Spa Search Engine Optimization (SEO)

Tip #1

Build a great website: OK this sounds obvious, but it is harder than it sounds. A great website does not have to be fancy, flashy (excuse my pun) or expensive. The problem starts with the design or direction to the web designers. Lots of bad websites result from a designer building what the client asks for. The trick is to ask for the right thing(s).

A website should load quickly, be easy to navigate and have an intuitive lay out. In geek speak we call that usability.

Think about what someone might want to look for on your website. Information like hours, phone number, treatments, location(s) and transaction links (like gift certificates, shopping carts or reservations) are what most web users are looking for on a business website. They should be able to get to any one of those from your home page with a single click.

Avoid "click to enter" landing pages, music and anything that causes a progress bar (often with the text "loading") to appear. These things look impressive when the designer shows them to you but no one wants to sit through them-twice. You want your clients to return often.

Posted in Spa Search Engine Optimization (SEO), General, Spa Website Design • 3 Comments »

Okay, so you're starting to read about Search Engine Optimization (SEO) everywhere, including on the SpaBoom Blog. You have a sense that it's important, but it's still very confusing. Worse, the information you read about SEO seems to be either conflicting or unhelpful.

What exactly is SEO and how can it help you? Let me suggest this definition for SEO:

When someone goes to Google, Yahoo!, MSN, AOL or the other search engines, and they want a spa or salon, they find and click to your website. Your website and online marketing practices should be tuned such that this opportunity is maximized - and more people see your business listed in those search results.

At the end of the day, people go to search engines to find the websites (and businesses) they desire and might not already know about. SEO involves everything that is necessary to get those people to go to your website.

There are many diverse opinions on SEO, and what makes this as much art as science, is the search engines themselves are constantly "fine tuning" the way they rank websites. They appear to do this for two primary reasons: first, to ostensibly provide better search results to their users and second, to prevent websites from "gaming the system."

Despite the varying opinions on SEO, there are some basic ground-rules. We are beginning a series of blog posts that will discuss how you can evaluate the effectiveness of your SEO, and give you practical suggestions on how you can improve your SEO. To not miss a thing, add our blog to your RSS feeder, or keep watching for new posts in the "Spa Search Engine Optimization (SEO)" category.

Posted in Tutorials, Spa Search Engine Optimization (SEO) • 1 Comment »

A lot of website design work these days (ok, most) is redesigning existing websites. Not exactly a bad way to spend your time, since the traditional way of building websites is a manual process. Even if the website was at one time search engine optimized, is unlikely to be any longer. But there is a critical step in a website redesign for which you'll pay a big price if you miss it.

Older websites, even when not search engine friendly, bring with them something very valuable: link equity. That's all the incoming links from other websites and all the links from search engines that have crawled your old website. That includes a lot of deep links — links which point from one page to another within your website.

It's very common — if not almost every time — to rename internal pages in a website redesign. Previously, Google or another website may have known your services page as services.html, but in your new website it's called menu, and Google "loses" that data. The value of all those links has just disappeared.

To sidestep the issue completely, do not change the filenames of your internal pages if you can avoid it. But if it can't be helped, here's the critical step: make sure your webmaster does a redirect from the old page to the new. You keep all that link equity, and it's valuable stuff! (Technical note: the redirect should be a 301, not a 302).

It's something we do automatically for Dynamic Websites (and one great reason to upgrade your SpaBoom Linked-in account to a Dynamic). Because of the Google Sandbox, you've got a big advantage with an exisiting website — make sure you keep it!

Posted in Spa Search Engine Optimization (SEO), Spa Website Design • 6 Comments »

Google is important.

Businesses everywhere are getting more and more of their business from their online presence — even small local businesses, like say spas.

For example, 48% of Instant Gift Certificate sales on Spa Emergency started with a search on Google, compared with 11% from MSN and 4% from Yahoo. We rank better on Google and MSN than Yahoo, so it's not a perfect representation of each search engine's traffic. But it shows the importance of search engines, particularly Google.

Google's importance has started to make them the new Microsoft — the big evil, tech company that everyone loves to hate. Google is far from perfect and their motivations don't match your's terribly well. They want to provide their users with the best possible search results, while serving up all those ads that make them truckloads of money. From your perspective, you are always the most relevant search result. I completely understand your perspective — I share it, and we're always working hard on it.

But, that doesn't make the "Do no evil" company evil. They've just been super-successful and they now have an out-sized impact on all of us.

At lot of what I read in the mainstream press about search engines and particularly search engine optimization (SEO) misses the mark — often entirely. That's why I enjoyed reading the New York Times article Google Keeps Tweaking Its Search Engine:

The writer doesn't try to get technical (which probably helps with not missing the mark), but provides a behind-the-scenes glimpse of the philosophy that drives Google as it works to improve it's search engine results.

Here's a great example that hits home for what we care about, finding local businesses:

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Well, at least approximately…

I hate to even write about this, since the value of PageRank is so hugely overvalued. But, it's still an interesting barometer for a website even if it doesn't have near the effect on your ranking in search results that did it the good ol' days. But here's the rub: Google only rarely updates the "published" PageRank that you see in places like the Google Toolbar. For example, it shows a PageRank of 0 for Spa Emergency.

You can, however, get a current, if only approximate PageRank from Google Webmaster Tools, which shows your page with highest PageRank (almost always your home page), and the number of pages (although not which ones) with low, medium and high PageRank. So, it's only approximate, and it translates so:

• Low: PageRank of 1 to 3
• Medium: PageRank of 4 to 6
• High: PageRank of 7 or higher

There's a big difference between a PageRank of 4 vs. 6. But, there is some value in this, particularly for a brand new website where you're actively working on search engine optimization (SEO). Spa Emergency, for example, shows a "medium" PageRank.

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Search engine optimization (SEO) is always done by focusing on specific keywords, like "Atlanta spa" or "massage Albuquerque". Ironically, although doing this well will bring you visitors making those searches, it's all the variations of searches — often completely unique variations — that will make up the bulk of your search traffic.

For example, for Spa Emergency, one of the keywords we've focused on is the rather obvious "spa gift certificates". But look at some examples of searches that have produced sales for SpaBoomers on Spa Emergency:

• massage spa mill valley strawberry village
• saint louis spas
• massage therapy + whitewater WI
• internet gift certificate email
• pedicure arlington
• send gift certificate through email

Those are all unique, one-time searches that brought a visitor to Spa Emergency who purchased an Instant Gift Certificate.

Of course, we get plenty of visitors searching for "spa gift certificates". But unique, one-time searches make up 82% of our visitors, and that has turned into 82% of our sales on Spa Emergency for SpaBoomers.

Focusing on keywords is still the practical way to go about SEO. But keeping the long tail in mind will make it much more effective.

By the way, the term "long tail" was popularized by the interesting book, The Long Tail: Why the Future of Business Is Selling Less of More. It's a great phenomena of the Internet: unlimited shelf space means that we're not limited to just the best sellers anymore. The original term came from statistics, to describe the common occurrence where low-frequency instances actually make up the majority in aggregate. Search terms are a great example.

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It's easy to think of search engine optimization (SEO) as a one-time project — you do it, and you're done (many spas think of their websites this way, too, but that's a whole another subject). Alas, it just isn't so. Search engines are always changing, always trying to refine their results.

Google, which used to be famous for a few really big changes each year, is now rolling out refinements on a more constant, rolling basis. Last week, they made an algorithm change that bumped Spa Emergency from position #10 for "spa gift certificates" into the 20s. It's life with SEO, and you just adjust to the change and keep working hard. Newer websites will tend to feel the effects of changes more significantly. It's the ongoing SEO efforts that turn your website into an old hand for the search engines. We focus on the areas that bring real long-term benefit:

• Great content: It's easy to say, but hard to do. The more useful, relevant content for the audience that you care about, the better you'll do with search engines.
• Trusted links: Other websites linking to you, which are themselves relevant to your audience, gives you great traffic and sends all the right signals to Google.

SEO isn't difficult. But it is real work. And the intricacies are very detailed, and always changing.

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We launched Spa Emergency less than two months ago, and we've already got great news to report about our ranking on search engines. We've focused on "spa gift certificates" even though this is a very competitive keyword. (Have you ever noticed that "keywords" should really be called "keyphrases"?)

First, the easier target: MSN. Spa Emergency ranks #1 for "spa gift certificates" on MSN, and that's been the case for a couple of weeks now. That means we're above SpaFinder, above SpaWish — above everyone!

Now, for the harder nut to crack: Google. Thanks to what many people call the Google sandbox, it's no small challenge to get new websites to rank well, no matter how great or relevant your site is. But this past weekend, Spa Emergency has started appearing for "spa gift certificates" on the first page of results on Google. In the last position, mind you, but we know how important it is to make it onto the first page. Because of the nature of search engine optimization, Spa Emergency's rankings will move around some.

We still have a lot of work to do to move further up and better promote your spa, but we are more than slightly pleased with the early results.

Posted in Spa Search Engine Optimization (SEO), Spa Marketing • 6 Comments »

How do you know if Google is indexing your site or if it's running into any problems? Use Google Webmaster Tools! It's a great, no-cost service that makes sure Google knows about all the pages on your site, and reports back any problems.

You start by creating a Sitemap XML file, which lists all of the pages on your site in a very specific format. In return, Google tells you about any technical problems it has in indexing your site. You'd be surprised at the number of problems this uncovers — for example, Google might be looking for a page that no longer exists because another website is still linking to it.

Then, when your site changes, you can "ping" Google to automatically resubmit your sitemap.

Google also gives you some cool stats about search queries. Good web stats will show you the queries that visitors click on to get to your site. But Google knows something else: the search queries for which your site appears, even if they didn't click on it, and your position in those search results. Valuable stuff!

You can see why we use Google Webmaster Tools for all of our spa websites:

• We monitor it to resolve any problems Google has indexing your site.
• SpaBoom automatically pings Google whenever you change your Dynamic Website (including when a new Event comes up, like your holiday special).
• We analyze Google's stats for search engine optimization.

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Naming your spa is tough. The hours of agony, the battles with your partners or significant other or employees or strangers on the street. I'm going to simplify it for you — all we're going to pay attention to is search engine optimization.

The most common way people will find you online is by searching for your name. So, you have to rank in search engines for the name of your spa. That means:

• Your name has to be easy to spell, and short enough that people can remember the whole thing.
• You really want the .com domain, and it must match your name.

That's it! It works, because search engines give precedence to searches that match the domain name exactly.

In the end, take heart: because whatever the name of your spa, it's not the syllables that make it up but the experience of your spa that gives the name meaning.

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We've brought everything together in one concise place in our Online Spa Marketing Guide.

We've seen it in the experience of SpaBoomers around the country — focusing more of your marketing efforts online produces great results for the business of spa.

We start with the foundation of your online marketing, your spa's website, and then dive into choosing keywords, optimizing your pages for search engines, building links and online advertising. Check it out — and tell us what you think!

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Just in the last two days, both Yahoo! Local and Microsoft's Live Local have added a bevy of enhancements, trying to catch up with Google (details on TechCrunch). In terms of adding complexity, I think they've succeeded.

Although still a little rough around the edges (particularly Microsoft), this competition is good news for local businesses — we've got three big companies battling it out to help make it easier to find your spa. There is a downside, though, which is you've got a couple more places you need to update your spa's information:

• Add your spa in Yahoo's Local Listings. They make "Featured Listings" look just like Adwords and I would question their effectiveness. I'd just go with the free basic listing.
• Microsoft gets it's local listings from another company: go to Localeze to add or update your listing.

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Search is going local, and that's great news for spas! Check out the listing for Renew Day Spa on Google Local.

It really stands out! A lot of great information there — and it should be there for your spa, too! Go to "How do I add my business to Google Maps?" to learn how or go directly to the Google Local Business Center to do it.

There's good reason to check up on your listing — Google may not be showing the right website for your Local listing. In checking a handful of SpaBoomers' listings, I quickly found a couple pointing to the wrong website (I've already emailed you, if it was you).

Posted in Spa Search Engine Optimization (SEO), Spa Marketing • 2 Comments »

AOL's mistaken release of data on 20 million searches was not only a huge privacy concern, but also a rare peek behind the scenes of a major search engine. So much of SEO is based on rumor and superstition that actual data is like tripping across a treasure trove. No wonder the SEO community was so quick to dive in and unearth insights from all those AOL searches.

To be successful, you have to get on the first page of search results, which generates 91% of the clicks. The second page drops down to under 5% (Figure left).

   

 
And, on the first page, there's a bit of a winner-take-all mentality: the first ranking gets 42% of the clicks, dropping to 12% for the second ranking (Figure right).

We always knew that getting on the first page of search results was crucial — but the AOL data provides real-life confirmation of exactly how important.

So, what can we learn from this? You're better off focusing on less competitive keywords for SEO where you can get on the first page of search results and potentially attain the #1 ranking. Even though there might be less searches for that keyword, you'll actually get more traffic to your website. Instead of "your city spa", it's wiser to focus on search keywords in your speciality, like "your city sports massage".

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Not search engine optimization (SEO) itself — that you need to do. But there is many an SEO company, consultant or service for which the only answer is no. So many of them, in fact, that I have a simple rule: if someone contacts you out of the blue, just say no.

SEO is a area ripe for scams. It's hard to understand. It's hard to measure. And that has a attracted a lot of less-than-ethical folks into the mix. There are several large "SEO" companies that are hardly more than back rooms full of telemarketers who do next to nothing to help your website, or worse, use techniques so old that they actually hurt your search engine rankings. The Wall Street Journal had a great article on this last year, 'Optimize' Rankings At Your Own Risk.

Warning signs for an SEO company:

• "We'll submit you to hundreds (or thousands) of search engines." It's just a ridiculous statement; first of all, there are only a handful of search engines (Google, MSN, Yahoo, Ask). And, there's no point in submitting to them. They want to find you via links to your website.
• If they say "we have secret techniques" or "inside information". SEO is just plain hard work, and any real secrets are fleeting and not meaningful to your success over time.
• Be wary of guarantees, particularly for "#1 rankings". It's just not something that an SEO company can guarantee, unless they do it for long, useless keywords.
• If they ask you to make a bunch of links to websites that aren't directly related to your business, run. They're engaging in "link farms" or "free-for-all" links. This actually worked a few years ago, but these days will hurt your rankings.
• If they use "doorway" pages. This approach isn't building value in your website. The SEO company can just decide to switch where they're sending traffic from the doorway pages to someone else.

Posted in Spa Search Engine Optimization (SEO) • 1 Comment »

Fortune Small Business has a good read about the power Google now wields: "How Google can make - or break - your company". They mean it as a cautionary tale, making it sound like Google might just arbitrarily wipe your business out.

A lot of small online businesses have appeared with a simple model: rank well for natural searches (meaning ones that aren't paid for) on Google, and then make referrals to people who actually sell something. Their business was made possible by Google, and sometimes is right in the path of Google's number one goal: to provide the most relevant search results possible.

As the backlash against Google grows, I suspect this kind of press will become more common. Although it's interesting, for your spa, it doesn't matter. Google isn't out to get you.

But there are some things you need to do:

• Because Google is always looking to improve their search results (and usually leads the other search engines by months or years), you need a website that evolves as search engine optimization (SEO) evolves.
• Don't use an overly aggressive SEO consultant that employs "black hat" techniques. In this case, I lied, and Google is out to get you.
• Create great content on your website that's useful for your clients. That's what Google is looking for. In an upcoming series, we're going to talk about how you optimize this for search engines, but it all comes back to having a useful website.

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Here's a quick and easy way to tell if your webmaster has a clue about search engine optimization (SEO): just ask them about the importance of "meta tag keywords".

If their answer is that they are crucial to your ranking on search engines, it's time for a new webmaster (or at least to send them back to training).

SEO is a constantly changing field, because search engines are always updating their algorithms to return what they consider to be the best search results. But this particular misconception has lingered on forever — meta tag keywords lost their power years ago.

Death Of A Meta Tag sums it up nicely from one of the real SEO experts, Danny Sullivan. This was written almost four years ago.

Bottom line? Meta tag keywords have almost no effect on your search page rankings. If you don' t have them on your website, don't worry about. If you are designing a new website, don't spend more than five minutes putting in meta tag keywords.

Posted in Spa Search Engine Optimization (SEO), Spa Website Design • 1 Comment »

Website stats are full of somewhat arcane terms, and here's another one: landing page, which is the starting point when a visitor comes to your website, and is often used to describe pages on your website used for a specific purpose. Thanks to your suggestions, we've created a Landing Pages report for easy analysis of the starting page for your website visitors.

Most of the time, of course, the landing page is your home page. But what's interesting is when it's somewhere else.

• Search engine optimization (SEO): Getting serious about SEO means writing articles for your website that will be found by search engines and linked to by other websites. Looking at landing pages will tell you when this strategy is working.
• Track advertising: You can create new pages on your website for specific promotions. Create a "tv" page when you run ads on the local cable station for the holidays, and point viewers to "www.yourspa.com/tv" for a special offer.
• Online ads: Make your online ads more effective by creating landing pages tied specifically to the ad. AdWords for "Dallas facial" will be more effective if, instead of just going to your home page, links to a page on your site specifically about your great facials.

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Why do we spend so much time talking about Google? It's not like there aren't other search engines out there.

Actually, there's really only three search engines of significance these days: Google, Yahoo and MSN. By significance, I mean search engines that drive traffic to your website. And that's where the focus on Google comes from — Google is the source of five times more visitors than either Yahoo or MSN to our spa's websites.

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I don't know how much quality time you've spent looking at the web stats for your website. Probably not very much, and I don't blame you.

There is often a lot of amazing stuff in there, much of it arcane and useless. So, we've decided to boil down the stats for your website to what really matters — the stuff that shows you the effectiveness of your website. The stuff upon which you can make business decisions.

 
So, what is that? How many visitors to your website, where they came from and how many of them purchase an Instant Gift Certificate or request an appointment. With that in mind, we've created two reports:

• Referrers: shows where visitors to your website are coming from. Either "(none)", because they typed your website address in directly, or the website they came from, say Google.
• Keywords: For visitors from search engines, what keywords did they use to find you?

You won't find any mention of hits on your website reports. What is a hit anyway? Instead, you'll see the number of visitors, how many pages of your website they looked at on average, and how many GCs they bought. And then, the really important number: conversion percentage, which is the percentage of your visitors that purchased.

This gets right to the heart of measuring the two ways you can increase your online sales: increase your number of visitors, and increase your conversion percentage. This is exactly what we're here to help you with.

If you have a Dynamic Website, these reports show you the full picture of your website. For linked sites, the stats represent your SpaBoom linked pages. So, not your home page, but visitors that make it to your Instant GCs page.

Now the not-as-great-news: because we're using a new technique to collect this information, it's only available starting from when we implemented it, July 2nd.

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