Tagged with "online branding Archives |"
It’s crunch time for budgets, we’re coming to a point where you need to decide: do we spend more and hope for big returns over the holidays? Or do we cut back and hope we can carry through to a new year? It’s not a question anyone can really answer for you, as everyones situation is unique, I would however, like to make a case for our niche – online branding, or internet marketing if you prefer.
Where online is concerned, consistency matters most, in your content, your presentation of yourself, of how you manage your online image and branding. And while it’s true for almost all facets of life, it’s even more apparent where your online spending is concerned; you get what you pay for. If you pay for shoddy service and workmanship, that’s exactly what you’ll receive. Where online and the search engines are concerned though, you will likely end up being penalized, and at worst, banned from the results pages until you clean up your site and links. Now some people try and sell that organic optimization only takes a one time shot and is a very low cost to work ratio, when in fact it’s pretty much the exact opposite that’s true.
As an example, if you try and save some money where your online marketing is concerned and decide to out source to one of the cheap advertisers out there, odds are very high that you’re going to end up with poor, if not irrelevant back links, and this will get your site snagged up in the newest algorithm addition – Penguin. The addition of Penguin into the algorithm means that the link spammers of the past, are very quickly finding themselves with burned urls – aka websites which have become useless to link to, or with. It takes a great deal of time to work out a relevant, and acceptable linking strategy for any companies website, and to skimp on this portion of your marketing will be one of the nails in your websites coffin.
Often times when you’re having your website built for you, or if you’re having it redesigned, you’ll find that web developers can run into the hundreds and thousands of dollars. If you have a complex site, with a shopping cart, perhaps streaming videos and audio with a user login system, you’ll be possibly even looking into the tens of thousands in cost. Thinking about saving money on your website and it’s construction? Rethink that cost saving measure, as cutting costs from the way your site functions, looks and performs can not only get you flagged by the search engines as having errors, but it can leave your site poorly secured and the possibility of being hijacked increases greatly. And if your website becomes hijacked by a malicious user who uses it to spam (best case scenario), or completely trash your website and use it to spread malware (black listed from the SERPs) not only will the search engines not trust you, your end users and customers will begin to distrust as well.
This was only two, of the plethora of issues which can sink your website should you choose to skimp on your online budget, and while being removed from the SERPs is a terrible possibility, the interaction lost with your current and possible customers should be seen as the real loss. Lost traffic due to reduced resources leads to lost conversion rates over all, which is just a never ending cycle of less and less.
So after talking about the new patent papers filed about tricking spammers into showing themselves, with Penguin and Panda breathing down your websites neck, what is there left for you to do as a webmaster? You follow the basics and stick to the best practices guide, it sounds boring and cliche, but it works.
Focus on content creation, when you put forth effort when creating great pieces of content, the result is increased traffic to your website via shares and referrals. Another strong candidate to let your company and site become well known is to distribute press releases for major changes. Make sure you don’t abuse press releases, as it can give your company a bad image as a spammy site when you talk about every little bit of activity. Focus on taking advantage of press releases and the traffic they generate when you have something impressive to share.
Make sure to take care of the increasing social boom, and add social sharing buttons to your website. Don’t make the assumption that users will take the initiative to share your content on their own. Making it simple for your visitors to share you content with social share buttons is a quick way to garner additional views. Going hand in hand with using social sharing and social media, is to create your own YouTube channel. YouTube is the web’s largest search engine, so when you can create videos showing off your product or services it is a great way to expose new audiences to your brand. And with the search engines starting to include media results mixed in with the organic results, you may even begin to find new visitors coming to your site via your Youtube channel.
And one of the most important tips that can be offered on how to improve your visibility, when you find yourself with a new client you should always do your best to over-deliver on your company’s products or services. Word-of-mouth is still one of the strongest advertising methods online, offline, new media or old. Once you’ve thoroughly impressed a new client, the odds of them bringing their friends and family to your site are very high. Be sure not to step on their toes however, or to ruin a relationship when dealing with a client, as the only thing that travels faster than great news, is bad news.
There have been adjustments, changes, and what seems like complete rewrites of the algorithm that Google started with in the beginning. At first when you searched, the results you were given were based directly upon the query as you’d entered it, and sorted by how many back links it had. Now however, when you search for ‘Winnipeg Jets’, images and video for the team appear even though the words “images” or “videos” weren’t in the query.
The algorithm that Google, Bing and a handful of others use, has grown and evolved to a point where it’s trying to anticipate what you’re searching for, as well as the direct query you may have typed. The search engines are getting better at bringing what you want to see on your given topic, and seem to be weighing the number of clicks through to a result as well as all of the previous criteria as well. As you’ve probably mistakenly typed a word or two while searching as well, you’ve probably noticed that search engines are also able to correct spelling mistakes which are commonly made. What the engines are getting much better at doing however, is not correcting your spelling, but interpreting what you may actually be searching for. Google can load dictionaries of how words should be spelled and common misspelled variations of those words and can look at how searchers correct searches and when they click on different variations. And it can use this data to not only suggest a query with a different spelling but to treat the misspelling as a synonym behind the scenes and rank the correctly spelled matches.
And as with what goes in the same basket as interpreting what you might be looking for, Google is noticeably moving forward on trying to discern your intent while searching as well. A basic description of how it works:
Keyphrases don’t have to be in their original form. We do a lot of synonyms work so that we can find good pages that don’t happen to use the same words as the user typed. – Matt Cutts
Even Bing is getting in on the act as if you mispell a common word or phrase, you’ll still often be brough to the correct results. Perhaps soon enough, you won’t need to search by typing, but by simply visiting your preferred search engine. And because you researched a new car and purchased one via online dealership shopping, the engine knows that in a few months it should perhaps deliver you information on local garages which offer oil changes and tire rotation services.
The real trick about being noticed online, isn’t about having a Facebook account, or even about having a top of the line website built for you. Just like you can think of Coke and you instantly conjure up and image of a soda, branding is where you will make your business fly.
Online branding isn’t just for multi-billion dollar companies with worldwide distribution, when it’s done right, you can leverage it locally to your advantage. All you need is the time and the willingness to forge an image for yourself, and your business both online and offline. When you’re working to create an image for your business, you need to be clear as to what you want that message to be. Just like thinking of Coke or Pepsi makes you think of a soda, you need to be mindful of what imagery your campaign will inspire. Once you have that image in mind, it’s time to push ahead with becoming your vision. Search engine optimization is merely a tool you can leverage when you’re working on your brand. It is a very powerful tool, and when you manage it correctly it can make your presence known quickly and clearly online.
So once you’re ready to make your move and become more than just another store front, the online branding experts are here and ready to help. With our help, your desire to rise to the top, and some concerted effort we can make you the cream of the crop.