Dell has been an early adopter of social media tools. Other than Apple that uses them for creating hype Dell uses social media in the direct business sense: They use Twitter to make money via direct sales among others.
In 2008 Dell managed to earn 2 million in revenue on Twitter which is a considerable amount unless you compare it to the overall revenue. In 2008 the Dell revenue was 61,1 billion dollars. So at the end of the day it’s not much for such an international corporation.
I’ve been following Dell’s engagement with social media for quite a while. Also I don’t like the rather sneaky approach of Apple to create publicity behind the scenes. Dell in contrast is straightforward and truly democratic in some of it’s social media outreach campaigns. Just yesterday I linked to their Ideastorm website as a great example of such outreach.
Dell Ideastorm is a huge project though. What’s by far easier to accomplish is using twitter as the so called “social media phone”. In case you follow me on Twitter you noticed that I use to complain all the time in spite of preferring positivity. In a way I test the companies reactions. Just recently I complained about Dell once again. After stumbling a blog post about a very affordable business notebook by Dell for 299$ I want straight to the Dell page, the US page. I’m from Germany so I wanted to see whether this laptop is available here too.
Dell offers a drop down menu on this page where you can choose from a plethora of countries. Now while choosing I noticed Tanzania as one of the options. As a former media activist I rejoiced at the thought of the digital divide being bridged by a high profile corporation like Dell. I wanted to check out what their offer in this African country looks like. All I got was an ugly error. I later checked the Germany option to see an error there too but before I complained via social media phone about the “Dell FAIL”.
Later on that day I was contacted by a Dell employee via Twitter though. He wasn’t angry or something he just inquired about the actual URL the error happens. He did a few times as the first URL I send him was just the error page so he couldn’t deal with the original problem. So obviously Dell employs diligent social media phone operators. You just complain into the social media sphere and the person who is responsible replies. That’s by far simpler than me looking up and calling a service number indeed.
Now you probably think that in 2009 every corporation does that. Well, they don’t. I complained about ASUS.com earlier this week. Why? ASUS.com refers to Gemany and Poland (and all other European nations) as being in Asia which is an insult. Europeans are somehow proud not be Asians which might be eurocentric but it’s still a stupid looking mistake. You can still see it right on their homepage. So while this ludicrous issue still persists at ASUS.com Dell managed to deal with their issue which was hidden somewhere on a product page. How can I trust a computer company like ASUS to build a good hardware when they don’t even get the difference between Europe and Asia?
OK, most of us are not corporation and their representatives. We can learn though from these two. Listen and reply to the social media phone like Dell does and don’t mess it up like ASUS. It should be known by now that the social media conversation is going on all the time and people are talking about you. On Twitter you need just very simple tools to track it successfully. Do it and don’t FAIL.
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Twitter Friday: Dell is Making Millions on Twitter but What Else?
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There is no single definition of advanced SEO. There are a few of attempts to describe what it might mean or consist of and what not but there is no entity or authority that could define such a broad term like advanced SEO.
I can’t define advanced SEO either. What I can do though is to collect 30+ advanced SEO tactics, techniques and resources.
These methods are no doubt advanced in the sense that they are new and progressive, sometimes more difficult than basic SEO or require special tools and expertise. Some of the tactics are no short term tactics, they’re probably strategies.
Also I’ll attempt to debunk the wide spread notion that just a few tactics out there are somehow advanced SEO by virtue of their sheer complexity, difficulty in implementing or tediousness.
Most notably I refer to the controversial practices of so called PageRank sculpting and IP delivery. While both are highly contested to be valuable at all or “advanced SEO” most SEO methods below are not controversial. They have an undeniably positive impact on your SEO efforts. Some will contest whether they are advanced or even SEO but they don’t hurt your site or business like the two above often do or at least might when badly executed.
Web Design/Development
Web Analytics
Content Creation
Link Acquisition
Social Media Outreach
Expanding into New Markets
So you see that you don’t have to resort to PageRank sculpting or other questionable SEO techniques advocated by some people in the SEO industry who often fail to embrace a holistic fndability appraoch and instead overtly focus on technical aspects.
This list does not contain all current advanced SEO methods, by far not all of them.
I compiled this list quite quickly from the top of my head. The 30 tactics that first came to my mind got listed. Afterwards I searched for the links supporting or explaing these tactics. So you are welcome to add some more advanced SEO tactics I didn’t mention yet!
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30+ Advanced SEO Tactics, Techniques and Resources (55+ Links)
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Yesterday I wrote a post on Econsultancy about why not selling online can damage your brand. This does sound very obvious, but it’s surprising how many well-known UK brands and even high-street retailers do not manage to get this right online.
One of the examples given in the comments (thanks Andon) was the Primark website, who not only fail to sell their products online, but they also have no product catalogue available either. Plus the website has clearly not been optimised for the search engines, without going into too much details just check out:
- Title tags - non-keyword descriptive is a big understatement!
- URL’s - long ID’s when browsing deeper into the site and clicking back to the homepage
- International strategy - Irish and Spanish versions both hosted on primark.co.uk
But back to my main point of selling online and below is a screenshot of the womenswear product page. This very briefly outlines the type of products and brands available but without going into any further detail:
What this means, is that in addition to being unable to buy products online, users also won’t be able to browse a selection of available products either. This really is a huge missed opportunity in terms of potential direct sales and converting online visitors (who may find a product they like and visit the store at a later date) into potential customers. It’s also a missed opportunity in terms of effectively integrating offline and online marketing, by ensuring that those people who see a Primark advertisement can quickly visit the website to find and purchase a products they like.
Plus, and this is probably the biggest reason I’m writing this post, I’m sure us guys would appreciate it if our girlfriends/wifes could find the latest new outfit online and save us several hours of getting dragged around shops by just simply buying them instead! Or at least they could go into the shop knowing what they are looking for without trying on fourteen pairs of shoes first! Perhaps that would be too easy though, I may be asking for too much here! 
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Primark a Prime Example of How Not to Market Yourself Online
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If you find portions of my writing style on this blog hard to understand, overly complicated, different then my writing style elsewhere or just generally outside the realm of normal blogging; It’s not because I’m trying to hide something, trick you, cover up a lack of experience, or prevent you from learning the technique. In fact I’m not blogging at all. I’m writing psuedocode.
Thanks for understanding,
-Fishy Eli
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I got a great question on my SEO Empire post from Ryan at NetSEO. I figured it was worth addressing in a post rather than leaving a really long comment.
Eli,
Can you be so kind and explain why this is:
“Primary domains can pass a penalty to subdomains. Subdomains can’t pass a penalty to a main domain unless the main domain holds a relation to the subdomain (ie. a link).”
Happy to answer Ryan 
Anytime I make a statement like that I am usually making a reference to an exemption to the general This-Is-My-Site -> This-Is-Google -> This-Is-The-Value stream of things. Sometimes I’m a bit presumptuous in assuming readers caught the reference. In this instance I’m talking about the exception given to protect free hosts from penalties, particularly those who give their users subdomains such as Hypermart, Xoom, Wordpress.com, Blogger, Tripod etc. This exemption can’t only cover the popular free hosts otherwise no new freehosts would ever stand a chance. As soon as they got a single spammy user their whole site could get banned and poof goes their legit business. Likewise algorithmically it can’t cover all free hosts because then the biggens like Wordpress.com and Typepad would all be penalized. On a foresight this would also include profile based social sites such as Myspace and outbound linking social sites such as Delicious. Anyone remember when Geocities sites used to rank so well. Yet at the same time with a lot of splog platforms out there manual reviews would be a nightmare and unfeasible. So there is a line drawn. That line has to consist of some sort of relationship between the primary domain and the subdomain of a site that’ll evaluate if the “subsite” belongs to the main site or if it’s a separate entity. By way of algorithms that relationship is very tough to determine. In fact it’s damn near impossible to do with 100% accuracy. Unfortunately for them, they have the burden of relying on internal linking relationships between the two which would include the above statement as well as other protective factors that would encompass other exceptions such as nonstatic links (like Furl & Delicious would use).
This area of unsureness gives us SEO peeps room to do things such as create splogs and do subdomain spam. As long as we know what they’re looking for (the antispam teams) we know what not to provide. Most sites that contain ownership of their subdomains link from their mainpage down to the subpages to the subdomains and so on and so forth. So when in doubt do the opposite. It’ll provide less of a chance for a relationship between the maindomain and subdomain to be found and if you’re worried about linkjuice get it from other sources via deeplinks.
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