|By Melih Oztalay||
|April 21, 2014 08:01 AM EDT||
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.
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.
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
At 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.
Software AG helps organizations transform into Digital Enterprises, so they can differentiate from competitors and better engage customers, partners and employees. Using the Software AG Suite, companies can close the gap between business and IT to create digital systems of differentiation that drive front-line agility. We offer four on-ramps to the Digital Enterprise: alignment through collaborative process analysis; transformation through portfolio management; agility through process automation and integration; and visibility through intelligent business operations and big data.
Sep. 30, 2014 10:30 AM EDT Reads: 1,429
There will be 50 billion Internet connected devices by 2020. Today, every manufacturer has a propriety protocol and an app. How do we securely integrate these "things" into our lives and businesses in a way that we can easily control and manage? Even better, how do we integrate these "things" so that they control and manage each other so our lives become more convenient or our businesses become more profitable and/or safe? We have heard that the best interface is no interface. In his session at Internet of @ThingsExpo, Chris Matthieu, Co-Founder & CTO at Octoblu, Inc., will discuss how these devices generate enough data to learn our behaviors and simplify/improve our lives. What if we could connect everything to everything? I'm not only talking about connecting things to things but also systems, cloud services, and people. Add in a little machine learning and artificial intelligence and now we have something interesting...
Sep. 29, 2014 06:45 AM EDT Reads: 1,864
Last week, while in San Francisco, I used the Uber app and service four times. All four experiences were great, although one of the drivers stopped for 30 seconds and then left as I was walking up to the car. He must have realized I was a blogger. None the less, the next car was just a minute away and I suffered no pain. In this article, my colleague, Ved Sen, Global Head, Advisory Services Social, Mobile and Sensors at Cognizant shares his experiences and insights.
Sep. 28, 2014 09:45 AM EDT Reads: 1,526
We are reaching the end of the beginning with WebRTC and real systems using this technology have begun to appear. One challenge that faces every WebRTC deployment (in some form or another) is identity management. For example, if you have an existing service – possibly built on a variety of different PaaS/SaaS offerings – and you want to add real-time communications you are faced with a challenge relating to user management, authentication, authorization, and validation. Service providers will want to use their existing identities, but these will have credentials already that are (hopefully) irreversibly encoded. In his session at Internet of @ThingsExpo, Peter Dunkley, Technical Director at Acision, will look at how this identity problem can be solved and discuss ways to use existing web identities for real-time communication.
Sep. 27, 2014 11:30 PM EDT Reads: 1,892
Can call centers hang up the phones for good? Intuitive Solutions did. WebRTC enabled this contact center provider to eliminate antiquated telephony and desktop phone infrastructure with a pure web-based solution, allowing them to expand beyond brick-and-mortar confines to a home-based agent model. It also ensured scalability and better service for customers, including MUY! Companies, one of the country's largest franchise restaurant companies with 232 Pizza Hut locations. This is one example of WebRTC adoption today, but the potential is limitless when powered by IoT. Attendees will learn real-world benefits of WebRTC and explore future possibilities, as WebRTC and IoT intersect to improve customer service.
Sep. 27, 2014 10:30 PM EDT Reads: 1,813
From telemedicine to smart cars, digital homes and industrial monitoring, the explosive growth of IoT has created exciting new business opportunities for real time calls and messaging. In his session at Internet of @ThingsExpo, Ivelin Ivanov, CEO and Co-Founder of Telestax, will share some of the new revenue sources that IoT created for Restcomm – the open source telephony platform from Telestax. Ivelin Ivanov is a technology entrepreneur who founded Mobicents, an Open Source VoIP Platform, to help create, deploy, and manage applications integrating voice, video and data. He is the co-founder of TeleStax, an Open Source Cloud Communications company that helps the shift from legacy IN/SS7 telco networks to IP-based cloud comms. An early investor in multiple start-ups, he still finds time to code for his companies and contribute to open source projects.
Sep. 27, 2014 10:30 PM EDT Reads: 2,271
The Internet of Things (IoT) promises to create new business models as significant as those that were inspired by the Internet and the smartphone 20 and 10 years ago. What business, social and practical implications will this phenomenon bring? That's the subject of "Monetizing the Internet of Things: Perspectives from the Front Lines," an e-book released today and available free of charge from Aria Systems, the leading innovator in recurring revenue management.
Sep. 27, 2014 09:45 PM EDT Reads: 2,475
The Internet of Things will put IT to its ultimate test by creating infinite new opportunities to digitize products and services, generate and analyze new data to improve customer satisfaction, and discover new ways to gain a competitive advantage across nearly every industry. In order to help corporate business units to capitalize on the rapidly evolving IoT opportunities, IT must stand up to a new set of challenges.
Sep. 27, 2014 08:45 PM EDT Reads: 2,347
There’s Big Data, then there’s really Big Data from the Internet of Things. IoT is evolving to include many data possibilities like new types of event, log and network data. The volumes are enormous, generating tens of billions of logs per day, which raise data challenges. Early IoT deployments are relying heavily on both the cloud and managed service providers to navigate these challenges. In her session at 6th Big Data Expo®, Hannah Smalltree, Director at Treasure Data, to discuss how IoT, Big Data and deployments are processing massive data volumes from wearables, utilities and other machines.
Sep. 27, 2014 01:00 PM EDT Reads: 2,035
All major researchers estimate there will be tens of billions devices – computers, smartphones, tablets, and sensors – connected to the Internet by 2020. This number will continue to grow at a rapid pace for the next several decades. With major technology companies and startups seriously embracing IoT strategies, now is the perfect time to attend @ThingsExpo in Silicon Valley. Learn what is going on, contribute to the discussions, and ensure that your enterprise is as "IoT-Ready" as it can be!
Sep. 27, 2014 11:00 AM EDT Reads: 2,202
P2P RTC will impact the landscape of communications, shifting from traditional telephony style communications models to OTT (Over-The-Top) cloud assisted & PaaS (Platform as a Service) communication services. The P2P shift will impact many areas of our lives, from mobile communication, human interactive web services, RTC and telephony infrastructure, user federation, security and privacy implications, business costs, and scalability. In his session at Internet of @ThingsExpo, Erik Lagerway, Co-founder of Hookflash, will walk through the shifting landscape of traditional telephone and voice services to the modern P2P RTC era of OTT cloud assisted services.
Sep. 26, 2014 11:45 PM EDT Reads: 1,528
While great strides have been made relative to the video aspects of remote collaboration, audio technology has basically stagnated. Typically all audio is mixed to a single monaural stream and emanates from a single point, such as a speakerphone or a speaker associated with a video monitor. This leads to confusion and lack of understanding among participants especially regarding who is actually speaking. Spatial teleconferencing introduces the concept of acoustic spatial separation between conference participants in three dimensional space. This has been shown to significantly improve comprehension and conference efficiency.
Sep. 26, 2014 10:45 PM EDT Reads: 1,467
The Internet of Things is tied together with a thin strand that is known as time. Coincidentally, at the core of nearly all data analytics is a timestamp. When working with time series data there are a few core principles that everyone should consider, especially across datasets where time is the common boundary. In his session at Internet of @ThingsExpo, Jim Scott, Director of Enterprise Strategy & Architecture at MapR Technologies, will discuss single-value, geo-spatial, and log time series data. By focusing on enterprise applications and the data center, he will use OpenTSDB as an example to explain some of these concepts including when to use different storage models.
Sep. 26, 2014 07:45 PM EDT Reads: 2,283
SYS-CON Events announced today that Gridstore™, the leader in software-defined storage (SDS) purpose-built for Windows Servers and Hyper-V, will exhibit at SYS-CON's 15th International Cloud Expo®, which will take place on November 4–6, 2014, at the Santa Clara Convention Center in Santa Clara, CA. Gridstore™ is the leader in software-defined storage purpose built for virtualization that is designed to accelerate applications in virtualized environments. Using its patented Server-Side Virtual Controller™ Technology (SVCT) to eliminate the I/O blender effect and accelerate applications Gridstore delivers vmOptimized™ Storage that self-optimizes to each application or VM across both virtual and physical environments. Leveraging a grid architecture, Gridstore delivers the first end-to-end storage QoS to ensure the most important App or VM performance is never compromised. The storage grid, that uses Gridstore’s performance optimized nodes or capacity optimized nodes, starts with as few a...
Sep. 26, 2014 06:15 PM EDT Reads: 1,645
The Transparent Cloud-computing Consortium (abbreviation: T-Cloud Consortium) will conduct research activities into changes in the computing model as a result of collaboration between "device" and "cloud" and the creation of new value and markets through organic data processing High speed and high quality networks, and dramatic improvements in computer processing capabilities, have greatly changed the nature of applications and made the storing and processing of data on the network commonplace. These technological reforms have not only changed computers and smartphones, but are also changing the data processing model for all information devices. In particular, in the area known as M2M (Machine-To-Machine), there are great expectations that information with a new type of value can be produced using a variety of devices and sensors saving/sharing data via the network and through large-scale cloud-type data processing. This consortium believes that attaching a huge number of devic...
Sep. 26, 2014 06:00 PM EDT Reads: 1,577
Innodisk is a service-driven provider of industrial embedded flash and DRAM storage products and technologies, with a focus on the enterprise, industrial, aerospace, and defense industries. Innodisk is dedicated to serving their customers and business partners. Quality is vitally important when it comes to industrial embedded flash and DRAM storage products. That’s why Innodisk manufactures all of their products in their own purpose-built memory production facility. In fact, they designed and built their production center to maximize manufacturing efficiency and guarantee the highest quality of our products.
Sep. 26, 2014 05:00 PM EDT Reads: 1,577
Can call centers hang up the phones for good? Intuitive Solutions did. WebRTC enabled this contact center provider to eliminate antiquated telephony and desktop phone infrastructure with a pure web-based solution, allowing them to expand beyond brick-and-mortar confines to a home-based agent model. Download Slide Deck: ▸ Here
Sep. 26, 2014 10:00 AM EDT Reads: 1,526
All major researchers estimate there will be tens of billions devices - computers, smartphones, tablets, and sensors - connected to the Internet by 2020. This number will continue to grow at a rapid pace for the next several decades. Over the summer Gartner released its much anticipated annual Hype Cycle report and the big news is that Internet of Things has now replaced Big Data as the most hyped technology. Indeed, we're hearing more and more about this fascinating new technological paradigm. Every other IT news item seems to be about IoT and its implications on the future of digital business.
Sep. 26, 2014 10:00 AM EDT Reads: 2,062
BSQUARE is a global leader of embedded software solutions. We enable smart connected systems at the device level and beyond that millions use every day and provide actionable data solutions for the growing Internet of Things (IoT) market. We empower our world-class customers with our products, services and solutions to achieve innovation and success. For more information, visit www.bsquare.com.
Sep. 26, 2014 09:45 AM EDT Reads: 1,432
With the iCloud scandal seemingly in its past, Apple announced new iPhones, updates to iPad and MacBook as well as news on OSX Yosemite. Although consumers will have to wait to get their hands on some of that new stuff, what they can get is the latest release of iOS 8 that Apple made available for most in-market iPhones and iPads. Originally announced at WWDC (Apple’s annual developers conference) in June, iOS 8 seems to spearhead Apple’s newfound focus upon greater integration of their products into everyday tasks, cross-platform mobility and self-monitoring. Before you update your device, here is a look at some of the new features and things you may want to consider from a mobile security perspective.
Sep. 26, 2014 09:00 AM EDT Reads: 1,404