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Online marketing has been shifting for the last 18 months or so towards a more social environment. Facebook, Twitter, company blogs and games are even making an ever growing impact on the marketing world. As the social aspect of the web continues to gain momentum, you’d be foolish as a business owner to turn a blind eye.
Just one aspect to keep on your business radar would have to be the growing usage of online economies and digital currency. I’m not speaking of using credit cards to make online orders, the currency in question is like a Facebook credit. Micro transactions using a websites own marketable credit is a direction the social sites are currently using and one which will continue gaining headway in 2012. Facebook has it’s 800 million users and more than half of them play at least one of the social games found on the site. Just like the Air Miles program which rewards points for using their card at select retailers, social sites are getting in on the act in much the same way. Play a game or use an online product for a certain amount of time can earn you points or virtual currency to use on theirs or an affiliates site.
Also tieing into the micro economy and transaction realm, is the ever growing use of turning the world of business into more of a gaming atmosphere. Not in the sense that meetings will be comprised of blasting away zombies or taking out an enemy force, but issuing challenges and giving bonuses and rewards to successful completion of tasks. To further expound on the idea, all of the little tasks you complete each day help contribute to a greater overall company score which in turn grants you a position on your divisions leaderboard. This positioning may influence things like when your turn comes to book vacation days, helps drive you to a higher raise or perhaps even a promotion further into the company. It can help give instant gratification to workers and also long term growth as an employee as it can give everyone a visual of just how they’re doing in relation to their peers.
And of course, as the social scene continues to grow as we add +1 and Like buttons to our websites, sharing your ideas, opinions and tastes helps you and your website if you take the time to notice those metrics. Every new product you launch, new page you add to your website or blog post you submit with information about yourself and your company can, and will be scrutinized by the never sleeping eyes of the web. As scary as it may sound initially, it’s actually an incredibly powerful tool if you track the positive and the negative feedback you receive.
The social side of the web won’t slow down or stop growing anytime soon, with more and more people coming online everyday to share their likes and dislikes you’d be foolish as a business owner to shy away from it. After all, the people who grow the social web, are the customers you want coming through your door everyday to pick up your products.
When it comes to SEO many people make the mistake of thinking that search engine optimization as an action. They are wrong. SEO is a process that must be continually maintained for as long as you wish your website to competitively rank for certain keywords.
Imagine you had purchased a car with the intention of racing. You then spent a great deal of time; money and effort in upgrading that car competitively. After many performance upgrades you take it to the tracks and enter it to compete against millions of other cars of varying performance and experience. You do not however invest in a pit crew or a maintenance crew. Would you realistically expect your car to come in first place? You do not get new tires, or fuel or any of the other equipment and services needed to keep your car operational let alone competitive. You do however continue to enter your car in the race. Months later, when you check on its performance how surprised would you be to find out that its doing even worse in those races then when it started?
Search Engine Optimization (SEO) works the same way. The car is your website, the performance upgrade is SEO and the pit crew is progressive optimization.
SEO maintenance is the continued optimization of your search engine marketing campaign. The internet is constantly undergoing changes as is the algorithms used to prioritize websites rankings within the search engines.
There are many factors used by search engines to determine ranking. A major factor is the relevancy and authority of a subject related to keyword phrases. If your content is not being upgraded or updated then it stands to reason that your site content is less relevant then a competing site with up to date information.
Once you do obtain high ranking within the search engines, it is essential that progressive optimization is performed to keep those rankings. Make no mistake, your rankings will change. The search engines are constantly making changes to their algorithm which will affect the rankings for your keyword phrases. Sometimes this change will have a positive effect, often it will result in lower ranking. Sites have been known to disappear from search engine results entirely after an algorithmic change. It is important be aware of any such algorithmic changes and be prepared to counter any drop in ranking.
Another thing to keep in mind is that you and your competitors are all striving for the same rankings within the search engines. Your increase in rank comes at the expense of a competitors ranking. Remember your competitors are also trying to regain or improve their own search engine rankings as well. Without continually optimizing your own site, your competitors will overpass you and push your ranking results off of the first page, then off the second and so on.
They come in threes, it can be used to justify coincidence, good luck, bad luck, and random occurences in life. According to a new study by online ad network Chitika, the term can also be applicable to search data. Three – as in, three word searches drive the most traffic from search engines.
Chitika looked at a sample of 41,103,403 impressions of search traffic coming into their network, a total of 10,710,579 impressions. 26% of all search traffic – came from three-word searches. The next top word counts were two-word (19%), four-word (17%), and finally one-word (14%).
Long tail searches (five words and up) saw dramatically lower traffic in comparison, throwing into perspective just how fragmented traffic from long tail search really is. That doesn’t mean however, that long tail searches aren’t useful, Chitika found that the highest click through and conversion rates came from 5 word search results. Followed up by 6 word, and 4 word results.
What does this mean for for the experts out there? What it means, is that there is a definitive sweet spot when it comes to SEO. Aiming for that spot, between 3 and 5 words, will help you, and your clients with that biggest bang for the buck. High sitting on the SERPs, and strong click through and conversion rates.