Google has changed its algorithm to four (PPC) pay per click ad’s for some SERPs (Search Engine Results Page) back in February 2016. Some wondered at the time about the SEO impact. The result has been a reduction in available ad space by removing the right side ads. This has led to increased pay per click inflation rates. This has increased the urgency to rank for those that understand the business impacts.
The other day, I spoke with David Dalka of Fearless Revival about this issue. He stated, “With pay per click inflation on the rise, SEO matters more than ever. SEO can have profound positive cashflow effects over time. It is important that Chief Financial Officers and Chief Executive Officers need to understand these concepts to manage marketing effectively. They can then manage their marketing teams to the right success metrics.” David brings up a good point. Digital marketing channels have distinct business and P&L (Profit and Loss) impacts.
SEO will continue to matter in 2017. Some of the reasons it will be significant:
- Search unlike, social media, demonstrates superior relevant buyer intent. This is why search thrives as a demand capture mechanism. Despite many people not understanding this concept, relevancy will not change in 2017.
- Mobile phone and social media channels continue to fragment marketing channels. Google provides one of the few scalable channels available. This will not change in 2017.
- Certain social media channels are showing signs of lagging in growth. Twitter currently is the poster child for this. Social media channel fragmentation is likely to continue in 2017.
- Other social media platforms have storm clouds on the horizon. Facebook is pushing people’s older content to post as people are posting less (with more content just being reshared). With a focus on maximizing ad revenue, is Facebook being set up for a Myspace type of falloff event? Maybe, but it might be much later than 2017.
- Not being visible for unbranded search terms can lead to complete business failure. This classic article discusses this issue: “Effective Search Marketing Strategy Determines Fate of Organizations“
So yes, SEO will continue to matter in 2017. Google has been reinventing itself to provide relevant experiences on mobile phones. But, at the same time, management teams need to move away from using only technical SEO. They need SEO that focuses on the customer and brings relevant monetizable traffic. Web traffic that can be tracked on the P&L sheet. To do this, the role of the CMO needs to be reconsidered. Questions? Contact me to discuss.
Here is another analytic tool to consider. It is part of the Microsoft BizSpark portfolio, this SAaS tool provides analytics in a manner different then Google Analytics. This tool is more geared towards looking at all your online channels: Twitter, Facebook, Website, mobile. Designed as a dashboard to scan for action steps next, it has a new look and feel graphic that allows for quick absorption of information. The focus here is on how long visitors are engaged. ChartBeat Analytics is that tool. It can in real time show what your traffic is doing. It will show where it is from (in bound links), what the keywords that are driving traffic to the site, what links are getting visitors to your site and more. This lets you focus on what is working to turn it up, and what is not working, to keep on experimenting. You are experimenting your SEO and site conversion, are you not?
This tool is another example that it is not just about getting someone to your site, but are they paying attention and engaging on the site. This is the same as someone running in the brick and mortar store because of the shiny display, only to find it does not correlate to the products inside. That user will just turn right back around,, and head back into the next store in the mall. Or the person in the mall that’s just looking for a restroom, and in 10 seconds head to the restroom, does their business and turns around and heads back out. The person didn’t buy anything, and best case your store maybe made a slight impact on him. So the next time they are looking for something like what you have in the store will consider you, probably not. You fooled them once shame on them, but they don’t want to be fooled twice. but it wasn’t a true engagement. What they are really looking for is not real engagements, and their lifetime value to the store or your website is absolutely minimal because you failed them the first time to match your SEO to your real site.
Analytics are tools that help you understand who your visitors are, and allow you to get a sense of how they perceive your website and what the value is to them. While it does not ask the question directly, you can infer that if they are staying on the site for longer periods of time, they are often more engaged and more interested in what you have to offer. This indicates a good correlation to your SEO and SEM efforts. Unless of course they just got distracted by a phone call.
JD at Owlish Communications posted about Time’s Man of the Year – Mark Zuckerberg. When you have a movie not just written about you, but shot, editted and released and an Oscar nominee before you are 30, you are on an incredible life track. But Facebook has changed the world.
Having the wisdom to listen enough to not sell out will allow him to call many shots for the rest of his life. It is interesting how quickly FB has become the new model of blogs and podcasts coming out of Silicon Valley. Now cutting edge is to disagree with the Zuck model. The movie Eagle Eye ( http://www.imdb.com/title/tt1059786/ ) comes to mind often as the personification of what is inherent with FB when I think of Zuck and Facebook.
So a few take aways for me:
- Listen to what others tell you (and do what is best for yourself).
- Have passion and everything can be fun.
- Understand the details, but focus on the big picture.
- Believe in yourself, even if you have faults.
- Be willing to adapt as you learn more about the world.
- Be clear in your vision.
- How you take care of your friends and business partners will reflect on you. Understand the consequences.
- Find people who are at least as good as you are, and you will look smarter.
- There is incredible power in collecting data.
- Presenting data can be very lucrative, even banal data.
I have to go update my FB status.
This is an interesting article that is key for those marketing on Facebook. Is is in the Atlantic Magazine
I find it interesting to see how Facebook’s evolving editing becomes significant so quickly. On the other hand Google has been shifting our perspectives for a decade and newspapers and TV Networks have been skewing our view of the world for hundreds of years (and clergy before that). What has changed though is how covertly it can happen, and how close to our world it happens. It is one thing to shade what the president did or did not do. But helping to edit (by showing or not showing) what friends and family do and say is a different level of ‘control’. Of course it is not all Facebooks fault, but it is something to keep in mind as we look at how we communicate both as individuals as well as how we communicate as businesses.
The full story from the Daily Beast has the breakdown of more specifics:
Here are the top discoveries:
The Daily Beast’s one-month experiment into Facebook’s news feed yielded the following discoveries:
- A bias against newcomers
- “Most Recent” doesn’t tell the whole story.
- Links are favored over status updates, and photos and videos trump links.
- “Stalking” your friends won’t get you noticed.
- Raise your visibility by getting people to comment.
- It’s hard to get the attention of “popular kids.”
Looking over these 10 ‘discoveries’ starts to create ideas as to how to capitalize on them for your social media strategy. Notice I did not say Facebook strategy, for a couple of reasons. First, what Facebook does, others are sure to follow as they have become the 800 pound gorilla on the web. Second, look to align with Facebook both on and off their site. They are not just simple posts, but a whole universe on and off the site. Third, don’t look to go very black hat or even grey hat. The web means anyone can change what is happening or even what is shared about what has happened with a few changes to code. There is no need to recall the history books anymore. Play honest, if for no other reason then it will be easier in the future.
As you can see there is a need to start as soon as possible and start to build your network actively. We are past the point of the Field of Dreams ‘Build it and they will come’. But as a tradeoff, you can see what has and has not worked for others before you. So getting traction will be easier in some ways if you can build a community and work in partnership with them. As usual it is about looking at your audience from their perspective. Think about what they want to hear, not what you want to share first.
How will you change your Facebook Marketing Strategy now that you know how Facebook edits the world? Share your experiences below.
October 24, 2010 Posted by SeoDamian | local marketing, Social Media, Uncategorized | facebook, facebook marketing edit, social media, social networking, trust, user generated content | Leave a comment
Who is SEODamian?
Is your website reaching its full potential? If not let us help you out.
For 21 years we have been producing results – Traffic, Prospect Inquiries, Phone Calls to Your Office, and most importantly SALES for clients using the Internet – websites, and email.
Let us briefly discuss your vision and objectives to see if we can assist you. While our list of successes is long, one brief example might wet your appetite – we grew the Internet side of one retailer from 2 orders a month to $1 million a month in online orders using search engine optimization, and email marketing in just 13 months.
We have a variety of ideas on how to optimize your business’ site for more traffic. But traffic alone is a waste of bits. We will gear your traffic towards results and profit.
We can offer solutions that range from simple (a quick phone conversation, where I will gladly share for the high price of a smiling voice) to consultative (let us get together for a lunch and a small fee to let you pick my brain of 21 years of web marketing experience) to structured (there are a variety of models).
Your Goals and Your Objectives determine the approach we can take to best work with you. Some of the custom approaches that have increased profits for our clients in the past are:
- Monthly rate
- Pay per visitor
- Fee per Phone call,
- Fee per Email
- Fee per Form filled out
- Percentage of sales
- Flat fee for services
- Mix and match of the above approaches
- Custom Solution Specific to Your Business Situation and Needs.
Rather then point you to a fancy website with a lot of fluff, or a 20 page whitepaper, we ask you to call us and cut through the jargon and speak on your terms. The biggest reason, we are not sure what your true objective is, so we currently have no idea what solution makes sense for you. So we will ask you to trust us this far – call us at (312)554-5009. Let us have a no pressure conversation where we get to learn your needs, we will share some tips and ideas. Then let us see if we can work in partnership to let you meet your objectives.
Another reason we don’t have a fancy website, to be brutally honest; we would rather put the effort into marketing your business rather than our’s.
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