Swathe of Changes
The recent swathe of changes and developments in the Search Engine Marketing (SEM) Industry has left many of the most vulnerable businesses teetering on the brink. Owners of small businesses, who often exist in the smallest of margins, can ill afford to have weeks or months of uncertainty with how their businesses or products are being promoted through web giants like Google. Unfortunately that is precisely what has happened recently and left many diminutive companies looking at their vacuous joint account balances and wondering how they can stabilize their income in what is often a mesmerizing tide of misinformation.
Re-indexing and BuildMyRank
The recent algorithm readjustments and re-indexing which occurred across the entire Google database has caused much confusion. Particularly disconcerting for many were the changes which occurred for the BuildMyRank Blog, which stimulated in excess of a million ‘unnatural’ link alerts for websites.
Matt Cutts Comments
Coupled with this was the wave of speculation which occurred as a result of comments made by the head of Google’s Webspam team, Matt Cutts, about the issue of over-optimization on business websites. On the back of these comments Google published information about their new algorithm designed to handle webspam. They believe this new feature will combat promotional tactics like spun content and keyword stuffing. The results are yet to be seen but for many small businesses, that do not have the flexibility in their business models, waiting for these results may spell disaster, and in the interim period their businesses might disappear altogether.
What Exactly Do The New Rules Mean For Companies?
Certainly things have moved on significantly this year and are a considerable step up from the Panda update of 2011, where the target for removal was low quality content that had been machine generated and altered. The question now is ‘Is it still possible for small businesses to access the traffic provided by the web giant?’ The answer is yes, but there are some key features which must be built in to your web presence before this can happen.
The First step is Diversification
For an effective approach to SEM small businesses need to look seriously at how they can fragment their approach. Those that have had to learn the hard way from the recent changes have pointed to an over emphasis on link building within one blog network. There is no guarantee that these are not vulnerable and might result in your website being completely removed from Google searches. In order to ensure your business is Google proof in this respect an alternate array of marketing strategies is key. In addition to having a website which is not likely to fall foul of search engine optimization there are other aspects to promotion which should be developed. It is important to ensure you have a strategy to develop business even if Google axes your links. Using customer reviews, email marketing and development of social media links can provide a strong range of alternative sourcing for your business.
There are many solid examples of where getting involved seriously enhances the prospects for maintaining and expanding a business portfolio. For many small businesses social media is regarded as a sideshow distraction from the real source of business on the web. The recent shift in how people use their social media means that this area can now generate significant traffic and in the case of small businesses may be sufficient to sustain or grow the company.
There are some tactics which can be employed to ensure that social media is effectively used. Collecting customer reviews is an excellent feature of social media marketing which is often neglected by small businesses. In addition talking in forums and writing guest posts on blogs shows a clear sense of involvement. These involvements leave back link footprints and are widely recognised as an effective part of a successful SEM strategy.
Focus on the End-User
This is a tactic which can help ensure your pages are bookmarked and ensure the return of traffic not just for products but for in
formation. It is essential that you create a web presence which has your client in mind and not just as a marketing vehicle. The perceived wisdom here is to use something that your customers will find educational, informative or entertaining. All businesses have wisdom to share; a builder can upload a DIY video, accountancy firms can include tax code information. This sort of marketing will leave your website on the positive side of the search engine optimization line.