Monday, February 8, 2010

Applying "Who Moved my Cheese" to Search Engine Marketing

7 Reasons Why You Need to Deal With Search Engine Marketing Change
Around 5 years ago I read the book Who Moved my Cheese. It’s a very simple, short story about the different methods of dealing with change. I’ve recently re-read this, (it only takes about an hour so I’d definitely recommend reading if you haven’t already) – but I realised that there’s a lot which can be applied to day-to-day life in search marketing.

Cheese
Image Credit: Flickr

They say an internet year is the equalivent to 7 normal years, I’m sure a search engine marketing year may be more! So basically if you don’t like change – you’re probably in the wrong job!



1) Don’t rest on your laurels
Paid links, keyword stuffing, meta keywords optimisation etc are normally all methods of tricking the search engines into thinking your webpage is more relevant/important to a set of keywords that it actually is!
 
Back in the late 90’s and early 2000’s (I’m not calling it noughties!) this worked very well, so why wouldn’t you do it? You wouldn’t just let your competitors outrank you without competing on a level playing field. But at the same time the search engines (Google especially) are quickly evolving and tweaking their algorithms – one day the tactics which are working may change and turn a very profitable online business by wiping everything out overnight.

Also, just because your successful tactics from 2-3 years ago worked back then, it doesn’t mean you can just continue applying the same tactics in the future and get the same levels of success.

2) Be aware of competitors
Being on the internet means that you may wake up one morning to find a new, very powerful competitor.

Recently in the UK the online department store Very.co.uk (backed by Littlewoods) has began heavily advertising on TV and using pay-per-click advertising to promote themselves. I’m sure if Debenhams had a new competitor on the high-street, for example, they would be aware of this well in advance and be able to react in time to this. However, online these things can change very quickly and catching them out just before the Christmas shopping period is more likely when you can move much quicker.
Also, as above don’t rest on your laurels. Just because your at #1 in Google for your most important keyword today, this doesn’t mean that your competitors aren’t working on an SEO strategy which may knock you off the top in the future. Plus no website is ever performing at its full potential in the search engines and there is always room for improvement in the form of more traffic (whether competitive or long-tail) and overall conversions. Even Wikipedia aren’t number one for every term and even then it’s normally only a single listing out of the top ten!

3) Make and learn from your mistakes
It’s estimated that it takes 6-10 years to become amazingly great at something, so you’re not going to get everything right first time! Having now been involved in SEO for 7 years, there’s still a lot I’m continually learning and I’d be the first to admit that I made lots of mistakes in the past when optimising websites (luckily these were usually my own). But in my opinion this is the best way of actually learning what works, or in many cases what doesn’t.

I mentioned in my SEO copywriting post that there is a lot of trial and error work involved in optimising a website. This is true, but based on experience you get a feel of what does or doesn’t work well – and each time your judgement improves and the likelihood of making a right decision under a given circumstances is greater.

Just make sure you’ve got the majority of your mistakes out of the way or have some test projects available - so that when working on an important project you can make the right choices when it matters.

4) Try to prevent knee-jerk reactions
One thing I’ve found to be true in SEO is that you often need to have a clear strategy and stick to it. Sometimes you optimise a website and surprise yourself with incredibly quick results, other times you may done everything right but it takes a little time to pay off. You may even have to take one step back before going two forward, but one thing I have learnt is that stability, more often than not, far outweighs knee-jerk reactions and chopping and changing.

If you give your ideas time and attention to pay-off, it’s more likely to be a better option than trying to start from scratch again on something new. There’s a great quote from Glen Allsopp on Search Engine People which says the first hurdle is often the hardest to achieve, this is very true – so stick to it!

5) Review performance over a sensible period of time
Continuing from the above point about needing stability, you do also need to review your search marketing activity at regular intervals. But this should be reviewed over a sensible period of time. From a business perspective, it can sometimes be very easy to over-analyse short terms successes or failures – looking at a longer period of time often gives you a clearer focus over performance and makes the bigger picture appear more obvious.

For example, for a highly seasonal campaign it can be unfair/misleading to review the traffic volumes or online revenue on a month-to-month basis. But a comprehsive review on a quarterly or even annual basis – comparing with performance from previous similar periods – may be extremely valuable.
This is something we’ve recently done with a client, around 12 months after originally optimising their site we now have enough traffic and performance stats to review the success of this and also look at the areas which haven’t worked so well, or where the market may have changed, revisiting these with new ideas. We’re not assuming that everything we did was perfect first time around and even if it was it still needs to be checked. But if we had done this after 3-6 months, it wouldn’t have told us too much and we may have changed something too quickly before it had a chance to fufil its potential.

6) Don’t put all your eggs in one basket
This is a very common mistake, if your PPC campaign is performing very well you obviously want to maximise this and it’s very easy to throw extra budget at this because you can quickly see if your return on investment is paying off.

But what happens when the latest PPC quality score update means your campaign isn’t as profitable as it once was and you have no additional revenue streams and advertising channels to fall back on?
Internet marketing isn’t about finding the best tactic and just focusing on that one thing. Most campaigns work best when they are integrated together – so yes advertise using paid search, but use that keyword and conversion data to implement into your SEO strategy. The main goal of most online marketing campaigns is to convert a sale or lead, but what about the potential customers who are at an early stage of the buying cycle and not quite ready to purchase. Think about other methods of getting these visitors back to your site, get them to signup for your newsletter (email marketing) and subscribe to your blog (social media marketing).

7) Look at what’s in store for the future
It can be easy to pay too much attention to what’s going on in the search world sometimes, there are frequently changes, news and ideas on a daily basis, but you really need to try and filter out the ones which affect you and how you do things.

These are the actionable ideas which you do need to be aware of in order to make sure you are doing your job as effectively as possible.

Here’s a quick list of a few things which you may have considered or need to be aware of in the future:
  • Bing UK – you may have focused solely on Google for SEO and PPC in the past – but there’s a good chance Bing may become a more serious competitor in the future. This means you may have to dedicate more of your SEO effort and PPC budget towards Bing and Microsoft adCenter.
  • What are the most popular social media sites and where is this heading? For example, are you still working on your MySpace marketing strategy? Or are you using Twitter effectively and ready for what Google Wave has to offer?
  • Google page speed – Google’s algorithm changes normally aim to improve the overall user experience for visitors. So improving your page speed and making sure your site is browser compatible is something you should be doing anyway, but now it’s even more important as an SEO activity.
  • Google algorithm updates – if your website dropped in Google UK six months ago only to be replaced by a US or Australian site, it’s probably because of the #ukserps issue which has been a common talking point. Being aware of updates such as Vince and Caffeine helps you to make more insightful decisions based on all of information you have available.
So those are my thoughts on why you shouldn’t let the search world pass you by. Most people who work in the search industry like it so much because it’s kept exciting by never being constant and always having new ideas and opinions available, so change has to be a good thing! :D

75 comments:

  1. Sara..You are an extrodinary woman !! LOVE ALWAYS...johnny

    ReplyDelete
  2. Thanks for your informative article. With the world is totally dependent on internet, the future of digital marketing is on positive note. It also assures lucrative career opportunity for professionals looking for job in digital marketing. Digital Marketing Training in Chennai | Digital Marketing Course in Chennai

    ReplyDelete
  3. The content posted here is really awesome to read, I really agree on your thoughts about increasing a brand awarness. Digital mediums are playing a vital role in accomplishing this task. Thanks for posting such a great content here. Keep writing articles like this.

    Digital Marketing Training in Chennai | Digital Marketing Course in Chennai | Digital Marketing Course

    ReplyDelete
  4. Thanks for posting such a interesting blog. If you are interested in taking java as professional carrier visit this website.JAVA Training in Chennai|FITA Velachery

    ReplyDelete
  5. Thank you so much... your blog is giving very useful knowledge for all.i didn’t have the knowledge in this now i get an idea about this..
    thks a lot:-)To know more seo training in chennai

    ReplyDelete
  6. Well Said, you have furnished the right information that will be useful to anyone at all time. Thanks for sharing your Ideas.
    digital marketing course in Chennai | digital marketing training in Chennai

    ReplyDelete
  7. I really appreciated with it, I will bookmark this site. Thanks for sharing.. using expired domains

    ReplyDelete
  8. I agree with your post, Having strong social signal is very important to drive potential traffic and rankings to your website. You need to implement optimal SEO strategy to get organic traffic to your site
    SEO Company Melbourne | SEO Services Melbourne

    ReplyDelete
  9. If you're Looking for excllent S.E.O workers !!!! I Will Post Manual Dofollow Blog Comment Service on High Authority Domain Quality Service :)

    ReplyDelete
  10. Very nice post. Thanks for sharing such a useful post.
    SSRS training in chennai

    ReplyDelete
  11. It is easy for any developer to create and build a website that looks attractive and encompasses with the latest technology, but to maintain any website to end point is really critical for any developer. Social Media Marketing

    ReplyDelete
  12. Thanks for sharing this with us it is a worth read. xcellent post!!! Digital marketing training provides students with meaning skills to promote a business in digital age. This training covers search engine optimization, SEM, social media marketing, online reputation management, etc.

    Digital Marketing Training in Chennai | Digital Marketing Course in Chennai | Digital Marketing Training Institute in Chennai | SEO Training in Chennai

    ReplyDelete
  13. the SEO best practices you need to consider is to not over do it. Don't cram a web page or article full of keywords and no actual content making your work meaningless. Instead, focus on providing coherent, Maryland SEO

    ReplyDelete
  14. I Will Provide SEO Blog Comment Service. & niche relevant blog comment service we provide a quality service with 100% Buyer satisfaction and My team Believed in Quality work not Quantity Contact me Now 24/7.check out this Blog for your business . your business will be gain 200% more profit I can not recommend you guys enough. seo service

    ReplyDelete
  15. Excellent post. I have read your blog it's very interesting and informative. Keep sharing.
    cloud erp in chennai

    ReplyDelete
  16. This is important because some services know how to fill up a site with keywords but when you get to reading it, it is not clear what they are writing about.
    why build link pyramids

    ReplyDelete
  17. It is important to choose the right company to do SEO for your website. The most basic way to start your search is making a search on internet. Find online tech forums of Bangladesh and try to get recommendation for some of the best link building service in the world. Hire SEO Freelancer

    ReplyDelete
  18. Craigslist Ad responder is a web based email extractor tool that extracts the email addresses of the ad posters on Craigslist. People use this as lead generation software which provides highly targeted traffic to their website. CRAIGSLIST POSTING SERVICE

    ReplyDelete
  19. If you’re looking for excellent Workers.We are here to provide Internet Marketing services and help people. We offer NICHE Relevant Manual Blog Comment Service , We can rank you for any keyword on Google I will be very happy to offer my service to you. Please feel free to message me and talk about any queries

    ReplyDelete
  20. Dofollow Backlink
    Link building services at Backlink Build provide you with particular text links from academic domains. These .edu domains which are offered to you each month might be new ones and though most links might be everlasting,

    ReplyDelete
  21. Hello, I will Provied SEO Niche Blog Comment Service . All comment relevant with your blog. I know every tips of niche blog comment . This service bring you lots of traffic . We Just say the post be real. That showing your personality is much more important than showing off your knowledge in the niche.

    ReplyDelete
  22. SEO companies ensure that guaranteed SEO services include the Google's webmaster guidelines. Webmaster guidelines boost website rank and search activity. blog resources

    ReplyDelete
  23. Increase brand awareness. SEO can give your brand a high international profile. You can also use SEO to create brand awareness for any new service or product by optimizing related product/service key phrases to rank higher on search engines. studiocityagency.com

    ReplyDelete
  24. Look out for a professional SEO services provider. It is very important for the SEO company to have a adequate knowledge of the feature that attracts search engine crawlers to a website without which it is difficult for your website to get a higher ranking. Dennis SEO

    ReplyDelete
  25. Over the globe, organizations are spending gigantic measures of cash on content marketing.Fax Broadcast

    ReplyDelete
  26. the absolute best computerized marketing office will introduce the applicable data, administration or item at the focused on time in the purchasing procedure. account based marketing

    ReplyDelete
  27. I wana thank you for providing instructive and qualitative stuff so often.Break The Web Digital Marketing

    ReplyDelete
  28. There are so many useful information in your post, I like it all the time. And I want to share this boost app ranking with you, you can take a look. This is very useful.

    ReplyDelete
  29. Really enjoyed while reading your article, the information you have delivered in this post was damn good. Keep sharing your post with efficient news. Linux Certification Training in Chennai | Microsoft Certification Training in Chennai | MCSA Training in Chennai

    ReplyDelete
  30. This experience is vital for providing successful SEO tactics and integrating your business into the search engine systems. dennis seo profile

    ReplyDelete
  31. Thanks for sharing the valuable information here. So i think i got some useful information with this content. Thank you and please keep update like this informative details.
    Java Training in Chennai | Web Designing Training Institute in Chennai | DotNet Training Institute in Chennai

    ReplyDelete
  32. share data about your image, administration, item and keep your gathering of people and devotees in the know regarding the most recent data about your organization. buy facebook likes uk

    ReplyDelete
  33. Indeed, it must be expressed that they have included administrations, for example, video generation, infographics creation, blog content creation, however you should take note of that substance creation is a little piece of that administrations. Emeryeps.com

    ReplyDelete
  34. I really enjoy simply reading all of your weblogs. Simply wanted to inform you that you have people like me who appreciate your work. 
    Android Training Institute in Chennai | IOS Training in Chennai

    ReplyDelete
  35. Hi, am a big follower of your blog. I am really happy to found such a helpful and fascinating post that is written in well manner.

    mobile website builder

    ReplyDelete
  36. https://stitchclothes.com here we stitch clothes as per your design and selection

    ReplyDelete
  37. https://stitchclothes.com here we stitch clothes as per your design and selection

    ReplyDelete
  38. Honestly I have never seen a better site than https://edkentmedia.com/seo/. It has the best SEO services in town. https://edkentmedia.com/seo/

    ReplyDelete
  39. Best Mobility ServicesVery good informative article. Thanks for sharing such nice article, keep on up dating such good articles.

    ReplyDelete
  40. I am reading your post from the beginning, it was so interesting to read & I feel thanks to you for posting such a good blog, keep updates regularly.
    Summer Camp Training in Chennai | Summer Camp Training in Velachery

    ReplyDelete
  41. I feel really happy to have seen your webpage and look forward to so many more entertaining times reading here. Thanks once more for all the details.
    Java Training Institute Bangalore


    Best Java Training Institute Chennai

    ReplyDelete
  42. Ciitnoida provides Core and java training institute in

    noida
    . We have a team of experienced Java professionals who help our students learn Java with the help of Live Base Projects. The object-

    oriented, java training in noida , class-based build

    of Java has made it one of most popular programming languages and the demand of professionals with certification in Advance Java training is at an

    all-time high not just in India but foreign countries too.

    By helping our students understand the fundamentals and Advance concepts of Java, we prepare them for a successful programming career. With over 13

    years of sound experience, we have successfully trained hundreds of students in Noida and have been able to turn ourselves into an institute for best

    Java training in Noida.

    java training institute in noida
    java training in noida
    best java training institute in noida
    java coaching in noida
    java institute in noida

    ReplyDelete
  43. Great article, really very helpful content you made. Thank you, keep sharing.

    Cloud services | Austere Technologies

    ReplyDelete
  44. Very good informative article. Thanks for sharing such nice article, keep on up dating such good articles.

    Best Software company in USA | Austere Technologies

    ReplyDelete
  45. Nice blog with excellent information. Thank you, keep sharing.

    Best Software Security Services | Austere Technologies

    ReplyDelete
  46. Great article, really very helpful content you made. Thank you, keep sharing.

    Best Cloud Services | Austere Technologies

    ReplyDelete
  47. Really great blog, it's very helpful and has great knowledgeable information.

    Internet Of Things Services | IOT | Austere Technology Solutions

    ReplyDelete
  48. Sap Training Institute in Noida

    CIIT Noida provides Best SAP Training in Noida based on current industry standards that helps attendees to secure placements in their dream jobs at MNCs. CIIT Provides Best ERP SAP Training in Noida. CIIT is one of the most credible ERP SAP training institutes in Noida offering hands on practical knowledge and full job assistance with basic as well as advanced level ERP SAP training courses. At CIIT ERP SAP training in noida is conducted by subject specialist corporate professionals with 7+ years of experience in managing real-time ERP SAP projects. CIIT implements a blend of aERPemic learning and practical sessions to give the student optimum exposure that aids in the transformation of naïve students into thorough professionals that are easily recruited within the industry.

    At CIIT’s well-equipped ERP SAP training center in Noida aspirants learn the skills for ERP SAP Basis, ERP SAP ABAP, ERP SAP APO, ERP SAP Business Intelligence (BI), ERP SAP FICO, ERP SAP HANA, ERP SAP Production Planning, ERP SAP Supply Chain Management, ERP SAP Supplier Relationship Management, ERP SAP Training on real time projects along with ERP SAP placement training. ERP SAP Training in Noida has been designed as per latest industry trends and keeping in mind the advanced ERP SAP course content and syllabus based on the professional requirement of the student; helping them to get placement in Multinational companies and achieve their career goals.

    ReplyDelete
  49. BCA Colleges in Noida

    CIIT Noida provides Sofracle Specialized B Tech colleges in Noida based on current industry standards that helps students to secure placements in their dream jobs at MNCs. CIIT provides Best B.Tech Training in Noida. It is one of the most trusted B.Tech course training institutes in Noida offering hands on practical knowledge and complete job assistance with basic as well as advanced B.Tech classes. CIITN is the best B.Tech college in Noida, greater noida, ghaziabad, delhi, gurgaon regoin .

    At CIIT’s well-equipped Sofracle Specialized M Tech colleges in Noida aspirants learn the skills for designing, analysis, manufacturing, research, sales, management, consulting and many more. At CIIT B.Tech student will do practical on real time projects along with the job placement and training. CIIT Sofracle Specialized M.Tech Classes in Noida has been designed as per latest IT industry trends and keeping in mind the advanced B.Tech course content and syllabus based on the professional requirement of the student; helping them to get placement in Multinational companies (MNCs) and achieve their career goals.

    MCA colleges in Noida we have high tech infrastructure and lab facilities and the options of choosing multiple job oriented courses after 12th at Noida Location. CIIT in Noida prepares thousands of engineers at reasonable B.Tech course fees keeping in mind training and B.Tech course duration and subjects requirement of each attendee.

    Engineering College in Noida"

    ReplyDelete
  50. I strongly believe that there will be great opportunities for those who looked into this area, this is the best place to learn thanks for sharing here...
    Best Online Software Training Institute | Digital Marketing Training

    ReplyDelete
  51. I really love your post. because when I read this it is very interesting and informative. Thank you for the sharing.
    Craigslist Posting Service | Craigslist Ad Posting Service

    ReplyDelete
  52. Incredible articles and awesome design. Your blog entry merits the greater part of the positive input it"s been getting. all in one search

    ReplyDelete
  53. This was an nice and amazing and the given contents were very useful and the precision has given here is good.
    AWS Training in Chennai

    ReplyDelete
  54. Very Well-Written Content. I found this blog unique and what i have been looking for, many thanks.Independence Day Card Ideas

    ReplyDelete
  55. really nice and interesing article to read thanks for sharing.
    Selenium Training in Chennai

    ReplyDelete
  56. Thanks for the blog and it is really very useful one.hadoop training in chennai

    ReplyDelete
  57. Thank you for sharing this valuable information. But get out of this busy life and find some peace with a beautiful trip book Best Andaman Tour Package

    ReplyDelete
  58. Thank you for sharing this valuable information. But get out of this busy life and find some peace with a beautiful trip book best Andaman honeymoon packages

    ReplyDelete