between three and six times. But what if the keyword phrase is something like "business marketing solutions"? How do you use THAT three times in 500 words?

Well, you could do it this way:

What is Five-05 Marketing? It's a business marketing solution agency that's designed to give you the best business marketing solutions.

By delivering more and better business marketing solutions, we've developed a reputation for creating business marketing solutions that actually WORK for your business, and are custom-tailored to your audience. Contact us today, and let us put our business marketing solution team to work for you.

OK, I got it in there five times. But would you actually want to READ that? Would anyone?

The key here is creativity—and knowing what rules you can break. For starters, a good search engine optimization copywriter will understand that unless the searcher is using a phrase in quotes (and most won't), inserting words like "and", "the", and "a" won't affect search results. And since punctuation isn't a legitimate search criteria, we can add that in, as well.

So let's see how a pro might handle this challenge, using these new rules and a little imagination:

Who or what is Five-05 Marketing? Well, for starters, it's a hotshot marketing agency that's overflowing with creative advertising ideas and innovative business marketing solutions.

More specifically, we're a group of advertising and marketing professionals who have banded together with the unique idea of delivering an advertising plan that actually WORKS for your business, and marketing solutions that are custom-tailored to your audience.

We take a fresh new approach to creative—with advertising ideas that are designed to increase your bottom line—and a bold approach to business marketing: solution-oriented, interest-grabbing, and totally integrated. Contact us today, and let us put our team to work for you.

We've still managed to get the keyword phrase in there three times, but the copy is more dynamic and the use of the phrase is more natural. In addition, I've also worked a SECONDARY keyword phrase—"creative advertising ideas"—into the copy twice. Can you spot both places?

Conclusion

Of course, website optimization is more complicated than simply editing the text, but editing the text for maximum search engine results is trickier than it seems. Writing natural, flowing copy that sells and includes key search phrases is an art form in itself ... and that's why, as long as there's a web, there'll be a place for good search engine optimization copywriters.

Freelance web developers are usually one-person operations: they create an entire site—from design to technical programming—on their own. It's common for freelancers to be stronger in either design OR programming, but reputable freelancers usually have more than enough knowledge to get the job done. On the other hand, a web programming firm will more likely have staff who are each trained to develop a specific component of your web site, like design, programming, animation, possibly even copy writing or other specialties.

First Things First

Before going to the phone book or internet to search for a web designer/programmer, you'll need to decide what your web site requires. How do you know? Well, for starters, look at your target market: research internet sites that appeal to the same people you want to reach. Look at your competitors' sites, and see what they're doing. As you navigate through websites, decide what features you like, ones you dislike, what works the best, and what doesn't seem to work at all; THEN you'll have a better idea as to whether you need to look for a freelance web developer, or a full-fledged web programming company.

How Much Work Will It Take?

Once you have a basic idea of the features you need, you'll have a better concept of how much work will be involved. A freelance web developer may be perfectly qualified to create a great site, but may or may not be able to handle the more complex—and time-consuming—chores of a larger and more complicated site. Features like advanced design, shopping carts, Flash animation, search engine optimization, or a custom content management system all require different skills. You may find a freelancer who can handle it all ... but logistically speaking, the more complex a web site is, the more likely you'll need a team of experts to develop it.

Who Can Do It Faster?

An effective website is normally going to take 30-60 days or longer to finish depending on how complicated your features are. A freelance programmer may take longer because there is only one person working on the site ... or may be able to drop everything and work on your job. A firm has more people available to accomplish the process ... but is also more likely to have other jobs in the que. Ask for a general time-line, with very specific progress points. Allow time for changes, tweaking, or unexpected difficulties, of course, but try to keep a regular progress going.

When Am I Gonna Talk To This Guy?

Another difference between web design/programming professionals is that freelancers often have flexible schedules, while firms usually keep normal business hours. Now, whether this is a benefit or a disadvantage might depend on when YOU are actually available to contact your programmer. Also, when employing a freelancer, there is usually only one person to communicate with, making it easy to always be on the same page. With a firm, you may be in contact with several designers, programmers, or the project manager in order to convey what you want/need. Again, it's crucial to set up the lines of communication BEFORE you start the project.

Which One is Cheaper?

It always comes down to money, doesn't it? But remember, you want the best VALUE for your dollar: hiring either the cheapest freelancer or the most elaborate design firm does not always equate to hiring the RIGHT people to program your site.

Having said that, the price of your site's development will likely depend on three factors: the features of the site, the amount of content, and the service options included with the design package such as hosting [What is hosting?]. Is there a separate cost for content development such as writing sales copy? Will the designers offer multiple design concepts before development, or are they customizing a template? Freelancers often create custom packages for all the services you need and are sometimes less expensive due to size. A firm may itemize costs for certain features, but may be able to work more efficiently and give you more bang for the buck. Asking questions is the best way to get all the information up front.

Quality: The Bottom Line

Ultimately, like any investment, your real goal is the pay-off. For that reason, no matter who you hire, make sure up front that you're going to get the quality you pay for and the service you need. You can get a good idea of what to expect by asking for references and looking at each potential programmer's website and portfolio. Explore other websites they have created to see if you like their product. You may even want to contact a few of their clients for references.

Now that you know the questions to ask, and the differences between web programming services, you can begin searching for the right programmer/designer for you. Select several from the phone book or from an internet search and begin asking questions and getting job quotes. It's the first step to getting on-line and down to business.

We're not talking about employees in jeans on "casual Friday" or the disadvantages of high heels in the office. Instead, picture the difference between someone sporting a well-made, classically elegant suit vs. ill-fitting, coffee-stained pants and a mismatched blazer—then use those mental pictures on your entire company. Corporate branding agencies that design specific company "looks" understand those images. They scrutinize every piece of paper and electronic image carrying your logo—because those are all mini-messages about you. Just as your personal clothing reflects your individual tastes, preferences and values, so the corporate look you select says volumes about the people behind that material.

At first glance, this doesn't seem like a big deal. You're just starting out ... you haven't put much thought into a logo at this point, your website is still in the design stage, and your brother-in-law's going to print your business cards for free. You'll create as you go along and just make sure the colors and fonts all kinda look alike.

Congratulations—you're well on your way toward the mismatched pants and blazer. If, however, you'd rather greet your clients in the Armani suit, consider a broader corporate branding solution: Your logo, your printed pieces, your website, and your advertising must all integrate seamlessly—like that flawlessly made suit—to promote your corporate brand and message to your target audience.

Let's examine that "suit" piece by piece. 

LOGO

The pattern for the suit? That's your company logo. It should reflect you, your values, what your corporation represents. It also needs to mirror the ideals of your target demographic. An excellent suit—and great logo—have classic lines, and no garish or trendy trimmings. And just as a suit changes appearances under different lighting, the logo must be designed to look good in a variety of applications: A three-dimensional, full-color logo might stand out on a website but look awful when translated to a black-and-white document or silk-screened onto a t-shirt. Making sure your logo can work in all these settings will be time and money well-spent.

BUSINESS CARDS

The business world runs on business cards; those make up our suit's fabric. And when selecting material, you consider not only the appearance of the cloth, but its texture, flexibility, feel, and durability. Likewise, the information on a business card is important, but equally critical is how it is presented. Since a card must now hold ever-increasing amounts of information—names, multiple phone numbers, logos—the corporate branding agencies "stretch" card space visually so everything is legible.

STATIONERY

The fabric of the suit doesn't stop with the jacket, and your company's stationery should seamlessly continue the look and feel of your business cards. By "stationery," we mean envelopes, special forms, invoices, and the like. Since frequently a company's stationery is responsible for a client's first impression, the importance of good design, nice paper stock and professional logos can't be overstated.

WEBSITE

In this electronic age, potential clients may check out your website before they ever have a conversation with you. To "sell the suit," your site should have complete, up-to-date information about products, services, prices (where appropriate) and contact information. And "user-friendly" definitely applies here: make sure the site is easy to navigate, aesthetically pleasing, and designed to hold the viewer's attention. Again, as with the other materials, the website should integrate seamlessly with its paper counterparts.

OTHER

If made properly, every suit features buttons, trim, and stitching, all inconspicuously holding the different pieces together. The other aspects of your operation—interior and exterior signage, brochures and collateral materials, catalogues, advertising—should likewise function as supports for the more visible areas. Since no part is independent of the others, it shouldn't appear independent.

All the elements of our corporate branding solution can be summed up in one word: synergy. It's discussed so much in the business world that it's now a cliché; nevertheless, synergy perfectly describes all the components of your business working together seamlessly to present one central, core idea from your corporation. Since consumers today are constantly bombarded with messages from all sides, the best way to reach a potential client is to simply wear the finest suit: one core message that's reflected in everything you do.

505: Hi, Brenda. Well, let's start with the basics: what, exactly, is an "advertising specialty"?

BC: An advertising specialty is a product—anything from a pencil or notepad to shirts and watches—with a customized message and logo that communicates directly to its target audience.



505: How large is the advertising specialties industry?

BC: The last time I checked, we were at roughly $3 billion per year.



505: What's new in the field?

BC: Twenty-five years ago most ad specialties were made in the U.S. But, 15 years ago, much of that shifted to other countries for production. There are other exciting changes, too: for example, today four-color process printing is available on a huge variety of items at a very reasonable cost. And products are much more customizable—if you can dream it, we can get it manufactured.



505: Have you noticed any distinct trends in what types of specialties people buy since you've been in business?

BC: First of all, 25 years ago clients either bought "junk" or quality—not much in between. Today, clients want quality at a junk price—and thanks to overseas manufacturing, sometimes we can actually do it!



505: We live in a disposable society; are specialties thrown away as often as junk mail?

BC: That depends. If the specialty is junk it will be short-lived. If it has utilitarian value, it can be kept—sometimes for decades! So my advice is to choose wisely when it comes to your money. Calendars last a year or more. A hotel ink pen might be cheaper, but it will likely remain in the hotel room. So what will impact your audience?



505: So some advertising specialties can actually lead to a measurable improvement in sales?

BC: Absolutely. A wisely selected, directly targeted specialty item not only can work, it can produce huge savings or increased earnings for a company.

One example is the SAFETY Award Programs: If customers "stay safe for a quarter" (3 mos) they'll receive a free cap. The awards get progressively better the longer one is safe. According to 1990 statistics, for every $1 invested in a Safety Incentive program the ROI was $10. Heck of a payback!



505: What's the most successful type of specialty you sell?

BC: Well, there's really no such thing as a "most successful type of specialty"—that's why they call it a specialty! An advertising specialty consultant works with the company to refine exactly what is hoped to be achieved.

Having said that, the most successful type specialties I sell help solve problems, meet objectives, keep on-the-job accidents low or non-existant, generate tradeshow booth traffic, improve sales, stimulate return phone calls, help retain valued employees, help recruit employees, provide a message, incentivize a purchase, etc.



505: What advice would you have for a company thinking of using advertising specialties?

BC: First, select an experienced ad specialty consultant who knows the appropriate questions to ask you, so she/he can make intelligent recommendations. If you've never used specialities, ask other businesses your size who they use and why. Interview 2-3 companies initially and select the best fit for you. Then you need to clarify your objectives and set a budget. Remember, try not to nickle and dime your budget to death—cost-effective isn't the same thing as cheap.



Brenda Cross is President of 20/20 Enterprises, Inc. She currently lives in Austin, Texas, is a pioneering advocate of "Green Business", and has been in the specialties business longer than she cares to admit.

Believe it or not, this actually works for some people.

But if you're not willing to count on magic and loyalty and pure dumb luck, you're going to have to do the hard work of search engine optimization (SEO). A search engine optimization plan is kind of like setting up a workout program: if you're feeling flabby, your overall goal may be to lose 30 pounds by Christmas. Or maybe your arms are looking a little wimpy, and you want rock-solid biceps to flaunt for summer. Whatever your goal, you can't expect to have rock-hard abs overnight; you can't expect to be at the top of the search engines that quickly either. The reality is, in order to achieve optimal results, you have to take small steps, set attainable goals, and stick to the program.

The first step to creating an SEO marketing strategy is assessing the site's potential. You'll need an analysis of where your web site stands in a search engine [What is a search engine?] relative to other sites in your target market. Look at this in terms of where your site shows up in a Google search. Let's say you sell beans (What? Not exciting enough? Fine then--MAGIC beans). I'm a potential customer looking for something unique for my mother's birthday, so I type in "Magic Beans" and click search. If you rank at 983 out of 200,000 sites, you're in the top 5%. Congratulations. On the downside, it's still not likely that I'll find your site that far down: Google only shows ten sites at a time, which puts you on about page 98--and most internet searchers, including me, are either not patient enough to wade through all of that or will have already found what we need. So here's the first area for growth and an overall goal: you have potential to move up 983 places in the search engine--above other sites like "Mary's Magic Pinto Beans" and "Joe's Magic Java Beans."

And how DO you get that site a better search engine ranking? This is where you and/or your search engine optimization firm start making small, attainable (NOT overwhelming) goals. Start with the web site design. Some cosmetic and engineering tweaks may have to be made first. Whether your site is a point for sales, purely informational, or just for fun, it should provide visitors with plenty of information that is easy to navigate through. If I visit your Magic Beans site, but struggle to find information on a page of clutter, I may leave, and that's exactly what you don't want--a lost customer. The better the functionality the site has, the more likely visitors will enjoy the experience, come back, refer others, or even purchase a product or apply to an e-newsletter--a step in the right direction for increasing rankings and site traffic.

Another step to optimization is utilization of keywords. There are special programs like KeywordTracker and services that can help you pick the most commonly-searched terms relating to your target market. Most search engine optimization firms have access to such tools. They'll help you make sure the terms and words you pick are the most relevant for your site--the more specific you are, the better. For example, it would be easier to optimize for "magic lima beans from Ecuador" than "magic beans" in general. So, you strive to eventually rank high for the term "magic beans". . . but for now, focus on the quickly-achievable, more specific term.

Once you decide on the best keywords, you can begin smoothly integrating them into the body copy of each page of your website and in title tags. Over time, search engines will see these words and refer people to your site when they type in "beans from Ecuador." You can add more terms as you grow. But be patient! Just like it would be ridiculous to lose 30 lbs. overnight, it's unrealistic to think ranking at the top will happen instantly--it can take up to 9 months or more for search engines to even recognize your site.

To continue increasing search engine rankings and traffic, you'll want to gain credibility by building links [What is a link?]. For example, you might start by asking the Ecuador Tourism website to add a link sending people to your Magic Beans site. The goal is to interest other sites in putting your link on their site, thus leading more potential customers to you. This is where, interestingly enough, if your site is well written, provides tons of useful information and is constantly updated, you often won't have to seek out links at all: other sites will link to yours because they want to. And, the more credible links you get, the more "weight" you pull in the search engines, muscling your way to the top.

Throughout the process of becoming a top-ranking website, you'll want to "weigh in," check your progress. Just because you're not on the first 2 pages of Google, doesn't mean you haven't moved up from 983. With special programs like ClickTracks, you and/or your search engine optimization firm will be able to tell how many visitors you are getting, how many sites are linking to yours, and how well you rank for certain terms. These reports can show where you might improve and where you're doing great.

Finally, it's important not to give up--keep pursuing your full potential by exercising some basic SEO steps: working to refine the copy writing and keywords, adding links, and keeping your site running smoothly. Eventually you'll see tangible results that make you feel like you're showing off that 6-pack at the beach. Keep in mind that if you decide to work with a web site optimization service, some operations may vary from company to company. But, no matter who you choose, they should act as your personal trainer: if your goal is to top "Joe's Magic Java Beans," your SEO "trainer" should work with you to get you there. With a consistent plan and long-term goals, you should be able to achieve the ultimate fitness potential for your web site.

Blog

A blog is a type of website in which entries are made frequently, which visitors can then respond to. Blog entries can range from personal journal entries to commentary on politics, news, or movies. The blog gives visitors and clients the opportunity to participate in responses to particular issues or contribute ideas. It is a controlled environment in that visitors can only respond to the main blog entries and cannot create their own, new topics.

Coding

A "code," or programming language, is used by programmers to tell the computer when to create things like bold or highlighted text, different colors, placement of pictures, or more complicated things like animation or other fun features. Common languages include: Hypertext Preprocessor or PHP (allows a website to interact with a database); Hypertext markup language or HTML (a code for building internet pages); and Java (a multipurpose programming language).

Content Management (CMS)

The process of updating the content (words and pictures) on a website. Often your programmer will do the updates. But if your text changes daily, you may need to make updates yourself. A helpful tool to do this is a custom-built Content Management System (CMS) that allows you to make changes to text and pictures without having to know special coding. The right option for you will depend on what needs to change and how often. This should be decided near the beginning of the project, as it impacts how your site is designed and built.

Dynamic/Static Content

Website content (words and pictures) that is updated regularly either by an automatic process, or as a result of input from a site visitor (e.g. search results, login, etc), is considered to be "dynamic" (as opposed to static content, which doesn't change).

Forum

A forum is an online "conversation" area that allows anyone to start or respond to new subjects and post them for all to read. Forums, unlike a blog, allow for literally hundreds of topics or "threads." It's necessary for someone to monitor the postings so that it doesn't become cluttered, overwhelming to visitors, or filled with spam and other inappropriate material.

Hosting

Once a website is designed, it must be made available on the internet. Before the rest of the world can access the website, files need to be transferred to a host computer. You can rent space from a hosting company that maintains hosting machines. Your web developer or designer might arrange for this service as part of the service package.

In-site search engines

Some sites, like Amazon.com, give you the ability to search for content within that site only. It's like an index in a book--an in-site search engine only searches that particular site. (Major search engines such as Google, Yahoo, and Ask search the entire internet.)

RSS

Stands for Really Simple Syndication. It is a way to easily distribute a list of headlines, update notices, and sometimes content to a wide number of people. RSS works by standardizing the way new content is listed. This list of notifications is called an RSS feed. Special computer programs called RSS aggregators automatically access the RSS feeds of web sites on your behalf and organize the results for you. (RSS feeds and aggregators are also sometimes called RSS channels and RSS readers.)

Search Engine Optimization (SEO)

Search engine optimization means designing and building a website in order to get the maximum recognition from search engines. [What is a search engine?] The amount of time, energy and money you need to spend optimizing your site largely depends on the nature of your web site and who and where your expected site visitors are. While Search Engine Optimization is a specialized process--unique for each web site--the end goal is always the same: to have users who are searching for your product find your site near the top of the search list.

Web Analytics

Web analytics are reports that give you information on your site's usage. The report format and information varies between hosting companies, but should include things like number of visitors to your site and what the most popular pages are.

NOTE: The analytics provided by your web host usually offer minimal and/or outdated information. For more information on comprehensive reports, talk to your web developer/programmer.

Want a refresher course that's a little less intense? Click here to go back to Web Terminology 101.

Think you know your stuff? Then you're ready to hire someone to develop your website. Click here to find out whether a freelance programmer or web design/programming firm is the way to go.

Have more questions? Please contact us and we'll do what we can to help you out.

Animation

Pictures or words that move on the screen. This is often done in a program called Micromedia FLASH and can be simple to complicated. (Beware that the more complicated it is, the longer time it takes it to load.)

Banner Ad

Website advertising using animation to attract people's interest. Ads contain a link to either a different section of the website or a different website altogether.

Brochure Website

A website which replicates a printed brochure, in that the content is purely static.

Domain Name

A unique name used to access your website (For example: Five-05marketing.com). Having your own domain name is highly recommended as it helps to raise your organization's profile. You can use it for your website and email.

In-site search engines

Some sites, like Amazon.com, give you the ability to search for content within that site only. It's like an index in a book--it only searches that particular book. (Major search engines include Google, Yahoo, Ask, etc. and search the entire internet)

Interactive Websites

Interactive websites allow visitors to perform tasks and get a response from the website, rather than just view information. Common examples of this are:

• Registering for a newsletter
  
• Searching for information
  
• Buying products
  
• Participating in a blog [view a blog here]

Link

Also known as hyperlinks, links are like a portal that can take direct you anywhere. Often links are highlighted, underlined, a different color, or even in a picture or banner ad. When you click on one, it can take you to another website or a different page within the same website.

Navigation

Navigation is your visitors' means of finding their way around your website. With well-planned navigation, visitors can quickly and easily find what they are looking for. It is even more important than the actual content of your website. Various navigation methods can be used, depending on the nature of the site, including:

• Links - buttons or text, usually along the top or left on a navigation bar
  
• Drop-down menus - enabling visitors to go directly to a topic which they would otherwise have to click through several pages to get to
  
• Links on text or images throughout the main site content, taking you to other pages
  
• Ssite maps - like an index - ideal for large sites

URL (Uniform Resource Locator)

The URL is the address associated with a webpage. You can spot it in the address bar of your browser. It usually takes the following form: http://www.domain.com.

Web Developer

Web developers are generally more technical than web designers. Although their skills do overlap, developers tend to specialize more in programming for interactive websites. If your website requires a database of information that visitors can do in in-site search on, you will probably need a web developer.

Website Maintenance

Website maintenance refers to on-going changes to a site once it is published on the Internet. As things change in your organization, your website must be updated to reflect the changes. There is nothing more harmful to your credibility than having out-of-date information on the Internet for all the world to see. Maintenance must be planned for in the early stages of your project. You should arrange for updates to be done as necessary. Decisions must be made about who will manage site content and how. The right option for you will depend on what needs to change and how often. If website maintenance is to be provided by your web designer, an hourly rate or contract fee should be discussed and agreed on.

Have you already mastered Web Terminology 101? Click here to advance to Web Terminology 102.

Think you know your stuff? Then you're ready to hire someone to develop your website. Click here to find out whether a freelance programmer or web design/programming firm is the way to go.

Think we're exaggerating? Look at this short list of ways that business postcard advertising delivers:

• Postcard Advertising is dramatic

A well-designed business postcard is like a small billboard your customer can hold in his hand: the impact can be immediate and dramatic. In today's world of short attention spans, this can raise the effectiveness of your advertising dollar significantly.

• Postcard Advertising is immediate

If you include valuable offer and a call to action, you can start seeing tangible results from your mailing the day the cards hit the mailboxes.

• Postcard Advertising is targeted

With today's technology, you can mail to a targeted list that gives you only the customers you want to receive your postcard. Advertising an established business? You probably already have a database with existing customers' names and addresses. If you're marketing a new business, try purchasing a list of likely customers from a list broker.

• Postcard Advertising is specialized

What do you want your business postcard to do? Get people into your store? Drive traffic to your website? Encourage previous customers to order again? What ever simple call-to-action you need for your business, postcard advertising can say quickly and effectively.

• Postcard Advertising has impact

Don't count on your customers opening an envelope to see your message: a dramatic image or headline on a business postcard is almost impossible to ignore ... and very few of us can resist the urge to flip the card over and at least glance at what it says.

• Postcard Advertising can save you money

Business postcards cost less to produce ... cost less to print ... and cost less to mail than a typical brochure or even a letter. Add the immediate impact of the image and headline, and the benefits of postcard advertising really start to add up.

Today's business postcards come in a wide range of styles, designs, and sizes—meaning you can customize your mailing to fit your promotion, your audience, and your budget. Use the front side of your postcard like a mini-billboard, with a message that can be read and understood quickly and easily. Don't forget the call-to-action!

Once you have a strong graphic and dramatic headline on the front, use the back of the postcard to underscore the message and list services or benefits. Finish the postcard with a call to action, a special offer, and maybe even a testimonial or two.

While today's customer market gets more and more fragmented, targeting customers with a specialized message remains the best use of your marketing dollar. Business postcard advertising is straight-forward, adaptable, and cost-effective: try it and see if it works for you.

Yes, there are, and the little creatures aren't so much creepy as crawly. They won't surprise you by dropping down from the window sill--the spiders we're talking about only exist on the internet. "Spiders" are the nickname given to web crawlers (Web crawler=spider. Get it?)--a program that browses the world wide web. Web crawlers, or spiders, are automated to read the text on websites and index the information for use in search engines like Google or Yahoo!. So in this case, spiders are good--you WANT them to crawl all over your web site so you get more attention from a search engine.

Ok. So how do I get a spider to crawl my site?

One way to get web crawlers to index your web site is to submit the URL [What is a URL?] to a search engine (Example: http://www.google.com/addurl/). Many search engine optimization firms swear by this process and have made a lot of money charging for it. However, there isn't much evidence that submitting your site is essential or even helpful to being noticed.

Whether you submit your site or not, it can still take months to show up in a search engine. Why? Because search engines depend on credibility. It's similar to a new restaurant moving into your neighborhood: no one has ever heard of it before, so at first, it may not have many customers. But, if your neighbor eats there and tells you it's delicious, you're likely to believe him. The more people that tell you the food is great, the more credibility it gains. Eventually you may go and try the food for yourself. Search engines work in the same way. If other sites are linking to your site [What is a link?], it's like they're all telling the search engines that you're good. Even so, it can still take up to 9 months or more to gain the credibility it takes to get good search engine rankings and more traffic [More about Search Engine Rankings].

Make it easy for the spiders to crawl your site

You really do want these little guys running rampant around your website: They won't leave cobwebs to clean, AND they'll even help you get noticed in search engines. Leave them a path to follow by creating a site map. A site map is a diagram like a blueprint or outline showing all the components of your web site. Spiders love these because they can crawl through them quickly and efficiently for indexing. The more detail you put in the map, the more there is for them to explore and record. You can put a site map on your web pages or even submit it to a search engine.

So, even if real spiders give you the heeby-jeebies, there's no need for arachnophobia with search engine spiders. They're helpful to your web site and won't cause you a bit of trouble. Just remember, it can take a long time for your site to show up, even if your site is being crawled.