Since April, Google has been busy in 2011 updating its’ algorithm in the endless task of recognising and downgrading low quality content websites. The online world has changed in response to the intervention of multichannel and platform technologies, and search and social networking. The pace of change is accelerating and eCommerce site owners may be forgiven for feeling a little confused …
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If you are a website owner, you could still be very much focused on trying to create target niche prospects who you hope will discover your brand via organic or PPC ad paid search, click a link and spend time visiting your site pages. After all, it’s been standard online marketing practice for generating enquiries and sales conversions.
But the web no longer works exactly like this anymore – content consumption is today’s traffic driver of social eyeballs!
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Relying on SEO keywords recorded by Google when visitors arrive at your website is no longer guaranteed by organic search! Recently, Google announced its’ intention to extend SSL encryption of all search terms made whenever a visitor is logged into their Google account, including Gmail.
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The days when we would hear business owners or their marketing managers exclaim that social media was “not for them” or “none of their customers use it” may be passing but the mindset is not quite consigned to history as yet! In the evolving age of multichannel, a multidisciplinary approach to integrating offline to online marketing across diverse channels and platforms demands an array of skills and understanding that can no longer be left to IT or the guys n’ girls in marketing who are “always on Twitter and Facebook, anyway …”.
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The rise of social media has demanded a change of mindset from the business community. It’s nothing short of a revolution in the relationship between companies, their potential customers and presence in the marketplace.
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Google’s has just announced that their search algorithm has been updated with the intention to prioritise and elevate the status of more recent and fresh, search-relevant content results. It should be seen as the latest wake up call to the many websites still lacking a serious policy of regular content updating to provide a genuine, quality “customer experience”.
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Is your website customer-centric? Does it provide the crucial user experience you know your target audience wants? Can you provide real, researched reasons for why site pages look and function the way they do or are they simply the result of personal preference that you assume is in tune with the search needs of your customer niche?
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An integrated social marketing policy! It’s a phrase that has become the ‘darling of online’ and yet furrows many a business owner’s brow! The need for brands to be accessible on the multichannel with the appropriate message each time is not a “we’ll trial it and see” add-on. Abandoned blogs are the blue screen of death sending out all the wrong signals to followers and site visitors!
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On Demand.. On The Move .. Always On .. whoa, definitely a bit too fast-paced for some site owners! The problem actually is, either they expect the web to somehow magically deliver instant results, or they still think it’s not for their type of business or for their particular customers! Their websites haven’t really kept up with any of the changes on the web in the last five years! As many as 40 per cent still haven’t got round to SEO, and as for “all this twittering …!”
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There’s nothing more important! Web presence and the customer experience. Site owners know this as their ultimate aim is to secure customer conversion. But it can be a rocky road to conversion simply because of a reluctance to climb aboard today’s fast forwarding search and social pathways. Holding follower interest, building trust, inspiring confidence. It’s a big ask and it takes time …
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Seek and ye shall find! Search and discovery online has opened up pathways to websites from a wide variety of visitor traffic groups. Each identifiable type conducts search for reasons site owners need to recognise and be responsive to as a different kind of segmented niche audience who have entered company targeted SEO keywords.
Optimising your site to draw the desired audience who will convert to the purpose of the site needs to be now understood in the context of an evolving landscape of multi channel search and social discovery. Not everyone is purchasing immediately, some are simply seeking quick answers to questions, while others looking for ideas, want to find out more or conducting research.
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Trying out content marketing for a few months to ‘see how it goes’ is not a social media strategy. Tweeting, blogging and posting to Facebook are individual channels of engagement, which aim to build long term social presence. Measuring how effective a short term trial of social tactics is to generating sales activity is the reason many site owners have still not understood the search and social web.
In other words – it’s all about budget investment for the long term! Yet business owners still regard social media and content marketing as not essential to their company’s established online marketing campaigns.
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