Welcome!

Web 2.0 Authors: Greg Ness, Elizabeth White, AppDynamics Blog, David H Deans, Trevor Parsons

Blog Feed Post

SEO Tasks Are Dead, Marketing Processes Are Alive: A New Era In Web Marketing

In the past week a small business was referred to us asking about search engine optimization (SEO). When someone asks me about “seo” in 2014, the first thing in my mind is they are not familiar with the realities of website marketing and web marketing in today’s world. This was certainly going to be a educational conversation requiring patience and asking the right questions to bring this business owner up to speed.

The conversation started out by finding more about:

  • the business,
  • their web address,
  • whether they are dependent upon a specific geography for their revenue, and
  • what keyword or phrase did this business owner want to show up in the search results.

I’m in the Detroit Metropolitan area and the business is in Denver, CO. In order to reasonably duplicate the search results I would need to change my location in my Google search to Denver, CO. You can do this clicking on “Search Tools” in the Google results and then clicking the down arrow on the location. At this point change your location to a specific city and state.

Google Search Results Tools

You will notice in this same area you can change the time frame and type of results if you wish to get more creative with your search results.

The purpose for making this change is to search as though I was in Denver, CO. We don’t want to search on keyword + location, rather just the keyword and allow Google to provide us the results in that region as naturally as possible.

Once I changed my location to Denver, CO and searched on the requested key phrase, I found the business listed on the first page for the three major areas:

  • Google Adwords Advertising
  • Local Listings in Google Maps
  • Organic Website Ranking

At this point I had to scratch my head and ask the business owner where did he see the problem. He did concur he was seeing similar results, however, he wasn’t number one or above his competitor. He wanted to know what else could he do with “seo” in order to consistently be above his competitor with his website.

Personalized Search And Geographic Results

I explained to the business owner under the circumstances he was actually performing well with his business showing in different search result areas. We continued the conversation by performing the same search for a areas North, South, East and West of Denver and in all cases he showed up differently. As you can imagine he was quite surprised how much the results changed in such a small geographic area around Denver.

The search results on any search engine now-a-days is dependent upon many factors and if you take four computers, connected to the same Internet connection, performing the exact same search simultaneously, you will find they all have different results.

A few factors influencing the search results include:

  • If you are logged into a search engine account
  • Your search engine account search history
  • The geography of your Internet connection

These factors affect the search results whether you are in New York City or Los Angeles. The results are different and this is where personalized search comes into consideration.

While I understand geographic factors affecting the search results, I am less enthusiastic about my search history affecting the search results. Let’s take politics as an example. If you only search for topics about one political party over another, chances are you will never learn about the opposing views. The search engines are feeding you what you prefer, meaning you will never get the opposite view in order to grow your perspective.

Can you turn off personalized search? Sure. How many people do that or even are aware of their options in their search engine account settings?

The Dawn Of Website Marketing Processes

Our conversation continued with new questions emerging from the business owner wanting to understand what can he do “on” his website for “seo”. He said this only required his time and was less costly if he could focus making changes to his website.

We started by checking how large of a website does he have. Because Google Webmaster Tools was not setup for his website, we had to find out how many pages does Google find in his website, how recently were his updates, as well as how frequently was he been updating his website.

Google Site Search Operator

Search engines have operators you can use to refine your search results. In this case the operator we will use is “site:” + “web address”. We further enhanced the search results by modifying the time frame to the past month.

What we learned is he only has a 40 page website and in the past 30 days no new pages existed. I had to explain having a static website and only performing this work once was no longer going to be effective. Rather he needs to consider increasing the density of his website and this would not have an end point.

Developing new web pages which were educational, at least 300 words, and at least one per week would be a good starting point for him. As these pages were added to his website, they would have to be optimized for the content related to the new web page. He needs to avoid optimizing the new web page like other pages on the website as duplicate optimization was not going to help him.

The best way to do this is by having a blog connected to your website, which communicates with your social community accounts like Facebook, Google+, LinkedIn and Twitter automatically.

Already in this portion of the conversation he learned he cannot get away with one time tasks, rather there are more activities necessary to keep his website’s marketing alive.

  • There is no end point to adding pages to his website
  • He really needs to setup Google Webmaster Tools in order to see what issues might exist with his website’s health and performance
  • Having a Blog will make it easy to perform social media marketing
  • He needs to setup his social communities and take them more seriously

Web Marketing Process Becomes Necessary

Inbound Marketing Concept DiagramAt this point I felt it was necessary to continue our conversation from his website to what does he have to do outside of his website. At this point he has learned about personalized search, geographic search results and the never ending work on his website. Might was well enlighten him on web marketing beyond his website and give him three simple items to consider. The combination of these items effectively are considered Inbound Marketing.

  • Content Marketing
    For some reason this terminology seems to get everyone confused. I explained this was about writing editorials, news releases, developing Powerpoints and documents, Infographics and even going as far as creating videos about his business. All of these types of marketing materials are content and necessary to get the word out about your business. Once you have created the content you can distribute them on the web through social communities, industry websites, and content specific websites (e.g. YouTube or Slideshare).
  • Social Media Marketing
    We did revisit this topic in our conversation in order to discuss the difference between passive social media marketing and active social media marketing. What he would be dong with this blog is an example of passive social media marketing. He posts content on his blog and it automatically pushes the information to his social accounts. The next step is to engage in these social communities by increasing connections, commenting on what others are saying and depending upon the community digging deeper into sub-groups.
  • Local Business Listings
    For a small business dependent upon the local economy for its revenue, I recommended having the local business listings at 10 major websites pin-code verified, followed by updating these listings with business marketing information, and finally using a syndication services to help spread the word out to more business directories.

The Conversation Comes To A Close

The business owner thanked me for my time and the learning experience. By this point we had spent over an hour on the phone and he had quite a bit of information to assimilate.

I tried to summarize the education to him by putting into perspective that web marketing is no longer a technology task, rather a strategic marketing process. For this reason it was not a technology firm providing a SEO task that he needed, but a marketing company that understood how to execute the various processes including measuring and interpreting the results.

This is a marketing process which has no end point and something you have to keep doing. If you are unable to hire marketing professionals, then the best plan would be to set aside a certain amount of time each day to do some portion of what we had discussed.

Granted you could spend all your money and less labor time on advertising, however, you will find a multi-channel strategy is going to work best instead of putting all your eggs into one basket.

The post SEO Tasks Are Dead, Marketing Processes Are Alive: A New Era In Web Marketing appeared first on SmartFinds Internet Marketing.

Read the original blog entry...

More Stories By Melih Oztalay

Currently the CEO of SmartFinds Internet Marketing, a Internet marketing agency for mid to large corporations. Having started our business in 1994, I have had the opportunity of growing and evolving with the Internet industry. This has opened up the opportunity to apply the Internet technologies to the objectives of a business.

I have had more than 20 years of successful business experience in entrepreneurial environment. Primary focus on business development, sales, execution and management. Secondary focus on information technologies (IT) and a strong ability to apply IT capabilities to business needs using creative and innovative methods.

Business Philosophy: - "There is nothing a computer cannot do, that money and time cannot buy"

- "There is a opportunity and solution for every problem"

@ThingsExpo Stories
SYS-CON Events announced today that Windstream, a leading provider of advanced network and cloud communications, has been named “Silver Sponsor” of SYS-CON's 16th International Cloud Expo®, which will take place on June 9–11, 2015, at the Javits Center in New York, NY. Windstream (Nasdaq: WIN), a FORTUNE 500 and S&P 500 company, is a leading provider of advanced network communications, including cloud computing and managed services, to businesses nationwide. The company also offers broadband, phone and digital TV services to consumers primarily in rural areas.
The BPM world is going through some evolution or changes where traditional business process management solutions really have nowhere to go in terms of development of the road map. In this demo at 15th Cloud Expo, Kyle Hansen, Director of Professional Services at AgilePoint, shows AgilePoint’s unique approach to dealing with this market circumstance by developing a rapid application composition or development framework.
The Internet of Things is not new. Historically, smart businesses have used its basic concept of leveraging data to drive better decision making and have capitalized on those insights to realize additional revenue opportunities. So, what has changed to make the Internet of Things one of the hottest topics in tech? In his session at @ThingsExpo, Chris Gray, Director, Embedded and Internet of Things, discussed the underlying factors that are driving the economics of intelligent systems. Discover how hardware commoditization, the ubiquitous nature of connectivity, and the emergence of Big Data a...
"BSQUARE is in the business of selling software solutions for smart connected devices. It's obvious that IoT has moved from being a technology to being a fundamental part of business, and in the last 18 months people have said let's figure out how to do it and let's put some focus on it, " explained Dave Wagstaff, VP & Chief Architect, at BSQUARE Corporation, in this SYS-CON.tv interview at @ThingsExpo, held Nov 4-6, 2014, at the Santa Clara Convention Center in Santa Clara, CA.
The major cloud platforms defy a simple, side-by-side analysis. Each of the major IaaS public-cloud platforms offers their own unique strengths and functionality. Options for on-site private cloud are diverse as well, and must be designed and deployed while taking existing legacy architecture and infrastructure into account. Then the reality is that most enterprises are embarking on a hybrid cloud strategy and programs. In this Power Panel at 15th Cloud Expo (http://www.CloudComputingExpo.com), moderated by Ashar Baig, Research Director, Cloud, at Gigaom Research, Nate Gordon, Director of T...
SYS-CON Events announced today that IDenticard will exhibit at SYS-CON's 16th International Cloud Expo®, which will take place on June 9-11, 2015, at the Javits Center in New York City, NY. IDenticard™ is the security division of Brady Corp (NYSE: BRC), a $1.5 billion manufacturer of identification products. We have small-company values with the strength and stability of a major corporation. IDenticard offers local sales, support and service to our customers across the United States and Canada. Our partner network encompasses some 300 of the world's leading systems integrators and security s...

ARMONK, N.Y., Nov. 20, 2014 /PRNewswire/ --  IBM (NYSE: IBM) today announced that it is bringing a greater level of control, security and flexibility to cloud-based application development and delivery with a single-tenant version of Bluemix, IBM's platform-as-a-service. The new platform enables developers to build ap...

“In the past year we've seen a lot of stabilization of WebRTC. You can now use it in production with a far greater degree of certainty. A lot of the real developments in the past year have been in things like the data channel, which will enable a whole new type of application," explained Peter Dunkley, Technical Director at Acision, in this SYS-CON.tv interview at @ThingsExpo, held Nov 4–6, 2014, at the Santa Clara Convention Center in Santa Clara, CA.
DevOps Summit 2015 New York, co-located with the 16th International Cloud Expo - to be held June 9-11, 2015, at the Javits Center in New York City, NY - announces that it is now accepting Keynote Proposals. The widespread success of cloud computing is driving the DevOps revolution in enterprise IT. Now as never before, development teams must communicate and collaborate in a dynamic, 24/7/365 environment. There is no time to wait for long development cycles that produce software that is obsolete at launch. DevOps may be disruptive, but it is essential.
"People are a lot more knowledgeable about APIs now. There are two types of people who work with APIs - IT people who want to use APIs for something internal and the product managers who want to do something outside APIs for people to connect to them," explained Roberto Medrano, Executive Vice President at SOA Software, in this SYS-CON.tv interview at Cloud Expo, held Nov 4–6, 2014, at the Santa Clara Convention Center in Santa Clara, CA.
Nigeria has the largest economy in Africa, at more than US$500 billion, and ranks 23rd in the world. A recent re-evaluation of Nigeria's true economic size doubled the previous estimate, and brought it well ahead of South Africa, which is a member (unlike Nigeria) of the G20 club for political as well as economic reasons. Nigeria's economy can be said to be quite diverse from one point of view, but heavily dependent on oil and gas at the same time. Oil and natural gas account for about 15% of Nigera's overall economy, but traditionally represent more than 90% of the country's exports and as...
The Internet of Things is a misnomer. That implies that everything is on the Internet, and that simply should not be - especially for things that are blurring the line between medical devices that stimulate like a pacemaker and quantified self-sensors like a pedometer or pulse tracker. The mesh of things that we manage must be segmented into zones of trust for sensing data, transmitting data, receiving command and control administrative changes, and peer-to-peer mesh messaging. In his session at @ThingsExpo, Ryan Bagnulo, Solution Architect / Software Engineer at SOA Software, focused on desi...
"At our booth we are showing how to provide trust in the Internet of Things. Trust is where everything starts to become secure and trustworthy. Now with the scaling of the Internet of Things it becomes an interesting question – I've heard numbers from 200 billion devices next year up to a trillion in the next 10 to 15 years," explained Johannes Lintzen, Vice President of Sales at Utimaco, in this SYS-CON.tv interview at @ThingsExpo, held Nov 4–6, 2014, at the Santa Clara Convention Center in Santa Clara, CA.
"For over 25 years we have been working with a lot of enterprise customers and we have seen how companies create applications. And now that we have moved to cloud computing, mobile, social and the Internet of Things, we see that the market needs a new way of creating applications," stated Jesse Shiah, CEO, President and Co-Founder of AgilePoint Inc., in this SYS-CON.tv interview at 15th Cloud Expo, held Nov 4–6, 2014, at the Santa Clara Convention Center in Santa Clara, CA.
SYS-CON Events announced today that Gridstore™, the leader in hyper-converged infrastructure purpose-built to optimize Microsoft workloads, will exhibit at SYS-CON's 16th International Cloud Expo®, which will take place on June 9-11, 2015, at the Javits Center in New York City, NY. Gridstore™ is the leader in hyper-converged infrastructure purpose-built for Microsoft workloads and designed to accelerate applications in virtualized environments. Gridstore’s hyper-converged infrastructure is the industry’s first all flash version of HyperConverged Appliances that include both compute and storag...
Today’s enterprise is being driven by disruptive competitive and human capital requirements to provide enterprise application access through not only desktops, but also mobile devices. To retrofit existing programs across all these devices using traditional programming methods is very costly and time consuming – often prohibitively so. In his session at @ThingsExpo, Jesse Shiah, CEO, President, and Co-Founder of AgilePoint Inc., discussed how you can create applications that run on all mobile devices as well as laptops and desktops using a visual drag-and-drop application – and eForms-buildi...
We certainly live in interesting technological times. And no more interesting than the current competing IoT standards for connectivity. Various standards bodies, approaches, and ecosystems are vying for mindshare and positioning for a competitive edge. It is clear that when the dust settles, we will have new protocols, evolved protocols, that will change the way we interact with devices and infrastructure. We will also have evolved web protocols, like HTTP/2, that will be changing the very core of our infrastructures. At the same time, we have old approaches made new again like micro-services...
Code Halos - aka "digital fingerprints" - are the key organizing principle to understand a) how dumb things become smart and b) how to monetize this dynamic. In his session at @ThingsExpo, Robert Brown, AVP, Center for the Future of Work at Cognizant Technology Solutions, outlined research, analysis and recommendations from his recently published book on this phenomena on the way leading edge organizations like GE and Disney are unlocking the Internet of Things opportunity and what steps your organization should be taking to position itself for the next platform of digital competition.
The 3rd International Internet of @ThingsExpo, co-located with the 16th International Cloud Expo - to be held June 9-11, 2015, at the Javits Center in New York City, NY - announces that its Call for Papers is now open. The Internet of Things (IoT) is the biggest idea since the creation of the Worldwide Web more than 20 years ago.
As the Internet of Things unfolds, mobile and wearable devices are blurring the line between physical and digital, integrating ever more closely with our interests, our routines, our daily lives. Contextual computing and smart, sensor-equipped spaces bring the potential to walk through a world that recognizes us and responds accordingly. We become continuous transmitters and receivers of data. In his session at @ThingsExpo, Andrew Bolwell, Director of Innovation for HP's Printing and Personal Systems Group, discussed how key attributes of mobile technology – touch input, sensors, social, and ...