Monthly Archives

July 2017

Succumbing to Google’s SEO?

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Are You Marketing or Succumbing to Google?

I find this article funny. It’s shows an industry mindset that refuses to let go despite the fact they know they are engulfed by the age of technology and online everything. The person that wrote this article uses Google for everything in their personal like but still resists those everyday implications when it comes to the fading industry they live in.

 

If your organization hosts a website, you probably already know the importance of seeding key search terms on your site. Search Engine Optimization, or SEO, is the method used to improve a website’s position on the results page of a search engine. The more relevant your site to the search term, the better positioning you’ll get in organic search results. The challenge is to stay true to your brand while leveraging those keyword terms.

Recently, a client rejected some copy I’d written for a new piece of fulfillment content because it did not reflect their brand voice. When I pointed out that it closely mimicked something I had found deep in their website, the reply was something like “Oh that was just for SEO. We would never actually talk about our brand that way.”

SEO Tags

With the bulk of leads being driven by digital channels, keywords have become the backbone of every digital marketing initiative.

  • H1 tags (the header words you use to title your content) and meta descriptions (the copy that appears underneath the search result headline) should absolutely reflect key words. But if you’ve ever conducted search and read the meta descriptions they often appear to simply have the search word “inserted” into the middle of the sentence, and as a result, the sentence makes very little sense.
  • Permalinks (the name of each URL page in your website) need to leverage keywords. For example, if your business is Joe’s Plumbing and consumers regularly search for the term “rusty pipes,” it would be optimal for you to have a page with a permalink such as http://www.joesplumbing.com/rusty-pipes.
  • Keyword density is the number of times a keyword appears on your website, but many websites go overboard trying to “please” Google search engines. FYI, Google will also consider the use of synonymous keywords, so you don’t need to bog every page down with the word “rusty pipes” in order to boost your rankings.

 

Backlinks

Clearly it’s not possible to have every keyword embedded multiple times on your website. And, it’s a lot of work to have duplicate Web pages tweaked to ensure the permalink replicates the keyword term and they are keyword-dense.

In our fight to get our brand to the top of the organic results, are we compromising our brand values and brand voice? Are we simply crafting content so we can ensure Google knows we’re constantly updating our pages to optimize search engine results? Are we busy building relationships with bloggers and news outlets in order to ensure we optimize the number of backlinks?

Somehow it all feels like we’ve lost control of our brand and our marketing integrity as we bow to the Google algorithm gods.

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Get Your Head in the Cloud Chester County

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Get Your Head in the Cloud
 

Unless you’ve been living under a floppy disk, chances are you’ve heard the term “cloud computing” tossed around. If you’ve ever wondered what the cloud is, how it works and how you can use it yourself, look no further!

“The cloud” is little more than a nickname for the internet, a virtual connection of local servers in various locations forming the metaphorical, cloud-like space from which stored data and applications can be accessed.

“Cloud computing” means users store and access data and applications over the internet instead of from the hard drive of a specific computer. Cloud data and applications then can be accessed through a variety of devices.

Data storage is the most popular use when it comes to the cloud. With the proliferation of digital assets and documents, there is a growing need for secure storage and the ability to easily share and collaborate with others. Below are three popular cloud storage options for all file types:

  • Dropbox offers 2GB of free introductory storage. Sync, upload and access all your files via the mobile app or website. Invite friends to access files and folders with links to folders. Business services include file recovery and versioning. Paid service starts at 1TB of storage for $8.25 per month.*
  • Google Drive offers 15GB of free introductory storage for all file types. Files may be shared with anyone without special pricing tiers or tools. Windows and Mac users can download a desktop or mobile app for easy file synchronization. Paid service starts at 100GB of storage for $1.99 per month.*
  • Box offers 10GB of free introductory storage for all types of files. Share confidential documents with password-protected links, set expiration dates on shared links or expire them manually from desktop or mobile. Share, edit and sync documents with integrated Microsoft Office Online tools. Paid personal service starts at 100GB for $10 per month.*

*Prices available at time of writing.

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