Tag Archives: google adwords

he Benefits of Quality Content and Genuine Social Engagement


 

With every algorithm update, Google is making SEO more and more complex. The company has expressed it’s desire to improve the quality of their search results, filtering out spammers and content of lower relevance — but how that ‘relevance’ is determined is becoming increasingly difficult to understand to a definitive degree. The elements that are regularly highlighted by Google are ‘quality content’ and ‘genuine engagement’.

The issue with quality content is that it’s less scientific. Less certainty in the process means more research, more work and, ultimately, more investment to ensure best results for your online presence. This can be a frightening prospect for companies — you can’t just go to Google Adwords and ensure all the relevant search terms are included on your webpage, you need people to be actually reading your content to up that relevance rating. Real people and real engagement.

The one metric that is totally clear is the need for social engagement. How many ‘Likes’, ‘re-Tweets’, webpage links — these elements are being weighted more heavily by search engines. The social media aspect, which used to only form a part of the SEO puzzle, is becoming more influential. The idealistic result of this is that users get a better quality experience all round, but the underlying motivator is that, over time, organic results will be diluted to the point that brands will have to pay to get best ROI. The only way to combat this is to create great, sharable, engaging content and become an active participant on social platforms. But what’s the best way do you do it? How do you know that the content you’re investing in will give your company the best results? Here are a couple of points to keep in mind:

1. Quality content is what your clients want to read, not what you want to tell them. You can’t just load up your company website with a heap of updates on what the company’s doing, how you’re helping clients, etc. These are all sales pitches and, in the majority, these won’t be widely read. You’re caught up in the corporate culture and the internal wins and losses, so the temptation is to write about them, show the people how good the company is, sell them on that culture that you, yourself are invested in, but you need to take a step back and think about what the clients want to know. What are the articles you’re reading each day? What is of interest to you, as an industry expert? What are the things clients need your services for? If you are not an industry expert, not following all the relevant influencers in your field, then you need to be and you need to be viewing their insights from the client’s point of view. Inform clients of industry trends and updates, write about positive stories in which your brand has had an influence, but always be wary of the sales angle. Social media is about building relationships, rather than booking sales. The more you’re able to establish the first, the easier the second will become.

Image representing Twitter as depicted in Crun...

Image via CrunchBase

2. Content that gets highly shared is content with heart. Real stories, real storytelling, actually getting to the humanity of something, rather than corporate messaging. All businesses affect the lives of real people, many in very positive ways, and these stories are gold. They are not only great to tell, but they show the genuine passion of your brand. If you can express that passion in an engaging way, you can create strong, shareable stories that will help expand the reach of your business, which has benefits across all aspects. Take time to think about different angles to your corporate stories, try and find the heart and humanity in what you do as a company and where your brand is able to help. And again, make it story first, corporate messaging second. You don’t need to sell to your clients straight up, you’re working to establish a connection, to communicate on a deeper level.

3. Take time to engage in your online community. It’s one thing to use Twitter to respond to client concerns and queries, but you shouldn’t stop there. Look to have a presence on all social media platforms and in their respective communities, become part of them, participate where you can. You’ll often see a company representative drop into a conversation on Twitter or Facebook with no real introduction, saying ‘give me a call at *** and we can help you out’. This is not real engagement. You’re likely to build better customer relationships if you talk to people on a human level, offer advice and links to online articles (not necessarily your own company content) and show them that you’re the expert in your field. The opportunity to convert these contacts into clients will come, you don’t need to rush it. By being present and being a trusted part of the conversation, you will establish better relationships for ongoing business. And be honest and positive, at all times. Going online and trashing your opposition, using a half-truth to initiate a business conversation — these tactics do not benefit the establishment of ongoing partnerships.

As with anything, the approach you take will vary dependent on the industry, but the way to solidify your online presence, making your company more resilient to SEO algorithmic changes and enabling you to make best use of social media, is through the creation of engaging content and the establishment of trusted networks. It takes time and investment, but it will pay off, over and over again.

Written by

Melbourne based writer, author of the novel ‘Rohypnol‘ and a lot of short stories, working on second novel.

 

 

 

The Benefits of Quality Content and Genuine Social Engagement


 

With every algorithm update, Google is making SEO more and more complex. The company has expressed it’s desire to improve the quality of their search results, filtering out spammers and content of lower relevance — but how that ‘relevance’ is determined is becoming increasingly difficult to understand to a definitive degree. The elements that are regularly highlighted by Google are ‘quality content’ and ‘genuine engagement’.

The issue with quality content is that it’s less scientific. Less certainty in the process means more research, more work and, ultimately, more investment to ensure best results for your online presence. This can be a frightening prospect for companies — you can’t just go to Google Adwords and ensure all the relevant search terms are included on your webpage, you need people to be actually reading your content to up that relevance rating. Real people and real engagement.

The one metric that is totally clear is the need for social engagement. How many ‘Likes’, ‘re-Tweets’, webpage links — these elements are being weighted more heavily by search engines. The social media aspect, which used to only form a part of the SEO puzzle, is becoming more influential. The idealistic result of this is that users get a better quality experience all round, but the underlying motivator is that, over time, organic results will be diluted to the point that brands will have to pay to get best ROI. The only way to combat this is to create great, sharable, engaging content and become an active participant on social platforms. But what’s the best way do you do it? How do you know that the content you’re investing in will give your company the best results? Here are a couple of points to keep in mind:

Image representing Google AdWords as depicted ...

Image by None via CrunchBase

1. Quality content is what your clients want to read, not what you want to tell them. You can’t just load up your company website with a heap of updates on what the company’s doing, how you’re helping clients, etc. These are all sales pitches and, in the majority, these won’t be widely read. You’re caught up in the corporate culture and the internal wins and losses, so the temptation is to write about them, show the people how good the company is, sell them on that culture that you, yourself are invested in, but you need to take a step back and think about what the clients want to know. What are the articles you’re reading each day? What is of interest to you, as an industry expert? What are the things clients need your services for? If you are not an industry expert, not following all the relevant influencers in your field, then you need to be and you need to be viewing their insights from the client’s point of view. Inform clients of industry trends and updates, write about positive stories in which your brand has had an influence, but always be wary of the sales angle. Social media is about building relationships, rather than booking sales. The more you’re able to establish the first, the easier the second will become.

2. Content that gets highly shared is content with heart. Real stories, real storytelling, actually getting to the humanity of something, rather than corporate messaging. All businesses affect the lives of real people, many in very positive ways, and these stories are gold. They are not only great to tell, but they show the genuine passion of your brand. If you can express that passion in an engaging way, you can create strong, shareable stories that will help expand the reach of your business, which has benefits across all aspects. Take time to think about different angles to your corporate stories, try and find the heart and humanity in what you do as a company and where your brand is able to help. And again, make it story first, corporate messaging second. You don’t need to sell to your clients straight up, you’re working to establish a connection, to communicate on a deeper level.

3. Take time to engage in your online community. It’s one thing to use Twitter to respond to client concerns and queries, but you shouldn’t stop there. Look to have a presence on all social media platforms and in their respective communities, become part of them, participate where you can. You’ll often see a company representative drop into a conversation on Twitter or Facebook with no real introduction, saying ‘give me a call at *** and we can help you out’. This is not real engagement. You’re likely to build better customer relationships if you talk to people on a human level, offer advice and links to online articles (not necessarily your own company content) and show them that you’re the expert in your field. The opportunity to convert these contacts into clients will come, you don’t need to rush it. By being present and being a trusted part of the conversation, you will establish better relationships for ongoing business. And be honest and positive, at all times. Going online and trashing your opposition, using a half-truth to initiate a business conversation — these tactics do not benefit the establishment of ongoing partnerships.

As with anything, the approach you take will vary dependent on the industry, but the way to solidify your online presence, making your company more resilient to SEO algorithmic changes and enabling you to make best use of social media, is through the creation of engaging content and the establishment of trusted networks. It takes time and investment, but it will pay off, over and over again.

 

Written by

Melbourne based writer, author of the novel ‘Rohypnol‘ and a lot of short stories, working on second novel.

 

 

 

The Google Debate : Part 2


Where have all the keywords gone?

 

- By Bill Nolan

If you spend any time analyzing those keywords that are essential to your company’s marketing strategy, you have undoubtedly noticed that something is missing lately. Yes, the keywords used to be there but now “not provided” is showing up everywhere. So what is going on? Google, in what some say is a monopolistic show of power, has made them vanish like a great magician making the Statue of Liberty disappear. Unfortunately, this isn’t smoke and mirrors for our entertainment… it appears to be the wave of the future and another tactic being used to feed the Google money making machine.

As Google Adwords enters the room.

Basically, every company knows the importance of keywords. These are how your customers find you online, which in turn helps you to adjust your online marketing campaign. Knowing the prime keywords enables you to sprinkle them throughout your content which leads to more exposure for your business. So why did Google take this powerful tool from us? Because they can, and it is a huge benefit to them. This move will essentially force companies to utilize Google’s Adwords. For those who aren’t aware, Adwords are a paid feature which makes them somewhat similar to promoted post campaigns on Facebook or Twitter so your company will need to invest a monthly amount for the use of these. The benefit to your business is that you will once again be able to see which words play a critical part in your advertising. What is the benefit to Google? Only billions of dollars in revenue.

What to do? What to do?

Image representing Google AdWords as depicted ...

Image by None via CrunchBase

So what to do? Well, since Google basically has a stranglehold on search engine traffic, not much can be done to obtain the actual keywords being used unless you want to invest in Adwords. That is an unfortunate fact now. Lucky for you, I’m a pretty savvy individual that has some tips that will soften the blow should you choose to say no to Google.

We Have Answers.

Having a well designed and properly maintained website is crucial as well as having an analytics tool linked to it. Start by checking out the landing pages on your website as this can give you hints as to what people are searching for. Next, review the site search tool in your analytics as this will tell you what words users search for once they get to your website. It’s safe to say that you can consider these keywords. This last piece of advice is very important so pay attention! Use your webmaster tools to view the top search queries. Keep in mind that these are usually phrases but many times they will contain words that you already do or should consider keywords. For example, if the top search query is Sourballpython social media blogs, that gives me a good idea of what keywords may lead people to our website and I’m going to utilize them in my content.

Remember that these tips don’t replace knowing exactly which keywords lead possible clients’ to your company’s website. They are just an alternative to investing large amounts of money annually into using Adwords. Another option is obtaining the services of a SEO specialist and social media manager to ensure that your website and social platforms are optimized, and they will be able to zero in on the keywords that drive traffic to your business.

The following infographic is an excellent resource for understanding how Google Adwords work. CAUTION: You may have recurring flashes of failing your final exam when viewing this information… http://www.wordstream.com/articles/what-is-google-adwords

Ádh mór a bheith in éineacht libh! — b. nolan

 

Further Reading

Social Hour WeBlog

 — 

Sourballpython’s little social corner…

 

Written by

Sourballpython creates unique brands, manages social marketing and creates complete web & print design marketing packages.

 

 

 

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Social Media Strategy Tips: Social Media Trends Fоr 2013


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Content marketing will bесоmе challenging

Businesses hаvе realised thаt embracing content marketing іs thе оnlу option. Іn 2013, mоst companies will trу tо mаkе uр fоr whаtеvеr thеу dіd nоt dо іn 2012. Моrе blog posts, videos, e-books аnd content will bе produced аs mass аnd frequency will bе thе rage. Consumers will bе mоrе well-informed thаn еvеr bеfоrе, whіlе fierce competition will lead tо poor tactics аnd black-hat practices.

More industries will tаkе social marketing seriously
In 2013, professionals іn thе legal, financial, medical аnd accounting fields will build thеіr digital portfolios seriously аnd implement social engagement strategies. Regulatory issues wіthіn thеsе industries hаvе delayed investments іn digital remodelling. Wіth technology solutions аnd policies thаt offer protection, thеsе professionals will emerge аs digital leaders іn thеіr industries bу bесоmіng mоrе valuable, visible, accessible аnd approachable thrоugh social media.

The nеw necessity: Social media advertising
Advertising will bесоmе а necessity іn 2013, раrtісulаrlу fоr businesses struggling tо build аn engaged community аnd reach larger audiences. Easy targeting options mаkе social advertising simpler аnd mоrе cost-effective іn comparison tо paid advertising lіkе Google AdWords. ROI will bесоmе еvеn mоrе іmроrtаnt аs businesses will invest time аnd money іn campaigns.

New social media
Based оn раst experience, 2013 will sее us tаkеn bу surprise bу sоmе nеw social media network thаt nо-оnе соuld sее coming. Wе hаvе bееn blindsided sо mаnу times іn thе раst fеw years. Моst people dismissed Twitter аnd Pinterest, but hаvе bееn proven wrong. Тhеrе mіght bе а completely nеw entrant іn 2013.
Podcasters will double іn number
As smartphone users reach 1 billion, wіth mоrе expected іn 2013, consumers will demand podcasts fоr quality on-demand talk. Тhіs will result іn mоrе podcasts bу marketers tо fulfill thіs demand fоr audio content.

Facebook ad network
Since іts IPO іn Мау 2012, Facebook hаs focused efforts оn uncovering ways tо monetise іts large user base. 2013 will sее social advertising оn thе web аnd mobile reaching іts maximum potential wіth thе complete roll-out оf ad networks fоr mobile аnd third party websites. Тhіs roll-out will rely heavily оn Facebook users’ personal data аnd will raise privacy issues. Consumer privacy backlash will result іn negative PR but Facebook іs lіkеlу tо deal wіth thеsе concerns successfully.

Marketers will spend mоrе оn social media
Marketers will spend mоrе оn social media usage аnd content marketing іn 2013 bу reducing spending оn оthеr advertising. Ratings, photos аnd reviews tо provide feedback frоm thе crowd аs proved bу market research.

Social media focus оn businesses
2013 will bе thе time whеn social media will focus оn customers, ROI, sales аnd leads. Іts strength іs іn whоm іt allows us tо connect tо аnd whаt іt allows us tо dо. Facebook allows businesses tо connect wіth 1 billion people аnd еvеrуоnе whо hаs а story саn tеll thе wоrld bу broadcasting іt оn YouTube.