For better SEO: Tell Your Programmers to use Adaptive Web Design

For better SEO: Tell Your Programmers to use Adaptive Web Design

Adaptive and Responsive web designs are ways of making your site fit any mobile device.
Responsive   fluidly change and respond to fit any screen or device size.
Adaptive – will change to fit a predetermined set of screen and device sizes.

“So, if you really want to pay attention to the mobile user experience and serve contextually relevant content to better serve your user and your business, yes, dynamic serving through RESS or adaptive Web design (or mobile URLs) is better for SEO than responsive Web design. There are still workarounds for both, however, so if you can make responsive Web design work well for your users and your business (which isn’t easy, as I’ve said manytimesbefore), it’s better to do that than adaptive Web design or RESS.”

, Marketing Land Blog


Press Releases aren’t meaningful unless…


Press Releases are great news for the party releasing them.

The party who receives the press release may consider the news interestingbut they are also receiving hundreds and countless other press releases … as they open their inbox to read yours. Now how interesting does your press release seem?

Press releases only get noticed and spread by the media if the press release deals with today’s hot topicIn other words, the press release needs to concern a topic that is currently under hot discussion. If not, your company’s news aren’t interesting to anybody.

Step 1: Make your Press Release relate to today’s hottest discussion topic. To find out what that topic is… read the blogs. Read the tweets. Check Facebook. Maybe an occasional newspaper headline. It needs to be a topic heavily discussed by the public, not by a company that just puts the news out. These-a-days, the public creates the material of today’s world, not the companies.



SEO – Utalizing Complimentary Products

Flower Shop

Flower shop by Aysu ÇİÇEK, Istanbul

Pages that get the most inbound links are the pages with the best content. The content is

  • neat/organized
  • reliable
  • specializes
  • contains much information

So… writing relevant content can’t hurt your Google ranking.

How do you write relevant content that moves you up on the Google search?

Here is a list of questions to ask when pasting content on your site:

  1. What other interests do people who would like your business have?
  2. Why would they need to use the search engine for their other interests? What do they need?
  3. How can your site help them find what they need?


I asked a local flower shop, Flower Ensemble  to answer these questions, to help improve its web site ranking. Here is how they answered:

1.   People who like to buy flowers also like…

  • Home decor and house design
  • Weddings (Teenage girls, girls, people who watch wedding shows)
  • Mothers day, valentine’s day, birthday arrangement searchers
  • Gardeners and flower growers looking for info


  • When people search for home decor/design advice they are looking for right color palettes, themes, furniture.
  • When people search for wedding stuff they look for themes, prices, flower prices, venues, catering, wedding show pages
  • When people search for mother’s day, birthday, valentine’s day, they search for calendar dates, gift ideas, home delivery, (the list goes on on this one)
  • When people search gardening, they search care instructions for specific flower types, they search functionality of flowers, gardening advice and gardening products

3.   Flower Ensemble can provide relevant content on these topics:

  • An article/images/video on how flowers can compliment your home design. Different designs vs different flowers.
  • An article that talks about themes for weddings. Locations for weddings. Caterers for weddings. List some local businesses that can help (Not a lot. Remember, you are trying to provide content, not advertise!)
  • Reminders about flower-holiday dates, and suggestions for gifts.
  • Info about different flowers, how they are grown, what is the best fertilizer, what are the easiest flowers to grow in this area, local farmers market events, moon calendars.

Now that Flower Ensemble‘s web site contains this useful complimentary-product info. Their web site will be called upon more frequently for web searches. (Because most web searches are information-centered, not shopping-centered).

The best part is that Flower Ensemble does not need vast volumes of this “complimentary product information” to improve their google rating. They just need a bit. Low effort  – High Outcome. Now their website is linked (in the mind of the consumer) to many other services. The consumer forms multiple associations between other products and Flower Ensemble.


Non-Profit Needs

Non-Profits are businesses like all others.

Yet their needs are different from their for-profit counterparts.

Non-profit marketing schemes are different as well. From Advertisements to their Events, non-profits occupy a different type of attention in consumers’ minds. Therefore their non-profit marketing techniques should vary.

Here is a list of things to pay attention:

  • Ads
  • Web-Site
  • Events
  • Social Media

ImageJust a kitty-shelter.

  1. First it is important to remember that a non-profit bases its demand on people’s needs for Ethics, Love, Sympathy, Obligation – 2nd level products. These are a level higher than a person’s regular consumption needs: food, gas, home improvement, tuitions – 1st level products. People who are looking to ‘shop’ for 2nd level products have mostly taken care of their need for first level needs. They are not struggling in life, and take personal measures to reach out and find second level products.
  2. A for-profit company has its heart in its products. As long as the beverage isle is stocked with Cokes, Sprites and Fantas – Coca Cola is doing its job of informing the consumer it is still in business. For all the consumer’s know, Coca Cola (the company) could be filing for bankruptcy up in its headquarters, but as long as its product is present on the shelves, everything is in order for the consumer. A non-profit is different. For a non-profit consumers look less at the non-profits product and more at its center, ie organization news, organization web-page, organization newsletter. As long as there is information coming out of the center of the organization, the consumer knows the organization still stands, and believes in its efforts. A non-profit’s products do offer some significance for its state of being (a pet shelter, a soup kitchen, a donation center,  a church), but without reassurance from the organization’s heart, the consumer tends to forget why she is investing in an organization.
    Just like a for-profit sells material products and services, its products and services are the ones who do the speaking. Just like a non-profit sells non-material services, its non-material assets need to do the speaking.
  3. Most profits hold all their glamour in volume of products sold, and their wealth and share of market, share of people’s demand. Most non-profits hold their glamour in the strength of their supporters, and how broadly their spiritual understanding is shared. Basically its strength is the number of like-minded people.
    Coca Cola shows its power by selling 38% of all soft drinks. A church shows off having 500 members  (not the amount of donations it collected).
  4. Finally, consumers of non-profits interact differently than consumers of for-profits. It does Coca Cola no good if 2 people who both like Coke become friends. Relations between two consumers of a product don’t necessarily help the relationship between the product and the consumer. If I drink Coke, and I make a friend who also drinks Coke, I will not necessarily start drinking coke more. If I use Empire carpet installers, and my friend does too, I am not going to invest into Empire carpet installers more than I have to for my home. Now I am not talking about recommending, I am talking about two people already using the same product.
    A non-profit is different. If 2 people are members of a cat-shelter organization, and they become friends. Chances are, they will get more involved with the cat-shelter organization. That’s just the nature of non-profits. There is that non-material social human factor -that only ads strength to the organization. Relationships between consumers aid non-profits.



Just a church.

Having said all that. How should a non-profit approach each type of previously-listed marketing strategies?

  • Ads: Since people who demand 2nd level products have already satiated most of their 1st level product needs, they will reach out themselves to find 2nd level products. If you are listing a non-profit event in a newspaper, don’t place it among for-profit ads. Don’t place it in the working-areas of the newspaper, such as business, listings, economy. Place it in the sections that go above everyday needs, such as arts, newspaper magazines, non-profit. People who look there, look there for a purpose. They want to choose which 2nd order product to buy.
  • Web-Site. A non-profit’s main way of communicating its health is by spreading news from the non-profits center. Newsletters, magazines, events, announcements. That is why it is key for an organization to have a center. It helps to have a physical center, such as a club house, a building, or a shelter. But in this day and age, most important is a central online presence. A web-site for a non-profit is like a water source for the African ecosystem. It’s the easiest means of delivering the spiritual message of the organization. Remember, people in demand for 2nd level products will search for these products, so it is key to have a watering-hole for these people to find. You could start as cheap as a Facebook page, and build membership there.
    A non-profit has to have a center for communications (a web-site), because that is where its message comes out of.
  • Events. In order to promote a for-profits product – samples are given out, and merchandise and physical objects bearing the product’s/company’s name. In order to promote a non-profit’s product – 2nd level product samples need to be given out. These are ideas: importance of Love, Faith, Ethics, Obligation. To spread these ideas means you have to make connections with new people and make friends.
    The focus of non-profit events needs to be on making new connections, new friends, or at least new acquaintances. Old members need to relay to new members why they believe in such-and-such 2nd level products. That’s how you give out ‘samples’ in a non-profit.
  • Social Media. Interaction between consumers of a non-profit product is the non-profit’s product. So it is very important to create a platform where interaction can take place. It can be a web-site, it can be social media, it can be a club house. Facebook advertising through friends will be very effective, and also cost effective, since you can control exactly how many ads get posted/seen. In print advertising, it can’t just be about the shelter, the church building, the donations, it has to be about people. Which of your friends have joined our cat shelter volunteers? Do you both volunteer together at the same time, in the same place? What do you think of your most recent volunteer experience? Tweet at us, and at your friends!



Haiti Volunteers

So that’s that.

Non-profits are all about the non-material product. Non-material product is only found within humans.





Ubi Coupon

ImageI have a Facebook DJ friend. The Nostradamus of popular electronic music. He claims to have the ability to know where electronic music trends will go.

One of his posts read something like: “2 years ago (2009) I started spinning Dubstep – it became popular. last year (2011) I started spinning Electro -now it’s the hottest thing. Now its time for ____ genre. I know it, and I predict it. I am basically the god of electronic music.”

We all have friends like this. They say “I knew it” “I told you so” “I predicted it”.

We do this ourselves as well. You single out a few songs on the radio -and they make the top charts. You have high hopes for an employee -they become one of the company’s most prized possessions. You experiment with a new sneakers brand -they become super popular. But YOU were the first one. You KNEW a good idea before it became good.

It’s the idea ahead of its time. The money making idea. Someone once said: The key to wealth is to act out a good idea, before everyone else arrives at it.

Only a small percent of breakthrough ideas get acted out. And, only a small percent of breakthrough ideas get acted out smartly.

Everyone has good ideas and good hunches. Not everyone has the brains or the experience to act them out in the appropriate way.

Don’t deliberate on how good an idea is. Instead deliberate on how to execute the good idea skillfully.


A company called WWWMiracle just came up with a new phone app that delivers needed coupons to the user, depending on his/her location.

There is no doubt that WWW has a golden idea. We all wish we had an ever present coupon book with us at all times wherever we went. When checking out at a supermarket, we blame ourselves for forgetting our coupon cut-outs on the counter at home(!!! Damnit!)

In order for this type of app to GET THERE FIRST, gain popularity before all other similar ideas do, it needs a good execution plan.

I don’t feel like blabbering, I’ll just bullet point this.

1. Catchy, self-suggesting name, that occupies unique space in consumers’ mind, that no other idea occupies. “OnSite Coupon” to connote the idea coupons are always with you no matter which site you are on. “Ubi Coupon” the ubiquitous coupon.

2. How to get people to see the app. Ubi Coupon has the most suggestive power when a person is (a) in dear need of coupon search. Most likely venues: Point of Checkout at stores, online stores. Bring in app advertisement to existing coupon sites: etc. Advertising will be cheap since the app works FOR these coupon sites. (b) when person is planning a trip. Ubi Coupon will work with maps (google, apple, mapquest etc,) Again, advertising and making deals with these sites is cheap because it works FOR these maps.

3. Coupon sites largely rely of people’s ratings. Which means best marketing strategy is to market through friends, i.e. social networks. Facebook advertising (“Your friend Rob likes Ubi Coupon!” will be effective, because coupon users primarily rely on other people’s reviews of the coupons. They will rely on their friends’ reviews the most. This type of advertising is also cost effective because if gives you better cost control. Facebook uses very targeted, measured audiences, and it’s advertising can be programmed on a daily basis.

4. Youtube. Make a low budget graphic/vector art video about Ubi Coupon under 1:00. Make it funny. Video content gets noticed 3x better than text or image content.

All this -to start. A safe and low budget start. Let the social nature of this product do most of the talking for it.

STAGE 2 is to better the product after it is already in many people’s minds.

5. Ubi Coupon now gives statistics on which locations have most coupons attached to them. Influential when planning a trip. (Can now advertise with hotel search engines)


This is an example of focusing on Executing an Idea. Instead of just blabbering about the idea and how good it is.