There are rumors of another Google Algorithm update before the end of the year. This update always creates tension around the online marketing community. People want to know what type of changes to expect and how their site will be impacted. These updates do have to be taken seriously and I have gone through the pains of cleaning up a site because the update found items I wasn’t aware of like broken links, being a part of an unauthorized link building program, laziness in updating and too much reliance on a domain’s name.
Every time I encounter this issue, I am reminded that I need to really focus on linking our company brand name with its location and services we perform. It is becoming increasingly important that all five of these appear:
- Company Name and location- continued focus on brand name recognition; location – locally, regionally and nationally
- Product(s)s/Service(s) description
- Name(s) of company representative, stressing client service
- Value Content – blog, content marketing, reports
- Marketing Channel – where to invest time in delivering the company message
This list should look very familiar to all of you. We work at building our online reputation through seo and content marketing. Today, I am taking a much closer look because of mobile. Mobile is stressing the part about location and timeliness. How can we create good, solid online campaigns through mobile?
Some areas I am looking at:
Many companies are looking at apps. I think apps are a long-term strategy, but for now we are still in the early stages and the adoption of apps are more targeted to a limited audience. I think that audience will grow, but it is way too early in the game.
Stronger Brand Recognition
I think it is more important than ever to link all five of these items together. If we leave out a particular area, we may not see the overall value. More emphasis needs to be made connecting all of these items together. Companies may need to provide more information regarding the company and its products/services. (Example: Price, Description, Personnel)
Content is quickly changing with respect to its definition. It is more than just “knowledge information”. Future content may require more information like specific reports and video presentations. In addition, it will be critical for companies to look at the whole content production process from a news media standpoint and find ways to produce higher quality content and delivery.
Finding the Right Channel Mix
It will be critical for marketers to find the right channel mix to feature their company information. Much talk is made about online, but what does that mean. Where are people going for their information? There is a huge disruption happening with the internet and technology and the companies that can find the right channels combined with the technology will make it and succeed.
It used to be, marketers were focused on getting on the first page of Google. Today, that is a goal, but the landscape has drastically changed. People are finding our companies through many different channels. Mobile is growing exponentially, but the technology hasn’t quite caught up with the immense content. Marketing is currently evolving and changing daily. The goal now should be to find a way to make your name stick in a world of immense information and speed. It is up to those of us connected with marketing to do our homework and look for ways to penetrate the mass information out there. Finding and using the right communication channels is the key and hopefully we are discovering ways to make this happen.
Picture Source: Pixabay