While those to try to stuff unrelated keywords into their web pages or employ deceptive practices in their web page content will eventually find their due justice with search engines, many innocent web owners are concerned about duplicate content on their sites.

We’re here to clear the myth about duplicate content. Duplicate content is not spam. It is not a deceptive SEO practice. It is not keyword stuffing. Duplicate content is simply identical or nearly identical content found on your website or on other website domains. Duplicate content is not penalized; it is merely filtered.

What is Duplicate Content?

Say for instance that you write an SEO article and post it to your company website blog. Then you also submit your article to other article databases. Your duplicate article may be found by search engines during a routine search for keywords you included in the article. However, instead of listing each and every one of the articles found on the internet, the search engine will most likely filter out the duplicate content and list only the most pertinent link on its results page.

You may also have duplicate content on your own domain under different URLs. If at all possible, see that each of your web pages contain unique content and do not have the same full information twice.

Some third party software may be guilty of duplicating URLs, particularly WordPress. WordPress allows users to include tags and categories for the posts they create. However, multiple tags and categories in the same post can cause WordPress create multiple URLs depending which tag or category is clicked by a user.

For instance, if you write an article about dog training and tag it with keywords like “dog training” and “dog handling,” WordPress might create two separate web pages for each of those tags.

Why do Search Engines Filter Duplicate Content?

The search engines simply want to provide the most relevant and unique results for a search. Rather than list an entire results page with links to your identical article found on multiple domains, your article may be listed only once along with additional links to other relevant information. This helps give their search clients the best available information in the smallest space possible.

Search engine algorithms are sophisticated and are typically able to determine when a particular URL’s content is duplicated elsewhere. While your duplicated web content may be simply weeded out by search engines, you are safe in the knowledge that it is not a penalty against you for using spamming or other deceptive SEO techniques.

Chances are you haven’t. However, what you don’t know can hurt you, especially when speaking of your reputation.

Why an Online Reputation is so Important

A good reputation is, of course, important for your personal life, but it is often just as important for your professional life. If you are in any type of position that relies on relationships with other people then you should definitely be concerned about your online reputation.

A good example of the importance of a good online reputation is Carolyn Capalbo, a well-known REALTOR in Virginia. Carolyn Capalbo, despite her successes in the real estate industry, could not escape the fact that she shared the same name with Ashley Dupre’s mother (the infamous call girl who was involved in the sex scandal with Eliot Spitzer).

Carolyn Capalbo was now dealing with clients Googling her, only to find information (and sordid photos, mind you) of the other Carolyn Capalbo. She quickly understood that her reputation was at stake and that, simply because of search engine results, the REALTOR Carolyn Capalbo was being undermined by the other Carolyn Capalbo and the scandal that surrounded her.

What does the Internet say about you?

What are people saying about? What are people not saying about you? If someone Googles your name, what can they expect to find?

If you don’t know the answers to these questions then you owe it to yourself to discover just how important your online reputation can be. And perhaps the biggest influence when it comes to online reputations is social media networks.

The Key to a Great Online Reputation: Social Networks

Even if we don’t use them, we surely know them: Twitter, MySpace, Facebook and the like. Americans today use them to post thoughts, opinions and questions; they also use them to keep in touch with family and friends and even connect with long-lost friends and family. However, perhaps most importantly, they use them to get the word out about themselves and others.

Perhaps the best way to become engaged in the online community is to become part of it. In other words, if you can’t beat them, join them! If you notice negative comments about you online, or if there’s simply a lack of information about you, then you may want to consider actively engaging in one or more of the Internet’s most popular social networks.

Social networks give you the opportunity to engage others in your business; they allow you to provide useful information; they allow you to refute any negative words written about you or your business; and they draw a considerable amount of attention to your business.

In the end, social networks are here to stay, so it pays to become actively involved so that you, too, can build your online reputation.

Facebook does have limited visitor information you can browse through their Facebook Insights feature. However, the information is restricted to fan interaction and does not provide data about visitors.

What you need is a tool like Google Analytics that can provide you with specific and detailed demographic information about your Facebook fan page visitors. Alas, Facebook does not allow JavaScript to be added to their member pages, making Google Analytics seem out of the question.

However, by taking a few additional steps and using the free and open source Facebook Google Analytics Tracker (FBGAT), you can easily apply the Google tracking program to your Facebook fan page. Here’s how:

1. Open Your Google Analytics Account

First, you need a Google Analytics account. If you already have an account, you simply need to create a new website profile on your account for your Facebook page. If you do not have an account, opening one is easy and free.

Upon request, check the “Add Profile for New Domain,” and type in “Facebook.com” at the domain URL section. Once you have set up your new website profile, Google will provide you with a tracking code, usually two letters followed by eight digits. Google will also ask you to activate the new website, but you do not need to do this step.

2. Generate FBGAT IMG Code

Since you cannot use JavaScript on Facebook, you must add a new IMG code that Google Analytics can follow. This is easily produced by the free open source tool provided by the Web Development Company in London.

Simply enter the four required items:

Analytics Code – Enter the tracking code provided by Google.
Domain on Analytics – Enter the Facebook domain (Facebook.com).
Page Link – Simply enter a page name you will recognize on your Google Analytics account.
Page Title – You can name your tracking page.

Then click “Generate Code” and you will have a line of html that you can copy. Remember, you’ll need to generate a separate line of code for each Facebook page you want to follow.

3. Add FBGAT Code to Facebook

Facebook does allow you to customize your fan page with additional html code, but you must install the Static FBML app to your Facebook page. You can find it on the Static FBML Facebook page.

Simply click “Add to my Page.” This will add a box to your fan page where you can paste your newly created IMG code. It is suggested to add the code at the top or the bottom of existing code so you do not disturb the functionality.

Once you have pasted and saved the code, Google Analytics will automatically begin tracking your Facebook page. The html you pasted contained the tracking code that Google will follow, and you can begin reading your stats within the next 24 hours

However, many landing pages designed by web marketers are useless. They are distracting with too many images, too long for a reader to scroll through, or contain absolutely irrelevant information related to the keyword subject. Readers quickly bail and hit the “back” button.

Why do so many landing pages fail to accomplish their goal? Landing page designers fail to incorporate these important details into their capture page.

Treat Your Readers Like 4-Year-Olds

Why is this important? Like a toddler or preschool child, an internet user has a very short attention span and is easily distracted. If your landing page doesn’t satisfy a reader’s curiosity and answer direct questions right away, you can kiss that customer goodbye. Your job is to grab their attention and keep them focused through your entire landing page spiel.

Keep Landing Pages Short

You have probably ended up on a landing page at one time that contains about a book-length of text all on one page. Lengthy sales copy may work for mail advertisements, but with internet users you must get to the point quickly. Don’t include so much text that it takes forever to scroll through. Instead, write concise text copy that the reader will have an easy time completing in less than a minute.

Write Simple Sentence Blocks

Internet readers have an easier time reading text that is in short sentences and is in narrow columns. Don’t let your text read across the entire screen. Make sure your text blocks are in 2 or 3 inch columns for easy reading, and include only 2 to 3 sentences per paragraph.

Avoid Image Distractions

It is tempting to include a variety of images on a landing page to keep it interesting, but it usually ends up distracting. Use simple text navigation. Include only a few images or photos that are absolutely pertinent to your landing page subject.

Build Trust with Readers

Since landing pages are usually from advertising links, readers are automatically skeptical. Try to build trust right away with your readers. Include brief customer testimonials. Display your professional logo. Showcase awards and certifications. Write a brief “About Us” bio on your landing page, and even a privacy policy to ensure the reader their information is valuable and can be trusted with you.

Give a Clear Call to Action

Many landing pages fail because they simply do not tell the reader what to do. Make it clear to the reader as you guide them through your landing page of what action they must take to receive the benefits of your offering. Include prominent links. Highlight text with instructions, and provide obvious blank information forms. Your readers will more likely respond when they know exactly what to do.

You also know the importance of spreading your expertise and getting additional publicity outside your own blog. You can do this by writing for other blogs as a guest poster, regular contributor, or even as a staff writer. But getting the attention of blogs you would like to work with is not always easy.

If you find a list of blogs that look great for your expertise and experience and want to contribute to their property, it is important that you take the right steps to approach them. Here are a few tips.

Determine if They are Accepting Contributions

You may be able to contact a blog owner directly through a “call for submission” link. Many blogs offer guest writing positions and guest blog posts from others. Check the blog for “contributions” links that explain their process, and follow their directions to the letter. If they say “no emails,” then use their own web form to submit your idea. If they want writing samples and a CV, send them as directed.

Ask the Blog Owner for Advice

One of the best ways to get the attention of a prominent blogger is to simply ask for advice. Contact the blogger and say how much you respect their opinion on certain subjects. Ask a question or advice on your own blog. Forming this relationship could benefit you in the future as a guest blogger or writer.

Write Your Own Posts about the Blog

Make mention and include links to your chosen blog(s) in your own blog posts. It is quite possible they check their stats for referral traffic and will find your blog. If you do this, be sure to say positive things about the blog and the blog owner. Write a post that highlights a topic posted by the other blogger. Mention the expertise of the other blogger in your posts. If possible, even try to conduct an interview with the blogger and write a complimentary blog post. Indeed, brown nosing can be a great tool for your blogging.

Research Alternative Contact Info

A blog owner may include only a web form submission contact form. But surely they have an alternate email or other contact, right?

Perform searches through Google about the web owner. Find out where he or she has posted previously on other blogs and websites and whether there is an email contact at the end of the post.

You might also research the blog company if it is registered through a state’s business registry. A postal address may be gleaned from this research where you can send a personal letter addressing your interest in the blog.

Getting another blogger’s attention can be done. You just have to find ways to sift through the clutter of everyone else’s comments and avoid getting lost in the inbox.

Generating an Effective Campaign

Part of an effective public relations campaign is getting members of the media, both online and off, interested in your story. And when a journalist is interested where do they go for information? The first thing they will do is check the press center URL you provide in a press release. They will also most likely perform a Google search, or perform other major search engine research on your company. What will they find?

Your first job in managing media relations is to make their job easy. If they are looking for additional information on your company, they should have no problem finding SEO content through an internet search, and finding a contact for you or your media person at your company.

Social Media Enhances Results

Do you have social media accounts that journalists can search for? You should. A social media site is a great place for a journalist or press member to gather additional information. Simply searching a popular social site like Facebook, Twitter, and LinkedIn can turn up your account. Use those social media accounts wisely. Provide strategic status updates. Provide links to your website and other important sites about your company. A journalist who finds interesting information from a social media site will also likely include a link to your page in their story or blog. So as you can see, keeping an updated social media page can help both your media relations, and potentially gain more traffic through the press.

Journalists often don’t have time to set up full interviews or perform a lot of research. In the case of a tight deadline, they are likely to perform quick Google searches about topics they are writing about. You should make sure that if your business or company is within their topic range, your information should show up on search results.

Remember to keep your website content optimized for internet searches. Any blog updates you post should also be written with specific keywords in mind that pertain to your business and industry. A journalist doing a quick search for “antique book experts” should be able to find you and your website if that is your industry.

And lastly, in addition to all your own PR campaigns, you must have an updated press center on your website. A press center is a web page that contains links to all your company press releases, news stories, and links to your social media sites as well. Keeping this page updated will make it much easier for journalists and other press to get the information they need, and find a contact for further information.

How is this good news for your business? If you have been faithful in creating social media pages and building a fan base of followers, your SEO status updates can now be found on search results. This could ultimately boost your business revenue by directing more traffic to your social pages and business website.

Google is the world’s largest real-time search engine. Combined with the world’s largest social platform, Google now has access to millions of bits of the hottest information that can be featured on query results. Will your business be one of them?

Keep Your Facebook Public

One of the restrictions in the Facebook search feature is that Google will only browse status updates that are ‘public’. That means if you restrict your business page to fans only, or friends of fans, your status updates will not ever show up in Google Searches.

You must verify that the privacy setting on your Facebook page is set to ‘public’ so that anyone can see your updates, and Google will have access to search your updates to determine a ranking in their search results.

Since Google’s announcement of Facebook search results, there have not been very many showing up on results pages. However, it has only been a few weeks, and with so many millions of businesses using Facebook, it is likely that they will soon be featured prominently.

Get Onboard Facebook Now

If you don’t have a Facebook page for your business, now is the time to do it. Setting up a business page is free. Once you have written and posted your business profile, you can begin acquiring “fans” who follow your status updates. You can upload photos, videos, and post links to your website and other pertinent sites that might be of interest to your fans.

One thing you must be careful of in using your Facebook business page is promotions. Though you can update your status with links to your website and tell your fans of current sales and other happenings, Facebook puts heavy restrictions on using their platform as a promotional tool. That means using Facebook to administer promotional activities like contests, competitions, or sweepstakes. Be sure to get written approval from a Facebook account rep before administering any Facebook promotion.

Social media has been growing in popularity as a business marketing tool. And many bloggers and online marketing specialists have touted its benefits. Now with a search engine feature built into the popular social platforms, you have no excuse to avoid a social site like Facebook, especially if SEO is part of your online promotional strategy.

Promote On Your Own Business Website

Your own official business website is the first logical place to promote your business blog. Utilize space on your front or landing page where you can link to your business blog.

At minimum, you should include a link to your blog on your business website’s navigation bar. If you want to promote your blog to your website visitors, save some space on your front page to include a short RSS feed of your blog where readers can read the latest headline and the first few sentences. They would need to click on the “more” link to read the full article.

Use Catchy or “Sticky” Headlines

Your blog post headlines, like any copywriting headline, accounts for about 90% of whether a reader will continue reading the full blog post. Attract readers by writing catchy and attractive headlines that sparks the curiosity of readers. For instance, headlines that might resonate with a potential readers could include, “The 5 Worst Mutual Funds”, “10 Sure-Fire Ways to Boost Revenue”, or even use celebrity names like, “3 Ways Cesar Milan, the ‘Dog Whisperer’, Can Help You Control Your Pets.”

Utilize Social Media

Building your social media platform has benefits for your business blog as well. If you have been following strategies to gather ‘friends’ and ‘followers’ via social media sites such as Facebook and Twitter, you can promote your business blog with quick status updates. Tell your followers that a new blog post is up. Use your catchy headlines to attract readers to view more. And always include a link to your blog. If you must shorten it, use link reducing generators like http://bit.ly or http://shorturl.com.

Include Other Popular Industry Blogs

Your business blog is another cog in the industry blog wheel. Get involved with the momentum by linking to other informational blog posts, writing posts about another controversial or helpful blog post, or even do an interview with a popular blogger in your industry.

Use Print Material

Don’t forget to promote your business blog offline as well. Print your business blog URL on all your marketing material, including business cards, letterhead, and especially any sales letters and brochures. You should also include your business blog URL on any press releases you send out. And encourage your employees to include a business blog link or URL at the bottom ‘signature’ of every email that gets sent from your company.

Your business blog promotional tactics are the steps you will take to build your blog readership. The key to gaining readership is persistence in promoting your blog. The more ‘buzz’ you can generate to get the word out about your business blog, the more readers you will gain.

There are a few things you should keep in mind to get more impressions. First, for a single keyword only one ad per account can be shown. It is not relevant how much you have spent. There is no certainty that spending more than your budget will lead to better results and your ads will be shown every time.  The final verdict hence changes from case to case. These pointers will help you maximize the PPC impressions you have.

The fact that spending more money doesn’t guarantee you all the impressions you need shows that things are not always as you think they are. Even if you have an unlimited budget you might get only 20% of the available impressions. It is not the money here which does the trick. You need to explain to the clients that spending large amounts of money cannot guarantee them anything. The reason is that there are innumerable advertisers on the internet and Google is trying to show everyone’s ads. It’s just a way of maximizing their earnings as well. This might have something to do with the CTR or the CPR or maybe some other cryptic algorithm Google uses.

There are various ways to maximize the PPC impression share; that is, increasing the percentage of the available impressions for the chosen keywords. These ways do not necessarily need an increment in the budget. These are just the small tricks or strategies that you can apply to get the most out of the available resources. Selecting the right keywords directly correlates to the CTR. The CTR correlates to the quality of the ad. It is essential that granular ad groups be created. This will only help in the process and maintaining the quality of the ads. The testing and writing of good ads also needs to be maximized. Negative keywords also add to the overall maximization. Keywords in ads in general help a lot.

There is an option of accelerated ad delivery in the Campaign Settings. This can be used to your advantage too. Normally, a standard delivery rate may or may not get all the required impressions. However, with accelerated ad delivery the chance that you get most of the impressions increases. This certainly requires you spending more money regularly. Thus in this case, increasing the budget can almost assure you faster ad delivery with maximized impressions.

One important factor which contributes greatly in your ad position is the bid. By increasing your bid you have a better chance of your ad getting more impressions. If you try to find out whether higher placed ads get more impressions or not, you will see that AdWords acts weirdly.

Another way to get more impressions is to adjust keyword match type. The more broad the keywords the more the number of impressions they generate. In fact, a broad keyword generates more impressions that a phrase. You can also use negative keywords as broad keywords. They do not pose any threat to the relevancy of the ad or the product. The advertiser might not mind the realities of expanded broad match because he is mainly looking for market dominance.

You might need to adjust the regional or placement targeting parameters as well. The number of impressions is limited when geotargeting comes into picture. If you want your ads to be available beyond geotargeting query parsing helps directly. You can hence create complimentary campaigns for different geotargets and optimize the amount you have to spend and eventually maximize the impressions.

With over 3 million global users, companies now have a very convenient way to contact current customers and gain new customers to ensure further growth potential. The exact ways these businesses are doing just that depends heavily upon the business itself. One of the best tactics to take is a very direct approach and to deal with current and possible customers on a very personal basis. Two companies, Comcast and Southwest Airlines, achieve great results by using Twitter to reach out to customers.

Comcast

High-speed internet, cable, and phone service provider Comcast jumped onto the social media wagon quickly and with a purpose in mind. The company uses Twitter to give their customers another avenue for support.

Frank Eliason, Senior Director of National Customer Service Operations for Comcast, manages the Digital Care Team that assists Comcast customers all throughout the Web. His Twitter account, ComcastCares, is active daily and is full of personal responses to customers with issues and concerns. Along with him, there are nine other Twitter users whose sole purpose is to provide customer support.

A perfect example of how well this use of Twitter has panned out for Comcast occurred in April of 2008. Michael Arrington, founder of TechCrunch, expressed his major dissatisfaction with the cable company when traditional support measures were not having the effect he desired. ComcastCares picked up on the messages being left on Twitter regarding this fiasco and called Michael personally to attend to his issues.

Because of this well-thought out plan of support through social media and its exemplary execution, Comcast has lead the way for other businesses to follow suit.

Southwest Airlines

Southwest Airlines uses Twitter as a way to personally connect with customers. The company not only talks one-on-one with Twitter users but it also uses the service to inform their customers of upcoming deals and bargains. Some users have even reported of the company’s Twitter account contacting them directly to let them know how to save even more money on airline tickets.

March, 2008 David Armano had wrapped up a flight with Southwest and, in passing, mentioned the convenience and ease of using the two-button check-in offered by the airline at the airport. The Southwest Twitter account picked up on this and sent Mr. Armano a personal thank you.

Taking the time to become more personable to current and future customers is one way for a business to excel using Twitter. Southwest Airlines clearly has this down pat.

Final Thoughts

Twitter can be a very powerful tool if used correctly in creating and managing an online reputation. There are many ways of going about this and the preceding two examples show how a very direct and hands-on approach can establish the kind of reputation every company desires. One that is proactive, supportive and reactive when the need arises.