How Will Your Target Market Identify You?
Has Anyone Ever Promised You Top Organic Search Results?
It’s a dangerous promise when the dynamic nature of a networked web, search engine algorithms and random competitive activity makes search results unpredictable. If someone tells me they can improve my results, which are pretty good, I’d ask, “Really, what information do you have on recent algorithm [proprietary] adjustments and what do you know about my competitors’ activity that might affect the results?” See, search engines constantly change the way they rank content AND activity around our competitors online presence is obviously not static [at least it won't be forever]. So, the position we hold for a key word or phrase today may very well change tomorrow.
Lately Google has hinted to a higher weight for consumer driven signals such as bookmarks, subscriptions and even the choices they make from a search results page. Logic would have Google wants to protect the quality of their search results by reducing the weight of signals like meta data & back links, considering the ease for their manipulation. But even then, there are over 200 [mostly unknown by design!] signals used to compare us and our search marketing competitors.
If Promised Search Results Were Possible, Are They Sustainable?
In theory, there are best practices for in page [site architecture], on page [content] and off page [links, subscriptions, bookmarks, search choices, etc., etc.] SEO; however, is anyone truly an expert to the degree they can promise long term search results?
Even Google’s own Search Engineers are, at times, unaware of changes that occur. “When Barry asked me about ‘position 6′ in late December, I said that I didn’t know of anything that would cause that. But about a week or so after that, my attention was brought to something that could exhibit that behavior. We’re in the process of changing the behavior; I think the change is live at some datacenters already and will be live at most data centers in the next few weeks.” Matt Cutts
Sure there are lots of facts out there, but also misunderstood or false facts and/ or those that rapidly lessen in importance. For instance PageRank, which measures and compares our links, is one heavily documented signal; however and as suggested above, PageRank is no where near as important as it once was.
Yes there are going to be new hacks, but know the war between Google and such tactics will carry on. Betting against Google’s resources may not be the best idea. If sustainability is a goal [and for the serious business person it should be], we’re best off using marketing strategies that build brands!
Good Content and Activity
We believe that content builds brands: consistently publishing useful coverage for a target marketplace builds visibility & trust. Sure good blog solutions are known to make a competitive difference with search engines, but understanding how to create good content and the activity stemming from that effort is key.
In an environment where future customers are [re]searching our products and services, it’s the coverage activity that will:
- generate more qualified search discovery,
- generate more voluntary RSS subscription,
- differentiate as dedicated, knowledgeable & trustworthy and
- establish us as unique marketplace brands.
Get instructional education and make a disciplined effort to blog what you see, hear, know and have to offer. Add comments on other relevant blogs. Register for and, at least, submit content into relevant social network environments. Notify clients & prospects of the commitment to useful market coverage and ask they subscribe!
Interested people will develop an appreciation for our effort. Some people will expose us to audiences of their own via link, others via word of mouth; some will become new clients later and others right now! An in doing so, our markets will have identified us and our Brands!
Contributed by Chris Frereckschris@kineticknowledge.com
What You Get With Kinetic Blogs!
Subscribe Here For Better Blogging Knowledge
Join Us on Facebook - Become a Fan!
« The New York Times Recognizes Netter Real Estate For Blogging! | Home | For Serious Business Bloggers Only! »
Comments are closed.