Click here to close now.

Welcome!

Web 2.0 Authors: Carmen Gonzalez, Liz McMillan, Kevin Benedict, Aria Blog, Pat Romanski

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
Health care systems across the globe are under enormous strain, as facilities reach capacity and costs continue to rise. M2M and the Internet of Things have the potential to transform the industry through connected health solutions that can make care more efficient while reducing costs. In fact, Vodafone's annual M2M Barometer Report forecasts M2M applications rising to 57 percent in health care and life sciences by 2016. Lively is one of Vodafone's health care partners, whose solutions enable older adults to live independent lives while staying connected to loved ones. M2M will continue to gr...
Dave will share his insights on how Internet of Things for Enterprises are transforming and making more productive and efficient operations and maintenance (O&M) procedures in the cleantech industry and beyond. Speaker Bio: Dave Landa is chief operating officer of Cybozu Corp (kintone US). Based in the San Francisco Bay Area, Dave has been on the forefront of the Cloud revolution driving strategic business development on the executive teams of multiple leading Software as a Services (SaaS) application providers dating back to 2004. Cybozu's kintone.com is a leading global BYOA (Build Your O...
SYS-CON Events announced today that Vicom Computer Services, Inc., a provider of technology and service solutions, 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. They are located at booth #427. Vicom Computer Services, Inc. is a progressive leader in the technology industry for over 30 years. Headquartered in the NY Metropolitan area. Vicom provides products and services based on today’s requirements around Unified Networks, Cloud Computing strategies, Virtualization around Software defined Data Ce...
The 17th International Cloud Expo has announced that its Call for Papers is open. 17th International Cloud Expo, to be held November 3-5, 2015, at the Santa Clara Convention Center in Santa Clara, CA, brings together Cloud Computing, APM, APIs, Microservices, Security, Big Data, Internet of Things, DevOps and WebRTC to one location. With cloud computing driving a higher percentage of enterprise IT budgets every year, it becomes increasingly important to plant your flag in this fast-expanding business opportunity. Submit your speaking proposal today!
What exactly is a cognitive application? In her session at 16th Cloud Expo, Ashley Hathaway, Product Manager at IBM Watson, will look at the services being offered by the IBM Watson Developer Cloud and what that means for developers and Big Data. She'll explore how IBM Watson and its partnerships will continue to grow and help define what it means to be a cognitive service, as well as take a look at the offerings on Bluemix. She will also check out how Watson and the Alchemy API team up to offer disruptive APIs to developers.
The IoT Bootcamp is coming to Cloud Expo | @ThingsExpo on June 9-10 at the Javits Center in New York. Instructor. Registration is now available at http://iotbootcamp.sys-con.com/ Instructor Janakiram MSV previously taught the famously successful Multi-Cloud Bootcamp at Cloud Expo | @ThingsExpo in November in Santa Clara. Now he is expanding the focus to Janakiram is the founder and CTO of Get Cloud Ready Consulting, a niche Cloud Migration and Cloud Operations firm that recently got acquired by Aditi Technologies. He is a Microsoft Regional Director for Hyderabad, India, and one of the f...
SYS-CON Events announced today that SoftLayer, an IBM company, has been named “Gold Sponsor” of SYS-CON's 16th International Cloud Expo®, which will take place June 9-11, 2015 at the Javits Center in New York City, NY, and the 17th International Cloud Expo®, which will take place November 3–5, 2015 at the Santa Clara Convention Center in Santa Clara, CA. SoftLayer operates a global cloud infrastructure platform built for Internet scale. With a global footprint of data centers and network points of presence, SoftLayer provides infrastructure as a service to leading-edge customers ranging from ...
SYS-CON Events announced today that Cisco, the worldwide leader in IT that transforms how people connect, communicate and collaborate, has been named “Gold 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 City, NY. Cisco makes amazing things happen by connecting the unconnected. Cisco has shaped the future of the Internet by becoming the worldwide leader in transforming how people connect, communicate and collaborate. Cisco and our partners are building the platform for the Internet of Everything by connecting the...
SYS-CON Events announced today that Liaison Technologies, a leading provider of data management and integration cloud services and solutions, 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. Liaison Technologies is a recognized market leader in providing cloud-enabled data integration and data management solutions to break down complex information barriers, enabling enterprises to make smarter decisions, faster.
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.
SYS-CON Events announced today that Ciqada will exhibit at SYS-CON's @ThingsExpo, which will take place on June 9-11, 2015, at the Javits Center in New York City, NY. Ciqada™ makes it easy to connect your products to the Internet. By integrating key components - hardware, servers, dashboards, and mobile apps - into an easy-to-use, configurable system, your products can quickly and securely join the internet of things. With remote monitoring, control, and alert messaging capability, you will meet your customers' needs of tomorrow - today! Ciqada. Let your products take flight. For more inform...
SYS-CON Events announced today that ProfitBricks, the provider of painless cloud infrastructure, 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., and the 17th International Cloud Expo®, which will take place on November 3–5, 2015, at the Santa Clara Convention Center in Santa Clara, CA. ProfitBricks is the IaaS provider that offers a painless cloud experience for all IT users, with no learning curve. ProfitBricks boasts flexible cloud servers and networking, an integrated Data Center Designer tool f...
SYS-CON Events announced today that GENBAND, a leading developer of real time communications software solutions, has been named “Silver Sponsor” of SYS-CON's WebRTC Summit, which will take place on June 9-11, 2015, at the Javits Center in New York City, NY. The GENBAND team will be on hand to demonstrate their newest product, Kandy. Kandy is a communications Platform-as-a-Service (PaaS) that enables companies to seamlessly integrate more human communications into their Web and mobile applications - creating more engaging experiences for their customers and boosting collaboration and productiv...
SYS-CON Events announced today that Dyn, the worldwide leader in Internet Performance, 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. Dyn is a cloud-based Internet Performance company. Dyn helps companies monitor, control, and optimize online infrastructure for an exceptional end-user experience. Through a world-class network and unrivaled, objective intelligence into Internet conditions, Dyn ensures traffic gets delivered faster, safer, and more reliably than ever.
SYS-CON Events announced today that Open Data Centers (ODC), a carrier-neutral colocation provider, will exhibit at SYS-CON's 16th International Cloud Expo®, which will take place June 9-11, 2015, at the Javits Center in New York City, NY. Open Data Centers is a carrier-neutral data center operator in New Jersey and New York City offering alternative connectivity options for carriers, service providers and enterprise customers.
SYS-CON Events announced today that On the Avenue Marketing Group, a sales and marketing firm that utilizes events to market and sell products to consumers, 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. On the Avenue Marketing Group (OTA) is a sales and marketing firm that utilizes events to market and sell products to consumers. On behalf of our clients, we attend thousands of fairs, festivals, expos, concerts, conferences, and sporting events annually, helping them reach millions of individuals ...
SYS-CON Events announced today that BroadSoft, the leading global provider of Unified Communications and Collaboration (UCC) services to operators worldwide, has been named “Gold Sponsor” of SYS-CON's WebRTC Summit, which will take place on June 9-11, 2015, at the Javits Center in New York City, NY. BroadSoft is the leading provider of software and services that enable mobile, fixed-line and cable service providers to offer Unified Communications over their Internet Protocol networks. The Company’s core communications platform enables the delivery of a range of enterprise and consumer calling...
SYS-CON Events announced today that ActiveState, the leading independent Cloud Foundry and Docker-based PaaS provider, has been named “Silver Sponsor” of SYS-CON's DevOps Summit New York, which will take place June 9-11, 2015, at the Javits Center in New York City, NY. ActiveState believes that enterprises gain a competitive advantage when they are able to quickly create, deploy and efficiently manage software solutions that immediately create business value, but they face many challenges that prevent them from doing so. The Company is uniquely positioned to help address these challenges thro...
SYS-CON Events announced today that Vitria Technology, Inc. will exhibit at SYS-CON’s @ThingsExpo, which will take place on June 9-11, 2015, at the Javits Center in New York City, NY. Vitria will showcase the company’s new IoT Analytics Platform through live demonstrations at booth #330. Vitria’s IoT Analytics Platform, fully integrated and powered by an operational intelligence engine, enables customers to rapidly build and operationalize advanced analytics to deliver timely business outcomes for use cases across the industrial, enterprise, and consumer segments.
SYS-CON Events announced today that Alert Logic, the leading provider of Security-as-a-Service solutions for the cloud, has been named “Bronze Sponsor” of SYS-CON's 16th International Cloud Expo® and DevOps Summit 2015 New York, which will take place June 9-11, 2015, at the Javits Center in New York City, NY, and the 17th International Cloud Expo® and DevOps Summit 2015 Silicon Valley, which will take place November 3–5, 2015, at the Santa Clara Convention Center in Santa Clara, CA.