Typically, websites are made in a very linear fashion. There is always an entry point, which is typically a home page or landing page. This is followed by a handful of single pages, all in a very clearly set row, defined by either a horizontal, or vertical navigation bar. Simple, right?

There are certainly websites that exist in an almost organic, very dynamic fashion. These include news websites (Canoe.ca, NYTimes.com, etc.), and user-driven websites (Facebook.com, Reddit.com, etc.). Search engines have been making a shift to user-generated content for years, and not just because it’s fresh and more frequently updated, but in part because of the linking structures that are built into the website architecture.

Let’s face it, most small to medium sized businesses have what are called ‘defensive’ websites. These are websites that exist purely because they want to put the URL on their business cards. These sites are also built in the most linear, straightforward way possible. Below is a depiction of one of these websites:

On these websites there exist a handful of pages, with some content here and there. The only way to access any page on the website is always done through the navigation bar… which I HOPE are not images… but that’s for another day. This, my friends, is a typical corporate website. Go look for yourself, and you will see.

One of the most effective ways of increasing the ‘importance’ of a website is by inner linking words and phrases found within the content, to other relevant pages within the website. You might ask “Why does it matter… these aren’t as good as getting links from other websites, so why bother?”. While not as valuable as a backlink from another high traffic website, inner linking has been proven to be a very effective method of increasing search rankings. It’s also making changes to your own website which you have full control over, so why wouldn’t you do it?

It’s a very simple process, but it should be done in a way that it assists the visitor. The end result will be a more connected website with highlighted content for Google and other search engines to pinpoint for future search queries. An example of an inner-linked website can be found below:

Not only are the pages connected through the website’s navigation, but since relevant keywords have also been linked, it will create a much more connected and intertwined system, boosting the authority and importance of not just specific pages, but the website as a whole. This will, in turn, increase the likelihood of pages showing up in search engine results.

Here are some other related articles that you might find interesting:

• 10 Quick Search Engine Optimization Tips
• Think Your Website Is Too Old To Optimize? Think Again!

It’s a new year, which brings with it the promise for more frequent blog posts. Our plan of posting one article per week hasn’t exactly panned out over the past few months and it’s something that needs to be rectified. There is no shortage of news and techniques or tools, it’s just a matter of getting those ideas down and posts finished. Hmm… sounds like something familiar.

Also, we want to hear from you! If you have found a specific topic to be especially useful or informative, let us know so we can dig deeper and provide more of it. We want to hear your comments and any critiques you can offer. Don’t worry, we can take it

Just leave a comment on the blog, or head over to our Facebook page and tell us what you think.

Creative writing can be an incredibly challenging mental activity (and physically, depending on how much coffee you’ve had). This doesn’t just apply to novelists or marketing copywriters either, it can affect anyone who is actively required to generate content. And yes… this includes blogs. TRUST me.

Coming up with a new idea for a blog post each week is not as easy as it may seem, which is something we have admittedly been slacking with here at Glacier Digital HQ. The last few months we have experienced some growth and have only squeezed out an average of 1 blog post per MONTH. This is one of the reasons this exact blog post has been written. If your business already has a blog or is planning on proceeding with one, updating it once a week on average is industry-wide best practice.

Why post once a week?

Unless your business is completely dependent on online ad-driven traffic generated by frequently updated content, posting an article on your blog once a week should suffice. It will compliment your business’ activities and will provide your customers with something to look forward to on a Friday afternoon (which, is the optimal time to post).

What do I talk about?

You would be surprised at how much your customers DON’T know about your business and your ongoing activities, in and out of the office. This includes industry news, tips, opinions and just about any relevant events or information available online. A great technique which can help generate ideas and catalogue them more effectively, is to create a list of topics, whether as draft posts in WordPress or Blogger (or whatever blogging platform you use), or even good old paper and pen *gasp*!

More often than not, I will revisit an old topic that I jotted down during a brainstorming session and see if any ideas stick. Sure, there are times that I find myself starting at the keyboard, sometimes with my head in my hands, frustrated that I can’t get a specific sentence to sound…. just right. That’s when you look at it from a different angle, work on a different paragraph, or work on a different post entirely.

PLEASE… let your customers talk!

Taking the leap into social media is a big deal for many businesses, there is no doubt.  However, one of the worst decisions a business can make is shutting out the ability for users to provide feedback, whether it’s good or bad. This goes for not just Blog comments, but Facebook and other tools that have discussion or commenting systems built in. Worried that you will get a LOT of bad feedback? Well, instead of denying customers the right to ask questions and vent their disapproval, perhaps you should ask yourself why they have these concerns (or better yet, ask the customers!!). One of the many benefits of social media in general is the ability to bring the conversation down to a more personal level. Don’t give customers the “corporate cold shoulder”, let them feel as if you are attending to their issues in a way that makes them feel like a priority.

Blog writing is still writing, regardless of your opinion. Sure, sometimes facts and data are provided to fuel the content, but it is still written… by hand… by a human. As long as that’s the case, there will always be the possibility of “Blogger’s Block”.

It seems that whenever we are talking with new clients about the many, many benefits of social media, the biggest complaint we receive from EVERY one of them is “When am I supposed to find the time to update all that stuff?”

It’s as if we’re telling them they have to change professions and become writers!

Writing is definitely an essential aspect of social media (think about it : Blog posts, Facebook updates, Twitter… tweets, etc.) but it doesn’t have to be time consuming, or difficult. Here are a few tips to help you maintain a regular schedule :

1. Write A Blog Post once a week.
   Keep things casual. Don’t talk about yourself, instead, talk about the industry or recent relevant news and events. Also, if you already have a weekly or monthly newsletter, convert it into HTML, and boom…. you have a blog post.
   (Average time : 1.5-2.5 hours)

2. Promote Blog Post with Twitter, Facebook, LinkedIn, etc.
   Using a service such as Bit.Ly, you can track viewer engagement with a link to your blog post, or virtually any other link you include in your Twitter post or Facebook post. Include a brief message describing what people should expect to see, and you’re off!
   (Average time : 0.5 hours)

3. Engage with community in any way you find relevant to your business.
   • Are you a retailer? Foursquare, Yelp, Gowalla, Wagjag, or Groupon would be very beneficial.
   • Are you B2B?  Connect with potential customers through LinkedIn or Meetup.
   • Are you a service provider? Answer some questions over at Quora, Getsatisfaction, or the hundreds of other support blogs & forums.

   (Average time : 1 hour or… as much time as you can spare)

4. Are Facebook, Twitter, LinkedIn and Foursquare too difficult to manage?
   Use an application like Tweetdeck. Bam… Problem solved.
   (Setup time : 5 minutes!)

Now, not just anyone can write social media content, as the writing process is much more effective when it acts as an extension of the client themselves. Who better to discuss their product or service, than the very individual who live and breathes the company message and objectives. Your SEO provider is there every step of the way to guide you through the process and make it as streamlined as possible.

Is no one reading your blog? No one following your Twitter account or Facebook page? You can’t wait for them to come to you. Go after your audience, and prove to them that you have something they want, or better yet, need.

Please view our other related posts :

• Get Your Social Media Under Control!
• No Time For Social Media? Think Again.

One of the most common complaint from our clients is that they simply don’t have the time to maintain their corporate blog, Facebook page, Twitter account, moderate comments, search for new followers/fans and many of the other tasks associated with social media.

Who can blame them!?  It’s a lot of work.

My advice to them is generally of the kind, yet constructive variety. Something like this : “You need to try to put aside 2 hours a week, or 20 minutes a day to spend exclusively on your social media efforts. Put away your blackberry, turn off the radio/tv, and concentrate.”

What I would like to say, in a much more blunt manner, is along the lines of : “Suck it up! Do it, or you might as well hand your competitors the business because you obviously don’t want it.” Of course, it hasn’t come to that, and I hope it never will.

This diligent work, regardless of how many other tasks might be on the go, is what it takes to penetrate the market and capture the attention of potential customers. Frequency, relevance, and most importantly, captivation are what it takes to engage viewers and keep them coming back for more.

If a company cannot dedicate an individual to managing and maintaining their social media efforts (preferably in marketing or sales), then outsourcing the efforts is the only option. This option still doesn’t get them off the hook entirely though. Who is going to write the blog posts, or reply to a potentially angry commenter?

Only YOU know your business, and it’s up to you to back up your claims and your product.

Social Media is a highly interactive method of marketing, and unless you are on top of it at all times, you will find yourself left far behind with a mountain to climb instead of a mole hill.

One of the biggest social media concerns of every client is the management of the tools they use. Since the majority of work is performed by the client (blog posts, twitter posts, facebook page updates, etc.) it can all be a bit overwhelming.

It can take up to a few hours to write a good blog post, so you won’t want to spend another hour updating Facebook, Twitter, LinkedIn and other tools manually, especially if you don’t need to.

There are a few tools available for making your life a lot easier, one of which, is called Tweetdeck. We use it extensively, and it has made updating a snap. You can link multiple Twitter accounts, Facebook pages and LinkedIn accounts, allowing for one message to be broadcast across all networks simultaneously.

Tweetdeck

You can leave comments, manage your followers, create and manage Twitter lists, and more. We don’t officially endorse Tweetdeck in any way, but since the tool is so useful, why not spread the word? Download Tweetdeck here, for PC, Mac, Linux or iPhone.

As for blogs, there’s a great tool called Networked Blogs (which you will notice on this very page!). It publishes your blog on Facebook automatically, while allowing others to find it via Facebook search. We love it and it takes yet another unnecessary step out of our social media routine.

Are there other tools you use instead?  Or do you think there’s a better way to manage social media?  Let us know in the comments!

The world of online social media has exploded during the last few years, with good reason. People can connect with hundreds of thousands of others to discuss and share nearly anything. Whether it’s used to spread the word about a great new promotion or product, to inform customers of some relevant industry news, or if it’s to simply share a funny image you found while browsing, social media allows for a type of connection with customers and visitors in a way that traditional marketing cannot match.

The tools have become more user friendly and robust, allowing anyone with something to say, to have their message heard. Below you will find a list of some of the benefits of using these social media tools and which ones may not appeal to your business model. Have a look, think we’re missing something, let us know!

Blog

Examples : WordPress, Blogger, Tumblr

Pros

• Unlimited space to work with. (No 140 character limit here!)
• Ability to offer feature-rich content, such as video, flash, images, etc.
• Will work on anyone’s web browser and most mobile devices.
• Most blogs offer RSS feeds which can be used in RSS Readers, to populate other websites with content, etc.

Cons

• You’ll look at the clock and wonder where the last 2 hours went.
• Writers block exists, even when writing for a blog. Trust me.
• Some HTML knowledge is a must, especially if you want to add any advanced functionality.
• Set a schedule for your posts, because you will need to regularly update.

Facebook

Website : www.Facebook.com

Pros

• 400 million users.  ‘Nuff said.
• Word-of-mouth is the most effective form of advertising, and is a very large component of Facebook, with its ‘fan’ and sharing system.
• Ability to connect with potential customers on a more personal level, through the Discussion Boards, Wall and Comments.
• Integration of Facebook with a blog or website is becoming easier and easier.

Cons

• Frequent moderation is required.
• Don’t disappear for a few weeks, or you might find everyone else has as well.
• While not incredibly important, having a solid friend base will help grow your presence quickly, at least at first.

Twitter

Website : www.Twitter.com

Pros

• Updating your Twitter status from nearly any device imaginable makes it incredibly versatile.
• Analytic tools allow for very robust tracking.
• Integration with Facebook, among hundreds of other websites and tools.
• Nearly instant updates to your ‘Followers’.

Cons

• Limit of only 140 characters, which can be restrictive, especially when including URL’s.
• Fine line between not updating enough and being annoyingly persistent.
• Still regarded as a more tech-savvy tool.

Social Bookmarking

Examples : Digg, Stumbleupon, Fark, Delicious, Reddit, MANY more

Pros

• Potential to reach thousands of viewers instantly, and more through sharing. (Liking, Digging, etc.)
• Certain websites, such as Su.pr (via Stumbleupon) offer their own analytic tools allowing for more detailed information than other analytic packages.

Cons

• Potential time wasters. Spending 5 minutes ‘stumbling’ can turn into 30, VERY easily.
• There are well over 300 similar websites, linking to every one of them can obviously be very time consuming.
• Time spent keeping track of accounts, posts and comments can also add up, fast.
• Links can get overlooked easily.  Make sure you post with an interesting title, and in a relevant subject (if available).
• Unless your website or link can handle it, an influx of thousands of visitors can bring down a server.  This is a nice problem to have though!

LinkedIn

Pros

• The audience is very focused towards business.
• Ability to network with other local industry professionals.

Cons

• It’s very easy for your message to come across as spam. Keep conversation light.

Try it out, you are only denying yourself the potential for something great if you don’t.

The benefits of adopting social media is still new to a lot of businesses, so we thought it would be a good idea to provide a beginner’s guide to the tools available for various aspects of social media. Below you will find some of the more widely used tools and websites in order to reach out to your audience in the most effective, yet efficient way possible.

It is unlikely that you will require (let alone be able to maintain) all of these tools, but use what you think will work.

Instant Messaging.

Many businesses view tools such as MSN, ICQ and Google Talk as time wasters, or applications that stifle productivity. They are very much the opposite. Not a day goes by that the Glacier-Digital staff doesn’t use instant messaging in order to quickly ask a co-worker or colleague a question. The recipient can answer immediately, or at their leisure, making instant messaging a very handy tool, especially when a full email is not necessary. Some tools, such as Digsby, even have Facebook, Twitter, and various other social media functionality built in.

• Windows Live Messenger
• Google Talk
• Digsby

Twitter.

Remaining the most popular service no one asked for, Twitter continues to add functionality and prove itself as a viable method to inform hundreds, thousands, or even millions of people of up to date news. Many businesses have found success, with Twitter-exclusive promotions, providing links within Twitter to other websites and advertisements, and more. Frequent and business-relevant updates are the key to growing a loyal following. Speaking of which, why not check out Glacier-Digital’s Twitter account right now?

Facebook.

If you have EVER used the internet, you’ve either heard of Facebook, or have your own account. While it is undoubtedly focused towards personal use, advertising through the website can be very effective. The ability to have Facebook Pages (basically, like a personal profile, but more business related : Glacier-Digital’s page), the highly targeted advertising campaign management tools, as well as the ever growing popularity make it a popular destination for nearly everyone.

Besides Facebook.com itself, there are some great desktop applications that can be used for accessing and updating your own account.  These include :

• Tweetdeck
• Seesmic
• A Facebook mobile app for iPhone and Android is also available.

Blogging.

Blogs are not so much a direct social networking tool, as they are a means to quickly and easily inform a large group of individuals with relevant and important information. From the moment the Submit button is pressed, hundreds or even thousands of subscribers can be instantly updated with a company press release, a list of new resources, or even some helpful tips. The ability to create RSS feeds with blogs also means that they can be easily integrated with newsreaders and even other websites. Two of the most popular blogging tools are :

• Blogger
• WordPress

Social Bookmarking.

Need to reach a lot of new users, fast? By utilizing the various social bookmarking websites, a press release, new product launch or blog post can reach hundreds, even thousands of visitors within hours. With many of social bookmark and bookmark sharing websites, analytic tracking is also included.

• Delicious
• Stumbleupon
• Reddit
• Digg

As we’ve mentioned many times before on this blog, before any search engine optimization is performed on a website and before any changes are made, a website’s content must be scoured with a fine toothed comb.

There are thousands upon thousands of websites that require SEO services, however, they focus on techniques to capture the attention of search engines, instead of their visitors. They will never realize the success that is possible with well written, relevant content.

First and foremost, the “human” factor is the driving force behind any website’s success. Building a website purely for search engines will never maintain any high search rankings and certainly won’t appeal to real visitors.

Determining what a website provides for its visitors is crucial, as it lays the base upon which to build.

Is it a resource or knowledge base? Is it a means of generating sales leads? Is it a way to interact with others in the similar industry?

These are just some of the possible scenarios which would require a very different approach to writing a website’s content.

Whether a copy writer is required or not, content must be informative and detailed, yet captivating enough to engage the visitor and keep them coming back for more.

By now, everyone has signed up for a Twitter account to give your status updates, Flickr to share your images or photos, YouTube to share your videos, WordPress or Blogger to post articles or further status updates and then Digg/Reddit/Fark/etc. to post links to your blog. The list go on and on, with literally hundreds of these types of sites offering social networking services.

The question herein lies, is this of any use to your business? The answer is, potentially, yes. The ease of which these services allow you to create content is incredible and is one of the driving factors behind their explosive growth. The other being the extensive reach they have, with the ability to reach potentially anyone in the world with the click of a button.

Jumping in head first is never a good approach, this being no different. If you don’t have anything interesting to talk about, I hate to say this, but don’t bother, your time can be spent much better elsewhere.

If your company deals with recreation, technology or entertainment on any level, social networking becomes much more relevant, as those industries generally have a steady stream of new and interesting topics.

Last but not least, unless you plan on updating these services on at least a somewhat frequent basis, again… don’t bother. Gathering new viewers is difficult enough, give them something to hang around for.

- The Glacier-Digital Facebook page
- Glacier-Digital on Twitter
- The Glacier-Digital Blog