Karl Ribas Consulting Blog

Facebook Fan-Page Review w/ Insights

karl@karlribas.com (Karl Ribas) — Tue, 16 Feb 2010 16:47:03 PST

Exactly one month ago, I created the "Karl Ribas Consulting" Facebook Fan-Page as a way to connect with my industry followers and friends outside the confines of my personal Facebook profile - you can actually read more about this here. In any event, I thought today would be a great day to recap my experience thus far, and share with you the little bit that I’ve learned.

My experience with managing my own Facebook Fan-Page has been absolutely great. I’ve managed to build up a following of 200+ very supportive fans, and have been able to contribute at least once every day. The best part about this whole experience, however, is that I am no longer annoying my audiences with content that isn’t meant for them. Before my fan-page, I found that I was annoying personal friends with posts pertaining to work, as well as annoying work friends with updates pertaining to my personal life. This new arrangement works so much better for me, and the people I connect with.

Moving forward, another perk to having a Facebook Fan-Page is that I can actually get to know my industry followers a bit better. Facebook provides Fan-Page owners with what is called "Facebook Insights" - a series of analytics and graphs that highlight useful details pertaining to one’s fans, and how they interact with the information that is being published. With this information, I can see the number of fans that I have, the age and sex of my fans, how my fans have grown over time, the number of interactions my page has encountered over time, and a multitude of other general stats that are specific to my page and fans.

How does knowing these kinds things help me, exactly? Well, on the surface this information doesn’t tell me a whole lot. However, if I put my marketing cap on and dig a little deeper, I can find a few tid-bits of information that will help me to better manage my page. For example, one thing I noticed when reviewing these stats is that I get a much better response from fans when I post questions or highly opinionated statements. Therefore, if my goal is to create interactions and engage my fans with conversation, which it is, then I should post more questions and opinions as opposed to facts, tips, or links to articles. It makes sense really.

In closing, the following are a few snap-shots taken over the weekend which highlight some of the data that I am given access too. Enjoy.

6 Ideas For a Better Hootsuite

karl@karlribas.com (Karl Ribas) — Wed, 10 Feb 2010 18:01:10 PST

Hootsuite, for those that may not be familiar with it, is a free, kickass social networking web application that provides social media users with a way to send updates to their Twitter, Facebook, LinkedIn, Ping.FM and WordPress accounts with just one publish. However, while publishing to multiple social channels is certainly a wonderful perk, in my opinion, it is not what makes this application amazing. What makes Hootsuite so amazing is the suite of secondary tools that accompany one's free account - tools that make managing multiple social media channels across multiple client campaigns very easy to do.

What are some of these tools? Some of my favorite features include the ability to create personalized Twitter and Facebook streams for monitoring updates (created using columns like TweetDeck), the ability to create and then schedule tweets to be published in the future, the ability to track click-data and see how people are interacting with your messaging, and the ability to auto-publish using RSS feeds. For a complete list of other tools and features, I encourage you to visit the Hootsuite site.

I am proud user of Hootsuite, and have been for nearly a year now. Hootsuite is a platform that I highly recommend using if you're a person using Twitter or Facebook for marketing purposes - as a way to engage customers or build a bigger, better brand for yourself or your company. I personally use Hootsuite multiple times each and every day (including weekends) as an easy way to manage and maintain control over my personal social marketing initiatives, as well as those of my clients. Using Hootsuite will make your social marketing life so much easier.

With that being, as is the case with any tool, program, or application, there is always room for improvements; there is always something that can be tweaked or added that will greatly improve the overall user-experience. The following are 6 ideas and suggestions that I'd like to offer to the @Hootsuite team, as I believe these would make fine additions to an already superb product.

1. Automatic Private Message to New Followers
I would love the ability to send an automatic direct message (private message) to each new Twitter follower I receive. This feature would come in handy as I could create and automatically send semi-personalized messages to my new followers - something like "thanks for following me" or "I'm an Internet marketer and post on these topics". I could also use this option to engage them with direct marketing messaging. Currently, I have to enlist the services of a platform called SocialOomph to do this, but would much rather keep all my activity under one roof... the Hootsuite roof.

2. Allow for more than 10 RSS/Atom Feeds
Hootsuite has this amazing feature that allows users to link RSS feeds to their account and create custom messaging so that when an RSS feed is updated a tweet or update is automatically generated and published to selected social networks. This is a great tool for syndicating a company blog and/or an industry news site directly into one's twitter or Facebook stream.

However, the problem that I have with this feature is that Hootsuite limits users to only 10 feeds. Obviously, having an unlimited number of feeds is probably out of the question, but I strongly feel that 10 feeds is too limiting, especially when considering that their platform was built to help social marketers manage multiple campaigns at the same time. I would love to see Hootsuite extend this limit to something like 20 or 30 feeds per account. Currently, I am using TwitterFeed to manage my overflow of RSS messaging, but, as I previously said, I'd much rather keep such activity under one roof.

3. Provide a Post After or Post-fix Option for RSS/Atom Feeds
When customizing RSS syndication for your account, Hootsuite allows users to enter a 20 character prefix that will be added to each of their auto tweets/updates. What I'd like to see provided is an option that will allow users the ability to also add a 20 character post-fix to each tweet/update. This option is currently available with TwitterFeed, and I love using it. I use this feature to better customize my auto-messaging by appending a "call to action" or a closing statement to each of my RSS updates.

4. Create a Full Version iPhone App
Yes, Hootsuite has a downloadable iPhone app and yes it is extremely cool. The app syncs directly with the main web application, and provides users with the ability to manage their Hootsuite account via an iPhone. However, the problem that I have with the Hootsuite iPhone app and one I'd like to see addressed is that it is very limiting in that it only works with Twitter, and none of the other social networking channels the main platform works with. I'd gladly pay for a full version iPhone app - one that allowed me to access all my tabs and publish to multiple social networks - and I'm fairly certain many others would as well.

5. Side-ways Keyboard compatibility with iPhone
This would seem like a no-brainer, but for whatever reason Hootsuite doesn't utilize the iPhone's side-ways keyboard compatibility - where if the phone is turned on its side the keyboard and message area also turn and become wider. This feature would make it easier for fat-thumbed individuals, like myself, to enter updates.

6. Spreadsheet Upload for Future Tweets
One of the coolest features, if not the coolest, that Hootsuite offers is the ability to create tweets / updates and schedule them to be posted at any day and time in the future. This is great tool for say small businesses that wish to participate on social media channels like Twitter and Facebook, but are very limited in the amount of time they can allocate to doing so. Small business can create their Twitter and Facebook messaging when time allows, and schedule them to be posted during those times that aren't convenient to do so.

One addition to this great tool that I'd personally like to see made available is the ability to create and upload future tweets/updates via a spreadsheet. I currently use a spreadsheet now to manage my messaging (as I imagine most people do when planning social marketing campaigns using Twitter and Facebook), and it would be amazing if users had the option to simply upload their excel file directly to Hootsuite. This would eliminate having to copy and paste each update separately, which would make me and other users extremely happy.

What do you think? If you're a current Hootsuite user, which ideas and features do you have or want to see implemented?

For My Fellow Mobile Geeks

karl@karlribas.com (Karl Ribas) — Wed, 10 Feb 2010 17:27:40 PST

(hint: you'll need a barcode scanner app that can read QR codes... i recommend Mobiletag.)

The Karl Ribas Fan Page

karl@karlribas.com (Karl Ribas) — Wed, 10 Feb 2010 16:58:42 PST

I've been a fan of Tamar Weinberg for quite a while now. I enjoy reading her blog, tweets, facebook updates, and the little bit of what I've been able to read thus far from her new book, The New Community Rules: Marketing on the Social Web. She is an expert in every sense of the word, and is a big part of the reason why I now have a "Karl Ribas Consulting" fan-page on Facebook. Let me explain.

In our industry, "friend requests" and "follows" from colleagues, conference buds, or even from people you've never heard of before but share the same job description as is quite common. I've learned to accept this. I understand that building up social profiles is a big part of what it is we do for ourselves and our clients, and therefore I play ball. However, I've always felt that Facebook was a different animal altogether.

In a recent blog post, Tamar touched on a topic that was, coincidently, something I too had been dealing with for quite some time - handling work-related friend requests on Facebook. Tamar writes:

"One of the questions I get asked very often is how employees are supposed to cope with incoming friend requests from their clients, bosses, and individuals they have a working relationship with through their place of employ. While there's no clearly defined rule (it's a question of personal preference), I usually urge the person not to be resentful or offended if the relationship gets ported over to a professional network or other public space (such as a Facebook Fan page)."

For me personally, Facebook isn't a social media platform where I feel that numbers even matter - at least when it comes to personal pages. I would much rather have a smaller, more relevant list of friends that know me, interact with me on regular basis, and understand my need for privacy, than to have my personal life syndicated to individuals that don't, or otherwise became my friend to learn and share work-related information. My problem, up until a few days ago, was determining where to draw the line. I didn't want to snub my fellow marketers by ignoring their friend requests, but at the same time I knew my personal Facebook page was not the appropriate medium to share "work-related" updates. This is where the Fan Page comes in.

As Tamar outlined in her post, I created a Facebook Fan Page for the following reasons:

1. A Fan Page allows me to engage my business contacts on a professional level, thereby providing website design and marketing related tips, tricks, ideas, and updates, without annoying my family and friends.

2. A Fan Page provides business contacts with a way to connect with me through Facebook that doesn't otherwise subject them to updates regarding my personal life, such as which video games I'm playing, TV shows I'm watching, movies I'm renting, food I'm cooking, or restaurants I'm dining out at. These contacts are only interested in my life as it pertains to work and through a Fan Page they can get that information, and only it.

3. A Fan Page allows me the freedom of being both personal and professional on Facebook. I am no longer having to second guess my updates wondering if they were too personal, or too business related for my stream.

With that being said, if you'd like to connect with me on Facebook and engage in some true geek-speak from a website design and marketing point-of-view, then I certainly encourage you to check out my new business Fan Page, and become a fan today.

"Twitter: Tips, Tricks, and Tweets"

karl@karlribas.com (Karl Ribas) — Sat, 02 Jan 2010 10:16:42 PST

Happy 2010 everyone! I hope you all are off to a great new year.

A couple of weeks ago while I was attending SES Chicago, I did a little shopping at the conference book store and had picked up a few quick reads. In addition to purchasing some of the more popular titles written by our industry's leaders, I also bought a few books pertaining to social media marketing - specifically ones on marketing with Twitter, YouTube, and Facebook. With my recent surge in downtime due to vacation and holiday hours away from work, I decided that now was a great time to dive in.

I just wrapped up a quick little read titled "Twitter: Tips, Tricks, and Tweets" by author Paul McFedries, and thought I'd share my thoughts on it. First off, I'd like start by saying that I am an avid Twitter user and have been Twittering since June 2008. I am very familiar with the Twitter platform and the countless number of applications that are available and can assist with improving one's experience. I purchased this guide not because I needed a crash course on the subject, but rather for two other reasons - I value learning other points of views on such topics and I'm a firm believer that no matter how experienced a marketer is one can always find a "gold nugget" if they mine in the right places.

One excerpt from the book highlights what we marketers believe to be true:

"If Twitter can influence our political opinions, could it also determine what we buy? Some of the world's biggest brands hope so, and many have jumped into Twitterland with both feet. Some use the service for product announcements, while others post responses to questions and complaints from customers; some even hosts contests to win free products and services."

So, did I find a gold nugget? Yeah... I found value in this read. Among other things I learned that Twitter accounts can be downloaded via a hidden XML feed and imported into excel for evaluation. I also read about all the exciting things that twitter bots are capable of, that there is an entire directory of twitter text commands for mobile use, and that apps such as TweetBeep and TweetVolume can be leveraged for competitive analysis and brand management.

This book was an easy read and written in away that made learning the many social quirks of using Twitter easy to understand. Without a doubt, I am recommending this book as a beginners guide to using Twitter for those individuals and companies looking to start using twitter. However, at the same time, I certainly wouldn't discourage veteran twitter users from picking up a copy either.

Google Voice Review

karl@karlribas.com (Karl Ribas) — Sat, 28 Nov 2009 18:08:00 PST

I've been using Google Voice for a few months now, and for the most part I am fairly pleased with the service.

Google Voice, for those that may not know, provides users with a phone number (new, free, and your choice) that you can use to tie in all of your phones. This means that you can give out one number to family, clients, and friends, and depending on your settings you could have all calls associated with that number transferred directly to your cell, office, home or any other phone you might own. In addition, Google voice offers some pretty neat features such as a digital voicemail box and the ability to transcribe voicemails to text and email.

As cool as the service is though; I do have 5 suggestions that I'd like to share in which I believe would make the service better.

Day-Parting Features
I think it would be really great if Google Voice had day-parting features. A day-parting feature would allow users the ability to outline basic rules for how they would like Google to handle their calls. For example, while I am home for most nights and weekends, I do put in 40+ hours of work a week at the office. It would be great if I could program Google Voice so that during those "work hours" it transfers all calls associated with my number to my "work phone". Additionally, I'd want Google to transfer calls to my cell, home phone, and my voicemail during other specific day and time slots. How awesome would that be!

Caller ID Rules
I may be on an island with this idea, but I think it would be fantastic if I could create individual rules for how Google is to handle calls from specific numbers. For example, I'd like to have all calls from those individuals on my "A" list (close friends and family) to be transferred directly to my cell. Meanwhile, I'd like to have all calls from those individuals on my "B" list (my bosses, co-workers, and clients – jokes) to be transferred directly to my digital voicemail. Lastly, I'd like to have all calls from those pesky people in my life who can't seem to take a hint to be transferred nowhere - let it ring on their end, and do not notify me of any missed calls.

Usage Analytics
I'd like to preface this idea by letting you all know that I am a person that is really big into tracking and analytics. With that said, I think it would be great if Google Voice featured a reporting section that shared basic usage stats such as the total number of calls your Google number has received, a breakdown of how those calls were transferred throughout your numbers, the average call time, and other basic stats.

Multiple Voicemail Messages
While this is a feature that is said to already be included with the Google Voice service, I have yet to discover exactly how to utilize it. In any event, I'd like to be able to create multiple voicemail messages that can be applied to specific groups of callers. For example, I'd like a custom message that only my friends would hear. In addition, I'd also like one created for my family, one for my clients, and one for others. I should probably consult a technician or a help file, but in the event this isn't a feature, it definitely should be.

Voice Translation
While this feature is very cool in theory, I believe that it still needs a little work as many of the voice messages that were transcribed for me were in fact way off. I originally thought this was a one time issue or a mumbling caller issue, but it seems to happen quite a bit.

Ask's PPC Platform Blows

karl@karlribas.com (Karl Ribas) — Wed, 09 Sep 2009 18:04:15 PDT

I'm sorry. As bad as that sounds... there is absolutely no other way in which I can politely stress my point all the while still express the frustration that I have for the Ask Sponsored Listings platform. It's time for a rant.

Let me be clear... I have no beef with their technology or even their sponsored search network. I happen to think that Ask has done very well on both of these fronts. However, the problem I do have is with the platform's interface. I find their interface to be extremely difficult to use which in turn makes managing a paid campaign very difficult to do - almost to the point where I'd rather my clients didn't advertise on ask. This is a problem and it needs to be addressed.

In my 6 year tenure as a search marketing professional, I have not once come across a PPC interface as difficult to use as Ask's is. Not Google. Not Yahoo!. Not MSN. Not Kanoodle. Not Enhance. Not 7Search. Not FindWhat. Not anyone. To me, it is almost as if Ask took a long look at what other PPC platforms had done with their interfaces and decided to do an about-face and march the other way. I certainly understand the need and desire to be unique, especially in a space as competitive as search, but to ignore certain industry standards when it comes to navigating the platform or even creating and editing campaigns is a horrible mistake.

Originally, I wanted to share specific details about the interface and why I believe it is both difficult and confusing. However, in an effort to avoid further badgering on my part I've decided to axe those paragraphs and cut this post short. I may or may not come back to this subject in the future.

In any event, am I sitting alone on an island here, or do you feel the same way? I'd love to hear your thoughts as they pertain to the Ask Sponsored Listings platform.

Wordtracker's New Keyword Tool

karl@karlribas.com (Karl Ribas) — Mon, 14 Sep 2009 13:07:21 PDT

I've been playing around with new Wordtracker Keyword Tool for a couple of months now and would have to say that I'm quite impressed with its new look and functionality. In my opinion, this new version is 100 times better then previous models and its interface is easy to use and understand - which wasn't always the case with past keyword tools.

To fully understand my excitement for some of the new features I'm going to be talking about, you would have had to have used the previous keyword tool. Features that are often considered as standard amongst keyword research tools, weren't exactly made available on Wordtracker. It is for this reason that I am very excited to see so many new features being added to the tool, with future updates coming every day.

So what are some of these new features? The following is a list of 6 new updates that in my opinion have helped the new Wordtracker Keyword Tool to stand out from its predecessors:

1. Finding Keywords.
While the process for starting a new keyword research project hasn't changed all that much - you still need to enter "starter" keywords (as shown in my first image) - the number of search options that are now available to users has. Users are now given options to help them better deal with match types, misspellings, plurals, and adult related keywords all the while allowing each user the ability to determine the relevancy and complexity of their keyword research.

One other interesting new feature that pertains to how users find keywords is the way in which the research results are displayed. In the past, a list was generated to the side of your initial search and users would have to click on the keyword itself in order to add it to a compiled list (sort of like adding a product into a shopping cart). However, now a more complete list is generated according to the parameters set forth by the user and it features all the relevant keyword options at one time. Users can then "keep" or "discard" keywords at ease by selecting the associated check box next to the term.

2. Selecting / Deselecting Keywords Results.
As my previous picture highlights, users can now choose to keep or discard keywords by simply clicking on the check box associated with each search term. However, a new feature that really helps to sell this idea is the select / deselect keyword feature - basically a list of options that allow users to quickly manage their research results.

I personally enjoy being able to remove all non-relevant variations of keywords in one quick swoop. For instance, let's say your company sells pickles but not pickle recipes. To quickly remove "pickle recipe" keyword combinations from your list, simply type "recipe" in the box and click "Deselect". It's as easy as pie.

3. Integrating Google Counts for Each Keyword.
I'm really pleased that the Wordtracker team had decided to include the number Google results in with their keyword tool, as doing so has made the entire keyword research process a bit easier.

If you didn't already happen to know this, knowing the number of pages that Google has indexed for each particular keyword phrase can be a great indicator as to how competitive or even how difficult achieving top rankings is going to be. Having this information readily available across thousands of keywords can really help users to make better decisions when it comes to choosing the most appropriate keywords for their project.

4. Saving, Editing and Downloading Projects.
Having the ability to save your keyword research project for future updating and use is easily my favorite of all the new updates. Under previous versions, users were not given the option to save their work, and so they were required to scrap their previous research data before starting a new project. I'm happy to report that this is no longer the case.

5. Organizing Keyword Lists within Projects.
Another nice feature I'd like to acknowledge is ability to create, save, and edit multiple keyword lists for each of your projects. This new update specifically comes in handy when performing keyword research for a site that sells multiple types of products or even brands. Users now have the option to organize their keyword data into separate lists as opposed to just having everything listed in one big group set. For example, a shoe store webmaster might opt to create multiple lists breaking out "Nike", "Reebok", "dress", and "casual" related keywords.

6. Downloading Projects to Excel.
Being able to download your keyword research to excel is not only essential, but was a feature that had been long overdue. I'm glad this feature is now available.

After nearly giving up on the Wordtracker several months ago, I'm really glad that I stuck with it. In my opinion, the innovation and the necessary wrench work that went into these new updates, as well as those still on the back burner, have really made all the difference. Wordtracker's Keyword Tool is an ideal candidate for anyone looking for an affordable and relevant research tool. I recommend giving it a shot.

6 Handy iPhone Apps for SEMs

karl@karlribas.com (Karl Ribas) — Mon, 14 Sep 2009 12:36:21 PDT

I'm not what you'd call an "Apple Fan Boy" – at least not in the most traditional sense – but I am fan of the Apple iPhone... a big fan at that. However, that wasn't always the case.

Like most people, I was a very skeptical when the iPhone first debuted. I remember thinking could Apple really deliver a single handheld device that is capable of solving all of my communication and mobile media needs (not to mention 1000s of day-to-day needs), while further connecting me with friends, work, and the online world? At first, I wasn't convinced that it could and so I passed on it. However, it didn't take me long to see the light. Both Bossman and my friend Drew had iPhones and were constantly showing off its talents. I ended up purchasing the 3G model a few months later and have been in geek heaven ever since.

If you're an iPhone user, then you're already aware of the hundreds of thousands of apps that are readily available for download. However, today I'd like to highlight 6 very specific apps that I use on a semi-daily basis and that have helped me to be a better search marketer.

1. Google
Aside from having the ability to search Google for everyday queries, I often use this app to check up on my client's organic and paid search listings while I'm away. This really comes in handy when I'm in a different state and want to see how Google's location parameters affect organic search rankings, or when I need to verify the accuracy and delivery of certain ad / promotion copy.

Performing these tasks isn't as difficult or time consuming as one might think. The Google app is equipped with voice recognition technology – easily the best I have ever used – and so searching Google is as easy as speaking your choice keywords into the phone.

2. Pro RSS
Pro RSS is a mobile RSS reader that allows me to quickly connect to all of my favorite industry related blogs, newsletters, and resources. I find myself using this app when I'm at the airport (even in the air), riding shotgun on a long trip, or even when I have a few moments to kill while the wife gets ready to go out. I love the idea of staying updated on industry happenings when I'm away from my computer. Plus, in some situations, it helps to kill time – much like a newspaper or magazine might.

While there are several RSS apps available, I chose Pro RSS because it has the ability to link-up with my Google Reader account (as well as other RSS readers) and sync my new and old feeds. This perk means that I do not have to manage 2 separate lists of feeds, and ensures that I only see new content.

3. RedDelicious
RedDelicious is an app that provides me with quick mobile access to all of my Delicious bookmarks. With one push of my right thumb, I can access, browse, and even read any one of the industry related bookmarks I have registered - articles, guides, how-tos, tips and strategies, research reports, tools, and other viable resources.

This app has saved me on a couple of occasions as I mainly use it to brush up on a particular topic before meeting with clients or industry friends, and, similar to my Pro RSS app, I also use this app to entertain myself while traveling or when I have time to kill.

4. LinkedIn
Having LinkedIn on my iPhone has literally made my life easier. With a few quick thumb taps I am easily able to access all of my industry connections and their contact information from anywhere. This comes in handy when I'm attending conferences and want to meet up with industry friends at a particular session or most likely at the hotel bar. This app is like having a second "Contacts" application specifically for my network of industry friends.

5. Twitterific
Twitter this. Twitter that. Twitter is everywhere these days... even on my iPhone. Twitterific is a Twitter app that allows users to manage and update their Twitter account on the go. I primarily use this app as a way to remain social with my little community of followers, as well as to keep updated on recent industry happenings.

6. Skype
The Skype app is exactly the same as Skype for your computer, just in mobile form. Skype is the preferred chat client in our office and so I use this app to stay connected with my team when I'm away on vacation or off attending search conferences. It works beautifully.

Moving forward, as mobile technology continues to improve I imagine that one day soon we could see mobile versions of PPC platforms and website editing programs – therefore allowing SEMs the ability to manage their search marketing campaigns on the fly. However, until then, these are the 6 most valuable apps (that I know of) that continue to help me be a better search marketer. What about you? What apps do you use to assist in your search marketing efforts?

Thanks for the Cash F@cker!

karl@karlribas.com (Karl Ribas) — Mon, 10 Aug 2009 13:11:32 PDT

While the title of this post may suggest something completely different, I'd like to demonstrate the effectiveness of well-written and relevant website and marketing copy - specifically content that has been created with one's target audience in mind.

We, as marketers, understand the need for reaching out to our site's visitors. We understand that creating a conversation, rather than just a one-way dialogue, is crucial. More importantly, we understand the real value when engaging our target audiences in a way that makes sense to them. However, what we don't understand is how to actually do so.

My inspiration for writing this post actually stems from a real life event that happened to me just a few months back. It had been nearly a week after being married, and my wife and I were sitting down to write out our "thank you" notes. Personally, I really didn't want to participate - I have horrible penmanship, and Jackie's handwriting is perfect. However, in the interest of fairness (and to avoid my wife's Sicilian temper - I'm joking, she's a sweetheart) I decided to be a team player and help out.

It was decided that I would write the notes for my family and friends, and she would do the same for hers. One by one we sat at our table and wrote out our thank you notes until we were each finished. The next day, we mailed them. About a week later, Jackie and I both received a text message on our phones from Ryan, one of my life-long friends, which said:

"That was the best thank you card I've ever received, thanks. That's how they all should be. LOL. I'm going to frame it and hang it on my wall."

Now at this point in time Jackie and I had been together nearly 8.5 years, and to say that she knows my friends is a true understatement. She knows that Ryan is the last person in the world you'd ever expect to receive a "thank you" text from, especially for sending him a thank you card. The jig was up. She immediately turned to me and asked "what did you write?"

I told her the truth. I wrote: "Ryan - Thanks for the Cash F@cker! We'll use it to buy stuff. Sincerely, Karl and Jackie."

At first, Jackie remained speechless as she stared at me. I remember looking on waiting for her eye to twitch - a true sign that she was upset - but that didn't happen. Instead, she began to laugh. She said, "That's Ryan".

And it was. It was Ryan to a "T" - immature and straight to the point.

When I began writing out Ryan's thank you note, I knew that not only would he have recognized any one of our 4 canned responses as being B.S., but that if I didn't make personal enough we'd run the risk of turning him off, appearing lame, or worse yet coming across as being unappreciative as is the case with most canned "thank you" cards. I decided to call an audible and go off script. And it worked.

Going back to my original statement about writing for your site's target audience, I'd like to tie in my real life example. While I certainly understand that writing page copy for a website or a marketing campaign in general is complex and is not going to be as easy as personalizing a thank you note for a friend, I believe the process for doing so is the same. In my real life example, I was able to trigger a positive response from Ryan (my audience) by simply engaging him in a way that made the most sense to him, not to me, Jackie, or our other family and friends. To do this, I needed to have a great understanding of my target audience and be willing to follow through, despite other's opinion.

Know Your Target Audience
Knowing your target audience isn't the same as knowing the general age and sex of the people that buy your products and services. Instead, I'm suggesting that website owners need to have a much deeper and more personal understanding of their customers. Owners should know what their customer's exact needs are, as well as any number of other concerns that may influence their purchase.

For example, liquor store owners know that the average customer stepping through their door is going to be male and over the age of 21, but how does that help them sell more alcohol? It doesn't. However, should this liquor store be conveniently located next to a major college university campus, then we'd all agree that he or she would benefit greatly knowing that college students in general tend to have very limited funds and in most cases prefer quantity over quality. True? With this knowledge, the liquor store could stock up on and advertise 30 packs of Keystone Light beer for $10, as opposed to $55 bottles of Grey Goose vodka.

My point is simple. The more you know and understand about your target audience, the better you'll be at engaging them in a way that makes sense to them. In my earlier example, I was very fortunate because my target audience happened to be one of my good friends. While coming up with "Thanks for the Cash F@cker" wasn't exactly rocket science, the verbiage was unique and targeted, and in return generated a positive reaction.

Follow Through, Despite Other's Opinion
First and foremost, the only opinions that matter in regards to your site's content and marketing messages are those of the people it is meant for. That's it. Your best friend's opinion, your neighbor's opinion, and even your own personal opinion on the matter are not valid.

When writing Ryan's thank you note, several scenarios went through my head. What if someone other then Ryan reads it - Jackie, his family, his friends? What will they think of it? What will they think of me? How will they react? When it all comes down to it, the only opinion that mattered was Ryan's.

The same can be said for your site's content and marketing efforts. Your goal as a website owner is to capture the attention of your target audience and then influence their decision through special, targeted verbiage. If you do this, you'll have no problem with getting customers to open up their wallets (or, whatever it is you're trying to accomplish), and you'll put yourself on the right track heading for success.

Social Media Idea for Blockbuster

karl@karlribas.com (Karl Ribas) — Tue, 04 Aug 2009 19:48:31 PDT

Just a head's up... I'm going off topic with this one.

A while back, my wife and I enrolled into Blockbuster's online program - it's a service exactly like Netflix where users are able to create a movie queue online and then for a nominal fee Blockbuster will send rentals in the mail. Surprisingly, we've had a very good experience thus far and I would highly recommend this service.

Some of you are no doubt wondering why we opted to go with Blockbuster and not Netflix. I want to cover this as we seem to get asked this quite a bit. While both options are near identical, Blockbuster won us over with a kick-ass perk that allows subscribers to trade-in their movies at anyone of their thousand stores nationwide. This option especially comes in handy when we receive a movie that we've already seen (but forgot to remove from our list) or when a rental sucks so much that we decide to stop it mid-movie. This reminds me... never, ever, under any circumstance rent "Black Christmas". You're welcome!

Jackie and I are not big movie buffs in any way shape or form, and to be perfectly honest we have very different tastes when it comes to the movies we'd like to rent. She has her picks, I have mine, and somewhere in the middle are the movies that actually make it to our queue. I may not get to see every movie that I want due to our veto agreement, but the more important thing is that each week we get to share in this little bit of quality couch time together... and of course embark on some of my famous homemade popcorn. Yum, yum.

The other night I had an epiphany that I'd like to share with you all - and of course the fine people at Blockbuster - regarding an idea that I believe would not only improve Blockbuster's otherwise flawless system, but would also help them to further stand out from Netflix and their other online competitors while adding a social twist into the mix. And, as everyone and their mother already knows, social media, much like Hulk Hogan did in the late 80's and 90's, is running wild.

Here's my idea:

I'd like to see Blockbuster create a new social media environment that would allow users the ability to connect and share with each other (via a profile) their likes and dislikes pertaining to the movies they've either rented, watched in theaters, or have plans of seeing in the future. In addition, the kick-ass part to this whole idea is that users will then have the ability to "subscribe", "friend", or "follow" one another to the point that when a user recommends a flick (Blockbuster currently has a 5-star rating system) that movie is then automatically added to their follower's movie queue.

Subscription settings could be set for each "friend" and include such options as:

1) only add recommended "5-star" movies to my movie queue.
2) only add recommended "PG-13" rated movies to my movie queue.
3) only add recommended "horror" movies to my movie queue.
4) or any combination of desired stars, ratings, or movie categories.

I think a platform like this would not only be cool from a social stand-point - I mean what a great way to meet like minded people - but it would also be extremely helpful to those people, like my wife and I, who aren't movie buffs and have trouble deciding what to rent. As it is now, I rely mainly on my close friends and the help of @MovieTroll to guide me when it comes to my movie selections, and I think a lot of people do the same.

My New and Improved BlogRoll

karl@karlribas.com (Karl Ribas) — Fri, 24 Jul 2009 17:53:57 PDT

As apart of the Monster redesign I implemented earlier this week, I spent some time revamping one of my favorite sections here on the blog – my BlogRoll.

My BlogRoll, similar to a lot of other BlogRolls, features my personal favorite industry related reads - those blogs that I follow on a daily basis and personally vouch for as being great resources within our community. I guess the reason I enjoy the BlogRoll section so much is because it provides me with an opportunity to pay homage to those individuals that have helped influence me along my now 5+ year career in search marketing. That and it serves as a great resource for those visiting my site.

While reviewing over my previous BlogRoll, I began to think about all the factors that make up a good BlogRoll - number of referrals, type of referrals, the way referrals are organized - and came up with a slightly new approach then what one might expect.

Quantity / Quality of my Referrals
I've always found that one of the hardest things to decipher when looking at a BlogRoll was the intention behind each referral. Does the referrer actually cite this link because he or she believes the source is credible, or is it simply a plug for their buddy’s shitty blog? Personally, I wanted to go above the traditional "I'll link to you, if you link to me" approach or even the "I'll link to you because we talked once at a conference" deal.

To do this, I figured the best approach is to simply mirror my BlogRoll after my own RSS reader. It makes sense, right? My RSS reader features those sites that I follow on a daily basis and that influence my search marketing efforts... hence, they are perfect for my BlogRoll because they in some way are relevant to my own needs. How can you get any more relevant than that?

Organization of my Referrals
I think it's safe to say that the industry norm as it pertains to organizing a BlogRoll is to simply place a list of links alphabetically down the side of one's blog template. While such a list does tell an audience that these are the blogs you personally recommend, it fails to explain your reasoning for recommending them. In an industry as diverse as search marketing - SEO, PPC, content development, keyword research, linkbuilding, PR marketing, affiliate marketing, local marketing, social marketing, viral marketing, branding, reputation management, etc. - it's especially important to explain why these links are relevant or better yet, why you’re recommending them.

To accomplish this, I realized that I would need more room than what "traditional" BlogRolls would allow and so I made the decision to dedicate an entire page to this project (linked from my right navigation section). Doing so allowed me the ability to share the name of the referral, a link, the specific areas they cover (my reasoning for following), and a brief description about each. These details will certainly help those interested in finding more relevant resources to actually do so.

To view my BlogRoll, please visit this page.

As for which sites made my BlogRoll, I'm sure there will be scrutiny in some way, but they are as follows:

10e20
All Web Email
Bill Slawski
Chris Hooley
Darren Rowse
DaveTech
Debra Mastaler
Dustin Woodard
Ian McAnerin
Kid Disco
Jeremy Schoemaker
Matt McGee
Michael Roebuck
Neil Patel
Rob Snell
Search Engine Land
Search Marketing Gurus
SEOmoz
SERoundtable
SoloSEO
Taylor Pratt
Todd Malicoat
Tamar Weinberg
TopRank

If you have any thoughts, be sure and pass them my way. I'd really appreciate hearing your feedback on my BlogRoll as well as on the process I used to create it.

The NEW Karl Ribas.com

karl@karlribas.com (Karl Ribas) — Tue, 21 Jul 2009 15:39:05 PDT

Wow... May 7th, 2009. Has it really been that long? Well, I guess the only thing I can say is "I'm sorry". That, and "thanks for sticking with me".

I'd like to tell you that I've been away vacationing on a tropical island somewhere, but I'd of course be lying to both you and myself. The truth is that I've been right here the whole time punching away at this keyboard. However, instead of bringing you, my loyal readers, the latest and greatest in search marketing and commentary, I've instead focused all efforts and free-time into creating this brand new site design you see before you (RSS and Email subscribers click here to view my new site).

Actually, to be further honest with you all, I had been working on this new layout for well over a year now, but having just been married (and all the planning that goes along with that) I wasn't able to finish this project until now. I made it a personal goal to finish my new site design this week, and needed every bit of the past few weeks to do it - hence, why I haven't been blogging.

For those of you who visit my site regularly, I encourage you to browse around a bit and become familiar with new look and features. Oh, and I'd really appreciate hearing your feedback (good & bad) about my site's new look, as well as any thoughts you might have for moving forward.

Otherwise, stay tuned!

Creating a Google Profile

karl@karlribas.com (Karl Ribas) — Sun, 19 Jul 2009 13:37:31 PDT

I just finished creating my NEW Google Profile - because I am a Google / social tool like that - and just wanted to share some of my thoughts about it.

First off, a Google profile is a new "service / project" offering from Google where users can create their very own online profile featuring their picture, bio, contact information, photos, likes, dislikes, etc. ... essentially everything that you'd expect from an online profile. The cool thing about having one of these profiles is that Google will include them in their search results for whenever someone searches your name.

So, let's say that you have a classmate, co-worker, or significant other from the past that wants to see what you've been up to lately or wants to get in contact with you. Now, pending a Google search for your name they'll be able to do just that. In fact, in my opinion, this service becomes extremely valuable for those people who are without a website and/or personal blog as chances are they have very little exposure within the search results to begin with... even for their own name. A Google profile also provides another option for those people who choose not to be apart of social communities such as MySpace or Facebook, but yet still want to be found.

You can view my Google Profile here:

http://www.google.com/profiles/karl.ribas

And, let's not forget about small businesses. I mean really, really tiny businesses where there is little need nor desire nor income to create an actual website. A Google profile could be used to create a 1-page reference that highlights the details of their products, services and contact information. This page can then be listed on business cards and other offline marketing.

Another idea just came to me (thought: maybe I should filter these ideas before publishing). A Google profile could easily be used as a way to push "negative" search listings further down in the results. For instance, let's say a search for your name or company brings up negative exposure such as a rip-off report or complaint to the BBB... one way to minimize this sort of PR nightmare is to flood the search engines with profile pages and other relevant pages in hopes that over time they actually outrank these negative instances and bump them to page 2 or beyond. Being that a Google Profile is likely to be listed on page 1 of Google automatically, that only leaves 9 other positions to worry about.

Just my $0.02.

The Klog at My Wedding

karl@karlribas.com (Karl Ribas) — Sun, 19 Jul 2009 13:36:38 PDT

Over the weekend, I was going through many of the wedding photos taken and given to us by our friends, and came across this kick-ass picture taken with the Klog:

I have to say, I was a bit shocked to see the Klog at our reception - didn't remember sending him an invite - but glad he was able to make it with his very busy traveling schedule. I especially enjoyed how he stiffed us with his $250.00 bar bill... seriously, who drinks Vodka / Cranberry drinks and shots of Jagermeister at a wedding. That's the Klog for ya.

When the Karl is Away, All Web Will Play!

karl@karlribas.com (Karl Ribas) — Sun, 19 Jul 2009 13:38:21 PDT

In most workplaces, when a vital member of the team is out sick or out of the office for multiple days at a time - say, to get married - everyone else in the office will usually pull together and pick up the left-over slack. Let's face it, work is work and it still needs to get done regardless if the appropriate person is in the office to do it. It is these times, when co-workers begin to truly appreciate one another, and respect each other's role within their team.

All Web Promotion is NOT like most workplaces.

When members of our team are out of the office for whatever reason, we take it upon ourselves to pull together and collaborate on ways in which we can "burn" the poor sap for missing work. I must admit, I've participated in these "burns" several times, but never have I been the subject of a "burn". Well my friends, that all changed on Tuesday.

After taking a nice, relaxing 5-day weekend so that my new wife and I could get married and spend some time with each other, I found myself having to return to this mess:

Priceless!

If You Build It, Will They Come?

karl@karlribas.com (Karl Ribas) — Sun, 19 Jul 2009 13:42:26 PDT

Well I guess it depends on what "it" and "they" are.

If we're talking about the idea of building a baseball diamond in the middle of your family's farm with the notion that doing so will allow the ghosts of major league baseball to appear and play, then you would be correct. Hell, if Kevin Costner can do it... I don't see why you can't either.

However, if we're talking about the idea of starting a website as way to sell your company's products and/or services with the notion that doing so will result in immediate exposure to thousands of online shoppers eager to spend their hard earned money with you, then you would be mistaken.

Apparently, it is much easier to wake the dead for a baseball game then it is to corral the living into shopping on your website. And, I'd have to agree.

Not a week goes by where I'm not responsible for killing the dreams of some small business by simply informing them that there is more to online success then just putting up a website. I mean, sure, we'll build you a company website so that you can sell your products and/or services, but unless you plan on investing in some form on online marketing (or, offline for that matter) - mainly search engine marketing - then what's the point. You're simply padding our wallets and not yours.

It's absolutely crazy to think about how many people out there are willing to spend their very last coin on having a website created - like it's the answer to all of their e-commerce prayers - but fail to even plan/budget for what they're going to do after their site is built.

I don't get it... how do you suppose e-commerce ever got such a reputation? This shit is not a cake-walk, people!

I Lost the SEO Madness 2009 Pool!

karl@karlribas.com (Karl Ribas) — Sun, 19 Jul 2009 13:37:08 PDT

I was cheated, set-up, screwed, and was given unfair circumstances! That or maybe I was just pwned by true "awesomeness". For the 2nd straight year, Taylor Pratt of Awesome SEO wins our SEO Madness Pool put on by my good bud Matt McGee. To the winner, go the links! Congrats, Taylor.

Here are the top 10 standings in our pool:

Geez... I even lost to McGee... again. I guess I should expect that having finished 12 of 31 by picking 42 of 63 correctly. Absolutely horrible.

Gmail Autopilot: An April Fools Joke?

karl@karlribas.com (Karl Ribas) — Sun, 19 Jul 2009 13:36:54 PDT

So I'm thinking this is an "April Fools" joke from our friends at Gmail. It was hard for me to diagnose at first - because I really do believe that the egg-heads over at Google are capable of such things - but I spent the last 30 minutes trying to learn more about this new feature, specifically how to turn it on, only to come to a dead-end after every lead. I guess they got me. Good one guys!

Email will never be a thing of the past, but actually reading and writing messages is about to be. Gmail Autopilot automatically manages your inbox better than you can, with zero effort from you.
Keep in touch
Brand-new CADIE technology enables Autopilot to scan every one of your incoming messages and automatically send the perfect reply.
Manage relationships
Impress everyone with your prompt and insightful responses to everything from urgent notes from your boss to cute messages from your significant other.
Match your style
Autopilot calibrates for tone, typos and preferred punctuation. It's just like you, but automated.

The Traveling Klog

karl@karlribas.com (Karl Ribas) — Sun, 19 Jul 2009 13:36:38 PDT

Here are two snap-shots from the Klog's recent travels to Atlanta and Mexico. What a messed up arrangement we have going... he does all of the traveling, and I get stuck doing all of the work.

Atlanta, Georgia:

Guadalajara, Mexico:

Be sure to check out the "Klog Sightings" page to see photos from his other trips.

The Truth about Search Engine Optimization

karl@karlribas.com (Karl Ribas) — Sun, 19 Jul 2009 13:41:05 PDT

Hey all! I just wanted to break up this little bit of silence that seems to have taken over my blog as of late, and inform everyone that Rebecca Lieb's new book - "The Truth About Search Engine Optimization" - is dropping tomorrow. I was among the fortunate few who had received a sneak peak back in November of last year - I was even able to review a couple of chapters - and was very much impressed with what I read. Since then I have been eagerly awaiting to get my hands on a full copy.

Rebecca's book consists of just over 200 pages, and highlights a list of 51 search engine optimization "truths" that every website owner should be made aware of. I certainly recommend to everyone, n00bs and vets, to pick up a copy. Without a doubt it is worth the $13 price tag that Amazon is listing it for.

One other thing... in addition to reviewing a few of the book's chapters I was also able to submit a quote to be published in the book. While the back cover was obviously reserved for someone with more... let's just say street credit... I did land a spot just inside the cover.

"In an industry as diverse and as fast-paced as search engine marketing, knowing which information to act on which and which to avoid is extremely crucial. Lucky for us, there is "The Truth About Search Engine Optimization". In this book, Rebecca Lieb provides a detailed look into the world of SEO and online marketing, all the while exposing many of the truths and misconceptions that exist within our industry. This is a must read for all online marketers."
Karl Ribas, Vice President of Search Marketing
All Web Promotion, Inc.

I'm pretty stoked about that.

I Don't Own A Phone Book. Do You?

karl@karlribas.com (Karl Ribas) — Sun, 19 Jul 2009 13:42:26 PDT

Me: I'm hungry, let's order a pizza.
Mom: Sure, from Casey's.
Me: Ummm... yeah. Taco, or sausage and mushroom?
Mom: Taco.
Me: Sounds good. What's their number?
Mom: I'm not sure. You'll have to look in the phone book.
Me: What's a phone book?

Now, obviously I know what a phone book is. However, I like to be a "smart-ass", as my mom would call me, and so I decided to give her a hard time. She hates it when I make her feel old. I find it humorous.

You see, I consider a phone book to be "old school", and my mom knows this. In my opinion, a phone book is a lot like the TV Guide - a resource that is quickly being replaced by alternative faster digital technology. So when I asked my mom "what's a phone book", she took it as a jab. And, rightfully so.

What's my point? Well, I don't really have one. Rather I have a question.

I don't own a phone book, and I haven't since I first moved out. I get them - each year I'll find one at the end of my driveway - but, I never keep them. Instead, I rely 100% on search technology to provide me with those sorts of answers... specifically Google Maps. Google Maps is the best local search tool ever, and I'd much rather use it and my computer to find the information I need then flip the pages of the YellowBook. I imagine quite a few people feel the same. For me, it is just more convenient that way... especially now that I have an iPhone (via the Google Maps app.).

My question is this: do you think as more time passes, and more mobile technology becomes available that phone books will become at thing of the past? My money is on yes. If this does happen, how soon will it be before all of those small businesses pull their YellowBook advertising, and begin to invest in local search marketing? I image sooner, rather then later.

This leads me to believe that those companies who currently know about and practice local search marketing have a monster advantage over their competition - small fish in a big pond. I predict that over the next few years that "big" pond will become over-crowded. Take advantage now!

Photos of My Home Office

karl@karlribas.com (Karl Ribas) — Sun, 19 Jul 2009 13:35:43 PDT

I had a few peeps asking about my home office some time ago, and so I decided to take a few photos of my set-up here at home, and upload them to Flickr and the blog. What do you think?

It's certainly not ShoeMoney's office by any means (maybe some day), but it works for me and helps me to get the job done... and that's what matters most.

Google PPC Drop-Down Listings

karl@karlribas.com (Karl Ribas) — Sun, 19 Jul 2009 13:35:34 PDT

Just came across this while searching for a bear claw - a tool used to shred pork - and noticed that the Target paid listing has a drop-down option that when clicked will show products, descriptions, and pricing related to your search. Anybody else seeing this?

This could very well be old news, but this is the first time I've seen it.

Interesting.

SEM is Like Running Through A Forest

karl@karlribas.com (Karl Ribas) — Sun, 19 Jul 2009 13:42:26 PDT

Welcome to the new year. I hope everyone had an enjoyable holiday season. I sure did. One of my favorite parts about this time of year is being able to get together with friends and family and catch up on each others lives. Well that, and of course all of the food, booze, and gifts that come into play too.

I ended up having one of those sit-down discussions with a close member of my family who just happens to be completely oblivious to what I do for a living. Actually, I can pretty much say that about all of my family. They understand that I drive to work every morning, sit at a desk, operate a computer, and work online with websites, but that's about the extent of it. I try my best not to confuse them with talks of search engines algorithms, link juice, and paid placement techniques. However, in this particular case, I was asked several questions that needed detailed answers. I did my best to explain my position as a search marketer.

During our conversation, we kept coming back to this idea that a website owner could in fact be doing their own search engine marketing... especially those that are budget-conscious. Instead of shooting down this notion that a search marketer is nothing more then an expendable middle-man of sorts, I actually validated it. Hell, it's true.

I explained that my clients could certainly be running their own search marketing campaigns if they had the time, money, and inclination to educate themselves on how to do so. I then followed that with "I could also self-diagnose and treat my own medical needs too, if I had the time, money, and inclination to go to medical school. But, I'd rather just leave it to the professionals". Flick, flick, and flick... the light bulb went off. The analogy worked.

Later that evening while driving home I began to think about this particular conversation and came up with probably the best analogy that I have ever thought of to describe why a search engine marketer is so valuable to a website owner. I was late thinking of it and so it never did make it into my discussion, but maybe you can use it in one of your own.

It goes a little something like this:

Search engine marketing is like running through a forest. Both, while seemingly easy on the surface, can be quite the opposite once you start to consider the tasks associated with each. Now in either case, you could choose to have someone guide you through the process or you could take the task upon yourself. It's your call.
In regards to running through a forest, wouldn't you agree that it is in your best interest to have an experienced and knowledgeable guide with you at all times to explain to you, in great detail, the many dangers that exist? Wouldn't you also agree that having someone tell you when, where, and how to jump or duck as you ran would be better then the alternative... that is falling in holes and hitting your head on low-hanging branches? This kind of foresight is priceless! I guess the alternative is that you could just start running through the forest by yourself and deal with each situation as it arises, but then again you wouldn't really be running now would you?
And that's my point.
When a company invests in a search engine marketer they aren't just paying for someone to submit their website to the search engines and edit a couple of meta-tags. If that is the case then I'd certainly encourage those companies to "optimize" their sites themselves. Instead, companies are employing someone to be at the forefront of their online marketing efforts and, to some extent, share with them year's worth of hands-on experience and industry know-how. Having a search marketer guide you through the many dangers that exist with the search engine marketing process, as well as to tell you when, where, and how to jump or duck is priceless information.

Well, I guess it's not completely priceless. We all have a price, but you get my point.