Did you know that planting trees on Arbor Day can drive traffic to your site and grow your Facebook Page likes? And employee volunteer hours at a local fundraiser can elevate your search rankings and generate 5-star reviews of your business. Ask any savvy marketing pro or SEO influencer and they’ll tell you: community involvement can do wonders for your company’s online presence. Community Involvement Builds Corporate Image & Brand Reputation Whether it’s by participating in a hunger relief campaign or investing in health and wellness initiatives, a business organization’s involvement in the community can go a long way in sprucing up corporate image and brand reputation. It’s also a powerful way to create business value and drive bottom line performance — in a way that is organic and inspiring. According to Cone Communications, 82 percent of US consumers consider corporate social responsibility (CSR) and community involvement when deciding where … [Read more...] about 5 Ways to Get More Involved in Your Community & Grow Your Online Presence
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As we approach the end of the year, I thought it would be worth reviewing 2013 — and discussing what opportunities lie ahead — from the perspective of a UK-based SEO with a diverse range of multinational clients. This past year has unarguably been an exciting year for search marketing. We’ve seen Google take dramatic action to clean up its search result pages with its well-publicized Penguin and Panda updates, both of which are still being tweaked in ongoing updates. This has resulted in a “clearing away” of lower quality sites using unethical SEO techniques and, therefore, a reward of greater visibility for brands “doing the right thing” online — much to the delight of ethical SEO agencies that play by the rules and focus on building relevancy, quality and long-term value for their clients. The impact of this clearing-out, which has been particularly evident in the retail space, is profound, with better general discoverability for … [Read more...] about A Mature Digital Marketing Industry Provides SEO Opportunity For Small & Ambitious Businesses
Google’s continuing push toward identifying expertise and authority on the web takes another step in the form of a new type of website/landing page classification: “Your Money or Your Life.” It’s explained in detail in a new version of Google’s “Search Quality Ratings Guidelines” — the document that’s used by the company’s cadre of human Search Quality Raters. Version 4.2 (dated June 7, 2013) of that private document recently leaked online via a private SEO community and a Search Engine Land reader shared it with us. A Google spokesperson has confirmed for us that the document is legitimate. This is the first leak of the private guidelines document since version 3.27 leaked in September 2012. Google also released a watered-down version (1.0) publicly earlier this year. The “Your Money or Your Life” section is new; it doesn’t appear in either of those documents. So, what does it say? Let’s take a look. … [Read more...] about In Quality Raters’ Handbook, Google Adds Higher Standards For “Your Money Or Your Life” Websites
Admit it. You know you’ve thought about it. Yet you hesitate. Chances are, you’re probably conflicted, wondering if it’s morally right, or if you really want to “go there” – even if it is legal. Well, you’re not alone. Many search marketers grapple with this decision at one time or another. The issue? Bidding on competitors’ branded terms. Your hesitancy is both understandable and prudent as this is an important decision. However, it has far less to do with morals than pure business principals. In fact, it should be based on the same standards you measure everything else with: value, risk, and timing. Gaining an understanding of each may help you decide if bidding on your competitors’ branded terms makes sense for you. Why Google allows it But before we delve into each of these considerations, it might be helpful to first understand why Google allows advertisers to bid on competitors’ branded terms. Their reason? They claim it … [Read more...] about Moral Dilemma Or Business Decision?
First Google, then Ask.com and now Microsoft have jumped onto the privacy protection train. Late yesterday, Microsoft announced that it was going to follow Google’s lead and anonymize search log data after 18 months. In addition, it has partnered with Ask to call for an industry effort to develop privacy principles. There’s a tinge of PR stunt in this, but if looking for a PR edge will get the search engines moving, I suppose that’s a necessary evil. Below, a look at what Microsoft is doing, the industry call and lots of perspective (plus a timeline) on how we got here. From Microsoft’s press release, it is promising to make: search query data anonymous after 18 months by permanently removing cookie IDs, the entire IP address and other identifiers from search terms. Microsoft will also work to give customers more control over what information it uses to personalize their online search experience. In connection with its efforts to support a common industry … [Read more...] about Microsoft To Anonymize Log Data; Calls For Industry Standards Along With Ask.com