Tag: google

Why you can’t ignore Google’s latest algorithm changes

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What’s new?

Google’s new Hummingbird algorithm update means that Google can now react more accurately to conversational enquiries from mobile and voice searches, such as “How do I…” and “Where is the nearest…”. The focus is on determining what a user really wants to know, besides just focusing on keywords.

What this means for Internet marketers and SEO is the need to adapt keyword strategies for conversational enquiries in three parts (as listed in this fantastic article): Informational, Navigational, and Transactional.

An example of an Informational enquiry could be: “What are the local public holidays?” and the top results would include a link to a list of public holidays.  A Navigational enquiry could be a user looking for a website of a government department, and a Transactional enquiry could be a simple, “Where is the nearest Cibo?”

These types of enquiries will require you to look at conversational enquiries users might use when searching for your services, and classify them under one of the three search types listed above. From there you can create relevant content and keyword strategy.

Another focus of the Hummingbird will be determining what a page is about using keywords, as well as synonyms and co-occurring terms. This means that a user may see results for a specific term, as well as theme-related terms. By expanding keyword research to include related keywords, acronyms and spelling variants, you can tap into extra opportunities for page exposure.

One of the ways that Google determines what your business is all about is through co-citation. This means that each time your brand or a link to your site is mentioned alongside your competitors, it lets Google know that the two companies are related. This is a good thing, meaning that your brand can be recognised as a business niche representative. Working to make sure your brand gets mentioned alongside your competitors can help you to get higher rankings and recognition from Google.

Your SEO professional will know more about the more technical side of SEO, such as re-examining anchor texts and utilising structured data markup to ensure your site and pages are thoroughly optimised for Hummingbird.

More content, better experiences

The biggest change to Google’s Panda and Penguin algorithms recently is the focus on clearing our low-quality content from search results.

Google is no longer disclosing to website owners which terms lead a user to their page, therefore forcing page owners to concentrate on delivering quality content.

By running a blog, keeping your website up to date with news, pictures, etc., Google will know that your website is informative and relevant to users. Google will be rewarding pages which provide users with a positive experience and engagement.

Sharing your content on social media (and linking back to your site) is super important now, with regards to aiding your SEO efforts. When your quality content is shared and interacted with (likes, comments, etc.) on social media, this helps build authority. Google takes into account recommendations from users on social media, as these ‘social signals’ help to filter out low-quality content.

Working with an Internet strategy company on refining your content strategy for SEO and social media will help you to achieve high rankings and get greater results from your online presence.

Got any concerns about how Google’s algorithm changes will affect your website? Chat to us, we’d love to help.

The dotbrand Revolution – Interview with Nick Morris and Shaun Le Cornu

The New Top Level Domain names are almost here and this video interview with Nick Morris and my self Shaun Le Cornu goes into detail about how these new domains will affect all business. It is well worth anyone with a trademark who are interested in understanding what is coming to watch this video so that they can start to ask the questions about how their brands are going to deal with these new domain names and how they are going to integrate this change into their business and capitalise on it.

SLAM Strategy is an Internet Strategy company focused on not only helping businesses to navigate this new change but we are also the leading advisor in Adelaide South Australia on new top level domains.

Using our collaborative connections and combined skills some of the industries best new top level domain strategists, SLAM Strategy is a leader in this field. Focused on producing ROI results for our clients we help those businesses who ahve already purchased new top level domains to market and advertise their New TLD’s both on and offline to the right target market ensuring that their TLD is seen by the right people resulting in increased registrations of their domain.

Watch this video

Changes to how Google will rank your web site becasue of the new gTLDs

This is a hot of the press Google is changing their format of how ranking website will happen on Google in the future because of the new gTLDs. Here is a short video from the man himself Mr. Matt Cutts from Google explaining why it is happening.

The new top level domain names are going to greatly impact on how we search on the internet and Google (who has applied for over 100 new top level domain names them selves) are indicating that you are going to have to change the way you do your optimisation in the future if you want to continue to come up in search results.

If you would like to know more about new top level domain names please email us at enquiries@slamstrategy.com.au.

The 5 Key Principles to a Successful Social Media Strategy

Like with any business, there are 5 key principles that will set you apart from your competition if you want to be successful with your social media. The game may have changed but the rules are still the same.
Identify – It is important to understand that before you even begin, you need to know who your target market is. Now this is not just the basics of age, sex, location, income etc but more about what makes your target market tick. What are the characteristics of target market, how to they behave, what will make them take action? Ultimately the point of your social media is to engage and to do that you have to know how to speak the right language and to do that you need to know in depth knowledge about your customer base. Otherwise your messages are going to fall short or miss the mark all together. Even though you may have identified that women between the ages of 25-54 with an average income of $65,000 pa are your market, your communication may not connect with them and all your efforts will be largely lost.

Locate – Next is to be able to locate this target market online, what social media channels best suit them. Just because Facebook is the largest, it doesn’t necessarily make it the most effective. With so much communication Facebook is great losing its cut through to the end user for businesses trying to get their message heard. So on top of having the right message you also now need to think about if it is even being heard. Torrents of messages from friends, businesses and others are constantly streaming to people walls and in boxes and without investment in advertising Facebook is becoming increasingly difficult to get any ROI. So perhaps Pinterest or YouTube may be better or, dare I say it, a good old fashioned email. Yes email is a social network albeit very sterile, it is a form of communication that can be shared and forwarded. Many believe that mail is making resurgence due to its cut through to the end user, allowing them to make a decision and not be confused with other social media messages.

Infiltrate – Once you located and defined your target market you can then start to infiltrate them through engaging and informative content that leaves them with the subtle feeling that “this business understands me and my needs”. This infiltration process is what breaks down the walls of distrust and opens the doors of trust. To become a knowledge base in your industry will encourage users to stop and listen to what you have to say, to comment, to share and to interact and that is what makes social media so important. I am more likely to use the services of a referral from someone I trust.

Educate – The process of engaging with your target market is the process of education. Why should I believe you? Why should I use your services and not someone else’s? Why should I trust you? How do I know you know what you are doing and what my needs are? Social media allows you to do this by not only allowing you to deliver your message to people who want to listen but also by the sharing of your content with other who may want or need your products or services.

Convert – Finally once all the previous steps are in place your target market are in the prime place for you to convert them. Your message is clear, you are contacting them in the right place and they are in need of the product or services you offer and you are someone who they can trust that knows what they are doing. All these pieces now fit together and the conversion process becomes relatively simple as they have been given the opportunity to engage with you without being sold to. This is fundamentally what is so attractive about social media as a form of business.
Now all this doesn’t happen overnight. Too many people believe that social media is an event when in fact it is a journey. If you expect to see the results straight away then you don’t understand how to be sociable and you probably lack social skills yourself. An analogy I like to use when I describe this is as follows. When you go to a networking event or a party you are not likely to know anyone and in some cases you may not know anyone at all. Let’s assume you know no one, you don’t go in there and suddenly expect to magically know everyone, you have to take your time to walk the room and introduce yourself, you tell people about yourself and you find out about them. Some people will like you and some won’t, some will remember you and some won’t but it didn’t happen by clicking your fingers and neither does it happen by clicking your mouse button. In fact you will likely have to attend to multiple events and parties before people remember you depending on how well you engaged with them.
So remember the 5 principles of Social Media are just like meeting people in real life, you need people to warm to you and build relationships with them before you can expect them to want to know more about you and to use your services.

Are some Google Adwords companies could be ripping you off?

Once you get into a deep understanding of how Internet advertising, search engine optimisation (SEO) and social media works, you realise that there is a huge divide between those who understand, and those who don’t. This gap is often exploited by Internet marketing companies to skim extra margin from their customers without them even knowing. Here’s how they do it.
Keywords are the key
If you have ever run a Google Adwords campaign you would know that the price you pay per click is based on what Google charges you for your ad to appear, and when someone types in a keyword that you want your ad to appear for. While there are other factors that affect the price that Google charges, it is fundamentally a cost for your ad to appear that Google charges you for.
If it’s not the Google Adwords platform then it’s not Google
So if an Adwords provider wanted to skim extra money from their clients without them knowing and still appear to be cheaper than their competitors they need to be doing 2 things:
Firstly, they won’t provide you with access to the Google Adwords platform that Google uses to charge you with. Why? Because this way they can show you the data they want you to see and hide Google’s REAL costs.
Secondly, they wouldn’t show you the cost per keyword from Google. This is not the CPC (Cost Per Click), this is what Google charges you for your ad being triggered by a keyword that someone has typed into a Google search. Why? Because they can add an extra margin onto the cost and charge you for it. Most companies wouldn’t even think twice about this.
To the untrained eye the Adwords company looks like their costs are very competitive. In actual fact the money that you think is going towards your Google ads is going into their back pockets.
How it should be done
When running a Google Adwords campaign it is important to know all the costs, but these costs should be put into perspective and considered in relation to the service being provided. As mentioned, running an effective Adwords campaign is far more than just setting up some ads to appear on Google, hoping people will click on them, and then hoping that they either email you or ring you.
An effective Adwords provider should perform the following tasks and functions:
1. Understanding intimately how their client’s business runs.
2. Ask what the best selling products and services are.
3. Determine what products bring the biggest margins or best stock turns.
4. What services best reflect the business future directions.
5. Meet with their clients 1 on 1 monthly.
6. Provide education about the campaign and how Google works so that the client can offer more qualified information.
7. They should ask questions about how your business runs, best days, is it seasonal? etc.

Summary
To win the grand Prix race you need the entire team to be working together in unison, on the same page and heading in the same direction. With so many businesses now using Adwords to promote their business and most Adwords companies providing the minimum service, how do you expect your company to stand out from the crowd and perform? The best and only way is to work closely with your Adwords provider, and together you will outperform even the best Adwords company trying to do it on their own.
Running a Google Adwords campaign successfully and generating good ROI has nothing to do with Adwords, no differently than winning a Grand Prix has nothing to do with a Grand Prix car. It’s the team, the tactics and the knowledge that puts you in prime position. So next time you are looking for an Adwords company to help you grow your business online, don’t just look at the cost of the service. Find out more about what they offer and how they do their reporting. Especially, make sure that you ask if they are using Google’s Adwords platform and can give you access to the raw Google data in their reporting. If they don’t, then think twice about using them as they just may be ripping you off.
If your business is important to you, if finding new customers and improving your bottom line is the direction you want to head in, then perhaps a company like SLAM Strategy could be right for you.