With the big changes over the last couple of months with the search engines it really shouldn’t be any surprise to hear, but for the tail end of 2013 heading into 2014, you will have to boost your online marketing budgets.
To start with the most recent change to always on secure search, Google has decided that it’s more important to encrypt all keyword data when someone is using their search service. Not a bad step to tell the truth, and they like to wave around the flag of ‘this is us protecting your privacy’. But it isn’t the encrypted key terms that brings cause to take a close look at the change, it’s more the fact that the AdWords players aren’t receiving the same list of hidden keywords. It has been known that using the AdWords platform is a great way to gain immediate traction in a new market you may be trying to break into, or a way to test marketing ideas, but in the end the keyword data analysis for paid vs organic were able to draw parallels. Now, it seems that the (much) deeper your pocket book is for paid search, the better sheaf of keyword analysis you’ll be able to receive for your efforts. Not the nicest of changes if you want to test a marketing idea to it’s fullest extent, but it’s all in the name of your privacy, right?
A little while back there was a rather large shake up with how the search engines also indexed your site and it’s backlink profile, and it caught some webmasters with the addition of some rules into the guidelines. Even little issues like ensuring that your own properties were correctly using the ‘no-follow’ attribute to link around the web became very time intensive projects, and who knows what’s to come as the online holiday shopping is about to commence. It seems that every year some company out there is made an example of due to nefarious backlink practices, the only real problem for them this time around is that the algorithms are much quicker at detecting, and doling out punishment for shady practices. If you are unsure if your agency is following the rules for backlinking, you need to check your webmaster tools and check the ‘Linked Pages’ section and you can peruse what you’re known for yourself.
The biggest change of the online marketing game however it seems has begun to show itself, and that’s the online branding image that your business and website need to project to the search engines. Having a strong, relevant brand online can highly influence your rankings dependant on your competitors. The shift towards brand bias has always been viewable in the search results, but it was always for the larger, more competitive terms out there. Brand bias has caught on however in most niches, large and small and who ever can step up to the plate first will have a decided advantage going forward into the holidays and into 2014.
With our highly successful online branding campaigns we have been able to ensure our clients positions for their niche targets, and have been able to grow their presence into unknown territory for the past few years. It’s time for the rest of the Winnipeg business class to realize that the way forward is online and when you call, Freshtraffic will be ready.