Welcome!

Cognitive Computing Authors: Elizabeth White, Jyoti Bansal, Liz McMillan, Carmen Gonzalez, PagerDuty Blog

Blog Feed Post

SEO Tasks Are Dead, Marketing Processes Are Alive: A New Era In Web Marketing

In the past week a small business was referred to us asking about search engine optimization (SEO). When someone asks me about “seo” in 2014, the first thing in my mind is they are not familiar with the realities of website marketing and web marketing in today’s world. This was certainly going to be a educational conversation requiring patience and asking the right questions to bring this business owner up to speed.

The conversation started out by finding more about:

  • the business,
  • their web address,
  • whether they are dependent upon a specific geography for their revenue, and
  • what keyword or phrase did this business owner want to show up in the search results.

I’m in the Detroit Metropolitan area and the business is in Denver, CO. In order to reasonably duplicate the search results I would need to change my location in my Google search to Denver, CO. You can do this clicking on “Search Tools” in the Google results and then clicking the down arrow on the location. At this point change your location to a specific city and state.

Google Search Results Tools

You will notice in this same area you can change the time frame and type of results if you wish to get more creative with your search results.

The purpose for making this change is to search as though I was in Denver, CO. We don’t want to search on keyword + location, rather just the keyword and allow Google to provide us the results in that region as naturally as possible.

Once I changed my location to Denver, CO and searched on the requested key phrase, I found the business listed on the first page for the three major areas:

  • Google Adwords Advertising
  • Local Listings in Google Maps
  • Organic Website Ranking

At this point I had to scratch my head and ask the business owner where did he see the problem. He did concur he was seeing similar results, however, he wasn’t number one or above his competitor. He wanted to know what else could he do with “seo” in order to consistently be above his competitor with his website.

Personalized Search And Geographic Results

I explained to the business owner under the circumstances he was actually performing well with his business showing in different search result areas. We continued the conversation by performing the same search for a areas North, South, East and West of Denver and in all cases he showed up differently. As you can imagine he was quite surprised how much the results changed in such a small geographic area around Denver.

The search results on any search engine now-a-days is dependent upon many factors and if you take four computers, connected to the same Internet connection, performing the exact same search simultaneously, you will find they all have different results.

A few factors influencing the search results include:

  • If you are logged into a search engine account
  • Your search engine account search history
  • The geography of your Internet connection

These factors affect the search results whether you are in New York City or Los Angeles. The results are different and this is where personalized search comes into consideration.

While I understand geographic factors affecting the search results, I am less enthusiastic about my search history affecting the search results. Let’s take politics as an example. If you only search for topics about one political party over another, chances are you will never learn about the opposing views. The search engines are feeding you what you prefer, meaning you will never get the opposite view in order to grow your perspective.

Can you turn off personalized search? Sure. How many people do that or even are aware of their options in their search engine account settings?

The Dawn Of Website Marketing Processes

Our conversation continued with new questions emerging from the business owner wanting to understand what can he do “on” his website for “seo”. He said this only required his time and was less costly if he could focus making changes to his website.

We started by checking how large of a website does he have. Because Google Webmaster Tools was not setup for his website, we had to find out how many pages does Google find in his website, how recently were his updates, as well as how frequently was he been updating his website.

Google Site Search Operator

Search engines have operators you can use to refine your search results. In this case the operator we will use is “site:” + “web address”. We further enhanced the search results by modifying the time frame to the past month.

What we learned is he only has a 40 page website and in the past 30 days no new pages existed. I had to explain having a static website and only performing this work once was no longer going to be effective. Rather he needs to consider increasing the density of his website and this would not have an end point.

Developing new web pages which were educational, at least 300 words, and at least one per week would be a good starting point for him. As these pages were added to his website, they would have to be optimized for the content related to the new web page. He needs to avoid optimizing the new web page like other pages on the website as duplicate optimization was not going to help him.

The best way to do this is by having a blog connected to your website, which communicates with your social community accounts like Facebook, Google+, LinkedIn and Twitter automatically.

Already in this portion of the conversation he learned he cannot get away with one time tasks, rather there are more activities necessary to keep his website’s marketing alive.

  • There is no end point to adding pages to his website
  • He really needs to setup Google Webmaster Tools in order to see what issues might exist with his website’s health and performance
  • Having a Blog will make it easy to perform social media marketing
  • He needs to setup his social communities and take them more seriously

Web Marketing Process Becomes Necessary

Inbound Marketing Concept DiagramAt this point I felt it was necessary to continue our conversation from his website to what does he have to do outside of his website. At this point he has learned about personalized search, geographic search results and the never ending work on his website. Might was well enlighten him on web marketing beyond his website and give him three simple items to consider. The combination of these items effectively are considered Inbound Marketing.

  • Content Marketing
    For some reason this terminology seems to get everyone confused. I explained this was about writing editorials, news releases, developing Powerpoints and documents, Infographics and even going as far as creating videos about his business. All of these types of marketing materials are content and necessary to get the word out about your business. Once you have created the content you can distribute them on the web through social communities, industry websites, and content specific websites (e.g. YouTube or Slideshare).
  • Social Media Marketing
    We did revisit this topic in our conversation in order to discuss the difference between passive social media marketing and active social media marketing. What he would be dong with this blog is an example of passive social media marketing. He posts content on his blog and it automatically pushes the information to his social accounts. The next step is to engage in these social communities by increasing connections, commenting on what others are saying and depending upon the community digging deeper into sub-groups.
  • Local Business Listings
    For a small business dependent upon the local economy for its revenue, I recommended having the local business listings at 10 major websites pin-code verified, followed by updating these listings with business marketing information, and finally using a syndication services to help spread the word out to more business directories.

The Conversation Comes To A Close

The business owner thanked me for my time and the learning experience. By this point we had spent over an hour on the phone and he had quite a bit of information to assimilate.

I tried to summarize the education to him by putting into perspective that web marketing is no longer a technology task, rather a strategic marketing process. For this reason it was not a technology firm providing a SEO task that he needed, but a marketing company that understood how to execute the various processes including measuring and interpreting the results.

This is a marketing process which has no end point and something you have to keep doing. If you are unable to hire marketing professionals, then the best plan would be to set aside a certain amount of time each day to do some portion of what we had discussed.

Granted you could spend all your money and less labor time on advertising, however, you will find a multi-channel strategy is going to work best instead of putting all your eggs into one basket.

The post SEO Tasks Are Dead, Marketing Processes Are Alive: A New Era In Web Marketing appeared first on SmartFinds Internet Marketing.

Read the original blog entry...

More Stories By Melih Oztalay

I have over 20 years of experience in developing successful, efficient and strategic web marketing and advertising solutions for businesses. Working through an entrepreneurial framework, I have focused on business development, sales, execution, and management. Combining solid knowledge of marketing and advertising with information technology, I have been successful in being able to apply digital technologies to the needs of businesses. As an early adopter of new ideas and technology, my clients are able to benefit from imaginative and effective programs that keep them ahead of their competition.

The Company

Smartfinds is a digital marketing agency working with national and global corporate clients including domestic and off-shore franchise operations with their online marketing efforts. We offer a number of core competencies including web marketing research, analysis, strategies, and tactics; website development and SEO; organic search engine marketing with content marketing and social media marketing; Google AdWords advertising including pay-per-click; Google Analytics and Google Webmaster Tools interpretation; Local Store Marketing including customer ratings and reviews management; and more.

Our entrepreneurial business approach employs open-mind creativity and early-adopter assertiveness along with in-depth planning for business growth. Our goal is to be a strategic partner with our clients focused on increasing traffic to the website, business growth, generate leads, increase sales and revenues.

@ThingsExpo Stories
Big Data, cloud, analytics, contextual information, wearable tech, sensors, mobility, and WebRTC: together, these advances have created a perfect storm of technologies that are disrupting and transforming classic communications models and ecosystems. In his session at @ThingsExpo, Erik Perotti, Senior Manager of New Ventures on Plantronics’ Innovation team, provided an overview of this technological shift, including associated business and consumer communications impacts, and opportunities it m...
Manufacturers are embracing the Industrial Internet the same way consumers are leveraging Fitbits – to improve overall health and wellness. Both can provide consistent measurement, visibility, and suggest performance improvements customized to help reach goals. Fitbit users can view real-time data and make adjustments to increase their activity. In his session at @ThingsExpo, Mark Bernardo Professional Services Leader, Americas, at GE Digital, discussed how leveraging the Industrial Internet and...
Fact is, enterprises have significant legacy voice infrastructure that’s costly to replace with pure IP solutions. How can we bring this analog infrastructure into our shiny new cloud applications? There are proven methods to bind both legacy voice applications and traditional PSTN audio into cloud-based applications and services at a carrier scale. Some of the most successful implementations leverage WebRTC, WebSockets, SIP and other open source technologies. In his session at @ThingsExpo, Da...
"Tintri was started in 2008 with the express purpose of building a storage appliance that is ideal for virtualized environments. We support a lot of different hypervisor platforms from VMware to OpenStack to Hyper-V," explained Dan Florea, Director of Product Management at Tintri, in this SYS-CON.tv interview at 18th Cloud Expo, held June 7-9, 2016, at the Javits Center in New York City, NY.
There will be new vendors providing applications, middleware, and connected devices to support the thriving IoT ecosystem. This essentially means that electronic device manufacturers will also be in the software business. Many will be new to building embedded software or robust software. This creates an increased importance on software quality, particularly within the Industrial Internet of Things where business-critical applications are becoming dependent on products controlled by software. Qua...
A critical component of any IoT project is what to do with all the data being generated. This data needs to be captured, processed, structured, and stored in a way to facilitate different kinds of queries. Traditional data warehouse and analytical systems are mature technologies that can be used to handle certain kinds of queries, but they are not always well suited to many problems, particularly when there is a need for real-time insights.
In his General Session at 16th Cloud Expo, David Shacochis, host of The Hybrid IT Files podcast and Vice President at CenturyLink, investigated three key trends of the “gigabit economy" though the story of a Fortune 500 communications company in transformation. Narrating how multi-modal hybrid IT, service automation, and agile delivery all intersect, he will cover the role of storytelling and empathy in achieving strategic alignment between the enterprise and its information technology.
IoT is at the core or many Digital Transformation initiatives with the goal of re-inventing a company's business model. We all agree that collecting relevant IoT data will result in massive amounts of data needing to be stored. However, with the rapid development of IoT devices and ongoing business model transformation, we are not able to predict the volume and growth of IoT data. And with the lack of IoT history, traditional methods of IT and infrastructure planning based on the past do not app...
WebRTC is bringing significant change to the communications landscape that will bridge the worlds of web and telephony, making the Internet the new standard for communications. Cloud9 took the road less traveled and used WebRTC to create a downloadable enterprise-grade communications platform that is changing the communication dynamic in the financial sector. In his session at @ThingsExpo, Leo Papadopoulos, CTO of Cloud9, discussed the importance of WebRTC and how it enables companies to focus o...
The Internet of Things can drive efficiency for airlines and airports. In their session at @ThingsExpo, Shyam Varan Nath, Principal Architect with GE, and Sudip Majumder, senior director of development at Oracle, discussed the technical details of the connected airline baggage and related social media solutions. These IoT applications will enhance travelers' journey experience and drive efficiency for the airlines and the airports.
With major technology companies and startups seriously embracing IoT strategies, now is the perfect time to attend @ThingsExpo 2016 in New York. Learn what is going on, contribute to the discussions, and ensure that your enterprise is as "IoT-Ready" as it can be! Internet of @ThingsExpo, taking place June 6-8, 2017, at the Javits Center in New York City, New York, is co-located with 20th Cloud Expo and will feature technical sessions from a rock star conference faculty and the leading industry p...
"LinearHub provides smart video conferencing, which is the Roundee service, and we archive all the video conferences and we also provide the transcript," stated Sunghyuk Kim, CEO of LinearHub, in this SYS-CON.tv interview at @ThingsExpo, held November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA.
Things are changing so quickly in IoT that it would take a wizard to predict which ecosystem will gain the most traction. In order for IoT to reach its potential, smart devices must be able to work together. Today, there are a slew of interoperability standards being promoted by big names to make this happen: HomeKit, Brillo and Alljoyn. In his session at @ThingsExpo, Adam Justice, vice president and general manager of Grid Connect, will review what happens when smart devices don’t work togethe...
The 20th International Cloud Expo has announced that its Call for Papers is open. Cloud Expo, to be held June 6-8, 2017, at the Javits Center in New York City, brings together Cloud Computing, Big Data, Internet of Things, DevOps, Containers, Microservices and WebRTC to one location. With cloud computing driving a higher percentage of enterprise IT budgets every year, it becomes increasingly important to plant your flag in this fast-expanding business opportunity. Submit your speaking proposal ...
"There's a growing demand from users for things to be faster. When you think about all the transactions or interactions users will have with your product and everything that is between those transactions and interactions - what drives us at Catchpoint Systems is the idea to measure that and to analyze it," explained Leo Vasiliou, Director of Web Performance Engineering at Catchpoint Systems, in this SYS-CON.tv interview at 18th Cloud Expo, held June 7-9, 2016, at the Javits Center in New York Ci...
20th Cloud Expo, taking place June 6-8, 2017, at the Javits Center in New York City, NY, will feature technical sessions from a rock star conference faculty and the leading industry players in the world. Cloud computing is now being embraced by a majority of enterprises of all sizes. Yesterday's debate about public vs. private has transformed into the reality of hybrid cloud: a recent survey shows that 74% of enterprises have a hybrid cloud strategy.
WebRTC is the future of browser-to-browser communications, and continues to make inroads into the traditional, difficult, plug-in web communications world. The 6th WebRTC Summit continues our tradition of delivering the latest and greatest presentations within the world of WebRTC. Topics include voice calling, video chat, P2P file sharing, and use cases that have already leveraged the power and convenience of WebRTC.
Discover top technologies and tools all under one roof at April 24–28, 2017, at the Westin San Diego in San Diego, CA. Explore the Mobile Dev + Test and IoT Dev + Test Expo and enjoy all of these unique opportunities: The latest solutions, technologies, and tools in mobile or IoT software development and testing. Meet one-on-one with representatives from some of today's most innovative organizations
SYS-CON Events announced today that Super Micro Computer, Inc., a global leader in Embedded and IoT solutions, will exhibit at SYS-CON's 20th International Cloud Expo®, which will take place on June 7-9, 2017, at the Javits Center in New York City, NY. Supermicro (NASDAQ: SMCI), the leading innovator in high-performance, high-efficiency server technology, is a premier provider of advanced server Building Block Solutions® for Data Center, Cloud Computing, Enterprise IT, Hadoop/Big Data, HPC and E...
Internet of @ThingsExpo, taking place June 6-8, 2017 at the Javits Center in New York City, New York, is co-located with the 20th International Cloud Expo and will feature technical sessions from a rock star conference faculty and the leading industry players in the world. @ThingsExpo New York Call for Papers is now open.