Pittsburgh SEO – SEM – SEA | Internet Marketing and Website Design | Blackball Online

Content Management Systems, (CMS) a Reality Check

Pittsburgh, PA - Like a lot of the technology we use in our lives and in business, Content Management Systems live in 2 worlds; the theory behind it (easy -to-use, update your site with no problem) and the reality.

We have over 10 years experience with Content Management Systems and its usage by clients. Here’s the good and the bad:

The Good: First, a successful implementation of a Content Management System starts before you even choose one for and with your client. Discuss in depth with your client their wants and needs; such as  how much and what kind of updating will they be doing, for example images, pages, text, linking, how often will the updating take place, will someone need to be trained in image cropping, SEO considerations, future site considerations, etc. Inform the client the benefits and limitations of the Content Management Systems that are being considered, (this is very important).

Second, you’ll need to know if the client is willing to commit. What I mean by this, is the client willing to dedicate someone, (sometimes it’s them) who will be responsible for the administration and management of the Content Management System. This person will be the one doing the updating, etc. So, find your degree of client commitment, it’s important. It will save you and your client a lot of headaches.

If you have a high degree of client commitment including a dedicated site administrator/manager the next step is training on the chosen Content Management System. I cannot over-estimate the value of this training. Depending on the technical “savvy” of the person to be trained, (they are usually regular end-users, non-technical professionals) expect the training to be between 8-20 hours. I don’t mean doing this helter-skelter. This should work like attending a class and incorporated into costs as a line-item. If the client is serious, this will not be a problem. Also, discuss fees to cover post-training phone and on-site support.

Believe me; even with the best of training and a tech-savvy trainee, you’ll still be getting support calls. Help guides and manuals will offer some support. An informed client is generally a happy client.

Note: A Blog is always a consideration as an alternative to a Website. They are by nature a Content Management System in and of themselves.

The Bad: This is simple really, and it comes down to a half-measure approach by both the technology company and the client. For example; the technology company says “I can show you real quick how to put up an image, add files, make type changes, etc.”  And the client says “yeah, that sounds real good, etc., etc.” (Myself, I blame this type of execution on the technology company offering the Content Management solution). Add to this that if no proper roles are defined on the client end, then the problems begin.

I like putting it like this; “a client not properly trained is a client in constant pain.”

Here’s a laundry list sampling of our client experience with the above mentioned approach:

-          Improper file naming, errors thrown

-          Client can upload one or so images but has problems with multiples

-          How to navigate to images for uploading

-          Problems with multiple image placements on a page

-          Image sizing problems, why did this image come in so big or so small?

-          No knowledge of the need for image cropping

-          Changes not appearing - not knowing to hit submit or update after edits

-          Why doesn’t it do this, why can’t I do that – limitations of the CMS product

-          Text formatting problems, e.g. copy and pasting directly from a Word document

-          How to add textual links, both internal and external

-          How to make an image a link - image mapping

-          Accidental page deletions, the “what did I do?” scenario – backups and restore capabilities

-          Non clarification on pages the client can and cannot modify, (ex. the Home page) and why - Administrative Rights and permissions

-          Ability to troubleshoot on a very minimal level is non-existent

-          Menu item addition problems and linking to the correct page

-          Adding Web pages

This is just a sampling, but I believe you get the picture. Disregarding comprehensive training will lead to a very frustrated and disillusioned client. They will blame you, and rightfully so. You’ll be hit with enough support questions even with proper Content Management System training, but they’ll be coming from an informed client.

The Scorecard: The major misnomer of these CMS tools available in today’s’ market is that they are the be all and end all of technical support. I hear them advertised as “no technical experience necessary”. OK try it. Then call us. We have found the opposite is true. Our experience in this area is extensive. Without knowledge of html, css, and some basic file management, file naming convention and linking skills, the final product does not live up to a professional design. Nor does it navigate or optimize well at this point. Even with proper training, the client must be prepared for some hurdles and frustration. Like a lot of things, CMS tools are very much a give-and-take proposition.

I blame this on the product not the customer. The advertising of CMS has painted the customer a rosy picture. Never are the technical and SEO limitations mentioned. We have encountered this numerous times. Not all CMS tools are created equal. It all boils down to the business need, the expectation level, and the willingness to commit time and effort to this undertaking. Ask yourself these questions:

(1)How much is my time worth? Do I, or a member of my staff, have the time to invest?

(2)Does my business possess the technical resources to see this project through?

(3)Would it be more cost effective in the long run to hire a professional design team?

(4)What is the image and perception I want this Website/Blog to portray to my customer?

(5)What are my current Search Engine Optimization (SEO) requirements and the scalability for future needs?

As the business owner, these decisions are up to you. Due diligence in this area is a must. A little research may save you hours of frustration and a pile of money. If you decide to explore this route, please at least consult with a professional beforehand.

Contact Blackball Online for a free evaluation of your online business needs and we will help you with this very important decision. Our business is to help you do business.

Marketing your Small Business on the Internet (Part 4) Consistency and Innovation

Pittsburgh, PA – If at first you don’t succeed try, try again. Beware of any SEO company that guarantees you No #1 rankings right away (unless it’s a Pay Per Click ad). Often these companies use procedures that are deemed unscrupulous by the Search Engines. In a never ending war on spam sites, search engines can and do penalize for such tactics. Google has a pretty nice rundown of what an SEO company should and should not be at: http://www.google.com/support/webmasters/bin/answer.py?hl=en&answer=35291

Internet Marketing is not a Science, it’s an Art. Despite the tools we use to measure results, Web Analytics are measured through research, trial and error, and experience as well as facts and figures. Many factors drive results, not the least of which is the economy. In my opinion there is no bad time to start or build on your online reputation. Solid fundamentals and consistent additions to your content will win over the “set it and forget it” method every time.

SEO is a powerful and effective way to increase your site's traffic - but most serious SEO efforts can take at least several weeks to take effect. If you are committed and willing to manage your Website's SEO continually, you should see your results increase steadily over time. As a general rule, the more dedicated and persistent you are with on and off site optimization, the better your results will be.

In addition to following Google Webmaster Guidelines for your site, there are always new and exciting ways to market your specific business. We have experimented with marketing mixes in the online arena and have found successful formulas that work very well. As we mention in Part 3 of this series, starting a blogging initiative, to complement your organic search results, consider starting a blog for your site. This is just one way to add content and reach new and existing customers.

Internet Marketing Services take on many forms. A sound business consultation and experience in the field are some traits you should certainly look for in any SEO company. Ask questions to sound out the company. After all the SEO firm will represent your business. Research and due diligence are your responsibility as a business owner. Any sound SEO should provide you with all the background information you need.

Knowing your market trends, your target audience, and your target demographic helps immensely in the way you advertise. In our experience, offering sound business advice as well as a robust marketing plan to include all forms of advertising for your business provides the best long term results. Ask yourself what kind of results you expect to see, and how long you are committed to working towards these goals. Provide for that going into a campaign and it makes it a lot easier to reach those goals. Sometimes it helps to envision the result and work backward toward it using the SEO techniques described above.

Contact Us at Blackball Online Marketing for an evaluation of your Internet Marketing and overall business needs.

Marketing your Small Business on the Internet (Part 1) Picking a Name for your Business

Pittsburgh, PA - If you have not formally picked a name for your business, or are thinking of changing your business name, this article is for you. Planning is often the most overlooked step in forming a business. SEO your business name from the beginning. Don’t get caught backtracking and fixing problems that are a result of oversight when it comes to naming your business for the digital age.

Using the Where, What, and Who Method for choosing a business name and ranking with it. (The How and the Why is up to you):

Your business name should reflect directly where your service or product is sold, what it is, and finally but not necessarily who you are. Ideally it should at least promote your service or product for you all by itself. (i.e. Figs by Johnny) Better still, your business should define where your geographical target market is or where you produce or distribute your product. (i.e. Pittsburgh Figs by Johnny) With any work at all, you should attain top rankings for figs in Pittsburgh using this name, after you outrank this post of course.

So why not Johnny’s Figs in Pittsburgh or Johnny’s Pittsburgh Figs? Many businesses get caught up in this. The Pittsburgh fig consumer doesn’t much care that the figs are by Johnny. They just want figs in Pittsburgh. Until Pittsburgh Figs by Johnny is a brand unto itself, Johnny is incidental (sorry Johnny wherever you are) to the ranking of this product for Online Marketing purposes. In fact I would omit Johnny altogether and name this business Pittsburgh Figs or perhaps Figs Pittsburgh.

If this market was very tight, the location of the keywords in the name could make all the difference. Check this out for yourself with any Search Engine for a product and place. See what I mean. I give you proof positive of what I’m saying here to be true. Try typing “figs California” into a Google search box. This example is so strong that if you type figs all by itself the CaliforniaFigs.com site appears at number 1.

This business name (Pittsburgh Figs) was invented for a company that does not exist and it makes for a good example. Marketers in highly competitive segments should carefully think out their proposed business name and research it thoroughly. The time it takes to rank for a particular product or service will vary. Unrealistic expectations of results should be avoided. As with any Marketing campaign, this takes time. With a soundly thought out business name, you have a solid head start.

Call Blackball Online at (412)377-7280 for all you Internet Consulting and Marketing needs. We would be happy to assist you in picking that perfect business name.