05
Jan
2012
How User-Generated Content is Changing SEO
Cathy Halligan is the senior vice president of sales and marketing for PowerReviews. Prior to joining PowerReviews, she was chief marketing officer and vice president of product management and multichannel integration at Walmart.com. Halligan also held executive positions at Williams-Sonoma, Gymboree and Lands’ End.
Google is at the social game again with the recent unveiling of Google+, a big bet for the company and an effort to show that it can keep up with Facebook in this increasingly important space.
However, it’s important to recognize that the launch of Google+ is not just a run at Facebook — it’s a reflection of the increasing importance the company places on social signals in how it indexes, ranks and presents information to consumers. And despite some well-publicized failures in the past, Google has already had some significant success in social that has eluded the media spotlight.
Google has long been the first choice of consumers who are looking for information online, and it has monetized its search offering well (32% revenue growth to $9 billion-plus in Q2). But more recently, Google is on the path to becoming the consumer’s choice when she is shopping for everything from a refrigerator to a hotel room. What’s significant is that this path is fueled by social. “How so?” you ask.
Consider this:
- Social media, by definition, is the creation and exchange of user-generated content (UGC). Consumers have consistently indicated that the UGC with the greatest impact on their buying behavior is customer reviews. Google values keyword-rich, publicly available UGC and incorporates it into search engine results and into Google properties like Shopping and Hotel Finder.
- Google constantly innovates the user experience, and incorporated the UGC (a.k.a. social content) consumers rely on to make a purchase decision more than a year ago.
- Google’s Search Engine Results Page (SERP) has changed radically, as have the company’s other properties, which are now fueled by UGC/social.
It’s worth looking at the evolution of SERP in more detail to better understand this.
Let’s first examine the Google results for Samsonite Luggage in January 2010, which had no social media integration. (Apologies for the somewhat blurry image.)
In April 2010, Google incorporated customer reviews in many places.
Let’s look at a current Google search result for “refrigerator.”
The results:
Within a year of Google taking in e-tailers’ reviews, that UGC is fully integrated across Google and impacts search results in a very noticeable way.
Twenty-nine percent of consumers now use Google to read product reviews, or “social UGC,” according to Internet Retailer.
How Does This Affect Your Business?
So what’s the bottom line? Google has found success in social by incorporating it into the elements of its business for which it is the market leader: search and web browsing. The experience that hundreds of millions of people have with Google every day is in fact social – UGC drives the search and browsing experience, and the experience on Google properties like Shopping and Hotel Finder. Google relies on businesses to generate this social content from their customers, which in turn benefits those businesses in the form of traffic to their sites. There are a few important steps that businesses can take in order to continue receiving traffic from Google:
- Execute better than anyone on the fundamentals. Consumers are looking for the right product at the right price, an easy-to-navigate user experience, with a pain-free checkout and fast delivery. Google is not in the retail business, but it is monetizing the way people will find yours. As a result, sites that execute on the fundamentals will have an advantage over those who don’t.
- Increase the quantity and quality of customer reviews. This user-generated content matters now more than ever, including that which is generated via mobile while consumers are in your brick-and-mortar location. Organize reviews into the mobile experience so that they’re easy to find and browse, with at-a-glance summaries highlighting pros, cons, and best uses of a product, in addition to average rating.
Search and social used to be two separate spheres, but those worlds are quickly colliding. While Google is doing all it can to catch up with Facebook, you would be wise to try to catch up with Google as well.
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20
Sep
2011
Are you Mobile Phone Friendly?
Google recently calculated 40% increase in mobile searches for business like yours. Is your website mobile and pad friendly? You do not have to spend 10’s of thousands of dollars for mobile applications to make your site mobile for iPhone, iPad, Android, and Microsoft. Customers search for your business via search engines, not application stores. Optimize your website for mobile and pad devices. Stop the frustration of website navigation through non mobile friendly websites. Sites updated with HTML5 and CSS to increase user friendly experiences through mobile and pad devices.
Contact us at Spikerush Media today:
Glenn Remler
Spikerush Media
561.488.8742
glenn@spikerushmedia.com
19
Jul
2011
Are you a leader?
In today’s world, leadership is one of the most used words in business, yet it is a difficult practice. The majority of business owners will tend to follow a trend rather than taking the risk and stepping up front. The uncertainty of new opportunities are too risky, so the similar path among their fellow colleagues are easier.
If your going to be a leader, than begin by marketing you!
After starting my own company 2 years ago, it begins with my own confidence and ability to deliver and exceed our clients expectations.
By having the determination and the confidence to share my own perspective, I have created a visible position in the marketplace. This has helped me launch a successful business and attract clients for my services.
Some thoughts about being a business owner:
1. Starts with you! Be yourself. Don’t let others in the industry intimidate you.
2. Gather your clients ideas, but share your own. Whether your ideas are being used, at least give your perspective and reasoning (Clients respect that!)
3. Stick to your guns! Once you set standards within your company, make sure everyone stands by them. Even if the decision doesn’t go in your favor, they will for the next opportunity.
4. Don’t be a “Yes Man (Or Woman)” all the time. Kissing butt won’t help you get ahead. Have ideas, thoughts, and creativity of your own.
Show your industry who you are and success will come!
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21
Apr
2011
Is Email Marketing Really Done?
Companies and marketers have asked me do you believe Email Marketing is over? I personally don’t believe Email Marketing is dead, but your brand image, content, personalization, and targeting strategies are imperative to get the opens and click through.
There are additional ways of communication with your customers through social media and smart phones that have caused a reduction, but are they a replacement? My opinion is email marketing will never totally go away, but the role may change. Those consumers and business executives who read email are seeking brands that are familiar, or content that will draw their attention. Strong messages or promotional offers are necessary to draw the conversions.
As everything else involving the Internet, email marketing will evolve. The only thing you can count on when it comes to marketing in today’s technology is change. When it comes to marketing, the best strategy is to use your expertise with multi-channel marketing approach.
Glenn Remler
President
Spikerush Media
glenn@spikerushmedia.com
Twitter: @spikerushmedia
Facebook: SpikerushMedia
08
Apr
2011
How Do You Select Website Colors?
How do you know what colors are good for your website? The colors of the website are extremely important, which help your customers experience and react with their emotions about your products or services. The colors of your website can shift the mood of your customer and how they experience your website. Colors can draw attention for a reaction or mellow the moment so that reading content will keep the viewers drawn to your web pages content. You are 1 click from them going to your competition.
Some common or natural colors:
• White: Highly used color for achieving simple, clean, and bright to a web page.
• Black: A curiosity or enclosed feel to a page. Commonly used to center the focus toward the center of the website.
• Blue: Blue is a common relaxed, pure color. You will see this color used in the hospitality industry for the serenity of the ocean or sky, also in the medical field for doctors, or hospitals.
• Green: Has become the standard for Eco-Friendly usage. Mild and relaxing plus used more for the content.
• Yellow: Relax and positive mood. It also can be difficult to view over a period of time, so blended in the website will help achieve a positive effect on the website.
• Pink: More about ease and beauty. Many used for infant websites or fashion industries.
Contrast (Rock Star) Colors:
These colors are your attention getters – act now!
• Red: Red is commonly used for attention (Buttons or important website content information). It’s going to draw you, so its recommend to use sparingly within the website.
• Orange: The past several years, Orange has been used on websites, newsletters, marketing promotions, for taking action. It has become very popular with websites and blogs.
Too many colors on a website, newsletter, print or email campaign will put your head into a spin (And the viewers). Focus on 3 – 4 colors, which you can then focus on different shades.
The key to a successful website design (or marketing campaign) are the ability to keep color control, yet action areas need to stand out. Working with the client for the best color schemes, which will help plan for a successful website launch. Contact us at Spikerush Media for your website design, hosting, and Search Engine Optimization needs.
Glenn Remler
President
Spikerush Media
glenn@spikerushmedia.com
Twitter: @spikerushmedia
Facebook: SpikerushMedia
04
Apr
2011
Is everyone a Social Media Expert?
As I was walking my son to his school this morning, it got the wheels spinning that I wished to have been a meteorologist in South Florida. It is truly the only job where you can predict the weather, not be right 95% of the time, and still be employed. Can’t they just say it’s going to be partly cloudy everyday? Last week we were suppose to have massive rain, tornadoes, and 80 mile an hour winds come through our area, yet nothing. If we based everything from these meteorologists experts, everyone would stay indoors all day long.
My thinking to the new train of Social Media Experts. Everyone that is on board of twitter, Facebook, Foursquare, etc… is all expressing their opinions of personal experiences. Some are older and wiser but everyone is sharing their experiences on a daily basis. What classifies you as a Social Expert, by the number of followers? Would you consider Justin Beiber with 8 million followers a social expert? He was a performer that jumped on the bandwagon of the social networks whom gained followers. Your tweets? Do we label you a Social Expert by your comments or is it all about the number of followers?
I think we should redefine the concept of Social Expert by the title of Social Commentators VS. Social Influencers. Would some celebrities and the common individual be considered as a commentator while marketers or companies is labeled as Social Influencers. Their goal is mainly to buy their brand, which everyone else is trying to be the one to “Pick Me”, “Look at me”?
As the internet, smartphones, tablets, and other electronic devises are created and applications rule the marketplace, Social Media will continue to grow as more consumers can express and receive valuable information daily.
The electronic revolution continues!
Glenn Remler
President
Spikerush Media
glenn@spikerushmedia.com
25
Mar
2011
Search Engine Optimization is a Chess Game
Search engine optimization is a chess game. While there is one goal to reach the top of the ISP’s (Get the King), but there are multiple yet conflicting strategies. Search engine marketing is about the rankings, and now the focus has shifted to more relevant content. Is your content relevant for your targeted audience? When you have optimized your website with the content, does the end result bring you the targeted audience? Has your audience paid for products or services, download service information, following you on a social network, or even download a mobile application? Or do they just come and go from the website?
Having a great looking website with all the bells and whistles are meaningless if nobody is finding it. Can you imagine opening a new restaurant or clothing store but not telling anyone? How about opening a children’s clothing store, but your advertising to everyone at the local retirement center (Not the right audience). Assessing your audience and knowing the monetary worth is the key for success of Search Engine Optimization.
Once you begin the optimization process, don’t expect immediate results. It can take time to adjust based upon the implementation and results, so those that are successful are able to adjust and move positively forward. Working with Educational companies your strategies would focus on individuals seeking to improve themselves for particular degrees versus focusing on the hospitality industry where there are multiple strategic areas of need such as destination, brand, cost, and whether it’s personal or business. Very important to know you’re the objectives of your audience and how your website will help.
Understanding your initial objectives, current needs, and future goals will help your search engine optimization rankings. Adjustments and rankings do not happen over night, but keeping comparisons of previous adjustments will continue your search success. Make sure that any adjustments made are continuing the success of your website.
Look for the best opportunities that will improve your website and services you offer. If you’re not making enhancements or changes, your competition is one up on you. Make sure to keep track and analyze those changes to confirm they are working for your best interest and those viewing your website. When in doubt, ask someone (Non techie) to go online to review the website and those additions. If they don’t understand how to purchase, download, or find the additions on your website then make the adjustment.
Your marketing budget should always be increasing to achieve your online goals. Whether improving additional features or tools to the website, organically optimizing the website, and by spending advertising dollars on pay per click services. Make sure you are focused and using a measured approach to your marketing efforts. You will come across failed attempts, but remember to adjust and fix will help your business continue on the right path. Continue updating, patience, along with consistence will allow your online presence to blossom and grow. Looking to achieve a “checkmate” against your competition is a great accomplishment!
Glenn Remler
President
Spikerush Media
glenn@spikerushmedia.com
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A lot of eager buyers will purchase a smartphone or tablet in 2011. There are expected to be 52 million tablets and 95 million smartphones sold here in the US for 2011.
About Tablet sales: “Yet another research firm is forecasting the global growth of “tab computers.” Canalys expects to see 52 million of the devices shipped this year – and Apple’s iPad will account for 75 percent of the sales.”
About Smartphone sales: “More smartphones will be sold in the United States in 2011 than other electronic devices, according to a recent study published by research firm Gartner.
The study predicted approximately 95 million smartphones will ship in the U.S. in 2011, up from 67 million in 2010. This will make smartphones more popular than many other devices, including PCs, tablets, gaming consoles, e-readers and mobile feature phones.”
With these giagantic amount of sales tied into the 100,000′s of applications that have been developed, your company needs an application today. Why? Because your competitors are already working on one. What are the top things to consider for your mobile application:
- Limit the scope: The application should have enough of your company’s service or product available to launch. Additional versions can be created later on. This will also keep the cost down.
- Pricing of the application: Consider either a low introduction cost or free download. Many companies are providing their applications for free with transactional fees later on.
- Budget ongoing cost: An application is only good with a support staff behind to help. You may have to hire an employee (Help the economy), additional work for an existing employee (Job Security), or third party company.
- Unique features: Designed for large screen use, internet connectivity, maps, CRM backend support, push news & messages, ecommerce, and surveys.
- Promotion of the application: What good is the application if your not promoting your customers to download? Add to your current TV, Radio, Print, or Internet marketing materials.
Here are the top 10 tablet computers for 2011:
- Apple IPAD 2
- Motorola Xoom
- Samsung Galaxy Tab 2
- Dell Streak 7
- HTC Scribe
- Acer Iconia A500
- Toshiba Tablet
- Blackberry Playbook
- Web OS
- LG G-Scale
The mobile and internet world is rapidly moving forward. Businesses today have more platforms to market and brand their companies. The decision is yours to jump on board and move at the rapid pace of technology.
The mobile application team has over 14 years of technology experience, 2 years in the mobile industry, built many applications, and provide 24/7 customer support for the mobile application.
You can contact us:
Glenn Remler
Spikerush Media
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