Jeffrey Lurie over at ConversationMarketing.com recently referenced a report from Forrester which concluded that a YouTube video is 50 times more likely to hit page 1 of the search engine results than a normal web page that is optimized for HTML. This finding applies to keywords where Google actually provides video results.

The actual content of the Forrester Report on Video Rankings provides some great tips on how to optimize your YouTube Videos. I encourage you to follow the link to find out more. In a nutshell, be sure to include appropriate, descriptive keywords when naming and describing the video on YouTube. It can also help to have a Video Sitemap on your website.

How Does this Help Me Market My Denver Small Business?

Denver small business owners should be investigating video and reviewing the above links. You need to have videos on the most popular video platform (YouTube). You can embed these videos where appropriate on your website. With the tips above, it is possible that you can even achieve solid rankings on YouTube for popular search terms, much easier than you can through optimizing your Denver small business website with good content. Online video is a great way to promote your small business.

I stumbled upon a recent post over at Small Business Search Marketing recently. The post cited a study by Hitwise which indicates that one word searches jumped by 17% in 2009. Keep in mind, these are one word searches that people actually clicked on.

One word search phrases like "olympics" are on the rise.
(Screenshot from a Google Search on 2/26/10)

What are one word search terms?

A one word search term is when someone goes into a search engine and types just one word - say "shoes". You usually don't want to bid on one word search phrases because the person doing the searching is searching on very general phrases and is usually very early in the buying process.

Let's say you're running an online ad campaign for your Denver based running shoe store. You want highly qualified traffic to click on your ads and be delivered to your website. You'll want to bid on terms like "Brooks Beast" or "Asics GT-2140". You don't want to bid on terms like "shoes" - people that type in shoes could be looking for anything from snowboots to sandals. You don't want to waste money on their clicks.

How Does this Help Me Market My Denver Small Business?

When you're putting together an online advertising campaign for your small business, you'll want to bid on very specific keywords using exact match or phrase match. You may use broad match for longer keyword phrases. Only in very rare instances would you bid on a one word keyword phrase.

This past week, the Metro Denver Economic Development Council released its Industry Cluster Study which takes a look at job growth potential for the region within specific industries. The study covers the advantages that each of the industries below have when it comes to job growth:

• Aerospace
• Aviation
• Bioscience
• Broadcasting and Telecommunications
• Energy
• Financial Services
• Information Technology Software

How Does this Help Me Market My Denver Small Business?

While the industries covered in the repot are extremely large industies in the Denver metro region, Denver small businesses that have contracts with businesses in these industries will want to take a look at the report. It is a good idea for Denver small business owners to keep track of the emerging trends of the larger industries within the region. These businesses - and their employees - may represent opportunities for Denver small businesses.

Google Analytics Access Tutorial Video

The video below is provided by Google and provides the details on how to give an external party access to your analytics account. You'll obviously only want to provide access to someone trustworthy to help in the management or analysis of your account. Note that the video is kind of small and hard to see. The narrator also goes through the steps very quickly. I recommend expanding it to full screen (button on the bottom in the lower right with the four arrows pointing outward).

I also provided text directions following this video if you'd find that a bit more helpful.

Adding A Google User to Analytics (Text)

In case the video went a bit too quickly, hopefully the screenshots and text below will make it more clear.

1) Log into Your Analytics Account and Click on "User Manager"

2) Select "Add User"

3) Add Users and Access Levels

You must provide access to a user with a Google Account. You can then provide that person the ability to either view reports, or they can be an account administrator.

4) Select Website Profiles and Finish

Select the desired web profiles from the list on the left that the user should have access to, and click the "Add" button. When you are finished, click the "Save Changes" button.

How Does this Help Me Market My Denver Small Business?

While this blog post is largely a tutorial, the one thing the Denver small business owner needs to be aware of is that they need to be using analytics software. If you're marketing your small business online, you need to have methods to measure the results so that you can continually improve upon your website and your online marketing efforts. Google Analytics is free software from Google which will provide you incredible insight about where your online marketing is succeeding, where it is falling short, and how you can improve your marketing.

While many of the clients that I meet with may not be sure exactly how online marketing works, they've all heard of Google. Most use Google as their default search engine.

It should come as no surprise that the place where you want to start advertising your Denver small business online is with Google. Googe AdWords to be more specific. Google has by far the highest volume of search. According to a recent report by Efficient Frontier referenced in Search Engine Land, Google receives 75% of all paid search clicks and dollars.

Screenshot of the Google AdWords Signup Page
Most Denver small business owners should start their online advertising activities with Google Adwords

For most Denver small businesses who are advertising online trying to find customers, you're fishing from a small pond. You're searching for a narrow geographic region (just Denver metro) for narrow keyword phrases that relate specifically to your business. In order to maximize your reach, learn the most about your online advertising campaign's potential, and get more clients, you need to be working with Google AdWords.

How Does this Help Me Market My Denver Small Business?

I have used and continue to use the other paid search platforms (Yahoo, Bing). I also use Google's AdSense products to allow ads to appear on other websites. Far and away though, when a Denver small business is just beginning to advertise online, they need to be using Google AdWords. Google Adwords provides the largest reach, which means you'll get more data and have the ability to modify your online advertising campaign to get more clients.

Only after you've mastered your Google AdWords campaigns should you move on to advertising online with different search engines.