Browsing "internet marketing"
Thanksgiving has passed, Black Friday has passed, enter Cyber Monday. What was initially a made-up holiday to give underdog e-commerce sites a day of their own, it has become an undeniably very real and extremely lucrative event. At this same time last year, the Monday after Thanksgiving was the biggest online shopping day of the year by sales, and the first day ever that online spending passed $1 billion
This year, with a record-breaking Black Friday — $816 million online, 26 percent increase over last year, as well as increased in store sales — online retailers are gearing up for Monday to once again be their best of the season.
“It’s going to be up there again, no doubt, we were all surprised last year when we saw it turned out to be the biggest day of the season, But more and more retailers have become a part of the Cyber Monday kickoff, more and more consumers are aware of it and know there are special deals coming — and you put that together and you’ve got an important day.” said Gian Fulgoni, chairman of comScore and an e-commerce expert.
The Monday after Thanksgiving was Amazon.com’s busiest day for the first time last year, when it sold 13.7 million items. Previously, the busiest day fell in mid-December on the last day Amazon offered free shipping in time for Christmas. The day was also the biggest last year for PayPal, which saw a 19 percent increase in online payment volume over the year before.
Still, there are naysayers who view the day as more hype than reality. “The majority of consumers are procrastinators and they’ll wait as long as they can, Cyber Monday is the start of the wave, not the top of the wave.” said Mark Vadon, Blue Nile’s chairman.
Cyber Monday was dreamed up in 2005 by Shop.org as a marketing ploy to kick off online holiday shopping. More people had high-speed Internet at work, the thinking went, the easier to shop with. But the day was far from the biggest shopping day of the holiday season, coming in at No. 12, according to comScore.
Now, retailers, hoping to stand out, are borrowing Shop.org’s formula to invent their own days. Coming soon are mobile Sunday, which PayPal christened the second Sunday in December, and free shipping day on Dec. 16, brought to you by FreeShipping.org. And beware of Red Tuesday, which the Association of Independent Consumer Credit Counseling Agencies warns will hit shoppers who go into debt on Black Friday and Cyber Monday.
Mobile shopping is also expected to drive online sales on Monday, because people returning to work after the holiday can conveniently shop on their lunch break or under the conference table in a meeting, said Claudia Lombana, shopping specialist at PayPal.
“Just like Thanksgiving weekend shopping is a ritual in America, when people go with their families to look for deals, as soon as they go to the office on Monday they look online, it’s almost ceremonial.”
There’s a new type of search engine making a debut on the web dubbed Trapit. It’s unique in it’s own right simply because of the premise it has been built on, by learning what it is that you search for it delivers similar results for you to look through.
It’s not an unheard of idea, or even really a unique one at that, Trapit however takes a step further and tries to make educated guesses as to your preferences. It’s the same kind of algorithm that Apple’s new Siri technology uses to deliver your answers to you as you ask for them. Trapit does specifically type cast itself as a discovery engine, not a search engine, that doesn’t preclude what they have deemed to be an upcoming competition with Google out of the picture. Trapit co-founder Gary Griffiths called Google an online yellow pages, saying that it works well for direct queries but not for getting to new content.
It’s an interesting idea and a different perspective on delivering search results to be sure. But it’s a rather curious thought that general users are in so far okay with the way Trapit works. The puzzlement is coming from remembering the public enjoys being able to have their privacy protected, as they should. And that there have been more than one concern or complaint registered in Google’s realm about privacy and about how your search terms are saved and or indexed as part of your search history. My question to the early adopters and testers of Trapit would be then: How do you expect that Trapit learns what you may enjoy? It saves your searches, either on a cookie on your computer or within their members database and extrapolates from their via it’s algoritm.
But then again, it seems that it’s alright for a little player out there to have access to your searches and (potentially) information, but not the big guys who are frequently held accountable. Perhaps it’s just another case of wanting to eat your cake and have it too.
“From destruction comes opportunity…”
Most people panic and throw in the towel when Google makes updates. That’s why so many “amateurs” never make it in the marketing game.
On the other hand, professionals are prepared. They constantly push forward and test everything to see what works. Also, when the amateurs get wiped out, that makes more room for professionals like us to rule the landscape.
So, are you an amateur or professional?
“What works in the aftermath…”
Surprisingly, the same tried and true, quality promotion tactics are still the best. (We can say this because we have over twelve years of experience living through all these updates)
But, the difference is HOW you do it. It’s the PROCESS and the FLOW that has changed. The promotional steps change, and the timing changes. See, you can’t just randomly promote your sites and build links anymore. You have to time everything properly. Otherwise Google will not reward you.
So, the frequency of your promotions has to change. And the order of your promotions has to change. Listen, we’ve been dealing with updates like this from Google for over a decade. And it’s really not that scary when you understand what Google wants.
The problem is that Google always modifies what they want, and when they want it. What’s more, is they aren’t very good at telling you what they want. That’s where it gets confusing. Sometimes the changes are subtle, sometimes they’re extreme. The good news is we’ve always come out ahead and now so can you! Call us Today for help.
It’s not a secret that the search engines have to frequently tweak their algorithms in order to shake things up a little on the SERPs. It also isn’t a secret that Google, Bing and Yahoo occasionally like to shuffle those results and sometimes you may find yourself without a positive ranking as you were accustomed too, only to find that a few days later you’re back where you’ve always been. So what point does it serve to remove you from your positioning, only to place you back? It can make you think, do search engines and SEO really make any difference at all if they can change things on a whim? The short answer is yes, the long answer.. well it’s the long answer for a reason.
In keeping with the times, you need to remember the web is everywhere. At home, work, on smartphones and tablets, it’s never been easier to be connected. And with all of that information at their fingertips, 9 out of 10 times people will search. They’ll visit Facebook or Twitter, Google or Yahoo and they’ll search for their answer or ask their friends for an opinion. For some it’s as small as what to have for dinner for any given evening. For others it can be as life defining as what area of a city to buy a new home in.
So yes search engine optimization matters and yes having a website is important. Google and Bing send out their robots and scour the web so that you don’t have too. They arrive on a site, chew through the content as quick as can be and ranks the new site against it’s current list. As a business, having your plumbing business on the top of the maps listings when someones water heater suddenly dies, means hundreds of dollars in difference to not taking the 20 minutes to set it up properly. There’s also the adword side of the search game which works on primarily a bid and auction system, so long as you have the best bid on a keyword you could rank on page 1 number 1 in the ad spaces.
That’s the cookie cutter steps that everyone should be taking or at the very least, be very well aware of that are available. This is where organic SEO comes into play. For what you could spend on an adwords campaign, if you put those resources and time into properly building and working on your website, you can rank in the organic listings for your key terms. This is also where you’ll notice when the search engines are doing their big shuffle when they reindex their results pages. First rule you need to remember about organic listings – if you randomly disappear with no warnings or emails from the search engine, don’t panic. Take a look at your site and ensure you haven’t broken any of the rules. If you’re good on all fronts, just wait at first. Be patient and wait to see what shakes out. Search engine optimization matters, as do search engines and having a proper website, not just a Facebook or Google+ Places page.
It’s reassuring, that even though some businesses out there are slow to improve their websites or their online marketing toolset, the trend is slowly but surely shifting. While still only a fraction of the marketing dollars spent out there, the numbers are showing that around 17% of most businesses marketing budgests are being spent on online marketing. Any positive growth is good for everyone involved.
A great graphic depicting some of these changes has been put together, which outlines some of the changes coming about in the marketing world. In the US, 70% of the businesses out there have indicated that they will be increasing spending on social media advertising (Facebook, Twitter, Google+) and 64% also chimed in to add their budget is increasing for SEO as well. With consumers spending more and more time searching online for their next purchase, it’s much more advantageous to get into the game now, as opposed to later. The longer you wait, the greater your costs are going to be. Surprisingly however, it came back that 17% of businesses out there planned on increasing their marketing budgets on print media, which is much like buying stock in Yahoo these days. I kid, I kid, all jokes aside however, almost anyone out there who has a job has access to the internet. It should be no surprise that on average people spend 3+ hours browsing the internet. 84% of people who use the internet, spend their time searching for information on what has caught their interest, there are billions of searches per day.
There’s a great deal more information which can be gleaned from the stats, have a look and take a moment to conisder your marketing plans. Are you on the side of innovation and forward thinking? Or trying to cling to an outdated, unmeasurable stand by. Just remember that the longer you wait, the more difficult the game becomes.
It really shouldn’t have to be said, but search is changing, it’s evolving into a faster, finer tuned machine than it was 10 years ago. Within all of those changes, there are different focal points which are constantly being tweaked. Recently, MDGadvertising produced a great graphic outlining the current and future trend of local search.
The term ‘local search’ shouldn’t be an unfamiliar one, any business owner with a website absolutely needs to be concerned with their online exposure. The image which MDG produced puts a lot of the research gathered about local search into an easily digestible format. And some of the information while straight forward, is still exciting to read.
There are a number of factors directly affecting current local search growth. One is business owners and search engines for that matter, are getting better are targetting where it is you’re conducting your search from. If you’re searching in Winnipeg there’s no reason for Google/Bing/Yahoo to give you results for Regina for example if you’re looking for a new car or home repairs. A second large metric to consider is the widely increased use of mobile phones to conduct searches while on the go. It’s estimated that on average 33% of all mobile subscribers use their phones to conduct searches, and 20% of those do it on a daily basis.
All of this local search business has a lot of value in it, especially when you work hard at becoming a leader locally in your niche. It’s estimated that this year nearly $6 billion will be generated by local search and by 2015 that number will be over the $8 billion dollar range. A huge amount of cash flow, that seems to be going largely untapped. Because at present,
less than 40% of businesses have a local search presence on the SERPs. Local search is only starting to pick up, soon the game will be running a full speed. Have you taken the proper local search optimization steps?
An issue that some small business owners who try and handle all aspects of their marketing campaigns encounter, is time. Especially when it comes to the online marketing aspect of the business, being able to consistently put time and effort into your website is a crucial element.
There are a number of small business owners out there who are self-made, done it all on their own types so it’s only logical (in their mind) that they can handle all of their site maintenance as well. What’s quickly and unfortunately learned, is slapping quick fixes and changes which you may read in a forum or blog can be a hindrance to your online marketing efforts.
Another common misconception surrounding the online advertising industry is it’s a one shot done deal. The truth of the online world is completely different however, as it never sleeps, stops or even slows down. When you’ve broken down your site and completed all of the changes and updates to your content to help your positioning, no sooner have you finished than you need to start all over again with your competitors.
So when you realize, as a business owner, that you don’t have the time, the knowledge or the expertise to help your business rank at the top of the SERPs, it’s time to call in the experts. The most dangerous thing you can do to your website is trying to interpret search signals and make changes to your site based on speculation in a forum or a blog. Information taken out of context can bury your site if you’re not careful.
There aren’t any magic tricks you can do to make your site rise in the search rankings. You could spend the rest of your life reading detailed guides to SEO and meticulously cramming keywords into every possible tag on your website. But for companies with limited resources, it’s critical to focus on the SEO strategies that yield the best results.
For those with absolutely no resources to build and develop a website, WordPress offers you a great option. The use is free, learning to develop the software and build a website only takes a week, maybe two weeks at the most. And with a host of plugins available to help with optimization, WordPress has made the basics as simple as they could have.
You can use Google to tell you what people are searching for. Load up Google and start searching what you *think* is relevant to your business niche. Do you come up in search? If not, visit the top 10 websites as they’ve been deemed more relevant than your own site. You won’t be able to discern 100% of a companies SEO campaign by visiting their website, but you may be able to pinpoint why they’re placed higher than you are.
Keywords are the bread and butter of search, the search indexes out there are founded on them. However, shorter keywords are significantly more competitive than, what you’ll find referred to as, long tail keywords. Using long tail searches like search engine optimization in winnipeg is often a simpler approach into a market as opposed to trying to balance a site around a more competitive keyword like seo, or seo winnipeg.
If all you have is time to invest into performing optimization on your businesses website, I’m sorry to say you’re likely not going to rank in the top 5 for your niche business model. However, that does not mean that you should just give up or ignore the best practices and basics of optimization. Create a solid website, fill it with quality content and promote yourself to your clients. In time, you absolutely carve out your own little corner of the web.
There are a lot of tips out there online about search engine optimization and the methods you can put to use to rank higher in the Google/Bing/Yahoo SERPs. You can find some of the same type of posts on our blog here as well. You’ll find discussion of white hat techniques, black hat techniques, the common steps known as well as some of the not so obvious ones.
What you don’t find very often however, are posts about what not to do, or what to look out for when you’re looking at contracting a company to perform SEO on your website. While the search engines are somewhat flexible in what you’re allowed to do, there are most definately some tricks which can get you black marked, all the way to completely kicked from the SERPs.
So, when you’re looking for a company to perform optimization on your site, keep your ears open for any of the below terms. If there is mention of using any of these practices, it’s time to run for the hills.
Using Cloaked content
This is one of the most common, and most likely to get your company banned, practices out there. For the most part, when you create content for your site you’re telling the search engines what your site is for. Google/Bing/Yahoo then lists the website under the titles and keywords that is found in that content. Cloaking content is when a company shows Google content, and then shows viewers different content such as ads or links to malware infected sites. This is what is cloaking and will get a site removed from Google in very short order.
A lot of blogs talk about how the meta data for keywords and description are defunct, but Google often looks to these as indicators of keywords that make up a site. For example a site about water softeners will often contain content relevant to that industry. Some companies, however, try to gain new content by what is known as “keyword stuffing”. Mainly this involves hiding keywords with single pixel sized font or camouflaging text the same as the background color to try and get listed more often, for more terms. It may seem to work short term, but it will get a site removed from the SERPs.
Duplicate content Websites
Some novice SEOs and SEO companies try to increase rankings by putting the exact same content on different pages on multiple sites. Typically they also use a scraper tool to gather quality content from websites for their own. Search engines have gotten adept at catching this and will happily penalize, a website that has too much duplicate content.
Auto Generating Content
Another poor technique is to use a program to write content for your website. This is exactly as it sounds, taking one article and then having a program rewrite the article by changing a few sentences and keywords over and over again.
Those are only a few of the terms you need to be aware of when speaking with an SEO company. Absolutely stressing the point that if any of the above techniques are mentioned as a tool they use, avoid them at all costs. There is no shortcut to success in online marketing, real SEO takes time and the more time and effort you can put into it, the bigger return on investment you can expect.
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.”