I recently read that the White House has chosen an Open Source CMS (Content Management System) to develop their government Web site. This announcement caught my attention for several reasons--not only are many agencies moving their clients to open source and praising it's virtues, I also started using Drupal this past year and found it remarkably fast and easy to setup and maintain my own Web sites with quality results. Despite some criticism of open source over the years--more and more commercial (and government) developers are choosing it.

It's hard to argue against the benefits of free software, especially when results show that the software does what we expect, often exceeds expectations, and provides more opportunities for expansion than many proprietary products. While relative newcomers Drupal and Wordpress lead the pack for CMS offerings, open source mainstays such as Linux and Perl have been around for many years--not only surviving, but thriving over time. In a study by Amit Deshpande and Dirk Riehle of SAP Labs, LLC, Total Growth of Open Source results have shown that "the total amount of source code and the total number of projects double about every 14 months." Open source enables freedom for both users and developers to move & change quickly when needed, as well as providing more flexibility with software decisions such as to upgrade or not to upgrade. It's really no surprise that businesses and individuals are moving to open source at exponential rates.

Of course, Open Source has always been very much associated with Free, although there are other solid reasons to choose it beyond its cost. The pool of development resources is not limited to a specific company or provider, but instead is seemingly unlimited. As a specific open source project becomes popular, more and more developers start contributing, growing and adding to the code. Not only do they enhance the software to make it better for everyone, but they also create markets for their own support services. The better the code is--more people will use it-- and the more support is needed. Large developer communities have evolved around each software project, contributing to its growth, and administering its support. These open source communities are continually coming up with new innovations, powerful add-ons, extensions, and effective tools.

With so many open source choices available, even the ubiquitous LAMP stack (Linux, Apache, MySQL, and Perl) has come to be accepted as generic term for any completely open source application stack--substituting interchangeable parts from other sources that include "PostgreSQL, SQLLite, Apache Derby," as well as "PHP, Python, Ruby, Groovy and JavaScript." Even behemoth Microsoft has entered the game with their own Open Source CMS Platform.

Additionally, interactive ad agencies are able to offer their managed computer services at lower rates when developers take advantage of Open Source technologies. This enables clients to do more within their budgets. Every size company can now take advantage of Website integration, online advertising, and interactive media development due to the emergence of open source and accumulation of knowledge brought to us by the developer community. Businesses across industries are now embracing these technologies, taking advantage of interactive media, and using a more integrated approach to marketing with the vast number of new tools that are now available from these creative, innovative communities of developers.

In recent years it seems as if E-Mail marketing has fallen by the wayside in light of emerging technologies and trends. Time and time again statistics have supported the profitability and legitimacy of E-Mail marketing, so it’s important to take a step back and see how E-Mail marketing is or more importantly isn’t, affecting your company.
Here are three questions to ask yourself or your marketing team in order to answer the bottom line; do we need to invest or reinvest in E-Mail marketing?

1) Have you forgotten about the basics?

In this new Web 2.0 world marketers are constantly scrambling to keep up with the latest trends, throwing money at anything deemed “cool,” “trendy,” or “popular.” At first glance new social outlets and advertising mediums may seem appealing, but sites such as YouTube, Twitter, Facebook, and Myspace have short track records in terms of performance and viewership capabilities. These mediums aren’t poor investments by any means, but more often than not companies are blinded by the popularity of new social sites and forget about the basics of interactive marketing; E-Mail marketing. 
In one Forrester survey E-Mail more than 80% of businesses surveys achieved a significant return on investment - double that of most other marketing initiatives. I highly doubt any current social media site can boast 80% ROI satisfaction for use of their advertising and marketing platforms.

There’s a reason social media and Web 2.0 technology is called the “frontier” of internet exploration; IT’S UNKNOWN TERRITORY. If you’re hoping to catch the wave early and become one of the first settlers on the new frontier, be prepared to sacrifice quite a bit of blood, sweat, and treasure. A word of warning though for those looking to brave these mysterious, ever-changing virtual landscapes;  by the time you and other businesses jump on the bandwagon, the consumer has most likely started getting off to ride the new model bandwagon – the one that has three axels instead of two.

BOTTOM LINE: Like my great grand pappy use to say, sometimes the best things in life are the simplest things; E-Mail marketing may not be as flashy as a MySpace page, but 9/10 it will dole out a much larger reward upon investment.

2) Are you putting your data to good use?

For those already utilizing E-Mail marketing it’s important to take a step back and review your E-Mail marketing process. Do you simply click “send” every two weeks to blast your newsletter or promotion? One of the foremost reasons E-Mail campaigns fail or plateau revolve around the marketers lack of interaction, understanding, diligence, or experience analyzing and applying the data generated by their E-Mail campaign.  E-Mail is light years ahead of almost every other advertising medium in terms of accountability and tracking, the question is whether you’re leveraging this unique capability or not. With the ability to instantly review the results of your efforts, it’s important to analyze the outcome through multiple lenses rather than just a couple such as “E-Mails opened,” “conversions,” or “bounced rates.”

As a rule of thumb every time you receive the results of an E-Mail blast you should be changing at least ONE aspect of your next E-Mail strategy or design. It’s entirely possible to deploy E-Mail blasts without acknowledging the data and still receive a good response and return. As a marketer you need to apply the data you receive in order to run a GREAT campaign. Just because you’re running a “good” campaign with minimal effort doesn’t change the fact that in reality you’re really running a poor to mediocre campaign.
The most effective E-Mail marketing is an evolutionary process consisting of hours, and hours, and hours (and hours) of data compilation, review, and reform. If you or your marketing team takes performs no action other than clicking “send,” odds are you’re missing out on the true strength of E-Mail marketing; quick, intuitive, statistically supported campaign adaptation.  

BOTTOM LINE: We don’t live in a static world; neither should your E-Mail marketing.  

 3) Are you maximizing your dollar during the recession?

Marketing departments across the world have been laying off employees in droves. Even higher level management today is looking for any way possible to show their superiors that they add value to the company. What would your superiors say if they saw you could not only boost revenue but cut costs at the same time?
Marketing budgets have shrank, but thankfully E-Mail marketing prices have stayed relatively the same – cost efficient. Of all the advertising mediums both virtual and physical, E-Mail marketing is among the most cost effective with the privilege of being able to boast one of the highest ROI’s. A single print ad can cost thousands upon thousands after the cost of graphic design and ad-space. Instead of paying $10,000-$25,000+ for one month of magazine advertising, you can run a four month e-mail campaign which normally entails better audiences, conversion rates, and accountability. If you find the costs of traditional advertising to be exorbitant, it may be time to dust off the E-Mail marketing proposal and take another look.

BOTTOM LINE: As the great Benjamin Franklin once said, “A penny saved is a penny earned.”

So ask yourself:

1) Would it be beneficial to scale back on costly new-age technology investments in order to temporarily invest in more dependable marketing initiatives?

2) Would it be beneficial to engage in an E-Mail marketing discovery phase to see if you’ve truly been interacting with your campaigns and applying the data you find?

3) Would it be beneficial to divert your limited budget to more cost effective (and often times profitable) marketing venture such as E-Marketing?

 

I have seen several articles recently about how Dell made $3 million using Twitter (How Dell Generated $3 million in Sales Using Twitter, Social Media ROI: Dell's $3m on Twitter and Four Better Examples).  Interestingly enough, the articles stress that having the $3 million in sales is not the most important thing that Dell is doing, but rather a good result to a much bigger strategy.  The important thing Dell is doing is customer communications.  They are actually listening to their customers.  They listen for their complaints and listen for their ideas and then they interact with their customers by replying to them.  Customers love it when a company responds to them.  By building a constantly growing base of customers, Dell is earning more respect.  So it is no wonder that when they started posting promotions on Twitter they generated a lot of sales.

It is important to note that even though Dell was able measure a hard ROI of sales that came directly from Twitter, there is a more difficult measure called "soft" ROI that no doubt led to the hard ROI.  The soft ROI is measured in things like fewer support personel required to take phone calls, the value of an online community that openly discusses a company's products or services, and the value of forums where people can search for answers rather than waiting on hold for a customer rep on the phone.  I think if you can build the soft ROI's, then the hard ROI's will be easy to create.

Definition 6 is an interactive marketing agency that can help companies start with the basics to build up a strong and powerful customer base using social media and then help to start generating hard ROI's.  We can help you with your long term strategy rather than just focusing on getting a company Twitter account up and running.  Just having the account is not going to help you generate revenue or customer loyalty.  It is how you use that account that will accomplish those.

According to recent studies and surveys over 50% of all smartphone traffic in the U.S. now comes from iPhones (AdMob Mobile Metrics, March 2009). And it’s growing. Other platforms are starting to catch on, but Apple truly succeeded in building and proliferating a means for people to have a vastly improved mobile web experience. Add to that a rabid user-base and the result is that iPhone’s Safari browser now starts showing up more and more on the overall analytics reports when companies review what browsers are accessing their sites. As an avid iPhone user myself since the first version I’ve been amazed at how I could navigate sites on this platform despite site designs that still required extensive zooming in and out and scrolling back and forth. I was so enamored that Apple designed UI mechanisms to help accommodate sites not designed for mobile that for a while I was simply excited to be able to use them at all. But slowly some sites began creating better mobile versions to make navigation even easier on the iPhone and other browsers. Now I grow greatly annoyed when I try to access a web site from my phone and find myself staring at a microscopic version of the homepage which makes it difficult to even find the buried link that says “Contact Us” just so I can find their address or phone number to get directions and a map while I’m out and about. Or even worse, the site is built in Flash with no HTML version and for whatever divine reason Apple has still not decided to support Flash on the iPhone. So the site is essentially useless on my phone and in some cases looks uglier than a Nip/Tuck season finale. I found it funny when I tried looking at the web sites of some of our competitors, some large digital agencies, and found they had sites built in Flash which are rendered useless on my device.

Numerous solutions exist for creating mobile presentation layers for even the most complex and transactional web sites to handle every different mobile device under the sun. We’ve helped many of our customers do exactly that. But there wasn’t a simple, fast and inexpensive way for a large majority of companies who just have a typical web site with typical CMS needs managed by a small number of people to easily publish and manage simple mobile site versions. With all this in mind, Definition 6 worked to build some simple scripts, toolsets and templates that integrate directly into a Content Management System enabling re-purposing of content by a non-technical marketing manager to easily deploy a site that looks great in an iPhone Safari browser. It leverages iPhone navigation mechanisms, and helps you to offer mobile users with the experience they desire and the information they likely need while mobile which is often quite different than what they want when they are sitting in front of a laptop or desktop computer. We’ve also packaged it all up in a simple series of offerings to make this an easy decision for our current and future customers so they can cost effectively begin to meet the needs of a growing market. If you don’t have an iPhone you can test to see what your site looks like using an iPhone simulator which we have posted at http://www.definition6.com/our-services/mobile.aspx and if you do have an iPhone just visit www.definition6.com now on your device to see an example.

In the coming weeks and months we’ll also be releasing the same kind of CMS plug-ins and templates for other mobile browsers as add-ons to these tools. But we thought we’d start with the one that represented the most traffic. For a quick and simple way to manage mobile sites in a CMS we think this new toolset makes great sense for a large number of businesses.

Social Media Strategy is one of the most interesting things we do here at Definition 6, Atlanta Interactive Agency.  The rise of Web 2.0 Applications as commonplace within our daily lives has made Socail Media mainstream.  Sometimes we are asked how can we use social medai to improve search engine optimization and other times we are asked how can make social media fit into an integrated online marketing plan.  But it is a daily topic of conversation and I've found a really good report from destinationCRM.com that talks about a 5 year forecast for social media. The key points from the author, Jessica Tsai citing Jeremiah Owyang, are:

The report breaks down the past, present, and future state of the social Web into five overlapping eras:

1. The era of social relationships: Beginning in the mid-1990s, people signed up for online profiles and connected with their friends to share information.
2. The era of social functionality: As it exists today, social networking is more than just a platform for "friending," but one that can support a broader array of what Owyang calls "social interactive applications." However, identities are essentially disconnected silos within individual sites.
3. The era of social colonization: By late 2009, technologies such as OpenID and Facebook Connect will begin to break down the barriers of social networks and allow individuals to integrate their social connections as part of their online experience, blurring the lines between networks and traditional sites.
4. The era of social context: In 2010, sites will begin to recognize personal identities and social relationships to deliver customized online experiences. Social networks will become the "base of operation for everyone's online experiences."
5. The era of social commerce: In approximately two years, social networks will be more powerful than corporate Web sites and CRM systems, as individual identities and relationships are built on this platform. Brands will serve community interests and grow based on community advocacy as users continue to drive innovation in this direction.

So if we are doing a good job of being Interactive Marketing Strategists to help prepare our clients for the "era of social context" and upgrading our customer's sites to incorporate OpenID and Facebook Connect today. This will help them meet their customers where they are and with what they are doing online today.  I'll talk more about being ready for your customer in some future posts.

A client sent me two articles to react to about online advertising.  The title that I chose for this posting states my position:  I'm not sure why people think that advertising alone should support a website.

The first article is from The Economist and is entitled The demise of a popular but unsustainable business model for the Internet now seems inevitable.  This is one of the best articles I've read that explains the reality of Internet business models, whether realistic or not.  Read the entire article at www.economist.com/opinion/displaystory.cfm?story_id=13326158.

Great explanation of the dotcom crash…
Firms sprang up to offer content and services online, in the hope that they would eventually be able to “monetise” the resulting millions of “eyeballs” by selling advertising. Things did not work out that way, though, and the result was the dotcom crash.

…and of the Web 2.0 bubble…
Google’s ability to place small, targeted text advertisements next to Internet-search results, and on other websites, meant that many of the business models thought to have been killed by the dotcom bust now rose from the grave.

….and economical realities.
The idea that you can give things away online, and hope that advertising revenue will somehow materialize later on, undoubtedly appeals to users, who enjoy free services as a result.  Ultimately, though, every business needs revenues—and advertising is not going to provide enough.

The second article is a provocative one entitled Why Advertising Is Failing On The Internet and states that advertising cannot fully support the Internet.  Read it at www.techcrunch.com/2009/03/22/why-advertising-is-failing-on-the-internet/.

Websites need to sell real products, services, information or 'access' to information like TripAdvisor.com.  Or, offer an 'experience' like LinkedIn, Facebook, YouTube, or World of Warcraft.

It's true that most people don't trust ads, online or offline.  They don't 'want' them or 'need' them.  The Internet allows users to get information from a variety of sources and from sources they trust.

But, no company expecting to maintain market share in today's economic environment is going to say "Stop telling potential customers about us." 

Organic search, paid search and display banners can increase awareness and conversions even in today's climate.  Display banner advertising works because it reaches users where they are on the Internet.  You don't advertise just with your name on the building.  You advertise in high traffic areas, too.

How does Definition 6 ensure that online advertising succeeds for our clients?   First, we're big into collaborative strategy.  How can you differentiate yourself?  How can we build synergy with your other initiatives?  Who should you target with banners?  What should the messaging be?

Bottom line:  Appropriate targeting and messaging still works online.  We go beyond traditional banners; we use rich media to make the experience engaging and interactive.

An Interactive Media Agency has to pay a lot of attention to a lot of things. So we tend to read, digest, synthesize and retransmit a ton of information. As a result, we get pretty good at dissecting information and applying it against our own customers, lessons learned and next assignments. I found that Matt Cutt's makes some good points and I agree with everything he said with the exception of point 1 about natural search. I think SEO will be something of critical importance and in growing importance in the years to come. Aside from that, I think he is spot on with his comments.

Google's Matt Cutts cited the decreasing importance of rank for any given phrase and other implications. To be successful in 2009, marketers must strive for relevance in paid and natural search. Marketers should also keep these points in mind:

• Natural search ranking reports will tell less of the story and become less important
• Relevancy in PPC ads becomes more important than ever: keywords, ad copy and landing pages should match to boost quality scores and attract attention
• Other ways to instantly boost relevance on the SERPs include:
• Geotargeting for multichannel and local advertisers
• Natural search landing pages, targeting specific people with specific keywords

Key recommendation: Improve relevance in PPC advertising, keyword research and other efforts to dominate SERPs.

As interactive marketing continues to grow in importance, the recommendations above will grow in impact and your interactive ad agency will need to focus on making the dollars you spend, more effective and revenue supporting. I particularly love the recommendations about " keywords, ad copy and landing pages should match to boost quality scores and attract attention" - I think this is a great point of reference for everyone to think about - what happens, before, during and after the click.

Lessons from Obama’s Presidential campaign
iMedia Connections’s recent article about the lessons from the Presidential campaign can be used to inspire marketers.

Stand for something/Define your value
Obama combined a simple, rational message -- Change -- with an emotional and empowering call-to-action: Yes we can.  Corporations, just like political candidates, increasingly need to define their value in simple, unambiguous terms.

Capture and empower your fan base
Obama used the web to build a database of supporters and to engage them in a conversation, ultimately using his disciples to spread his message.  This is the power of social marketing.

Turn on the videos
YouTube was a vital medium for Obama's campaign and continues after inauguration. The weekly presidential address, traditionally on radio, is now a video released on YouTube and also on the White House website.

Lighten things up
Obama's campaign was notable for its sense of humor, in many cases forcing his opponents onto the late night talk show circuit to their comparative disadvantage.  Encouraging creativity is another way for brands to show that they aren’t stuffy.

Touch your target
Inclusive events and personal conversations were also hallmarks of the Obama campaign.  The sense of one-to-one communication by targeting can be especially powerful for corporations.

Measure green, make green
Clearly the Obama campaign benefited from the support of environmentalists.  Today, every organization is being judged by its sustainability.

Do well by doing good
Obama raised unprecedented sums of money by convincing millions to "give a little money for the cause of change," making people feel they were part of a movement.

Spend it if you've got it
The current economy, while producing fear in most marketers, provides ample opportunity to those with relevant, differentiated positions who are willing to take advantage of retreating competition.

See the entire article and examples of how companies used elements in their branding campaigns at www.imediaconnection.com/content/22044.asp.

We at Definition 6 understand the power of social marketing.  We'll be glad to help you with planning and implementing your marketing plans to help meet your business objectives.

Director of Software Development, Graham Street on the popularity of website integration with content management tools.

I've been noticing in recent months that the development projects crossing my desk for estimation have more and more in common. It's CMS, CMS and more CMS (Content Management Systems.)  Everyone feels entitled to have administrable content on their corporate website. CMS solutions have been around since the good old days of dial-up BBS systems. They've been steadily improving every day, from complicated systems that allow you to jump through 10 hoops to edit a sentence, to 1 hoop to edit a whole page. But this incremental improvement in CMS technology doesn't explain the spike of interest that I am speaking of.   

My father even asked me about a CMS topic on a recent trip home. This is the same Dad who showed me Lotus 1-2-3 on my first Compaq 286 in 1984. I still receive all tabular correspondence from him as a 1-2-3 attachment. So for him to be asking about easy self administration of web content for a non-profit, I was a little perplexed.. Excited and definitely proud, but also perplexed.

It's like activism for free speech at the corporate level. Only the cause for oppression is the "old system" that either allows very limited content administration, or perhaps offers too much flexibility with no boundaries, requiring that "editors" learn a syntactically obscure markup language specific to their respective system.  

As an employee of an online agency, with experience in website development and website integration, I hear things like "I want to update every page on my site, and I want to be able to do it just like I do here on my MySpace." It seems these users have learned how easy it "should be" to author some content and publish it to a web-page. I'm quite sure we can thank MySpace, FaceBook and Gmail for much of this. They've set a precedent for what is literally "even your parent could use it" usability standards.       

This new user group is a diverse group of people from all walks of life, from all generations,  who are ready to add content to their respective  enterprise's website. And where CMS systems do not already exist to support that in those organizations,  they're ready to spearhead an initiative to get it implemented,  because they know it can be done at a competitive cost,  almost as easily as creating a new my space page.

Technical Project Manager, Jason Norton, shares an article he recently came across about how Mozilla looks at the future of messaging...

"The web is an increasingly chatty place. Between following comment threads, checking in with friends on Twitter, reading a few blogs with RSS feeds, and conquering a mountain of e-mail, we have plenty of conversations to keep track of. Mozilla wants to help us on the conversational journey, which is why the company has launched Snowl, a new tool that offers a small glimmer of hope for those seeking communications nirvana.

Announced on the Mozilla Labs blog, the company presents Snowl with a simple question: "Could the web browser help you follow and participate in online discussions?" Snowl has materialized as a prototype Firefox extension based on a few key ideas:

•  It doesn’t matter where messages originate. They're alike, whether they come from traditional e-mail servers, RSS/Atom feeds, web discussion forums, social networks, or other sources.

•  Some messages are more important than others, and the best interface for actively reading important messages is different from the best one for casually browsing unimportant ones.

•  A search-based interface for message retrieval is more powerful and easier to use than one that makes you organize your messages first to find them later.

•  Browser functionality for navigating web content, like tabs, bookmarks, and history, also works well for navigating messages.

For its debut, Snowl only supports RSS/Atom feeds and Twitter messaging, and it offers two UIs for reading. The first is a traditional three-pane setup where feeds and Twitter users are organized in a left sidebar, with a message list above the center column and a preview/reading pane below."

The traditional 3-pane list view

River View:

Companies are scaling back on their IT staff and supporting the often necessary multiple fully loaded  FTE’s to monitor, manage and maintain their sever infrastructure.  This is often seen as an expense they could more easily outsource and reduce costs on.

What We Deliver:
• Hosted or remote managed services for web and general Windows server infrastructure and most key network appliance devices
• A full range of per device monitoring and management services on a monthly basis.  It can be done by hosting the devices with us or remotely, leaving all of the devices and network where they currently reside

Estimated timeframe for delivery: Monitoring services can begin in less than a week, management typically in less than 2 weeks.  Contact us today for more information.

Will you need to pay license and support renewal fees in 2009 for the existing internal technologies you use?  Are you looking to lower your IT operational costs or lower capital expenditures in 2009 for hardware?

Definition 6 can help you leverage SaaS as an integrated part of your overall technology infrastructure to help you significantly lower costs by using things like Google Apps, Microsoft BPOS, Salesforce.Com, Twitter, Yammer, Tumblr, Skype, and Gotomeeting.

During a 1-Day workshop our experienced engineers and consultants will lead you through SaaS Infrastructure concepts, educate you on what some of the larger SaaS providers are doing and also educate you on how you can utilize these providers in order to integrate your services in a secure and seamless fashion.  Contact us today for more information.

Steve West, a Definition 6 Senior Graphic Designer shared this on blogs...
In 1929 Franklin Roosevelt began delivering his now famous fireside chats while he was governor of New York. After becoming president in 1933, he delivered his first presidential fireside chat on March 12 to talk to the American people about the bank crisis. After that, he delivered 29 more fireside chats until 1944. On November 15, President-elect released his first radio address and posted the same address in video on YouTube talking about the economy.

The Obama campaign brought his presidential campaign to the web in a way like never before. It involved a website that solicited $5 donations, a blog that talked about the campaign as well as an in-depth resource about their stand on current issues. This unprecedented approach brought in more support than any campaign before and brought people closer to the candidate. Now that the election is over, President-elect Obama has taken this same initiative and created a new website, www.change.gov. On there you can read news posts, follow blog posts about the transition, learn about the agenda and look at the nominees.

This new spirit of bringing the oval office to the people is an example that companies can follow. A blog is one way to way to connect to your audience and put a face on your company. In this arena, you can easily discuss what you believe and what your goals are. Subsequently, if you are using search engine optimization marketing as a tactic to drive customer acquisition, having a blog will increase your chances of being ranked with the search engines.  Or if you haven’t updated your news section lately maybe a blog would be a better way to show what you’re doing. Just because you haven’t been in the news doesn’t mean you don’t have anything to say or should be saying.

Lisa Seals, a Definition 6 Technical Project Manager, recently shared an article from Marketing Sherpa that focused on search engine optimization solutions for microsites...

The article talks about companies who have a multitude of dedicated URLs for specific campaigns or product lines have a harder time coordinating search activities and presenting a unified brand.  However - consolidating those sites into one URL poses its own risks – you don’t want to lose the search placements and keyword coverage those microsites have carved out over time. The article offers top tips from a marketer who unified multiple sites and got an 83% lift in organic traffic:

Tip 1 - Benchmark existing sites and search coverage.
Tip 2 - Analyze keyword strategy to develop comprehensive approach.
Tip 3 - Choose an existing URL to host unified site.
Tip 4 - Index existing pages and create a site map for new site.
Tip 5 - Create new content to bridge gaps between microsites.
Tip 6 - Connect forms and calls to action to the right product group.
Tip 7 - Communicate proposed changes internally and externally.
Tip 8 - Use Web analytics to test and monitor new site.

Lisa's closing thoughts were that microsites are a great way for an online agency to segment your online audience, support specific campaigns, and provide targeted content for different divisions and product lines.  However, microsite creep can limit these benefits and should be considered as a contributing factor to your search engine optimization solutions.  The full article can be viewed at: http://www.marketingsherpa.com/article.html?ident=30813#