Why our Pay for Performance Model is 100% better than any Agency Management Model for E-commerce Businesses.
At SLAM we operate more like your business partner. That means, we only make money if you make money. For us to win, you need to win first. We are a pay for performance marketing agency.
What are SEO best practices?
These are recommended guidelines that can improve a site’s organic rankings, which usually mean more website visitors. The higher your page ranks, the more likely the person that is searching for something will click through to your content.
Marketing and sales are a huge part of a startup’s success for the short and long term. Founders start businesses to sell something and selling that product requires a dedication to sales and marketing.
Marketing is a lot like a startup itself. It’s all about the long term game and making consistent plays. Certainly, quick wins and rapid growth are great. But if you’re not thinking about the long-term, then most probably your business won’t last too long.
Marketing is all about creating a clear campaign focused on selling something. Marketing involves a combo of owned, earned and paid media, and there’s a difference between focusing on a specific idea with campaign marketing vs always-on marketing. Across all of the channels, you’ve got to communicate clearly about what you offer. Founders need to not only attract the right potential customers, but they need to communicate with those customers so well that they will part with their money and become a part of your community. Here’s the whole reason why we all get into business in the first place. To make money in exchange for something that makes a difference to a person’s life – and ideally, this is done in a smooth, clear, and simple way. (more…)
Google recently did another update to their algorithm and this one was called “Google Pigeon”.
This most recent update could greatly impact the rankings of Franchisors franchisee listings in Google search results and therefore sales revenue due to the fact that Google will be showing fewer “pack results”.
In a recent article done by Mod Girl Marketing called “top 8 ways googles pigeon algorithm changed local seo”. The very first of the 8 reasons identified discussed how franchisee listing would be negatively impacted.
A likely reasons for Google making this change is that Google wants to connect with the smaller more independent operators and not alienate them as they represent a large part of the bread and butter of Google. There is after all a lot of independent operators out there that Google can earn revenue from. According to Googles boffins that number is more valuable than the franchisees it is going to now down grade the rankings of.
While I understand diversity, variety and fairness, I am not sure that this decision is based purely on that. It will be interesting to see which franchisee listings are lowered and why? Just being a part of a “pack” shouldn’t be a negative. At the same time being a part of a pack shouldn’t be a boost.
Franchising is an integrel part of our financial system. Franchising represents the small to medium business owner. Franchising not only contributes billions to our markets it also employs millions around the world. Google needs to be careful how they implement this change and how they evaluate one business vs the next. With Google being as influential to a franchisees survival as it is, it could be enough to convince some franchisees to leave franchising and go independent, something that every franchisor should be very concerned about.
Variety and diversity is what Google is always after to give the searcher more options, however the result of this will be that it will make it harder for a franchisor to show all their store listings one after another. In other words some franchisee listings won’t show up on the first page of Google any more.
This has the potential to be very costly to sales for not only franchisees and franchisors but any multi store company. The scary thing is that most companies are blissfully unaware of the heavy impact it’s going to have digital sales for their organisation. Why? Well Google local listings are cheap and an easy way for small businesses to rank very high for potential customers who are searching for a local business. Examples of this are “Coffee shop Darling Harbour”, “lawn mowing Chatswood”, “Pool cleaner Geelong” or “key cutter Glenelg”. When 60% of people click on the first 3 business websites listed in a Google search result, small businesses have become heavily reliant upon this traffic for generating a lot of their income. See below a typical search result.
Who is most at risk
Any franchisees within shopping centres with low advertising and marketing budgets who heavily rely on foot traffic for income. These businesses generally look to low cost online methods like Google local business listings and Google maps to help channel online traffic to their shops. As a customer I myself have often pulled out my phone to find the nearest local coffee or key cutting shop to service my needs. Not coming up on that list of choices could be catastrophic for a franchisee that has to shell out huge rental fees each month.
In a time when business attitudes are already flat and franchisees are often struggling to make ends meet, a change like this could be the tipping point that turns a profitable business into one that isn’t.
However it’s not all doom and gloom for franchisee’s as there are many advertising and marketing work arounds ranging from optimisation strategies to Google advertising and social media that can help to counter act this new algorithm. However many businesses still don’t employ the services of a dedicated Internet strategy company to help develop these strategies yet. The role of an Internet strategy company is to do more than just provide the required services but also to allow a business to tap into the huge resource of knowledge of a company that works in this space every day. This kind of relationship will help to develop better strategies to allow the business to continually bend and flex with the changing digital environment.
Below is a typical local search and we have highlighted the most important locations where a franchisee needs to make sure they appear in search results. If you’re not here then you’re potentially missing out on a lot of business. Click on the image to enlarge.
Below is more detail from the original article;
A Google “7 Pack” refers to the highlighted Local listings (business name, address, phone number, website) displayed on a map within the first page of a Google search query — say, for something like “restaurants Boston Massachusetts.” In the past, small, independent mom-and-pop businesses had a hard time competing with multi-location franchises. These little one-off businesses seemed to be outgunned and never appeared among the first results. Suddenly, you’ll notice there are only two or three “pack” results listed — perhaps not the biggest chains anymore — and so many websites saw their number of queries drop by more than 23%. Other common searches affected included: jobs, cars for sale, cruises, apartments, train tickets, and sofas.
To read the full article click on the link below
The Top Reasons Why Dotbrand Beats brand.com Every Time
What may be particularly surprising and even shocking to many in the domain industry is that unlike the generics TLDs, the success of the brand TLDs really has very little to do with the domain industry at all. The reality is it has everything to do with massively improved cost efficiencies and commercial relationships between trademarks and their target audience both online and off. No matter how you want to cut it up, in every way you look at it dotbrands are going to be the real big winners over the next decade on the Internet, contrary to what many may think. From heavily lowered advertising costs to centralised marketing initiatives and vastly improved bigdata, dotbrands give trademark holders exposure on a global scale like nothing they have ever seen before in history. With better control and management of the trademark on the Internet, dotbrands are where the real money is going to be made. What ever you think dotcom makes from selling domain names will pale into insignificance when dotbrands unleash the full potential of their secret weapons. And if that wasn’t enough great reasons to have a dotbrand lets not forget that its a closed shop with only 500+ kids allowed in the sandpit.
Trying to compare the success of the new generic TLD with the success of brand TLDs is the equivalent of trying to say that steam is the same as ice. Just because they both come from water doesn’t mean they are going to behave in the same way. I find it incredibly interesting that there is so much of a focus on what is happening in the generic world when really the BIGGEST, MOST SIGNIFICANT development since the invention of the Internet has to do with brands. By far the greatest invention to ever come to the internet since its inception has been to allow brands the opportunity to run their own slice of the internet. But still some people just don’t see it.
Sometimes the most impressive moments in history have been brought about by the smallest and simplest ideas. Take the paper clip for example or the pen or even email. Where would we be today if not for these small yet fundamentally significant inventions? Simple yet effective, life changing ideas that have impacted on our society is so many ways. No differently with online, the new dotbrand Top Level Domains are going to do exactly that.
Many of those that applied for a dotbrand initially did so out of a defensive need to protect their Internet identities. As time has moved forward the bigger questions of what to do with their dotbrand verses their .com and what’s their compared value, has started to surface. What many seem to be looking for is something radically different from a technology or administrative point of view when in fact (just like the paper clip), a dotbrand is a very subtle yet a significant shift is how consumers will perceive a brand on the Internet. It seems to be a sticking point for many of the old school domain industry but dotbrands have nothing to do with a naming convention although that is what they are. A dotbrand is a far richer tool than that. Fundamentally it’s the fact that it is so simple that makes the dotbrand concept so truly amazing and potentially lucrative to the brands and their consumers.
Why dotbrand (The digital bond x factor)
Purely owning a dotbrand for defensive purposes is like owning a Swiss army knife and only using the bottle opener, there is so much more you can do if you just look inside and get a little creative. Besides the obvious legal and technical advantages, a dotbrand provides the highest level of control of a trademark on the Internet you can get. The most important benefit of a dotbrand is the relationship brands can build with their customers. A dotbrand is about building direct digital bonds between a brand and those that have a close affinity with them, their customers. However once .com has been removed from the equation everything starts to make sense. Doors start to open, lights start to go and the creative juices start to flow like never before because a dotbrand creates new possibilities more in line with their brands ethos “if it’s not dotbrand, its not us. A dotbrand more closely resemble the very principles that bond a customer to a brand, thus making for a more personal, intimate connection. With a dotbrand the customer can feel like they are more than just a customer, they become a part of the brand and everything that makes it a success they can feel like in some small way they had something to do with it. Along with a dotbrand also comes a sense of responsibility, respect, trust and loyalty that only a dotbrand can develop. A dotbrand has the ability to bring about a feeling of a symbiotic relationship between the brand and their customers that cannot and will not ever be possible with a brand.com. That is the x factor that can only come with a dotbrand.
Why not a brand.com? (The ugly, irrelevant middleman)
Well the first thing to do is to just write it out and have a look at it, its ugly and partly irrelevant. The middleman “.com” waters down the relationship between brand and customer because dotcom means nothing to the consumer, its like wasted text on a short advert, you don’t need it so why have it? So which looks more visually appealing to you? offer.ferrari, product.ferrari, customer.ferrarri or ferrari.com/product? Which looks and feels more authentic, which is more memorable and which could be the brand and which is the brand? One can only be the brand, actually owned by the brand at the highest level of the Internet while the other is just bad advertising. A dotbrand means it is run by the brand, by people who work with the brand. One has a logical order about it that says we run our own slice of the internet and you can trust us. A dotbrand actually makes you feel like you are more than just a customer of the brand but an integral part of it existence while brand.com says your just another number.