With the rise of the internet, most brands and businesses are now fully aware that they need to manage their reputation online. Consumers are talking about local businesses on the internet more than ever, so businesses must find effective ways to connect with their customers online. Beyond social media sites, review sites are an important [...]
What Do Google and Batman Have in Common?
In the Batman series, the evil penguin - one of batman's oldest foes - is a criminal mastermind who carries an innocuous looking umbrella. However, his umbrellas are full of high-tech gadgetry that may unleash a flamethrower or a rain of bullets on his enemies at any moment.
For Google, Penguin is a recent algorithm update. This algorithm is used to determine its organic search listing results. It's championed by Google as an algorithm that will help eliminate spam and encourage quality website content for its users.
Penguin has resulted in a greater focus on geo-targeted search results.
So, if you're in Brisbane searching for a restaurant, local eateries will be displayed. Great! But, dig a little deeper and that shiny umbrella may throw a nasty flame.
After the introduction of Google's Penguin algorithm, your business, which was once near the top of the list in Google's search engine results, may now be at the bottom of the pile.
For instance, let's say you own an Engineering firm, based in Brisbane, with clientele coming from as far as Redland City and the Gold Coast. You've invested in a website with quality content and good SEO keywords. For search terms like structural or civil engineering, boilermakers or fitter and turners you may have been ranked near the top of the first page of search results appearing on Google.
Now, if somebody searches for your business outside of Brisbane, your site may not appear.
This is made worse because 30-40% of Google searches today are being performed on mobile devices that default to location-based searchers. It can spell disaster for your web traffic and your business.
SEO and Google AdWords
Website Essentials Managing Director Mark Tull, whose company specialises in SEO, says Google's algorithm change forces companies to invest heavily in Google AdWords.
"Some businesses suffered a 50% decline in their SEO web traffic since the Penguin update in May (this is where a penguin turned into a panda)."
"In one case, a company dropped 53 pages based on some search terms and more than ten places overall."
"So, instead of appearing on the first page of Google results, they're now appearing on page three or four, a disastrous result for their web traffic and sales leads."
"If businesses want to appear in specific locations, they are forced to use Google AdWords. This amounts to Google monetising search terms for its existing organic customers."
What you should do next...
Mark said that businesses should check to see if there has recently been a major drop in visitors to their site and should make sure they have Google and Bing registrations, XML sitemap registration and full page SEO.
He said by doing this, Google knows you are open for business.
"There's no point setting up a website and not telling anyone you're here. You need to talk to Google, in their language, so they know you're credible and open for business," he said.
At Sustainable Marketing, we believe you should optimise your website for SEO to increase your probability of success.
You might be interested in this on-demand webinar...
Demystify your data and improve your website's performance.
Join us for a presentation on Google Analytics 101 to learn:
- What the key statistics mean — demystify Google Analytics stats so that they make business sense
- Which are your best and worst web traffic sources
- How to find out how many people are visiting your website right now
- ...and much more!
More by Maria Anderson
Successful companies plan. This is the time of year when many companies refresh their business plans, marketing plans, sales plans, financial budgets and cash flow plans. By the time March or April arrives, these plans may be gathering dust, with other priorities competing for time. Soon after, the focus on marketing falls and so does [...]
By using science, marketers create a framework that increases the likelihood of a consistent improvement and decreases the risk of failure. Marketing is a science which draws inspiration and creativity from art. Any marketer worth their salt measure can analyse numbers. What is the size of your market? How many prospects do you reach? How many [...]
A well-written and targeted press release or media statement can increase the credibility of your business and attract customers. In addition, writing a press release may lead to your business being mentioned in the editorial content of publications, which people trust more than traditional advertising. Editorial content, coupled with the appearance of paid advertising about [...]
An online marketing campaign can create a sustainable pipeline of leads and sales for your business. In the 21 Easy Ways to Market Your Business Online eBook, Maria Anderson of Sustainable Marketing provides a 'how to' in creating a cost-effective online marketing campaign that provide sustainable leads and sales for your business. In the first step of [...]
If your small business is prepared to take advantage of the benefits of the NBN, it could be set to boom. In fact, the NBN business plan states that the network is specifically designed to benefit small and medium businesses.* Is your business prepared to benefit? If you don’t take the time now to strategically [...]
At Sustainable Marketing, we use Google Analytics to measure the performance of both online and offline marketing. This tool allows us to progressively improve the performance of clients' marketing, optimise marketing budgets and achieve more with less! 1. Analyse your visitors' keywords Keywords are words that people use in online searches to find your website. [...]
An online marketing campaign can create a sustainable pipeline of leads and sales for your business. It is a simple, ‘fast-to-build’ and cost-effective marketing tool. With more traffic to your website, visitors will get to know your brand better and your Google ranking will be enhanced. More prospects can be added to your mailing list [...]
1) There’s no way to avoid rising energy costs Electricity bills are going to increase 10% - 15% year-over-year for the next few years. With Australia’s perpetual increase in energy usage, fossil fuels becoming more limited, the need to reduce greenhouse gases and the requirement for new power stations to meet peak demand, there’s just [...]
In yesterday's world, "green" goods, services and marketing initiatives were hot. Businesses were tacking these on to their core business strategies simply to appeal to the new, environmentally aware consumer sector. Today, smart businesses with long term growth perspectives realise sustainable marketing means so much more than just appealing to the "green" consumer sector. They [...]
Do you see opportunities when others see risks? In July 2008, I brought home a new puppy - Lily, a border collie cross kelpie. Little did I know that Lily had sized up the opportunity (a home with food) and quickly developed a product (cute and well mannered puppy) to appeal to her new target [...]