No Brainer Web Presence with Strikingly.com

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I get asked a lot about having web presence and technically speaking, it is one of the most boring and common question that I face.

People often think that for the time spent of Facebook, that should be enough. Well, technically that is a social presence and it’s not entirely the same as having your own website.

A web presence is really about having a website that says it all. It can be for your book, company, service or nanny services in which you provide real hookers for menage a trios outing.

You can call this an online brochure and for those who have no idea on what to do and where to start, there is always those free web sites on blogspot or wordpress.com which caters to your varied content needs.

But many of you do not need a CMS to have a web presence. There are so many alternatives to this, like in the case of wix.com and squarespace virtual real estate packages that come preloaded with templates for you to switch to.

Strikingly Dot Com

I have a site here and don’t pay a dime for it. But my site is my own calling card of sorts. I have test driven a whole load of these other hosting sites in the past and I have to admit, these dudes at strikingly have done a good job. And no, I have not been paid by them to say otherwise.

First, you have those clean templates which you can use for almost any type of site for any web presence requirement. Some are so well done that you’d only find it as a paid CMS template on WordPress.

imac-4e2a6cf4d4f2c2f58f978754e565c9c1Test driving it is free, and you can also have a free site as well so no hidden sign up fees for those who do not know if they would end up liking it.

For those who want to customize their needs to suit, say their books, seminars, portfolios, etc. You have to option of paying for an annual plan which to me, cost as much as you would in setting up a paid hosting service on WordPress.

Strikingly also offers great design options that are also mobile friendly. The templates have improved in time and today, you even have the option of adding a blog space to your site if you so wish.

Not everyone blogs. That much is true.

Some might not have much to say while others will wear you to the bone with their text. To create a successful web presence, it’s a toss between the two but people ultimately are visual creatures.

This is where the Template organization and usage comes to play. If the User Experience (UX) for the site sucks. You can be assured your visitors will opt out faster than they found your site link.

LinkedIn with Strikingly

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Here is another good reason to build your own resume/CV without the confusing and often badly designed UI of LinkedIn.

I am not a fan of LinkedIn because the UX feels cluttered. Even if they sell themselves in a social manner, I never found the value of browsing someone’s LinkedIn file unless I was looking for people to hire.

Strikingly has a auto-import feature that will layout your LinkedIn profile into a proper web portfolio. Just import your profile and key in the missing details. It looks far better than the jumble mess you find in LinkedIn.

Cost Versus Effort

For as little as US$96 a year, you can have your own domain and email forwarding plus 50GB of traffic. Now, ask yourself….how the hell would you exceed 50GB of web traffic unless you are running a porn site?

And let’s not forget about the cost of having a designer or a webmaster of sorts to set up a CMS if you don’t already know how. Strkingly is a snap to set up as its visually designed templates allow that freedom to not hire someone who has better brains than you to set it up.

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For example, to use forms, you have a visual interface to create it. No more having to install a plug-in on the CMS to get it running. Plug-ins will crash and depending on their security compliance code, can let hackers break in. But you wouldn’t know that unless someone told you about it.

Now Squarespace offers you loads more in terms of blog, e-commerce and stuff you probably won’t end up using for the same price. However there is no free ‘site’ option like in the case of Strikingly where you can create micro-sites to link to your own personal web presence.

Visual Content Matters

For me, having a visual web presence is far more important as people normally do not know what to write or say on a web site. I am sure you can pen a few words about what you wish to communicate to your visitors but trust me, having the right pictures to go with the site is all that matters.

The human attention span of the average web surfer is about 100 words. If you don’t hook someone for the next 100 words, he will click the nearest link to a porn site.

Visual marketing plays an important part of that psyche. It has to flow well. Look nice and the colors have to gel too.

A pure white and minimalist template often times do not work (sorry square space but you suck) and people might say that’s the safest option for your pictures to stand out. Going one up the ladder would be to be attractive than to be safe. How a UX is designed becomes important if you want to hold those eyeballs.

People on the Internet have a truckload of choices in which to spend their time on. Trying to be Zen in your layout just isn’t one of them unless they suffer from Attention Deficit Disorder.

So start your web presence in baby steps. I know you hate to jump in and realize that you can’t swim. That’s how it happens sometimes so you have been warned. To build your own site with strikingly, start here.

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Content Creation and Curation Tips for Tumblr

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Tumblr is many things, a blogging platform as well as a social space. The problem why Tumblr is difficult to understand is that it is relatively popular only in the US, and this makes any global outreach strategy difficult to justify but to be fair, it’s all about repositioning your post to appeal to a younger and more vibrant audience.

During the US elections, Tumblr users were a targeted demographic. Why? It is the young that will shape the future of the country and their views and opinion counts.

Any global brand have to recognize the need to cultivate the interest of the grass roots before they can be harvested as customers. Building that interest doesn’t happen overnight. It takes times and there are many competing brands in the market place which are doubling down on that reach.

Another thing about Tumblr is that it is social. Fellow bloggers connect with one another and this has been a winning strategy for brands who want more exposure. Bloggers on Tumblr are accessible to both readers and brands. It’s also part Twitter, #hastags rule the roost, if you content isn’t tagged, you don’t get found of followed.

Tumblr is all about Content

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Forgets about trying to ‘convert’ or monetize. Tumblr is really for those who have content to share. Brand building, engagements with fans, and even a short blog for your company with lots of pictures and hashtags are good to go.

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Let’s not deny the fact that the Internet generation is a little short on attention span. Long form journalism isn’t a way of life for the young. They like pictures and short sentences. Got a video? That’s cool too.

Trying to push them stuff via a shopping cart isn’t going to work. Think of it as a picture catalog of content. Cast your subjects in the best light. You build anticipation and if they like what they see, they could hit the shopping cart button to buy something.

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Like Pinterest, there are more women than men on Tumblr, and from the stats above (taken from Alexa), you get the idea that they are the school going sort who spend a whopping 15 mins at a time browsing Tumblr content. There are trending topics for people to discover and since Yahoo acquired them, there has been a visible change in their content discovery strategy.

Tumblr is a fully loaded CMS platform

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WordPress CMS is the platform of choice for most companies, but Tumblr is the most popular, beating WordPress to a pulp in the process. It has all the options to set up multiple pages like a real website, and is totally social, allowing you to link your Flickr, Pinterest, Facebook and Google Plus pages and profile right into the blog. What’s more you can even link your online shop which is redirected. It may not have the muscle to process transactions but with the link embed, you can still bounce potential customers to your online store.

Multiple page navigation is a great way to start a full blown website. Think of the navigation links your company or service needs and it will be fulfilled. No need to host it on WordPress if you are on a budget. Tumblr will do fine for those who are not accustomed to writing long passages or at describing what they do. You don’t have to be corporate sounding too. Just be cool and you’re hip.

Tumblr is US centric

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There are a lot of lurkers on Tumblr. These are the folks who subscribe to Tumblr just to view content while not having anything else to share. It is a wonderful place to dust off your old pictures and post them online with the appropriate hashtag.

The problem with Tumblr is that it isn’t a global phenomena. Most of the web traffic is from the US.

Re-purposing Content for Tumblr

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Tumblr was created to showcase content in a grid space. This means your content, regardless of the material has to flow vertically or be placed in a grid like manner for every content post.

Consuming these post in bite size pieces is probably the easiest way for the majority of Tumblrs. A nice picture entices the eyes, and upon clicking on a grid, you have descriptive text.

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This also means you need to re-purpose your content. If your original content was a hard sell, you need to ante up on the graphics or pictures. Drop in a line or two that sounds cool (or not anything at all) and hashtag your post with the target in mind.

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Tumblr can exist as its own as a company blog. I know there are a lot of companies who do not like to say too many things so a picture post every now and then as a company blog is fine.

You can still host your company website on a WordPress CMS but have a redirected link to your Tumblr blog post for all the latest happenings.

Sometimes just because you don’t have anything to say doesn’t mean you should leave your blog gathering dust. This is something that is happening to many corporate sites which are either brochure-ware or catalog based. When they have something new, they would have to put their corporate spiel onto it. So stop thinking of those keywords to convert customers and engage them through the visual senses.

Even a picture post every week on the things you do is probably going to do your company blog a lot of good now that Facebook pages is officially dead when it comes to eyeballs. Facebook engagement to your followers are in the region of 0.8 to 1 percent in 2015. Boosting your post might yield 16 percent. Organic growth remains at zero for Facebook pages.

This is why you should post to Tumblr, and have that same post carried on Facebook just for SEO purposes. It’s like killing two birds with one stone.

Chasing Google SEO: Mobile requirements Updated

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There was a recent update announcement to the Google algorithm and will go live in April and it has to do with being Mobile friendly. Let’s be fair, we were all expecting it to happen as Google has been kinda slow to implement and recognize the value in mobile web traffic. Best of all all, this update has  no secret name or handle for this new update, and you can view it here. The point of this update or revision is concerned with making your site responsive to mobile devices.

How your serve up content to mobile customers is the key to this revised algorithm. Looking at the prerequisites, it doesn’t seem to be much. But it will be a huge jump for those who have traditionally created only desktop type websites for their products and services.

This revised algorithm does not change what is already implemented in Google Hummingbird but builds upon it. So you will have points deducted once it recrawls your site to see if you are mobile friendly.

How Google Tweaks its Algorithms

The general public thinks that Google only tweaks the algorithm on a quarterly basis but in reality, only major changes are updated that way. Every month, the Google team takes a piece of code and takes it apart to better reflect its goal. Sometimes it works and other times it is very turbulent.

You can view the turbulence chart here at MozCast which is calculated on a monthly basis. For this, search engine results (SERPs) are monitored for changes and that’s how the chart comes about.

To be on top of the list, there are a few factors in which you are awarded page rank points. The rest is fair game. The mobile friendly requirement however seems to be more critical, as it will change the page rank of your site if found to be mobile un-responsive.

Responsive Web Design

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Google is going out to woo mobile users. Web traffic for mobile site have increased dramatically over the years and the challenge is to pare down the desktop friendly site so it becomes usable without being a data bandwidth hog. These days, an average website landing page is definitely more than 1MB, this can be even up to 10MB at times and more for those with high graphic demands. Having a RWD site means the server CMS will scale down the data usage to meet mobile standards.

Responsive Web Design is more UX based, but Google has injected it’s own regulations to ensure your site is crawlable. To know if they think your site meets their approval, Google has its own crawlable test, which you can take here.

Mobile SEO Explained

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One of the most pertinent issues are addressed in the new SEO update. The lesser ones, that concernslayout and single page dynamic content is not addressed. Part of the problem is that Google’s own engine isn’t that complex and much of what it does relies on content identification, URLs and linking. There are Schema requirements too, and this sort of optimization requires you to fire up your text editor and to add and tinker with code within the Theme of a CMS.

Much of Google’s new requirement fall into the following criteria:-

  • Speed of loading
  • Dynamic Serving of Pages
  • Keep Resources Crawlable by avoiding robot.txt usage
  • Deep Linking for App-only Accessible Content

Like it or not, if you don’t have any HTML knowledge, you better let someone else do it for you. A CSS sheet, with HTML code is a massive page of text which only the geek in us can decipher. Knowing where to enter the schema friendly code takes some knowledge and please don’t do it unless you know what you are doing. Simple mistakes like using an opening <center> and not closing it with a </center> tag can throw up rendering errors for your theme or page.

This makes things difficult as bug hunting can take hours or days depending on how you approach the problem.

Ranking and the new Mobile SEO

Design wise, Google offers no clues. Should your mobile site conform with page layout requirements like in a desktop websites? I have no idea but this is probably a gray area that Google has not been addressing.

Content has to be crawled. This means that for every link you put up that links to some kind of content, it has to be mobile friendly or else you will get booted off the rankings. Faulty links will be penalized so you have to pay attention to how your site responds to mobile users.

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Should I be Chasing the Page Rank or just make it Mobile SEO friendly?

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When you look at the turbulent state of Google’s Algorithm each time they tweak it, found on Mozcast, you’d realize that the finer points of Page ranks is often fought with a team of full time army of people which many of your have no access to. Every month, Google engineers will implement new tweaks and in the process affect your placing on SERPs. As long as you follow the fundamental requirements, your only other hope is to have a unique branding of content, socially active on social media and refined your site with RWD.

You must not forget that since Hummingbird came into play, the new algorithm is tuned to look out for content that is shared and provide useful information for its users. RWD is there to help your site when Google detects its searches made through a mobile browser and will offer to serve up only RWD sites first.

Google’s main aim is to allow Google Voice Search to do the searching for you in mobile, and as long as you have very thin written content, that in itself will affect your ranking. So if your content consist of mainly graphics, images or video, the only hope for you to reach the top SERP rankings is boost it through social sharing and usage.

No website will completely meet the requirements of Google’s Hummingbird and constant algorithm changes, what you lack, you can make up for it in other areas and chasing the elusive prime spot on SERPS for your product or service category can be better achieved with the use of Google ads. Cheaper too if that is what you are after.

Content 101: Why having a Strategy Matters

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The idea behind having your content is two fold. One is to get on top of a SERP, the second really for social media. Both count towards your eventual goal of reaching the top 10 but let’s not also forget that content plays a huge part of it all. Whenever you do a search, UGC from different sources (country IPs) also help to boost your visibility. Whenever you do a search for a product or service, reviews from consumers and users will show up results that is linked to your brand. This is why having a solid content strategy matters.

Back in the days where social media was nothing more than online communities (it still is btw) you posted stuff you did, stuff you want to do and shared some pictures online. It was like, Buzznet, and my profile is still active there too. Social media like Foursquares, Tripadvisor, Linkedin, Facebook and G+ are intrinsically linked to content found on Tumblr, Blogger and self hosted WordPress sites.

Facebook and G+ changed it all in recent years as your social profile also became your brand and what you associated with. So if you happen to run a business or work for one, they would have their own presence online outside of the traditional website. The game changer was that your businesses could  qualify as an online entity thus was born the need for social media content. This entity should be alive, as determined by Google Algorithms, and updated to show it is alive.

Online Brochureware versus Content Development

Still relevant in today’s online world are online brochures to show you have a company presence for people to drop by and browse your services/products. If you are lucky, they might even send you email. But any long forgotten and undated revision to your website will only show that your strategy isn’t about content but more of a online brochure, with that your SERP gets gunned down by Google for being too plain and unhelpful. Brochure ware sites are Zombie entities, not entirely living or dead so this gets bumped down the search chain over time. Using keywords within your brochure site  isn’t going to help you rise to the top of a SERP but at least you’re somewhere in the top 100, or maybe top 1000. Oh…maybe that wasn’t your intention to begin with?

Why Site Planning Matters

There are plenty of places to host your own online brochure. That one page calling card which you call a website has many advantages, like maybe your email and fax number for contact. However if you want to be found outright in a SERP, you need to invest.

First, you don’t have to do this. Your business is going great and you won’t miss those emails screaming for orders from the darkest corner of Africa. However if you want to sharpen your online presence, you need to take note of a few following details.

1. Migrating to a CMS System

When do you graduate from a website to one that is content friendly? This is time you finally decide to use a CMS or Content Management System. If you have no content, heck you can even do that on a free WordPress account. Free hosting too. It’s done so let it sit! But if you have regular updates (meaning weekly or monthly as opposed to once in a year revisions) then that needs to be managed. There are three popular CMS platforms for self management, WordPress, Joomla and Drupal. Each has its own advantages and disadvantages.  Having a web designer isn’t the ultimate solution. Designers work on design and are totally clueless when it comes to your content needs.

2. Web Designers are Not Content Developers

This is another thing that people have to understand, web designers are not content developers and have little or no regard to what makes your business work. They do not come out with content on the fly or make that work with social media. Designers create sites which suit the content you have or the content strategy you have in mind. They worry about how the system will perform and how the content will look. The also have to think about the back-end system based on your content requirements.

3. Web Designers are not SEO Consultants

Here is another problem people face, if you want to have an SEO friendly site, you don’t hire a designer to do that, this is not their role. 5 years ago, SEO was real easy. You could use Black Hat techniques to fool search engines to display your site ontop of a SERP. There were web tools and even downloadable programs which can do this. Those same tricks aren’t going to work now as the whole SERP business has gotten a lot more complicated. This is where the SEO consultants come in. Today, SEO consultants have to transition to content consultants as their role to find the easiest way to the top of the SERP has gotten so much harder. Most of them are snake oil salesmen. And you know why? They cannot guarantee a metric in which to prove any success. Pageviews or web traffic can be generated without having to hire a consultant, you can pay Google to put your name on top. Web traffic can also be gained by putting up banners on partner sites. SEO consultants can lend a hand to boosting your SERP rank but they cannot guarantee a return on your investment. So go figure.

4. Content is Dynamic

Content has to be shared via multiple platforms that we all know as social media. People want to know what works and how to do things. Even B2B sites need content that showcases their services or products in the best light. This is why so much effort has been given to Google’s Hummingbird update. There is no point of having content that is locked into a particular platform. That platform has to help disseminate your content to a wide audience. This is why YouTube works so well. It is share friendly. You can post videos you made to both G+ and Facebook. However if you post video to Facebook, that content gets locked into that platform and it can’t be shared outside of the FB community.

Google’s algorithm is being tweaked all the time. Every month, they do something to adjust it and this can be viewed on Mozcast, a site that monitors the SERP turbulence created by these minor changes. These changes affect how your content is placed in a SERP and if you are chasing a SERP rank, you probably need to have full time staff monitoring such changes that affect your site ranking.

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5. Know your limits on Budget

From the onset, having a CMS isn’t going to be easy as you need someone to manage it. Then there are other cost factors for each strategic decision. For example, shooting a video and putting it up online might seem relatively easy but you have to ask yourself who is going to do this if you’re not video savvy. The same can be said about graphics for your site. If you want a highly customized graphic, then you need a web designer who knows how to manipulate images in Photoshop or create one digitally in illustrator. Do not expect that to come from one person. Everyone has a different role as what your want sometimes lies outside your intended budget. Let’s not forget the budget for SEO consultants and content developers if you don’t have the time to develop them yourself. All this adds up as part of your ongoing budget.

6. A Dead Site is a COMATOSE Site

There are plenty of comatose sites on the Internet. Businesses who concentrate mainly on existing customers do not update their own company websites when they have new products. This becomes very exasperating for customers when they hear of something new and can’t find any resource on it. Just coz you paid for the hosting and put up a static front page isn’t helping you or your customers in any way. Today, people are information driven. They need information to make credible decisions. Having a static site that sits there minding its own business is a waste of money.

One way of avoiding this is to cross post content from Tumblr, Instagram and even Pinterest to your own website. Social Media management systems like Hootsuite, Buffer and IFTTT.

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IFTTT.com is probably one of the most creative uses of web action fucntiions where you can trigger cross posting of content to various other media channels. The only downside is that it doesn’t support either Pinterest or G+ for the time being but Facebook profile, pages and groups are supported.

Online isn’t cheaper than Print

One of the age old paradigms is that having a website is going to be cheaper than printing a brochure as it was suppose to disrupt the traditional way of doing things. Not anymore. It cost more to get your brand recognize and even more for you to make money from it.

You should instead take websites and social media as complementary channels for your marketing strategy and not rely on it solely to bring home the bacon.

Online has gotten to be as expensive if not more than what it takes to print a brochure. One of the reasons is that technology has made it more complicated to reach out to new customers as everyone else is clamoring for that same piece of the pie. Your voice gets drowned out if you don’t shout loud enough in the marketplace and this is where you need to strategize your priorities. Big brands with millions of dollars in advertising budgets never have to worry because they have what it takes to create their own online presence whereas for the SMB, your budget is limited. Competing with the big names isn’t your priority but find your niche is. This is where you have to formulate strategy to get things going for yourself.

Content marketing is all about attracting eyeballs and you need to spend time, effort and money to make it all work.

SEO: Why ccTLD Domains Matter in SERP

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There has been a lot of discussions on TLD (top level domains)  and ccTLD (country code top level domains) and this was one of the least recognized SEO trick in the book. TLD are domains ending with just .com,.biz,.org,.net….etc. These are generic TLDs and highlights the use of such domain signatures to indicate the sort of business you are in. This unfortunately no longer applies as even porn sites have .org.

The next thing to come out of the SEO equation is ccTLDs. Americans in general have problems understand this and there has been much critical press about the validity of this. Unfortunately, the bible for SEO has already been written by Google on the matter. The except of which is quoted below.

Multi-regional and multilingual sites

A multilingual website is any website that offers content in more than one language. Examples of multilingual websites might include a Canadian business with an English and a French version of its site, or a blog on Latin American soccer available in both Spanish and Portuguese.

A multi-regional website is one that explicitly targets users in different countries. Some sites are both multi-regional and multilingual (for example, a site might have different versions for the USA and for Canada, and both French and English versions of the Canadian content).

Expanding a website to cover multiple countries and/or languages can be challenging. Because you have multiple versions of your site, any issues will be multiplied, so make sure you test your original site as thoroughly as possible and make sure you have the appropriate infrastructure to handle these sites. Following are some guidelines and best practices for creating multilingual and/or multi-regional sites.

And there is another clue here that people seem to forget. Your ccTLD should be hosted in the country of origin, even though the SERP will not reflect this if you are using a CDN, countries with established Internet hosting infrastructure should not skirt this.

Server location (through the IP address of the server). The server location is often physically near your users and can be a signal about your site’s intended audience. Some websites use distributed content delivery networks (CDNs) or are hosted in a country with better webserver infrastructure, so it is not a definitive signal. Other sources of clues as to the intended audience of your site can include local addresses and phone numbers on the pages, the use of local language and currency, links from other local sites, and/or the use of Google My Business (where available).

 

How Does this All Work?

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Good question. It is not for people browsing the web for general SERP but for users from that country looking for information provided within their national boundaries. This means if a person is doing a search in Spain for spanish related content or key phrases, then Google search will serve up .es pages which are hosted on Spanish servers (through IP detection) in preference to .com results. Through the use of Webmaster tools, you can also make your site appear on a top page of a SERP by targeting ONE specific country, as quoted here from Google.

You can use the Country targeting tool in Webmaster Tools to indicate to Google that your site is targeted at a specific country. Do this only if your site has a generic top-level domain name. However, don’t use this tool if your site targets more than a single country. For example, it would make sense to set a target of Canada for a site about restaurants in Montreal; but it would not make sense to set the same target for a site that targets French speakers in France, Canada, and Mali.
Note: Because regional top-level domains such as .eu or .asia are not specific to a single country, Google treats them as generic top-level domains.

This means, you can be top dog for SERP in one particular country as long as your business is targeted for it.

Why  use ccTLDs?

People generally like .com addresses for one simple reason. It was the first to come out and the most recognizable. In many countries, it is an absolute PAIN to register a ccTLD.

Many ccTLDs are controlled national domain registries in that country. This means it becomes harder for people to register a ccTLD if they do not meet the criteria. There are normally 2 criteria for registration of a ccTLD.

  • A company or business entity with a local set up in that country.
  • A person who is not a foreigner in that country.

It also cost more to register a ccTLD, and in some countries, up to US$130 bucks a year. However if your intention to get a good ranking in a country specific SERP, then it makes perfect sense.

Who should use ccTLD?

Simple as pie. As a local business operating within a specific country, searches originating from your country will be better served. Even for online businesses like Amazon, we have seen these giants operate from ccTLD. By serving up pages of content in the local lingo, you have validated your intentions and this goes without say, having to pay to get to the top of the page. Sure, things get more difficult if your business is generic, like the hotel business, but it will serve up better if you include the local address with a local contact number.

The whole idea behind searching is to find things from a local perspective. If your search phrase is more generic…like “how to use a toothbrush” then it won’t matter what comes up. However if people are searching for “Spa in Iceland” you are better off having an Icelandic ccTLD.

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Facebook Organic Reach to hit Zero by end 2014

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Organic reach is going to hit ZERO percent at the end of 2014 for Facebook Page post. In June this year, Brian Boland of Facebook hinted in a Forbes article that the drop in organic reach from 12 percent in 2012 to 6 percent in Feb 2014 is a reflection on where FB is headed with its content algorithm.

Organic reach is basically determined by unpaid views. This means you can post to your Page timeline and get a totally free view from an audience (totally unpaid) courtesy of the Facebook Content algorithm that matches the interest of the person to your post (who in this case can be a follower or a person who likes a post which was shared to him/her from a third source) The organic reach stats is going to get a helluva different come year end when that reach is further tuned to zero. This means you won’t be able to see a single newsfeed posted and shared without you paying for it? Well, it’s not entirely true.

Shifty Shades of Grey on Facebook

Facebook post has gotten more expensive over the years. Boosting and gaining followers three years ago is more easier than it is now. A new post these days is determine by a content algorithm, and what you need to do is optimize that posted content to meet the criteria of that post. Each post you make have to meet a few basic criteria and if it goes viral, Facebook won’t charge a cent for it.

Content Optimization Post

I call it COP (content optimization post) for Facebook as it exist only in the FB environment, and there are three basic rules to this. The chief one is to get a proper CMS to show the blog content in the right light and this cost you money upfront. Relying on the boring FB layout is going to doom you eventually as people need to be convince you have something to offer. WordPress for example can help you track and verify your views without relying on Facebook Page management tools. You can also track where that view is coming from and even find out if there are fake followers created to follow you. This is not a widespread problem as yet but many who have advertised for followers on FB have found ‘grey’ followers. These people apparently have no info or background profile and have little or no post at all on their timeline.

Once you have optimized the CMS to track this, you can find out if Facebook post promotion is really for you. Always do a due diligence analysis to find out what you spend is worth the eyeballs you are getting and for that, how much does that translate onto ROI. Never trust Facebook to deliver the results of a promoted post. You need to know where that eyeball is coming from and how relevant is that for your business. Local businesses will only concentrate on a very smaller target

Return on Investment is a term used in advertising to find out the cost versus benefit of a campaign. In the advertising world, the cost must return at least 3 times the cost you spent on a particular campagin. For example, if you spent US$100 on a Facebook campaign and got US$300 in ROI, then it would be worthwhile exercise. If your campaign is only returning US$50 on ROI after spending US$100 on it, then you have to quantify that loss into some sort of goodwill benefit to your page or business or else it is a lost cause.

For COP to work, you should adhere to the following:-

1. Get Followers to Switch on ALL POST Notification

This is entirely up to you. Even if you have a post, your followers will not see them on their timeline. To avoid this, Facebook tweaked the features earlier this year to allow for this to happen. So you can get a post on everyone’s timeline if you know how to get them to switch it on.

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How you do this is entirely up to you but a trick is to offer freebies periodically and asking people to “get notifications” to have the best chance of winning them. This can be time related offers or food porn that come with vouchers. The concept here is to meta-link your rewards to a worthwhile experience. For example, you can give away coffee vouchers for Starbucks even while you business page deals exclusively on services like fashion and tailoring. You can’t possibly be giving away clothes related vouchers alone to boost your business. That’s too self vested and it shows.

The first hurdle is still to get followers. And for this you have to spend money on it. You can get friends of friends to like your page but they do not necessarily get all your notifications.

 

2. Create a WordPress site as a Facebook Page

Your Facebook Page has one or more Facebook accounts with varied roles similar to WordPress pre-defined roles. A Facebook account with content creation capabilities for a Facebook Page can grant permission to your WordPress site (a Facebook application) to post updates to the Facebook Page on his or her behalf.

You can then edit the connected Facebook Page for your WordPress site on the Facebook Social Publisher settings page in your WordPress administrative interface.

Allow new posts to a Facebook Page from the Facebook Social Publisher Settings page in your WordPress administrative interface

Select “Allow new posts to a Facebook Page” to grant your WordPress site additional permissions for your Facebook account.

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Your WordPress interface should present of list of Facebook Pages your associated Facebook account has permission to create new content. Select a Facebook Page name from the list and save your changes to associate Facebook Page publishing credentials with your WordPress site.

A Facebook page can be totally replaced by a third party CMS like in the case of WordPress. Why? Coz your WordPress site can communicate through a Facebook Page via a “https” enabled site. This is the SSL credentials you need to activate this or else it won’t work. There are themes which you can use to make a great landing page for fans. There is nothing to stop you from customizing responsive WordPress themes that come with a blog. These blogs will be your content. There are also HTML 5 templates that do the same thing so if you don’t know how, please engage someone who knows how to do it.

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3. Make Great Content to Engage Followers

There is a very fine line between “like baiting” and engagement. However bear in mind that your post should not have people just liking them only but to engage with them. This can be done via comments, by asking your readers for feedback. It is this feedback that gets people talking, and this will lead to organic sharing. People who like your post or find it useful will share them on their timeline and this is the organic reach that is still possible.

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If you have no idea on what makes an engaging post for sharing then refer to the “reasons to share on FB” graphic to get a better idea.

Moving Forward with a Content Strategy

This is the difficult part and not everyone will understand the underlying reason for a content strategy. The concept is simple. Post and Engage. But how you do that depends on your content strategy.

Facebook is not a cheap place to promote your business. You need to spend an average of US$200 just to get enough people to like you and that is very costly to a small business outside of the US. In America, spending US$200 is peanuts in advertising dollars. But that amount does not in any way guarantee you any form of engagement. For that you need to toss in even more money to promote your post to followers.

Having a custom Facebook Page is a leap of faith and is NOT free. You need to spend money on the CMS, get the damn thing working right and have someone create the content that suits your needs. Facebook content hosted within a CMS makes much more sense as the content is there for all to see.

Facebook is Incestuous

With ZERO organic reach coming like a ton of bricks at the end of the year, your post to Facebook will practically reach only people who like or follow you. Repeated attempts to harvest some form of return in investment will be futile if no new blood is infused into your following line. That might sound find for some but tapping repeat customers isn’t going to grow your reach.

This is why Facebook insist you PAY to gain followers and PAY again to reach out to them. It’s a business principle which is what a Jewish banker would want you to sell your soul into. Sounds like a plan doesn’t it?

Free Mobile Friendly Blog Apps

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There are some statistics thrown about that a businesses that host a blog has a 55% greater reach than one that doesn’t. So this means one thing. You need content baby! Don’t even think of letting a moment slip so for this you gotta be mobile.

I have in the past given you a whole list of stuff you could do for social media marketing but creating engaging blogs or content isn’t easy if you don’t know where to start and for small businesses, this is getting more difficult as we roll along.

Don’t bet on Facebook pages. It is suicidal if your post only reaches out to 4 to 6  percent of your fans thanks to its algorithm limit on business type pages. You gotta pay Zuckerberg and gang to gain a bigger reach. This is money out the window even before you start rejoicing at your wildly charismatic blog post you made in the hope to drawn in those eyeballs.

Let us assume for one moment that you are going to stick to your guns and bit the bullet and create your own content and connect your post with Twitter. Should you want something specific to your locality, you need to hire writers from where you live and not from outside of say….Guam. So if your needs are non-technical, why not do it yourself while you are on the go?

The Best Mobile Blogging Tools

Sadly, there isn’t many around. Mobile blogging tools are created in a linear format, allowing you to easily create a post with pictures or movies on the go but editing and tweaking the features is another thing coming.

Pay your Way to Host

For those with money, there is Squarespace. It cost just under US$200 a year to host a blog and a online boutique to sell your wares. Based on the templates available, it looks to be a more upmarket boutique than an online pizza store. Squarespace recently updated its iOS app to make it more user friendly. It looks fab but the Android version isn’t ready as we speak.

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Pictures are scaled automatically upon uploading for served in appropriate sizes for tablets, smartphones and desktops. There is no restrictions on bandwidth or storage which is nice. Until it makes it to Android, I won’t be reviewing this. There is another, weebly.com, which does a similar deal but it appears to be buggy—they don’t tell you which is a PRO feature and the app won’t post. But let’s focus on those which are free, which I am sure is what attracted you to this site in the first place.

WordPress Mobile App

Value for money. That’s the term for what I would associate with WordPress for now. Over the years, this open sourced platform has come of age and its mobile app is one of the best free apps available now for mobile blogging. You can of course host your own website for less than 100 a year these days with a domain name thrown in for free with a free domain hosted email management account. Going with WordPress.com for the full works cost more. a blog with e-retailing cost US$300 a year. WordPress themes are now based on responsive web design principals, so you don’t have to worry about getting scuffed when surfing from a smartphone.

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The WordPress mobile app rocks. It has everything from posting pictures to video and blogging tools. But I must warn you that e-commerce themes don’t often work that well with WordPress apps. A basic wordpress blog is free to register so if you don’t want to pay to host, WordPress is a good start.

What you can do on your mobile app is amazing.  Go ahead change your theme, view stats of your blog site and even has a Reader option for you to read wordpress blogs that you follow. The app is free and it doesn’t get any cheaper than this. WordPress is available for both iOS and Android.

Blogspot or Blogger App

To be fair, this is not the most responsive blogging platform. It does not have a lot of the bells and whistle themes found on WordPress. However the themes can be customized by a geek and if you are good with code. You can add stuff onto it. Responsive Web Design principals is not on tap for all the themes available on the Internet. You can of course download the Google approved version but at Blogspot, you can upload third party themes. This can present its own problems. For example, third party theme features such as a picture slider is not supported on the mobile app.

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There is no e-commerce engine that comes along with Blogger but you can still link it to a webstore that is hosted outside of blogger. Editing the theme will need some coding skills so you have been warned. Android and iOS mobile apps can be downloaded from their respective stores and is free to use.

The mobile app is good but not great. Blogger isn’t the most advance blogging system on the planet but it does it job without being too complicated. All you can create are linear type blog post to your site. It won’t even allow you to create or edit individual pages. So for this it gets the thumbs down.

Blogger is free with your Gmail or Google account registration. The app does very little in terms of giving you control over your site. There are no statistics, now does it allow you to change themes. All this has to be done from the desktop browser (which you can access if you happen to have a large Tablet). As a mobile blogging app, it does the job but is severely limited.

Tumblr App

In the last 12 months, the smartest buy on the planet has to be Yahoo when they purchased Tumblr for US$1.1 billion. It is very easy to see why Tumblr is the most happening blogging platform on the planet. Besides being the most popular, it is also a content savvy place. Tumblr has a good mobile app, it is literally idiot proof and very slick. This also means that it does all the basic stuff like posting text, photos and videos without much effort. Some of the tricks like stats and fan mail messages are found only on the desktop browser version but for general mobile use, Tumblr is a great app to have.

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You can buy themes on Tumblr that will do almost everything EXCEPT ecommerce. Yup, it sucks but heck, you can’t expecting a dancing bear to drive a car can you? Tumblr excels as a blogging space. It can also be used as a company blogging space, a corporate website, portfolio for artist, etc. The premium themes cost US$50 a pop, well worth it if you are in the market to look different but remember that it depends on your content. If you happen to have an image library to show off, then pick a theme that best demonstrates this. You can register and use your own domain but no email domain support. Tumblr is free to use for everyone.

Tumblr’s own mobile app is easy to use, with all the blogging capabilities of its web browser cousin. Both the Android and iOS app are free. The management tools are not supported, so you need to go back to the desktop version to tweak code. If you have geek like talents, you can even edit the themes you bought to show up Adwords advertisements, but there is no automatic integration for that on the mobile App. Right now the danger is that Tumblr will start to monetize your site. This means even more ads will show up but we have to wait and see if this happens. This might eventually conflict with your need to get advertising in the future.

WTF, Just tell me which is the Best for my Blog?

Sorry but there isn’t one that is perfect. If you think that anyone is going to create a kick ass mobile app well it has to be WordPress. Nothing out there comes close to this. To realize the full power of the WordPress blog platform, you need to have unlimited hosting. This means you can add widgets and extensions with impunity. But a word of warning on those who have not used WordPress, some of these third party extensions are dodgy, and riddled with scam ware. Some pretend to help you do stuff but instead they hijack your site to another URL. These same extensions can be downloaded directly from WordPress themselves and is by no means safe.

Tumblr is probably the most user friendly. It is both a blog reader and a blog client. For me, this gets top marks for ease of use. Blogspot or Blogger on the other hand is spotty, but you can’t ignore Blogger at any one time since it is part of the Google squad. Your search rankings depends on this.

The bulk of the mobile blogging apps available all suffer from platform woes, some support only iOS while others have taken the scenic route in porting the app to Android.  Drupal and Joomla have very weak support for mobile clients  even though they are CMS leaders in their own right.

Mobile blogging is a very important part of the Content Creation sphere. You cannot be at your desktop creating post. Instead, you can do that on the go, at a moments notice when you have time to spare. It might seem like hard work but it’s a fantastic way to engage customers and clients.