Why Device Makers Must Learn to Like Social Media
 – MDDI online

Written by admin on . Posted in Web & Content Tips

Published: January 9, 2012

Often dismissed as a marketing tool, social media can play a profound role in patient-centered product development. But you have to know where—and how—to look.

By: Amy Munice, ALM Communications, Chicago, IL, USA

The screen went blurry…it darkened into a tunnel…a dizzying series of sounds and images followed…she felt shaky…
Emily E. Allen (www.emilyeallen.com), who later became one of the Grand Prize winners in the 2011 Diabetes Mine Design Challenge, had found her muse: a YouTube video posted by Diabetes Mine (www.diabetesmine.com), a voice-of-the-patient site that is part of the global diabetes online social community.
This muse gave Allen, who is not diabetic, what she wanted most—a window on how a hypoglycemic attack really feels. Armed with these insights, Allen set to work designing diaPETic, an iPhone/iPod touch app to help young girls deal with the emotions that are involved in being a diabetic teenager and to provide guidance in establishing a glucose testing routine. She was a graduate student of human-computer interactions at the time. Allen mined the insights of diabetics on the Diabetes Mine social networking site to guide her concept to the Grand Prize. Tweets to and from colleagues as she tackled one design challenge after another were also part of the development process. Later came the prize money—so handy for a recent graduate—and many job offers from wise device manufacturers who recognized their need for the skill set of a proven interaction designer.

From Steve Jobs to the Design Challenge

Diabetes Mine started as a diabetes blog eight years ago, when founder Amy Tenderich—a journalist by training and recent mother of a third child—was diagnosed with diabetes. Tenderich says, “Then, you would go to the web and find all this scary medical information, but no support. I decided to create a fun and informative website that would be a place for people with diabetes to connect. When the Wall Street Journal ran an article about patient blogging and included us, we really took off. Then, in 2007 I wrote what I would call a tongue-in-cheek open letter to Apple CEO Steve Jobs asking, “Why can’t you guys, who are so good at consumer product design, help with better designs for clunky medical devices that we have to attach to our bodies?” That post ricocheted rapidly through the blogosphere and the Design Challenge was born.”
With its origin in the passion and voluntarism of a newly diagnosed diabetic mom, Diabetes Mine today is part of a monetised alliance of patient social networks that are funded by industry advertisers tapping into lead generation services.
Other patient networks remain true nonprofit organisations or blogs funded by happenstance. Huffington Post columnist and Diabetes Stories (www.diabetesstories.com) contributor

Riva Greenberg is a “volunteer blogger” in both arenas, who recounts that she is “living on the largesse of my lovely generous husband.” However, device makers would be ill-advised to think of Greenberg or similar bloggers as dilettantes rather than real market powers. “I’m the published author of two diabetes books and numerous articles,” explains Greenberg. “Since every-one in diabetes seems to have letters after their name, I’ve taken to calling myself a DPE (diabetes patient-expert). I put in a full workweek, likely more, and I both present at and attend national diabetes conferences. I help advise pharma companies and my interest and work is in helping patients with diabetes design a life where they flourish. There’s no doubt my work was discovered and has been disseminated and elevated through the social media space. Similarly, there’s no question that companies creating products and services for people with diabetes can get a good idea what it is like to live with diabetes by looking in the social media space. Through the Diabetes Online Community (DOC) alone, they can see what we talk about and share with each other. Social media is free market research space,” says Greenberg. For three years now, Roche has held an annual social media summit inviting about 35 diabetes bloggers and professionals to exchange thoughts, concerns and needs with them and other key organisational leaders in diabetes, adds Greenberg. “Last year, Roche sponsored a video that three of us in the DOC created that led to a US$75,000 (€57,455) donation to help save children’s lives in underdeveloped nations. They’re doing the same again this year. My experience has taught me that most people at these companies truly care and are compassionate,” says Greenberg.

And, indeed, it is compassion that led electronics and software engineer Gil de Paula, another 2011 Diabetes Mine Design Challenge winner, to apply his skill set to designing medical devices instead of other products. His winning device design is called the Pancreum Genesis (www.youtube.com/watch?v=kAbOMi9wK_c), a reusable core device that incorporates a single-use insulin pump, continuous glucose monitor and glucagon pump to create what is essentially a wearable artificial pancreas controlled by a handheld device, or even by an app on an existing smartphone.
Now in negotiation with possible investors from across the globe, de Paula recounts how he tapped into social networks while bringing Pancreum to life. “There’s a huge possibility that the potential investors I’ve heard from did find me via Facebook, Twitter, LinkedIn or one of the patient networking sites. I use www.tudiabetes.org frequently—putting ideas out there and getting feedback from patients that give me very valuable insights into the best features for the product and critiques of my ideas at every stage. Those posts [generate] e-mails from all over the world—recently from Romania, the Czech Republic, Belgium—asking me more about what I am doing. In fact, that’s how I got involved with the Diabetes Mine Innovation Challenge. One day Amy Tenderich called and asked me what I was doing so she could write about it on her blog, and that’s when she told me about the contest.”

Married to a physician, de Paula is well aware that the core of his design is adaptable to a range of other chronic diseases or medical needs where a wearable medical device can sense something happening in the body and then trigger an action—either delivering a subcutaneous drug or perhaps just sounding an alarm telling a patient to take a pill. Another potential application is fetal monitoring in troubled pregnancies: de Paula’s smartphone device automatically sends graphs of recorded activities to obstetricians for on-the-spot analysis and monitoring.

UK cardiologist champions Twitter

Although US physicians still lag when it comes to the professional use of social media, which can be attributed at least partly to the litigious environment in which they practice, the likes of Twitter and Facebook are developing a fan base in the larger medical community. One champion in the use of Twitter to distribute healthcare information is Dr. Alistair Lindsay, a UK cardiologist and member of the editorial board of cardiovascular journal Heart (http://heart.bmj.com).
“Two years ago I signed up for Twitter personally and realised that the potential impact for my professional interests was huge,” recounts Lindsay. “I subscribe to 1100 twitter feeds by scoring certain keywords (#stent, #carotid, #atherosclerosis, #PCI, #MRI) and monitoring for any updates. I would advise any device manufacturer not to hold back and if they have 100 tweets a week to make, then do them. For example, I want and need to know when a new drug has been approved by FDA. Some of the most useful tweets have been about videos showing new stenting procedures. Device makers are missing out when they don’t use these networks to tell users of their devices what to expect. For example, patients who need defibrillators get a shock, and it is very difficult for them psychologically. If this were communicated by the device maker, it would not be as difficult,” says Lindsay. What surprises him is that pharmaceutical and medical device makers are not making better use of the patient networks on the web or Twitter to reach physicians. “Designers of pacemakers spend lots of money on designs that are too bulky and otherwise not user-friendly,” he notes. “They then do expensive and time-consuming patient and physician surveys with complicated feedback that is difficult to digest. If they keep their ear to the ground in these online networks they will get both the gripes and the good feedback. They should also know that busy physicians such as myself would much prefer to find new product information in a timely manner of their choosing rather than having to deal with company reps in a pressurised sales situation,” says Lindsay.
Lindsay practices what he preaches—sending tweets to Heart subscribers with a link to each new issue’s table of contents. “Now that Google has introduced Twitter feeds into its search, it also makes it much easier to avoid out-of-date information,” he adds.

Perhaps because medical matters touch lives—above and beyond lucre—it has been among the first spheres on the web to spawn a subindustry dedicated to sorting fact from fiction. Primarily US-based Organized Wisdom (www.organizedwisdom.com) is one such entity, a for-profit organisation that hopes to enhance physicians’ online presence by giving them a way to easily provide resources for their patients and to grow their practices. Organized Wisdom vets clinicians and other health experts on the web and builds a digital office with them that includes enhanced profiles, digital health libraries and scheduling functionality, among other automated systems for practice management. It helps its physician clientele distribute authoritative resources and news related to treatment, prevention and medical device developments to a growing patient population looking online for answers.
Julie Bohlen, Organized Wisdom’s VP of Professional Services advises, “When people are searching out information about devices on the web and all that they can find are bloggers who do not have the background or training that physicians have, they get stuck. People do want to see what clinicians and medical device manufacturers discuss. What people do not want to see is a lot of sales content. They want to know about the device company’s humanitarian efforts, too. They want to know that you as a device manufacturer care about them. If you make social media all about promoting your product and not about bettering the quality of health information online, it is not a plus.”
The foolproof way to get the right mix in social media messaging and pave the path for future patented technology, above all, is to focus on listening.

Allen, de Paula and other Diabetes Mine Design Challenge winners, and all new product developers tapping into the likes of Twitter, Facebook and LinkedIn and disease-specific niches in the blogosphere at every stage of medical device development, could well be the harbingers of engineering and design school curricula in the not-so-distant future.
Social media is typically thought of as a marketing tool and not as a product development goldmine. When that trend reverses, it will herald the dawn of a new age of truly patient-centered medical devices delivering unprecedented quality of life to people suffering from diabetes and other chronic debilitating conditions.
Amy Munice
is the founder of ALM Communications 

Web Wisdom: Top Ten Signs of Poor SEO Technique

Written by admin on . Posted in Web & Content Tips

Independent Retailer July 20, 2011 by Amy Munice, ALM Communications  

Independent retailers are at the mercy of the web designers and search engine optimization (SEO) consultants they hire. Why do I say this? As someone who has extensively studied SEO methods and attempts to stay up-to-date on how the Internet is changing, I must report that there is a lot of hot air posing as know how. Are you falling for this hot air and is it setting you back in your SEO efforts?

Below are the top 10 warning signs indicating that you have fallen victim to out-of-date or poor SEO technique:

1) Your web designer presents you with a turnkey site that he or she has created and declared as “optimized for search engines.” Then they give you no means to add to or change the site.

2) The “SEO Expert” advising you puts great emphasis on your website’s keyword or description meta tags, neither of which have figured into SEO for many years.

3) Your SEO consultant tells you, rightfully so, that keywords and keyphrases are very important. Then, they politely ask you what your keywords are without suggesting that they will do keyword research to augment and strategize your site’s keywords throughout the site.

4) If they do provide keyword research and they show you the Google keyword tool, they are giving you no advantage over your competitors who are using the same research tools.

5) They then proceed to put the same keywords on every page of your site, i.e., a long list of keywords that read identical on every page.

6) When you ask your SEO consultant what their support will include, they show you the free Google reports that are readily available, perhaps packaged with their SEO company’s logo. Then, they put a high price tag on what are essentially one-click reports.

7) When you ask, the SEO consultant cannot tell you how localized search, personalized search, social media, or mobile devices should figure into your website design or verbiage. Instead, they state that they will get you ranked on page one.

8 ) Your SEO consultant says that inbound links are important and when you ask for further detail, he or she says there is no such thing as a “bad” inbound link.

9) Your SEO consultant measures your site’s keyword density and tells you to beef up your copy’s keyphrase density first and foremost because they say that is always the most important factor. Or they say that ANY SEO factor such as outbound link count, title keyword, etc., is always the most important for every site.

10) You measure your site about six months after it is up and you find that your site has less than 50 percent visibility on the Internet.
 Since you always have a 50-50 chance of being above the curve that means you got nowhere.

More tips? Call Amy Munice, ALM Communications, 773-862-6800.

Think global, search local
 – UK publication, e-business catalogue

Written by admin on . Posted in Web & Content Tips

By Amy Munice | Publication date: 06/10/2011 | Category: Tactics > International 

It’s 2011, and now the local search algorithm in all the world’s search engines is one of the most important factors affecting your website success “on both sides of the pond”.
At this time, the way in which search engines now favour “local search” will often make it difficult for your long-distance prospects doing research to find a business like yours actually see your pages in their search results—unless they happen to be very local. Outside your locale, you are to a greater or lesser extent climbing a hill. Best case scenario—your prospect is so local that they will easily find you on the Google maps page for the keywords you seek. Worst case scenario—your fiercest competitor’s home office is in your prospect’s location and that competitor’s site, reviews of its business, and many local search listings in its area are referencing it. Minimally, all that eats up key real estate on the top of the search page or pages for the prime keywords you concentrate your SEO efforts on.

A huge mistake that many make is to think that whatever they Google and find is what their prospects find too. First, even if you clean your cookies every day, personalised search algorithms—a subject for another day—are serving you up a solipsistic misperception. You can actually get a view of local search if you take some time on your next business or leisure trip to do some tests. Better yet, if you travel a lot do the same tests again and again.

Good news—there is a solution, or more accurately, several ways to address the local search algorithms at work—that will get you into every market you seek. Here are three tips to solving the local search algorithm challenge.

1. Get found on online publications that are in the market/s you seek
With all the fuss about social media and friend networks via the likes of Google+,  the role of “traditional” global public relations for lead generation is being undervalued by many. For starters, an article or news release in a local journal or magazine will help your customer in that locale find you. Better yet, online publications that target a specific locale will not only get you on the radar of your long-distance customer but also build in links that may help your “ranking” for keywords your SEO work targets. 
“Traditional” PR does not mean out-of-date PR approaches. Rather, you need to be programming your PR work to be in sync with how the web works and how online publications are facing the same SEO challenges you do. Consider this—online publications also need to add fresh content constantly so that their domain will be found in organic searches, and also to state their readers’ interest in changing information. Online publications are competing for attention on the web. Often this means that their ends and your ends are potentially one and the same—as long as you provide good content (read: heavy on information and not overbearingly commercial) for publications’ posts or blogging to keep their content fresh in between issue dates.

2. Figure out the best way to promote your videos 
Think beyond your website to your Youtube or equivalent channels. Learn how videos need to be posted for optimal boost to your web marketing efforts and learn how to best title them for local pickup in ALL the local places that you want to reach.

3. Pay-per-click advertising
Google advertising, display networks, ads in online publications that link to your site—all of these can be locally targeted to whatever distance arc you specify.
The downside, of course, is that pay-per-click advertising can bankrupt you very quickly. There are so many shifting developments in online advertising opportunities that the old thinking that AdWords only take do-it-yourself knowhow is no longer true. Or, all those “free” and easy services that search engines now provide to create no-muss-no-fuss ad campaigns for you? Well, the story of the fox guarding the hen house should come to mind. Nothing is easy about online advertising. Yes, anyone can set up an ad in mere minutes. Getting a high return-on-investment for your efforts is quite another matter.

As a general rule, if your company spends more than $1,500 (approximately £973) for online advertising, it’s well worth your expense to bring outside experts who spend their time keeping up-to-date with daily changes in online advertising opportunities and trends. Even an in-house appointed “expert” will be at a disadvantage because they will have to attempt to do the work that online advertising agencies share as a team. 

In part two of this article we will consider paid listings in directories, the best use of Google Analytics and email marketing. 
Amy Munice is president of ALM Communications Inc., a global public relations firm. 

Localised Search Is Not Necessarily Your Friend – Part 2

Written by admin on . Posted in Web & Content Tips

MedTech Insider – UK
October 18, 2011 – 9:29 am

Guest blogger Amy Munice from ALM Communications writes:

To recap part one of this article—localised search affects your company one way or another. If you are building a medical device in Minnesota or Boston, you may be better served by the features of a data logger you can purchase in Italy or Taiwan but you may find it difficult to find one via the web. And if you are marketing a device such as a drug-eluting stent made in Grenoble or Baden Württemberg, you certainly want to be able to reach people in Minnesota or Boston, not to mention globally, but it’s an up-hill climb, because of the local search algorithm.

How to sell online? It is not impossible. Rather, you just need to know how the World Wide Web works circa 2011/2012: the rules have changed for businesses that want to sell online beyond their hometown. Some of the new rules that affect your ability to source or sell products and services include:

1. Now, your competitors are favoured for top search engine rankings in their locale. Depending on the nature of your business, where your competitors—and you—are located could impact your Internet marketing efforts a little or a lot.

2. There is a wild card factor in that search engine algorithms seem to vary in their ability to sort out which business-to-business products and services are truly and best sourced on a global basis.

3. Many large multinational companies are able to get around this invisible-to-many-but-real barrier on the Internet by having multiple offices in locations around the globe and, in some cases, using country-specific URLs.
Obviously, global sourcing and trade continues despite this new wrinkle introduced by localised search algorithms. But your lead generation efforts will be better served if you take the gauge of how much or how little localised search is affecting your company—in both sourcing and selling onand off line.

For example, if you are a supplier to medical device companies, your best advertising spend may very well be for a directory listing in the likes of Qmed, which brings together global suppliers with key people in the global industry. Similarly, while an SEO expert might tell you to go hog wild building links in the blogosphere to raise your site’s profile, free Google Analytics tools will predictably show you that your best leads come from reputable trade media such as EMDT,which any experienced marketer could tell you are widely regarded sources of trustworthy information.

Or, If you are a medical device manufacturer trying to reach physicians worldwide, perhaps you should take note of the Dr. Alistair Lindsay (cardiologist and member of the editorial board of Heart, a leading cardiovascular journal) who finds that one of his best time management methods for staying up-to-date on new drug and device developments is to religiously follow tweets with the hash tags of stent, carotid, atherosclerosis, PCI  and MRI.

At the same time, take note that some of your prospects might strictly use mobile devices to find what they seek while others are not connected to the Internet in any manner whatsoever for a wide range of reasons, none of which fall under the heading of Neanderthal.

In the next column we’ll delve into another devil in the details of how today’s web really works—personalised search algorithms. If you would like more information on localised search and how it affects strategising the best spend for your marketing dollars, please write to alm@almcommunications.

— Amy Munice, ALM Communications

Localised Search Is Not Necessarily Your Friend – EMDT, UK

Written by admin on . Posted in Web & Content Tips

Localised Search Is Not Necessarily Your Friend – Part 1

September 29, 2011 – 10:07 am
 Guest blogger Amy Munice from ALM Communications writes:

Is today’s Internet your friend? 

Alas, for the typical EMDT reader, I have a mixed answer.

At about the same time as the first stirrings of the worldwide recession, the world’s search engines began to start favouring local companies. Localised search algorithms (among other changes) are a predominant part of the 200+ factors that affect a web page’s so-called ranking. (In subsequent columns, I will explain why I qualify the word ranking in the way that I do.) These algorithms assume that a searcher (i.e., your prospect) is more interested in finding local sources for whatever he or she is seeking.
Are search engines capable of sorting out the things you want to source on a global basis from what you want to source on the nearest corner? Based on repeated Googling experiments, I conclude, not necessarily.

For example, let’s say you are doing R&D for a new drug-eluting stent. For that, you may want to source a temperature and humidity data logger, a technology with which I am very familiar. I have worked with two data logger manufacturers—one with a good-enough low-priced offering; the other with units priced above what the market typically will bear and achieving a level of accuracy exceeding the requirements of most applications. I have also talked with most data logger manufacturers worldwide, with technologies at various points between the aforementioned extremes.
My curiosity about the search key phrase data logger was first piqued about four years ago. An editor of a high-profile health informatics publication had gushed on the phone to me about a very cool ultracompact data logger. The maker of this device was in Europe. Knowing that the services my 20+-year-old PR firm provides are key to worldwide lead generation, I decided to call this manufacturer and see if there was any interest in our services. During the course of my conversation with the company’s very capable VP of Marketing, she mentioned, as an aside, that they had absolutely no need for any services—PR or otherwise—to help in their search engine rankings because they were “always number one.”  As we continued talking, I Googled the term data logger and its permutations. This company did not appear on page one, two or three—where the average Googler would give up—or beyond. I mentioned this to her but she was adamant: “we are always number one!”
My experiments continued. (For those in the know about personalised search, please note that my experiments were done from the same laptop without any cookie cleaning in between experiments.)

I have now Googled data logger in the following locales: Chicago, London, Oxford, Paris, near Scotland, Bogota, Recife, New Orleans, North Carolina, Ohio, Texas, San Francisco, Fresno, someplace in the redwood forests where connections were spotty, and along roads between X and Y. What I get when I Google changes. Yes, these are not clean experiments as they are not done at the same time but, rather, are stretched over time, but . . .
That said, Google (or Baidu, Bing Yahoo and so forth) do have localised search algorithms that work wonderfully for my local grocer, but not so well for anyone selling or sourcing more technical products online.
How to sell online? Look for some beginning answers in part two of this article next week. Sneak preview: Directories such as Qmed count for a lot more than you might initially think.
— Amy Munice, ALM Communications


Web Wisdom: Personalized Search Algorithms

Written by admin on . Posted in Web & Content Tips

Internet Retailer magazine June 21, 2011 by Amy Munice, ALM Communications   

Filed under Marketing, Web Marketing

Every week I speak with a company president, VP of Marketing or some equivalent, who assures me that they have absolutely no need to focus on web marketing, “because we are already number one.” How do they know this? One thing is for certain, they aren’t using artificial intelligence tools for search engine optimization to receive accurate information on their company’s unique competitive position on the web.  Rather, they type their main keyword into Google, and consistently find themselves at the top of the page or very near it.  But what is wrong with that, you might ask.

How Do Search Engines Work?

Simply stated, that is not how search engines work anymore.  In fact, they haven’t worked that way for quite some time.  This isn’t just Google; this is also true of Bing, Yahoo, Baidu, etc. Search engines now serve you up what they think you are looking for.  They know who you are, and more importantly, who your customers are. They know how you are looking for things, as well as how your customers search for news, companies, products, etc.  Plus, they know the zip code and the local geography where each user is located.  Search engines are getting better and smarter at knowing YOU and each of your customers, as well as what’s what in your micro-locale every day. A quick type into Google, and you are being fed an illusion.

Personalized Search Algorithms

To the more technically inclined, it takes more than cleaning cookies or turning off personalized search in Chrome to get to the “truth.”   Even if YOU turn off personalized search (which is more difficult than an on-off switch in a Chrome browser), you have to ask yourself, “Are my customers doing the same?”  With more than 99.99 percent certitude, you can assume that they are NOT.  Without math-based search engine optimizer tools, you and your site will remain victim to algorithms that “personalize” search. Simply stated, you are leaving it all to fate, or more accurately, to any/all competitors who do get wind of math-based search engine optimizer tools, that can help transform personalized search algorithms from obstacles to advantages.

Think of it this way: site ranking, an objective site ranking, really only means that you are part of a deck of cards that gets dealt to any prospect seeking out the keyword for which your web page is optimized.   If it’s a 50-card deck, the way in which one prospect searches may put your site at the top, and the way another searches, at the bottom, or anywhere in between.

In my next column, we’ll discuss in more detail about ways that search engines work (a.k.a. “search algorithms”) that make it impossible for you to get a good read on your site ranking by simply Googling.
Amy Munice is president of ALM Communications, 773-862-6800.

Global Lead Generation Challenge

Written by admin on . Posted in Web & Content Tips

from New Media Knowledge Magazine, UK

What Localized Search Algorithms Mean to Your Global Business

Author- Amy Munice, President ALM Communications A self-described “formerly wounded web copywriter”, Ms. Munice is on a mission to clear up widespread misunderstandings of how worldwide search engines work that affect her 20+ year PR firm’s clientele and similar companies that sell services and products worldwide.
About the company:  ALM Communications —   –serves B2B companies that sell math, science, engineering or other technical products or services worldwide.  ALM is the first and only global PR company that both gives guarantees on numbers of published articles and other communication tools for lead generation.

Relevant links– internet marketing ,   lead generation , search engine optimization

Let’s play the game—“Look at How Localized Search is Changing the Global Landscape!”. 

It’s really an easy game to learn and here is one way to play it…
Do as I just did and log nearly 3,000 miles on a road trip in the Eastern half of the United States (or just driving east to west in UK, would suffice, or France, etc.).  Bring along your handy dandy wireless device so you can keep Googling in the car.  Pick something you’d like to find—for me, every morning, that first priority is without doubt ESPRESSO.  Every half hour or so, re-do your search.  Different results, aren’t they?  (Note: yes, your GPS will show the same thing, but that’s not the point of this article, this “game”.)

Now, repeat the same experiment, but do so with some item you really wouldn’t think or want to source so locally.  Let’s use for example “laser cutting machine” .  You may need to drive further for this one.  But in the REAL world, if you are fabricating something that needs cutting precision +/-0.1 mm you would NOT look for the local shop down the corner, or probably even look for the machine in your country.  This is an example of a widget that is truly sourced globally, for those who do their due diligence to find the best-in-class technology.
It’s likely this is not a keyphrase you’ve ever paid attention to.  I have.  It’s one I’ve googled in Paris, in North Carolina (US) and Chicago (US) and my search results –mine, with personalized search intact as explained in my last New Media Knowledge article “Is Site Ranking Real or Relevant? “—are  DIFFERENT in each place, and even as I drive back from NC to Illinois.
It’s a peak into “localized search algorithms” and how the way today’s web works poses quite a challenge to the online marketing and search engine optimization for global B2B and B2C companies alike.
From the point of view of this self-described “formerly wounded web copywriter”, it’s also a reason why SEO professionals should add some humble pie to their diet. 

Yes, you can use advanced mathematics for superior KEI (keyword effectiveness indices)  for search engine optimization .

But then there is also this very real phenomenon of localized search algorithms—not just in Google – but in all the major search engines in the world.
Localized search algorithms are great if you want to find a cup of espresso or sell one.  But if you are an espresso fanatic even sourcing the best espresso pot you really want to know how to turn localized search algorithms off.  AND, if you are selling said espresso pot to a worldwide audience that in all likelihood does not include those technically able to bypass localized search or with the patience of Buddha to scroll beyond page 10 of search results, you need something more.
What to do?

Conventional SEO tools will now help you generate 100s of “articles” in the blogosphere.  That will certainly help your “ranking” (sic) but will be hit or miss in regards to localized search.  Pay per click experts will help you set up high return-on-invest google advertising campaigns that help you reach targeted geographies.  By my lights, it’s also one of the best reasons why what some think of as “traditional PR” should be added to any global marketer’s toolkit for lead generation  –and especially by riding the wave of worldwide publications now grappling with their own search engine optimization efforts.

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