When Fresh first came to Winnipeg, to say there was some resistance to the notion of online marketing and branding would be putting it mildly. Responses to the idea that business and the world were going online and digital ranged from the “convince me first” crowd to the flat out “not happening I don’t need it” group. It seemed that the larger the company we approached, the more resistance was met. The majority of our clients a few years ago weren’t even in Canada, let alone Winnipeg.
Johann Wolfgang von Goethe said, “There is nothing worse than aggressive stupidity.” But nobody ever thinks they’re stupid, right? You certainly can’t come right out and say as much to them. So, how can we identify and combat stupidity? Aggressive stupidity goes by another name at many organizations these days … management.
That’s not meant to be a kick in the teeth to all business owners, but if the door to real innovation, to real growth as a company is perpetually closed, then if the shoe fits. It’s rather difficult to hold a straight face when the manager of a company can tell you in a meeting they can’t afford to market or update their website, when they’ve said in the same meeting they’re spending upwards of $3000 on a single advertisement in a newspaper. Or on a block of mid-day radio spots, or a 20 second television commercial which only comes on after midnight. Marketing and advertising priorities need to change, Winnipeg business owners need to get with the times.
In the end, though, whether or not you’re successful boils down to how hard you work.. and a little bit of luck. But Thomas Jefferson had it absolutely correct when he said, “I’m a great believer in luck, and I find the harder I work, the more I have of it.”
There has been blogs written many times about the cost of SEO and about how the return on investment is one of the highest in the marketing industry, there are times when optimization is just not in the budget. Whether you’re a brand new business with little to no marketing capital, or perhaps an aging business that needs to completely rework your advertising and marketing campaigns. Don’t fret however if you can’t pour vast amounts of money into organic SEO, there are still a couple of tricks you can do which can at least help you in your local marketplace.
First off, if you have a business, then you’ll have a name for it. There are a few free avenues you can explore to begin promoting yourself to your local area and if done right, your name will spread. Facebook, while primarily a social location for friends and families also has their own business listings. Instead of creating a personal profile, you create a business page with which you can begin to share information with your customers and clients in an open format. Within Facebook as well, you can use paid advertisements which will display on profiles which are interested in your business. Pre-qualified traffic can go a long way to helping your bottom line. The ad placements within Facebook do have a cost however, but the page listing does not.
Also tieing in with the free angle, using a Twitter account can be a creative way to send out advertisements for flash sales or discounts to your subscribers. Frequently updating your sales or hosting a conversation in your stream is a free way to generate buzz about your business and your products.
If you find that the information you need or want to share with your customers is too long for Twitter, having a branded blog is a great step forward to get the word out. Use your blog to promote new products which need a description, or a place to layout the details of an upcoming contest or sale. A blog is a free, simple way to get stories out to your current and future customer base.
Continuing in the realm of free, be sure to also create your Google Places page. Creating a quality page with all of your relevant location and contact information can place you within the organic search listings should you be part of the search terms entered. The Places pages are displayed just as the Google Maps listings used to be, typically at the top of the organic listings with their identifiable red arrow markings.
Those are only a handful of the free local advertising tools you can use as a business owner. When you’ve generated the traffic and are starting to improve your bottom line that’s when it’s time to take the plunge and invest in a quality built website and start building your brand on a wider scale.
The anti-trust hearings versus Google and their supposed stranglehold of the web has been continuing in front of the senate. There are people on all sides of the argument it seems, Google on the defensive, Microsoft and a few others decrying that they’ve been wronged by the search giant. And one of the most basic arguments that Schmidt has used to rebut all of the claims of unfair business could very well win the day. Schmidt’s defence basically says:
“Google faces competition from numerous sources including other general search engines (such as Microsoft’s Bing, Yahoo!, and Blekko); specialized search sites, including travel sites (like Expedia and Travelocity), restaurant reviews (like Yelp), and shopping sites (like Amazon and eBay); social media sites (like Facebook); and mobile applications beyond count, just to name a few.”
Now on one hand, yes Google can provide all of the services that are available on the web, but there are simply better options. If you’re big into social networking, Facebook is still the king, if you travel a lot you use Expedia to find tickets and deals. I’ve personally used Amazon, eBay and Kajiji to post and purchase items and even the smaller search engines like Blekko have their place and a few tricks that Google just can’t do.
So Schmidt’s argument that there are options available online, users just need to navigate to them, is utterly true. Google doesn’t so much have a dominance of the internet, as it has a dominating presence in the search arena. And there are many out there who would point out, Bing, Yahoo and the littls start ups like Blekko which come along, chip away little by little at that armour. Google’s search advantage or position isn’t going to disappear or diminish in any great capacity until a revolutionary game changer makes itself known, just as Larry and Sergei did with Google.
So don’t worry about Google’s “dominating web presence” so much, instead use your keyboard and mouse and investigate the alternatives. Just because one site offers similar products, doesn’t automatically mean you have to use them. After all, you wouldn’t call Coca-Cola to order some Pepsi.
The numbers are becoming more and more visible, and since it’s launch in late June, Google+ has attracted 25 million users in about a month. Facebook, in contrast, took about three years to reach those levels , while Twitter took just over 30 months. According to ComScore. Google+ has since hit the 50 million users mark.
So how could it be that people are calling Google+ dead in the water so soon? You could blame it in part on Googles checkered social history, or even on the privacy gaffs they experienced their first time out with Buzz. Some bloggers have recently used the terms “Google is dead” and “Google+ is worse than a ghost town” to describe their Google+ accounts and activity. The strongest language would have to be a Forbes commentator saying “Google+ is a failure no matter what the numbers say”. Harsh descriptions for what has been described as an alternative social network with the Hangouts and the strong security options built in.
Even with all of these doom callers, there are just as many reminding users out there to give it time. The internet wasn’t built in a day, Facebook didn’t reach social dominance overnight and Google+ will need some nurturing time despite explosive growth early on. A strong point to consider, just like SEO didn’t exist 10 years ago, the idea of a social network didn’t exist just 4 years ago.
The measure that’s been decided of success for a social network is the level of activity on the site. When you hold up the measuring stick of “700,000 pieces of sharing per minute” to *any* social network it’s going to look like a failure. Something that also needs to be kept in mind, if you’re experiencing a dead or slow social network, that is a result of the people you’re following and your own level of sharing. If you don’t share any information within your circles then why should you receive any feedback or activity into your account?
To say Google+ is already dead, is premature speculation at this point. Time will tell just how successful the search giant can be in the social arena, but with the recent addition of the games panel, the named hangouts and the collaboration which is possible with your circles on Google+. Giving Google the time to mature their social product is necessary before calling it dead.
Google’s Chrome is on the brink of replacing Firefox as the second-most-popular browser, according to one Web statistics firm.
Data provided by StatCounter, an Irish company that tracks browser usage using the free analytics tools it offers websites, shows that Chrome will pass Firefox to take the No. 2 spot behind Microsoft’s Internet Explorer (IE) no later than December.
As of Wednesday, Chrome’s global average user share for September was 23.6%, while Firefox’s stood at 26.8%. IE, meanwhile, was at 41.7%.
It’s been just over a week now that Google allowed open registration to test the Google+ platform and what a week it’s been. At last count, the budding social network had in the neighborhood of 25 million users in the “invite only” beta. In the last 10 days of open registration, traffic to the site has jumped like water hitting hot oil. Visits for the week of Sept. 17th were up 1269%, blasting to 15 million visits over the 1.1 million of the week previous.
Rough estimates with that increase in traffic, is that the fledgling social site is likely near the 50 million users mark. It’s literally a drop in the bucket in terms of the traffic Facebook gets, nearly 2 billion, but it’s made Google+ jump from number 54 in ranking to number 8 on the Hitwise social networking and forums category of sites. Currently that ranks Google+ squarely behind MySpace (yes it’s *still* around) and climbing higher.
Just as analysts are estimating that G+ has nearly 50 million users at this point, that doesn’t mean you can start building a social profile full of your high school friends and distant family. The numbers seen on G+ are primarily the early crowd, the tech generation who likes to tinker with stuff which may or may not work 100%. Something to consider says the Hitwise results, is that the numbers do not include any mobile search traffic or traffic coming in via the Google bar, so the visits are most likely much higher.
Google+ made its debut in late June with a limited number of users, and a Google+ invite quickly became the hottest ticket in town. The hysteria died down a bit after Google started allowing users to send out invites, but there was a lot of talk about whether Google had finally landed on a social networking product that could compete with Facebook.
With 25 million users at last count to Facebook’s 750 million, Google+ clearly has a long way to go. Still, it’s clear that Facebook and Google+ are taking cues from one another. Google+ has some very Facebook-esque privacy features and cribs the Facebook news feed structure. But Facebook recently unveiled some friends features that look a lot like Google+ Circles.
It won’t be a showdown of any kind until the users say so, but at this point it looks like G+ is making strong strides in the social arena and put the gaff of Google Buzz behind them.
It’s the beginning of the ‘social’ part of the Google+ platform. Google has released the first public APIs for Google+ so that external developers can start working with the fledgling social networking site and planning applications for it.
This first batch of APIs lets developers fetch only public data from profiles in a read-only manner, and access is limited to what Google calls a “courtesy usage quota” for now. Google sees this initial API release as the first step in building a more powerful developer platform.
“For all of you developers who have been asking for a Google+ API, this is the start. Experiment with it. Build apps on it. Give us your feedback and ideas,”
- Chris Chabot Google+ Developer Relations
Having a thriving developer community, as Twitter and Facebook have done, has proven a must for social networking sites to succeed, so a lot is riding on the Google+ platform. Twitter announced in July that some 750,000 developers have built about 1 million applications for its microblogging service.
Interestingly, Google is holding off on adopting for Google+ the OpenSocial APIs that it originally developed in 2007 and championed for years as a better alternative to proprietary tools for specific platforms like Facebook’s.
The OpenSocial technology has been adopted by a number of consumer and enterprise social networking providers and its development is managed and overseen by the nonprofit OpenSocial Foundation.
When asked about plans to let developers build Google+ applications using the OpenSocial APIs, a Google spokeswoman said via email that at this time the Google+ platform doesn’t support the OpenSocial APIs.
“However, we are using lots of the technology that was developed as part of OpenSocial, including the gadget application packaging model, and the Portable Contacts JSON schema, to power Google+ games. As we define the +Platform APIs, we are paying close attention to the future direction of the OpenSocial APIs, and converging wherever possible.”
Developers can use the OpenSocial APIs to build applications for other Google sites and services, including the Orkut social networking site and the iGoogle personalized home page service.
Although it’s somewhat old news by now, what do you get when you combine one of the worlds largest retailers, with a social media and mobile commerce company? You end up with a product known as @Walmartlabs, who just recently purchased another company called OneRiot. OneRiot is a company devoted to targeted mobile advertising which can go so far as targeting specific locations, handsets and demographics.
So in Wal-Mart’s bag of tricks, we now have a mess of social media advertising in OneRiot and a social media, mobile ecommerce backbone in the foundation of @Walmartlabs when they purchased Kosmix. As a business and website owner you may be thinking it’s not such a big deal, but if you did I’d tell you that you were thinking too small and short sighted. Coming up in the US, rather quickly I might add, is Black Friday and since 2005 it has been the busiest shopping day in the entire country.
With social networking already at the most popular activity on the web, and with the rapidly climbing number of mobile devices being used in social networking, it looks like Wal-Mart is taking steps to harness the lucrative shopping season quickly approaching. Take note all business owners who rely on ecommerce to power up your sales, if your site is not mobile friendly you’ll be sorely missing out. If your site is not able to widely broadcast flash sales for example to your social network, you’ll be missing out on a huge sales potential in the coming Christmas season. It’s never too late to invest in your social/mobile future, take that first step and we’ll get you on your way.
When we have new clients which are chomping at the bit to take over the world with their website, it seems more and more often there has been some confusion just to how the SEO process works. For some reason, the idea that we as search engine optimization and online branding experts can just call Google and tell them to place you at the top of the listings, seems to be what we do. The demystifying of SEO is a somewhat difficult task at times, even more so when contacts believe you can walk on water.
With this issue fresh in mind from a recent conversation, I feel the need to reiterate some basic SEO facts for those who may hopefully read this post before jumping to conclusions. First off, optimization of your website is only a very small piece of the puzzle for your online business. Any SEO worth their salt will tell you that in order for you to be successful online not only do you need to be visible, but there needs to be a clear call to action on your landing page. It does you no good as an online store for example, to have visitors landing on your contact us or about us page. You want users to buy from you, optimizing your site to drive traffic to your catalogue is your goal.
Search engine optimization is not an over night or fly by night success. It’s been said a million times, organic optimization takes time. If you’re lucky and have a solid base to work with, it may take as little as a month or two, but the norm is closer to 12 weeks + to begin seeing consistently measurable results.
After these two basic points, then you get into the meat of the business which has been talked about at great length all across the web. You need to keep website usability in mind. You need to keep your all encompassing goal when writing new content and rehashing the old on your pages. You can completely derail an SEO campaign with as small a change as making a term into a plural as opposed to singular. Remember to keep your navigation menus clean and clear, the more accurate and simple you can make them the quicker your site can be crawled and indexed.
Just some very plain, basic facts about the SEO process (again) which just seem to keep eluding small and large business owners alike. For all of your search engine optimization and online branding success, you need only pick up the phone and give the experts a call.
As part of the education process with clients, we often have to explain to them that their position on the search index is basically directly tied to their success in their online business. It’s normally a fairly easy concept to grasp for most, as most people just don’t navigate past the first page of results. In other words, the more prominent your positioning for your terms, the higher chances of success.
In the last few days, Google has released a free tool which makes this even easier for businesses to see. It’s basically a monitoring system for their adwords platform, but the statistics it can quickly and easily generate are applicable. Being that the sample size is small at the moment, it will take some time for the numbers to become formal, but they portray almost exactly what SEOs have always known. Searchers don’t navigate much further than page 1, page 2 at most. Anyhow, now for some numbers!
A quick search on Google and your page will be comprised of 4 main elements: the search box with your term in it at the top, the organic results which will populate the bulk of the center of the page, search modifiers which will help you refine your search on the left side of the page and finally the adwords, which will be served at the top with a colored background, or on the far left of the screen. Adword groupings are as few as 1 to a page and I have seen as many as 8 different adword campaigns for a highly competitive search term on the page split between the top position and the left hand side. Google’s new tool will actually tell you precisely where your terms are being served on the page! Whether you’re in the top listings, the side listings and even which page you’re on.
Because of the information you’re able to glean from your positioning, you can actually calculate your ad potential for conversions. Some of the averages which are starting to be discussed may be a surprise to novices of the web and search. In terms of traffic, 97% of traffic generated came through from page 1 placement, 2% from page 2 placement and the traffic became abysmal beyond there. Essentially the lesson would be, if you’re not on Page 1, you’re missing out on 97% of your potential! Besides which page you’re served on, the position on the page also plays a big part. Any SEO worth his stones will tell you that being in the top 10 is a great start, but the top 5 is where the real money is. If you’re ready to stop messing with the little stuff and playing with the big boys, it’s time to step into the organic listings. And that is where the SEO experts come in.