There is a buzz that has been steadily getting louder with online marketing and while social media isn’t going away anytime soon, contrary to what some blogs and outlets decry it is not the one stop marketing shop that fills every niche for you.
The big brouhaha really took on a life of it’s own with some of the recent Google updates which led marketers to believe that in order to have any presence on the web, it was mandatory that you have, use, and promote your Google+ profile page. There have been a number of independent studies conducted and I’m not going to copy and paste hundreds of lines of text into the blog, the basic run down is that having a G+ profile is not the holy grail that it was purported to be; correlation does not imply causation. That is not to say however that there isn’t any merit in using Google’s social network, there is about as much success to be gleaned from using it as there is from Facebook, you just have to be clued in on how you use their social services.
Social media optimization and marketing has had a place in the marketing world ever since the days of Myspace and phpbb forums, and all the way back to professional sports. It’s the somewhat the same as running the advertising campaigns inside a baseball stadium that has the outfield lined with ads and sponsors, or like a hockey game with the boards around the ice dotted with advertisements. The best way to get your use out of social media marketing is to be very quick, and very clear with your message. As it is, there are users and companies out there who develop browser plugins and apps to block Facebook advertisements, both in the news feed and on the side panels due to their message being invasive to a users timeline. So you need to be able to deliver your message quickly, clearly and you need to realize that just because you post and advertise via social media that you can’t stop working on your website and it’s optimization. Social media optimization has no direct effect on your websites position in the results pages. If you were sitting on page 8 before making up a Facebook of Google+ post and do nothing to support your advertising, you’re not going to be making any rankings changes any time soon.
There’s been a number of changes in the search world over the past 15 years since it’s pseudo birth, but the changes that have happened in the last 12 months have been some of the largest ever. There have been the Panda updates, the Penguin changes, and the EMD (exact match domain) changes that have made search engine optimization a much more interesting job. And not that they’re the only search engine in the game, but leave it to Google to make the most news with any change, seeing as they own the vast majority of the market.
I’ve outlined what can happen when you make a mistake and breach one of the rules set forth by the engines. You can take a rankings hit, you could suffer a penalty in the form of maybe losing some (Google) Page Rank, or you could even be completely removed from the index if you’ve accumulated enough ‘strikes’ against your website or url. As search engine optimization experts it is our job to ensure that ourselves, nor our clients fall into any of the multitude of pitfalls which you can find yourself in. None of these scenarios are unrecoverable, although making sure to get back into the good graces of the search engines will take some time and an extensive SEO skillset.
However if you don’t have time, or any search engine optimization skills under your belt, or maybe you don’t have the budget to bring in the real search experts, there is a solution for your business. It is one which will still take time, but you don’t have to worry so much about the SEO skills initially, because you’re going to start down the road of rebranding. Completely rebuilding your brand image is really a last resort option to take for your business, as it can take almost a year to return to the search results pages. If you’ve found yourself far enough up the creek that rebranding is a more viable option than repairing the mistakes you’ve made, perhaps it’s time for an evaluation of your job description.
Canada is still really coming into it’s own online, and perhaps Google has come up with the right idea to encourage some growth. The Google eTown award is designed to recognize those towns where small businesses are investing in online tools and resources to find new customers, grow their business, and improve their operations.
Chris O’Neill, Managing Director of Google Canada
“We’re delighted to recognize the accomplishments of the small businesses embracing the web in each of these cities,” said, we know that the Internet is going to contribute massively to Canada’s economic growth..”
We’ve been saying for a few years here at Fresh, that online business is still coming into it’s own for all us Canucks, hopefully this new incentive will help spur things along. They’re not playing any favorites, and have divided the country up into 5 zones, Atlantic, Quebec, Ontario, Prairies, and BC & North. This year the 5 winners are: Moncton New Brunswick, Dorval Québec, Parry Sound Ontario, Canmore Alberta, and Duncan British Columbia.
Across each of the winning towns, business has discovered that the Internet became a vital tool for reaching new customers and engaging with existing ones. In recognition of their eTown status, Google Canada will be presenting the awards to each city during events throughout October. Local businesses will be invited to attend and meet Google experts who will be on hand to provide advice on growing your business online. Actively working on your brand image is one of the key initiatives that you need to pursue while growing online. Being able to translate your offline business into your online image is one of the goals you should be aiming for, and when you’re ready for that step, Freshtraffic is here to help.
You can’t knock them for trying, and even though they’re well out of the search market share race, Yahoo has thrown another punch in the fight to stay relevant. Their new piece of software, Axis, is actually an interesting project, born with the idea to make searching quicker, and synchronous across your devices.
When you’re on your PC or laptop, you can only use their new tool as a browser plugin, giving you a more visual display of your searches. With the results pulled directly from Bing powered search, you can browse through your results in a manner more akin to flipping album covers in your media player. The results are the same, powered by Bing as they have for the last while, just delivered in a different package. As well as having a bottom screen bar taking up some of your screen real estate, you’re also given tabs on the left and right of your screen, to quickly navigate deeper into your search results. It’s a different take on a new game, and basically eliminates using the back button to locate exactly what you were looking for.
There is a bigger difference when you start to use Axis on your iPhone or iPad however. The app functions more like an instant share button, allowing you to spread the word about the newest deal you’ve found. It also allows you to quickly send those results to any of your contacts, and has added a new spin to mobile browsing with letting you preview your destination. Currently no other app has the capability in the marketplace, and by innovating Yahoo, with Axis, has kept themselves relevant in the search marketing game. A bonus for the company is they’ve also allowed you to synch your devices when signed into your Yahoo account, so while looking for that home repair guide on your desktop, you can open up that same page on your iPad and get right down to work, as it will have your spot saved right where you left off.
With mobile marketing and mobile search growing at a massive rate for the next few years to come, by pushing into this market early Yahoo has definitely made themselves a player in the meantime, and likely a part of the game for at least a few more years to come.